Shows
Earned: Unlocking the Power of the Creator EconomyCredibility Over Clout: Inside LinkedIn's Vision for CreatorsIn this episode of Earned, CreatorIQ CMO Brit Starr sits down with Sam Clanon, Director of Product, Create at LinkedIn, live from Dubai during the Billion Follower Summit, to explore how today's platforms can better serve creators, professionals, and businesses alike. Sam reflects on his career shaping content ecosystems at TikTok and Snapchat before stepping into LinkedIn's uniquely complex mandate: designing tools that help people translate content into real economic opportunity—not just attention. At the heart of the conversation is LinkedIn's philosophy of "Create," not "Creator." Sam breaks down the three major forces defining creation on the platform to...
2026-01-2235 minEarned: Unlocking the Power of the Creator EconomyBuilding a VIP Community That Drives Retention With Jenna HabayebIn this episode of Earned, CreatorIQ CMO Brit Starr sits down with Jenna Habayeb, President of Posh Peanut and four-time CMO (formerly of IPSY and Ruggable), to unpack how community, speed, and product obsession power sustainable brand growth. Jenna shares Posh Peanut's origin story—founded by Fiona on Etsy—and how the brand differentiated itself in kids apparel through buttery-soft viscose bamboo fabric, bold maximalist designs, and a founder-led commitment to listening closely to customers. At the center of the conversation is retention. Jenna explains how Posh Peanut's exceptional repeat purchase rates are fueled by both product quality and a hi...
2026-01-0631 minEarned: Unlocking the Power of the Creator EconomyHow to Build Brands and Influence People's Predictions for Creator Marketing in 2026As 2025 comes to a close, Alex Rawitz—CreatorIQ's Director of Research & Insights—hosts the final How to Build Brands and Influence People: Live of the year with a special crossover guest: Brit Starr, CreatorIQ's Chief Marketing Officer and host of the Earned podcast. Together, they unpack the biggest creator marketing shifts of 2025 and lay out what brands should prepare for in 2026. Brit names 2025 the year the creator economy became inevitable—an inflection point where creators moved from "nice to have" to a true business imperative. They dig into the data behind that momentum, including a major budget realignment: creator marketi...
2025-12-2231 minEarned: Unlocking the Power of the Creator EconomyCenter of Excellence, Center of Execution: Leah Walker on Scaling Creator Marketing at AdobeIn this episode of Earned, CreatorIQ CMO Brit Starr sits down with Leah Walker, Director of Social Media at Adobe, to unpack how one of the world's leading creative companies is scaling its creator strategy. Leah reflects on her decade at Adobe and shares how the brand moved from scattered influencer activations to establishing its first dedicated influencer marketing team—marking a major shift in how Adobe views creators as core to its marketing engine. Leah offers an inside look at programs like CAMP, Adobe's Creator-Led Content Amplification Program, which repurposes creator content across the full funnel to drive bo...
2025-12-0931 minEarned: Unlocking the Power of the Creator EconomyFrom Creators to Entrepreneurs With Sidewalker Daily's Nina ZadehIn this episode of Earned, CreatorIQ CMO Brit Starr sits down with Nina Zadeh, co-founder of Sidewalker Daily, to explore the evolving landscape of the creator economy and the transition of creators into savvy entrepreneurs. Nina shares her extensive experience in brand management and offers invaluable insights into how creators can strategically position themselves as essential partners to brands. The discussion highlights the significance of long-term partnerships, the role of data transparency, and the need for fair compensation, as creators increasingly take control of their business relationships. Listeners will gain an understanding of the strategic shifts expected in 2025, where...
2025-11-2527 minEarned: Unlocking the Power of the Creator EconomyLive From CreatorIQ Connect LA: Expert Takes on What's Next in the Creator EconomyThis week on Earned, we dive into the dynamic evolution of the creator marketing landscape. Recorded onsite at our CreatorIQ Connect LA event, this episode brings you insights from industry leaders like Kate Brady from PepsiCo, Brian Manning from Wayfair, Leah Walker from Adobe, Dana Paolucci from Dove, and Amy Johnson from Wasserman as they discuss the shift from traditional advertising to more genuine, storytelling-driven strategies. Explore how brands are embracing community-driven growth and the transformative power of qualitative metrics over traditional engagement measures. We highlight the emerging trends reshaping the industry, such as the rise of macro and...
