"Working with Robyn has allowed me to get completely out of the weeds when it comes to managing my social channels. I still carve out time regularly – but no longer daily – to provide her with videos and other content for my pages, however, there is now an ROI on the time I spend because the content aligns with a strategy that is effectively increasing followers and engagement."
— Tricia Sciortino, CEO
The Challenge
When Tricia Sciortino stepped into the CEO role at BELAY in January 2020, the demands on her time increased exponentially — and she still only had 24 hours to get everything done. A passionate advocate for boundaries and knowing one's limits, Tricia found herself hemorrhaging time on a task that wasn't delivering results: managing her personal social media channels.
"I was spending a significant amount of time daily tending to my social channels, not just in the actual posting, but trying to figure out what to even post. With a stagnant following and low engagement, I knew this was not time well spent."
With her Instagram sitting at just 500 followers, Tricia recognized that her pages lacked the visual appeal she admired in others — but couldn't define why. Without the bandwidth to analyze her content performance, she was, by her own admission, "just throwing things against the wall and seeing what stuck."
As someone who champions delegation as a core leadership skill, Tricia knew the answer. Her social presence was non-negotiable, but her daily involvement in managing it was. Something had to give — and it was time to practice what she preaches.
The Solution
Tricia brought on BELAY Social Media Manager Robyn Ware to take ownership of her personal social channels. Rather than a cold handoff, the two began with an intentional onboarding process: a kickoff meeting to align on brand goals, followed by a structured approval workflow in Asana that allowed Tricia to shape Robyn's understanding of her voice.
"Robyn plans out all posts across all my channels in Asana, so she would task me with approving all drafted posts in the beginning. This way, I could give feedback on accurately depicting my voice as well as my sentiments."
To accelerate the process, they built a reference spreadsheet compiling Tricia's quotes from articles, emails, webinars, and speaking engagements — giving Robyn both direct source material and deeper insight into Tricia's worldview. Over time, the approval touchpoints became less and less frequent as Robyn mastered Tricia's voice independently.
"Just like with a virtual assistant, the more time you invest in the onboarding process for your Social Media Manager, the more time they will be able to save you down the road."
Today, Robyn posts independently across Tricia's channels, with monthly check-ins to review strategy, provide fresh perspective, and keep content evolving.
"Robyn has taken my social channels to the next level by integrating brand colors and focusing on the overall aesthetic of my pages giving them that wow factor."
— Tricia Sciortino, CEOThe Impact
The results of the partnership have been both tangible and transformative. On Instagram alone, Tricia's following grew from 500 to 1,200 — driven entirely by organic engagement, not paid growth.
"For Instagram, she had 500 followers. And now we're at 1,200 – and that's been organic. We're not buying followers, which a lot of people do. It's just building influence and engagement through regular posting, compelling content, trying to tag people who have a following when we can – that sort of thing," Robyn explains.
Beyond the numbers, Tricia has reclaimed something more valuable: her time. She no longer dedicates daily effort to social media, and the time she does invest now yields a real ROI — tied to a clear strategy that continues to grow her audience and amplify her influence as a leader.
"Robyn has taken my social channels to the next level by integrating brand colors and focusing on the overall aesthetic of my pages giving them that wow factor."
For Tricia, the outcome is a living proof point of the philosophy she leads by: the best leaders know when to step aside, trust the right people, and let delegation do what no amount of personal hustle ever could.