FROM REDUNDANCY TO NATIONAL RECOGNITION
What happens when you back yourself, build the right platform, and show up for your audience every single day.
Andrew MacAskill didn't set out to become one of the UK's most recognised career coaches. He was made redundant. This is what he built next.
AT A GLANCE
100,000+
LinkedIn followers
1,000+
Lives changed
15,000+
YouTube views
#1
Best Employment Website - NORA Awards 2021
01 — THE SITUATION
Two redundancies.
One decision.
In 2018, Andrew MacAskill lost his senior role at one of the UK's leading executive search firms. His wife lost hers at the same company, on the same day.
For most people, that would be the moment to update the CV, get back on the market, and find the next corporate role.
Andrew did something different. He decided that the side hustle he'd been running - career coaching, helping senior executives navigate the job search process - was worth backing. Properly. Full time. All in.
He had a mission he believed in completely: to end career-based misery. What he didn't have was an online business, a platform, a course, a membership, or any kind of digital infrastructure to build it on.
He came to BeeMi.
WHAT HE HAD
→ Deep expertise in executive recruitment built over a decade
→ A small but engaged LinkedIn following
→ A side hustle and a big, clear mission
→No online business. No course. No membership. No funnel.
WHAT HEÂ NEEDED
→ A professional platform to host his courses and membership
→ A website worthy of the brand he was building
→ Sales funnels to convert his growing audience into paying clients
→ A trusted tech partner to build and run it all — so he could focus entirely on his people
The agreement we made from day one was simple: Andrew would show up for his audience. BeeMi would build everything behind the scenes that made that possible.
02Â - WHAT WE BUILT
The platform behind the mission.
While Andrew showed up on LinkedIn every single day - posting, teaching, answering questions, hosting free weekly live coaching sessions, and genuinely pouring himself into the job search community he was building - BeeMi was constructing the infrastructure that would hold it all together and scale with him
We built the entire Executive Career Jump business on Kajabi:
 → A membership site to deliver his coaching programmes and create a paid community around his work.
 → A full website - professional, credible, and built to convert - that became the hub of his growing brand
 → Sales funnels and email automations to turn his expanding LinkedIn audience into paying members
 → A podcast - the Executive Career Jump Podcast - designed, set up, and launched to give his audience another way to learn from him
 → A YouTube channel - set up and managed by BeeMi - to repurpose the podcast content and extend his reach into search-driven video
Each channel fed the next. The LinkedIn audience drove people to the website. The website grew the email list. The email list filled the membership. The podcast built authority. The YouTube channel created evergreen reach. The book anchored it all.
Kajabi gave Andrew a single platform to deliver everything - courses, community, email, checkout - without the complexity of stitching together multiple tools. As his audience grew from hundreds to hundreds of thousands, the infrastructure scaled with him, invisibly.
03 — WHAT GREW
Not just a business. A movement.
This is what consistent, mission-driven content - backed by the right platform - can build.
100,000+
LinkedIn followers - built entirely organically, from a standing start, with no paid advertising. Andrew posted every day. He showed up in the comments. He hosted free coaching sessions for anyone who needed help. He built trust at scale - and the numbers followed.
1,000+
Executives successfully coached - job seekers, senior leaders, people who'd been made redundant, people trapped in roles they hated, people who didn't know how to sell themselves in a market that had changed. Andrew helped them all find a way forward. That's not a marketing metric. That's a thousand lives quietly changed.
70+
Podcast episodes - the Executive Career Jump Podcast became one of the top-rated shows in its category, featuring guests from across the careers, leadership, and recruitment world.
15,000+
YouTube views - BeeMi set up and managed the Executive Career Jump YouTube channel, repurposing podcast content into searchable, evergreen video that continued generating views long after each episode aired.
Bestselling Author
The Job Search Playbook - written during this period - became an Amazon bestseller, added a further revenue stream, and cemented Andrew's authority in a format that no algorithm could take away.
Winner: Best Employment Website - NORA Awards 2021
The Executive Career Jump website - built and hosted on Kajabi - won Best Employment Advice Website at the National Online Recruitment Awards in London, beating out major competitors including BBC Bitesize and Guardian Jobs. BeeMi was at the ceremony.