2025-11-1214 minEarned: Unlocking the Power of the Creator EconomyLive From CreatorIQ Connect LA: Expert Takes on What's Next in the Creator EconomyThis week on Earned, we dive into the dynamic evolution of the creator marketing landscape. Recorded onsite at our CreatorIQ Connect LA event, this episode brings you insights from industry leaders like Kate Brady from PepsiCo, Brian Manning from Wayfair, Leah Walker from Adobe, Dana Paolucci from Dove, and Amy Johnson from Wasserman as they discuss the shift from traditional advertising to more genuine, storytelling-driven strategies. Explore how brands are embracing community-driven growth and the transformative power of qualitative metrics over traditional engagement measures. We highlight the emerging trends reshaping the industry, such as the rise of macro and...
2025-11-1214 minEarned: Unlocking the Power of the Creator EconomyHow INNBEAUTY's Alisa Metzger Builds Trust Through Real People and Real ResultsIn this episode of Earned, CreatorIQ CMO Brit Starr sits down with Alisa Metzger, co-founder of INNBEAUTY Project, to explore her journey from leading roles at beauty giants like L'Oréal and La Prairie to building her own clean, vegan, affordable skincare brands. Alisa shares how her passion for beauty and marketing fueled the creation of INNBEAUTY Project with co-founder Jen Shane, and how they're redefining customer engagement in a rapidly evolving market. You'll hear how INNBEAUTY Project emerged to fill a critical gap in skincare—blending scientific rigor with storytelling to create meaningful connections. Despite launching amid the glo...
2025-10-2833 minEarned: Unlocking the Power of the Creator EconomyUnpacking the State of Creator Marketing with Jasmine EnbergIn Episode 184 of Earned, CreatorIQ's Chief Marketing Officer Brit Starr sits down with Jasmine Enberg, former VP, Principal Analyst at EMARKETER. We dive into CreatorIQ's annual State of Creator Marketing Report and what it reveals about the future of trust, community, and content performance. Brit and Jasmine unpack the shift from creator-focused to content-first strategies that are driving measurable business impact. You'll hear how influencer marketing investment has surged 171% year over year, signaling a major move from traditional media to creator-led strategies. We dig into how marketers are redefining ROI, navigating new measurement challenges, and building scalable...
2025-10-1437 minEarned: Unlocking the Power of the Creator EconomyUnveiling the Magic of Toy Marketing: Inside Moose Toys with Liz GramppIn Episode 183 of Earned, CreatorIQ's Chief Marketing Officer Brit Starr sits down with Liz Gramp, VP of Marketing and Communications at Moose Toys, to explore how the brand brings play to life through characters kids love—like Bluey and Little Live Pets. Liz pulls back the curtain on Moose's approach to capturing attention during the all-important July–December season, guiding caregivers through purchase decisions, and keeping kids engaged through platforms like Instagram and TikTok. We also dig into YouTube's evolving role in toy marketing, from the rise of scripted content to building authentic creator partnerships with names like MrBeast. Liz...
2025-09-3037 minEarned: Unlocking the Power of the Creator EconomyHarnessing Curiosity: Insights from Roya Zeitoune, Head of Culture and Trends at YouTube EMEAIn Episode 182 of Earned, CreatorIQ's Chief Marketing Officer Brit Starr sits down with Roya Zeitoune, Head of YouTube Culture & Trends, EMEA. Diving in, Roya shares her journey—from early days in the matchmaking industry to leading YouTube's whimsically named "cats team"—and what it's taught her about connecting audiences with content that matters. She opens up about her unconventional career path, which includes undercover reporting for the BBC and a serendipitous opportunity at Google, and the lessons she's learned along the way: stay curious, hire for potential, and never stop exploring. Roya also shares her take on the rise of s...
2025-09-1632 minEarned: Unlocking the Power of the Creator EconomyFrom Aussie Brand to Culture Shaper: Outcast's Bold Brand Identity with CMO Christina McGonagleIn Episode 181 of Earned, CreatorIQ's Chief Marketing Officer Brit Starr sits down with Christina McGonagle—Chief Marketing Officer of Outcast, the bold Australian fashion brand taking the world by storm—to unpack how a bikini startup transformed into a global powerhouse. From its humble beginnings selling swimwear out of a bedroom, Outcast has grown into an international sensation, fueled by a fearless brand identity and a savvy embrace of influencer marketing. Today, the U.S. accounts for 70% of its revenue, thanks to immersive brand activations that go far beyond photo ops and create experiences customers can't forget. Christina shares the...
2025-09-0231 minEarned: Unlocking the Power of the Creator EconomyBridging Authenticity and Business with Trend CEO Ted RaadIn Episode 180 of Earned, CreatorIQ's Chief Marketing Officer Brit Starr sits down with Ted Raad—founder and CEO of Trend, a top U.S. creator management agency—to explore what happens when business acumen meets creative purpose. After a career in mergers and acquisitions, Ted's perspective shifted thanks to one person: his wife, a fashion and lifestyle creator navigating brand partnerships and authenticity. Now, he's helping lead the charge toward a more thoughtful, long-term approach to creator marketing—one rooted in trust, transparency, and community. Ted shares what it means to prioritize brand-aligned creators over one-off conversions and how his ag...
2025-08-1932 minEarned: Unlocking the Power of the Creator EconomyFP Movement's Courtney Wartman Weis on Growing From Free People Sub-Brand to Global Activewear PowerhouseIn Episode 179 of Earned, CreatorIQ's Chief Marketing Officer Brit Starr sits down with Courtney Wartman Weis, managing director of brand marketing at FP Movement, to explore how the activewear label is scaling purposefully in today's creator-driven landscape. Courtney shares how FP Movement evolved from a sub-brand of Free People into a global community-led brand of its own—and reveals how the pandemic-era shift to athleisure created new momentum. From launching Run Day and the Moving Together activity series to building a thoughtfully curated ambassador program (featuring top tennis athletes like Sloane Stephens, Sofia Kenin, and Danielle Collins), FP Movement is...
2025-07-3033 minEarned: Unlocking the Power of the Creator EconomyHow Venting Went Viral: Shima Katouzian's Journey to Social Media StardomIn Episode 178 of Earned, CreatorIQ CMO Brit Starr sits down with Shima Katouzian, powerhouse beauty creator (@sheemoma on Instagram, 2.8M followers) and founder of BODO Makeup. To start, we dive into Shima's remarkable journey from Tesla employee to beloved Instagram influencer who's fostered a community of nearly 3 million passionate fans. We learn how during the COVID-19 pandemic, Shima discovered her passion for content creation through her desire for authenticity and a deep connection to her Iranian roots. Shima reveals how her decision to create content in her native language of Farsi, despite the challenges it posed for brand recognition...
2025-07-2233 minEarned: Unlocking the Power of the Creator EconomyThe Future Is Wearable: Marketing Innovation With Meta's Raashi RosenbergerIn Episode 177 of Earned, CreatorIQ CMO Brit Starr sits down with Raashi Rosenberger, head of marketing for Meta Wearables, for a compelling conversation on the intersection of technology, humanity, and innovation. Raashi shares how devices like Ray-Ban Meta AI are designed not to distract, but to deepen real-world connection—reducing screen time while enhancing everyday experiences through seamless AI integration. Drawing from her background in neuroscience, Raashi also unpacks how psychological principles shape modern marketing, especially when creators are involved. Together, she and Brit explore the growing role of creators in building authentic brand-audience relationships, and reflect on the fu...
2025-07-1526 minEarned: Unlocking the Power of the Creator EconomyFrom Creator to Co-Founder: Jess Hunt's REFY Journey from CreatorIQ Connect EuropeIn this inspiring session at CreatorIQ Connect Europe, REFY co-founder Jess Hunt shares her evolution from creator to entrepreneur and unpacks how authenticity, community, and creator collaboration have been central to the brand's rapid growth. From launching top-performing products with real-time feedback from REFY's creator community to building long-term, trust-based partnerships, Jess offers a behind-the-scenes look at how REFY balances brand storytelling with performance. You'll walk away with tangible insights into scaling a creator-led brand, driving impact through UGC, and fostering meaningful creator relationships that go beyond the feed. Connect with the Guests: Reiss...