LinkedIn Changemaker, 2021
One of only eight people selected across the UK. Andrew didn't just appear in LinkedIn's online campaigns - he appeared in their national UK television advertising. A career coach who had started from redundancy, now on TV, representing the platform he had built his entire business on.
LinkedIn Top Voice for Careers & Job Search, 2022
Recognition from LinkedIn itself that Andrew had become one of the most credible and influential voices in his field.
04 — THE LESSONS
This wasn't luck. It was a decision,made daily.
Clarity of mission above everything
"End career-based misery" is four words. Andrew knew exactly who he was for, what he stood for, and why it mattered. That clarity made every piece of content easier to create, every offer easier to position, and every follower feel like they'd found exactly the right person.
One channel, mastered completely
Andrew committed to LinkedIn - and only LinkedIn - in the early years. He didn't try to be everywhere. He became unmissable in one place. The follower growth, the Changemaker status, the TV campaign - all of it flowed from that single, sustained commitment.
Serving the audience before selling to them
The vast majority of what Andrew produced was free. Daily posts. Weekly live coaching sessions. A podcast. A YouTube channel. A book. He gave generously and consistently, long before he asked for anything in return. By the time he had something to sell, the trust was already there.
Building multiple channels that compound
ALinkedIn built the audience. The podcast deepened the relationship. The YouTube channel created evergreen reach. The membership converted trust into recurring revenue. The book gave the brand permanence. None of these channels competed - they reinforced each other. And BeeMi built and managed the infrastructure that connected them all.
Letting go of the tech
Andrew never had to think about Kajabi, automations, sales pages, or whether the checkout was working. He focused entirely on his audience. That division of labour - Andrew on the mission, BeeMi on the machine - was total. And it worked.
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"End career-based misery" is four words. Andrew knew exactly who he was for, what he stood for, and why it mattered. That clarity made every piece of content easier to create, every offer easier to position, and every follower feel like they'd found exactly the right person.
05Â - THE NEXT CHAPTER
The platform he built is still running.
The mission hasn't changed.
After building Executive Career Jump into an award-winning, nationally recognised coaching business — with a six-figure following, a bestselling book, a top-rated podcast, and a TV campaign to his name — Andrew was offered the role of Chief Commercial Officer at a leading UK executive search firm. A fitting chapter for someone whose entire brand was built on understanding how careers really work.
Executive Career Jump continued to run alongside that role.
Now, Andrew is back doing what he has always done best - coaching senior executives through career transition, job search, and the moments when everything feels uncertain. The business he built is still the foundation. The Kajabi platform BeeMi built is still running. And the mission - to end career-based misery - is as alive as it ever was.
06 — APPLY THIS
The principles behind this story work for any expert with something real to say.Â
1. Your mission is your marketing
Andrew didn't build a personal brand by talking about personal branding. He built it by being relentlessly, genuinely useful to the people he wanted to help. The clearer your mission, the easier every piece of content becomes..
2. Depth before breadth
Master one channel before you expand to the next. Andrew's entire multi-platform presence grew from LinkedIn. The platform you build first is the one that funds everything else.
3. Give before you sell
The audiences that convert best are the ones who already trust you completely. Build that trust with free, genuinely useful content — and keep building it even after you start selling.
4. Think in channels, not campaigns
A podcast, a YouTube channel, a newsletter, a membership — each one reaches your audience differently, in different moments, at different depths. The magic is in building them so they connect. One piece of content, repurposed intelligently, can feed every channel you have..
5. Build the infrastructure properly from the start
Nobody buys a course. They buy the version of themselves that exists after the course. Write your sales page from that place. What will they feel? What will they be able to do? What will be different? Features are reassurance. Transformation is the sale.
6. Impact and income are not opposites
Andrew helped over a thousand people find their way forward in their careers. That mission — genuinely caring about the people he served — is precisely what made his business work. The most commercially successful personal brands are almost always the ones built around a cause bigger than the sale.
We help established coaches, consultants, and experts decide what to build online - before they waste time building the wrong thing.
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Andrew MacAskill is the founder of Executive Career Jump, Amazon bestselling author, LinkedIn Changemaker 2021, LinkedIn Top Voice 2022, and career coach on a mission to end career-based misery. execcareerjump.com