2025-07-0832 minEarned: Unlocking the Power of the Creator EconomyMeet CreatorIQ's Newest Leaders: Jennifer Cho & Brig GraffIn Ep. 176 of Earned, CreatorIQ CMO Brit Starr sits down with Jennifer Cho, CreatorIQ's new chief customer officer, and Brig Graff, our new SVP of services. To start, Jennifer and Brig dive into the dynamic world of creator marketing. With Jennifer's extensive experience in brand marketing across music, sports, and entertainment, the episode offers a fresh perspective on the transformative power of creators in today's digital landscape. Having previously run global e-commerce at major retailers and a global solution architecture team at Adobe, Brig touches on the importance of analytics and operational rigor, aligning creativity with impactful business outcomes...
2025-06-2425 minEarned: Unlocking the Power of the Creator EconomyAI With a Human Touch: Building Better Creator Partnerships at Scale from CreatorIQ Connect LondonAI's role in creator marketing has been a subject of much conversation and debate in a human-centered business. How can AI accelerate versus compete with human connection and creativity? In today's episode of Earned, we're sharing a replay of a panel from Connect London, where Google Meta and CreatorIQ share perspectives on how AI unlocks value without blocking the power of the people who make it all work. The group discusses how AI can enhance, rather than replace, the creative process by supporting content ideation, improving efficiency, and scaling partnership strategies. You'll learn how to balance automation...
2025-06-1826 minEarned: Unlocking the Power of the Creator EconomyBuilding Resilient Brands: Insights from AG1, Uber and Yeti from AG1 CMO Paulie Dery In Ep. 175 of Earned, CreatorIQ CMO Brit Starr sits down with Paulie Dery, the CMO of AG1—the clinically-backed daily health drink. To start, we dive into Paulie's transformative journeys of renowned brands such as Uber, Yeti, and AG1. Paulie shares his unique approach to crafting iconic brands, emphasizing the importance of avoiding mediocrity and embracing inflection points that fuel creativity and innovation. With insights drawn from his pivotal roles at these companies, he highlights how they navigated industry challenges by reinforcing their core identities and building strong community connections. Paulie recounts Uber's evolution from a 'gangly adolescent' to a p...
2025-06-1136 minEarned: Unlocking the Power of the Creator EconomyStrategic Shifts: Beiersdorf's Venture into Influencer Marketing and the Creator EconomyIn Ep. 174 of Earned, CreatorIQ CMO Brit Starr sits down with Hassan Daoud, Global Head of Social Media & Influencers and Antoine Héry, Change Management, CDO Office from Beiersdorf. To start, we dive into how Beiersdorf, the company behind iconic brands like La Prairie, Nivea and Eucerin, is investing heavily in influencer marketing to unify global efforts and optimize returns on investment. Antoine and Hassan share their unique journeys into Beiersdorf, highlighting their diverse backgrounds in fintech, automotive, social media, and sports management. Listeners will gain insights into the company's establishment of a center of excellence aimed at standardizing i...
2025-06-0339 minEarned: Unlocking the Power of the Creator EconomyWhat Creator Marketing Looks Like in 2025 from CreatorIQ Connect EuropeEarlier this month, we hosted our second annual CreatorIQ Connect Europe in London. 800 marketers, including more than 200 CEOs, CMOs, founders and VPs across 436 different brands and agencies from 17 countries joined us to learn and connect around the power of creators in transforming business. We are witnessing a fundamental shift in how trust is built, how culture is shaped, and how communities are formed, and the ecosystem and investment around creators are rapidly scaling. Creator marketing is not just surpassing traditional advertising—it's now outperforming other digital marketing channels, such as search and social media ads. And, crucially, EM...
2025-05-2816 minEarned: Unlocking the Power of the Creator EconomyTransforming Communication for Impactful Leadership with Tim FortescueIn Ep. 173 of Earned, CreatorIQ CMO Brit Starr sits down with Tim Fortescue, Executive Communication Coach for Global Leaders and Teams. To start, we dive into Tim's journey, from his early days as a high school basketball coach to his current status as a sought-after advisor for leaders at companies like L'Oreal, Intel, and Google. Tim's path was shaped by a serendipitous encounter at a public speaking workshop, leading to the creation of his business, 40 Watt Coaching. In his conversation with Brit, Tim unveils the profound impact of authenticity and storytelling in leadership communication. He shares insights into overcoming...
2025-05-2136 minEarned: Unlocking the Power of the Creator EconomyStrategic Disruption in the Creator Economy With Jen CostelloIn Ep. 172 of Earned, CreatorIQ CMO Brit Starr sits down with Jen Costello, the Global CSO at TBWA\Worldwide. To start, we dive into Jen's remarkable career, starting from her humble beginnings as a senior planner at Chiat to becoming a pivotal figure in the industry. Then, Jen delves into the dynamic interplay of authenticity and creativity, emphasizing the importance of challenging conventional norms in the advertising realm. She offers valuable insights into the art of disruption, highlighting how bold and innovative ideas can captivate clients and stand out in a saturated marketplace. Throughout the episode, we navigate the...
2025-05-1334 minEarned: Unlocking the Power of the Creator EconomyData-Driven Creator Marketing with Jasmine Enberg In Ep. 171 of Earned, CreatorIQ CMO Brit Starr sits down with Jasmine Enberg, VP, Principal Analyst at EMARKETER. To start, we dive into the transformative journey of the creator economy. As influencer marketing becomes a more mature industry and marketing function in 2025, Jasmine shares how brands are adopting data-driven strategies to navigate this dynamic space. We explore the profound impact of TikTok's rise, the challenges posed by iOS changes, and the economic uncertainties affecting digital creators. Jasmine emphasizes the importance of platform diversification, urging creators (and brands) to embrace new formats like YouTube Shorts and Instagram Reels to remain c...
2025-05-0432 minEarned: Unlocking the Power of the Creator EconomyBuilding Brand Influence through Authenticity with Haley KaliszewskiIn Ep. 170 of Earned, CreatorIQ CMO Brit Starr sits down with Haley Kaliszewski, the former influencer marketing manager at Kendra Scott. To start, Haley dives into the origin story of the Texas based, woman-founded brand that is Kendra Scott. Coined by the phrase, "$500 and a dream," the brand has grown from a storefront on South Congress Street in Austin to 150+ storefront locations across the country. The episode offers perspectives on building successful influencer marketing strategies, emphasizing the power of starting small, nurturing existing fans, and leveraging micro-influencers over high-profile endorsements. Haley dives into the significance of organic growth and...
2025-04-2825 minEarned: Unlocking the Power of the Creator EconomyTurning Creators into Brand Storytellers and Community Builders With Iris CokerIn Ep. 168 of Earned, CreatorIQ CMO Brit Starr sits down with Iris Coker, former director of influencer relations and social media at Kate Spade New York. To start, we dive into Iris' journey from agency life to leading innovative strategies at Kate Spade New York. Iris shares how the brand successfully merges its cherished legacy with modern influencer dynamics, particularly through TikTok. We explore how creators have become central to Kate Spade's strategy and blurred the lines between organic and paid media. Iris discusses the balance of honoring Kate Spade's heritage while appealing to the ever-evolving Gen Z market...
2025-04-0932 minEarned: Unlocking the Power of the Creator EconomyEmbracing Vulnerability and Building Community with Zaina SesayIn Ep. 167 of Earned, CreatorIQ CMO Brit Starr sits down with Zaina Sesay, content creator with over 130k followers. To start, we dive into Zaina's journey from high school storytelling enthusiast to becoming a figure in the creator economy. Her unique background in casting and creative development at major networks like MTV and VH1 has equipped her with the experiences that now fuel her content creation. We explore her transformative transition from the corporate world to being a content creator, highlighting the entrepreneurial spirit that drives her. Zaina candidly discusses her participation in Snapchat's 523 program, which provided crucial support in...
2025-04-0134 minEarned: Unlocking the Power of the Creator EconomyWhy Authenticity Is the Currency of Influence on LinkedInIn Ep. 166 of Earned, CreatorIQ CMO Brit Starr sits down with Katie Carroll, Sr. Editor at Large at LinkedIn. To start, we dive into LinkedIn's transformation from job-seeking platform to a dynamic space for sharing ideas, fostering conversation, and building personal brands. Katie shares her insights on the shift towards authenticity and vulnerability in content creation, emphasizing the importance of genuine connections and the power of video content. We explore how LinkedIn News plays a crucial role in the editorial landscape and offers transparency and accessibility through original reporting and curated member perspectives. The discussion also explores the creator...
2025-03-2524 minEarned: Unlocking the Power of the Creator EconomyWhy Customers Swipe Right on Brands That Share Their Values With Ayal PascalIn Ep. 165 of Earned, CreatorIQ CMO Brit Starr sits down with Ayal Pascal, VP of Marketing at Allies of Skin—a skincare brand that has successfully combined high-performance clinical formulations with emotionally charged narratives to revolutionize the beauty industry. To start, we dive into Ayal's journey from working on product development at L'Oreal to the indie brand scene, offering fascinating insights into product development and marketing strategies at different company stages. Ayal emphasizes the importance of direct communication and insights gained from listening to consumers and creators, highlighting how these relationships shape the evolving consumer journey. The discussion also ex...
2025-03-1833 minEarned: Unlocking the Power of the Creator EconomyInnovative Leadership and Emerging Media Trends with Publicis' Emily Hare and Anna O'MahonyIn Ep. 162 of Earned, CreatorIQ CMO Brit Starr sits down with Emily Hare, Global Influencer Lead and Anna O'Mahony, Global Lead, Content and Innovation at Publicis. To start, we dive into the transformative landscape of creator marketing and influencer strategies. As we chart the course for 2025, marked by significant agency consolidations and acquisitions, Anna and Emily reveal the pivotal role of creators in redefining brand strategies. The duo highlights the necessity of establishing a "center of excellence" in content creation, merging storytelling with journalism to craft narratives that resonate on both global and local scales. We explore the fusion...
2025-02-2536 minEarned: Unlocking the Power of the Creator EconomyThe Future of Creator-Led Media and Tech with Jacklyn DallasIn Ep. 161 of Earned, CreatorIQ CMO Brit Starr sits down with Jacklyn Dallas, YouTube creator and CEO of Nothing But Tech, entertaining and informative content that both reviews and discusses innovations in the consumer electronics industry. To start, we dive into what inspired Jacklyn to start her YouTube channel at just 13 years old, and how she's since become a seasoned interviewer of tech industry giants. Jacklyn shares how she turned simple tech tutorials into engaging dialogues with leaders from Rivian and General Motors, highlighting the impact of creator-led media in today's democratized media landscape. We learn the art of...
2025-02-1831 minEarned: Unlocking the Power of the Creator EconomyTransforming Digital Connections into Real-World Experiences: The Eventbrite Evolution with Jessie YoungIn Ep. 160 of Earned, CreatorIQ CMO Brit Starr sits down with Jessie Young, Director of Brand Marketing at Eventbrite. To start, we dive into Eventbrite's remarkable transformation from a simple ticketing platform to a pivotal partner in fostering genuine human connections. Jessie shares how Eventbrite is countering digital loneliness by bringing online communities to life through unique, niche events—ranging from dill pickle making classes to themed gatherings. We learn about the powerful synergy between creators and live events, and how these gatherings allow creators to authentically express themselves beyond online brand partnerships. Jessie highlights the concept of "collective jo...
2025-02-1127 minEarned: Unlocking the Power of the Creator Economy159 - Adrian Guzman, Tiffany & Co.In Ep. 159 of Earned, CreatorIQ CMO Brit Starr sits down with Adrian Guzman, Manager of Influencer Relations at Tiffany & Co. To start, we dive into Adrian’s marketing journey since joining Tiffany in 2022. Adrian has been instrumental in integrating content creators into the brand's traditional marketing strategies, aligning global PR efforts, and fostering authentic connections with audiences worldwide. Adrian delves into the dynamic shift towards a diverse creator community, emphasizing the importance of representation and equity in collaborations. Adrian then highlights how these partnerships are reshaping the narrative of legacy brands, offering fresh perspectives and bridging the gap between di...
2025-02-0425 minEarned: Unlocking the Power of the Creator Economy156 - Shanice Engel, oona.agencyIn Ep. 156 of Earned, CreatorIQ CMO Brit Starr sits down with Shanice Engel, Managing Partner & Director Business Development at oona.agency. To start, we dive into Shanice's transformative journey from the early days of blogging to the vibrant era of Instagram content creation, highlighting the pivotal role of Instagram Stories in the evolution of marketing strategies. Shanice shares the art of crafting genuine connections with influencers and innovative brand partnerships across various lifestyle fields, which propelled her forward. As the youngest partner at her agency, Shanice offers a unique perspective on balancing career success with personal milestones such as...
2025-01-1440 minEarned: Unlocking the Power of the Creator Economy154 - Ava Donaldson, GoogleIn Ep. 154 of Earned, CreatorIQ CMO Brit Starr sits down with Ava Donaldson, Senior Marketing Manager of Global Talent and Creators at Google. To start, we dive into Ava's journey of integrating creativity and technology to elevate marketing, particularly focusing on leveraging creator marketing to showcase products like Google Pixel and Android. Ava shares how Google has shifted from traditional marketing tactics to a creator-led approach, emphasizing storytelling and community building on social media. This strategy not only builds trust and awareness, but also crafts emotional connections that influence non-linear consumer purchasing decisions. Ava discusses the global expansion of...
2024-12-1740 minEarned: Unlocking the Power of the Creator Economy153 - Ukonwa Ojo, Zaia VenturesIn Ep. 153 of Earned, Conor Begley sits down with Ukonwa Ojo, CEO of Zaia Ventures—a company that builds and scales businesses for underrepresented and marginalized communities. To start, we dive into Ukonwa's career as former Global Chief Marketing Officer for major brands like Cody Consumer Beauty, MAC Cosmetics, and Amazon Prime Video. Ukonwa shares how she shifted from the executive suite to establishing her own ventures, fueled by a family legacy of innovation. She introduces us to Zaia Ventures, a holding company that encompasses her unique platform, Zaia, and then Ada & Edith, a fashion brand dedicated to empowering mo...
2024-12-1045 minEarned: Unlocking the Power of the Creator Economy152 - Vivienne Walsh, Marketing Strategy Consultant, Meta, VISA, UberIn Ep. 152 of Earned, CreatorIQ CMO Brit Starr sits down with Vivienne Walsh, a marketing strategy consultant who previously led at powerhouse brands such as VISA, Meta, and Uber. To start, we dive into Vivienne's inspiring journey from Ireland to Australia and California, and her strategic roles with industry giants such as McDonald's, Nestlé, and Unilever. Vivienne shares invaluable insights into brand perception and consumer engagement, drawing from her time at Uber during its IPO journey, and her pivotal roles in brand transformation at VISA and Meta. We learn about aligning brand strategies with customer-centric experiences, the critical role o...
2024-12-0338 minEarned: Unlocking the Power of the Creator EconomyREPLAY: Doug Sweeney, CMO of ŌURA RingREPLAY - In Ep. 93 of Earned, We start the episode by digging into this success, and learn about the qualities Doug looks for in a company before joining. Doug emphasizes his interest in companies that are solving real-world problems, and shares his experience working at One Medical during the peak of the pandemic. We then hear about what attracted Doug to Oura, and how the company navigates the tech ecosystem and integrates with tech giant Apple. Next, we dive into Doug's process for crafting Oura's simple yet compelling brand message of "giving every body a voice," and discuss the i...
2024-11-2640 minEarned: Unlocking the Power of the Creator Economy151 - Shane Heath, MUD\WTRIn Ep. 151 of Earned, Conor Begley sits down with Shane Heath, Co-Founder & CEO of MUD/WTR—a powerful coffee alternative rooted in wellness. Tackling the cultural norms around caffeine consumption, MUD/WTR has transformed the lives of many with their unique blend of functional mushrooms, cacao, and chai. To start, Shane dives into his career path, beginning as a tech designer and then pivoting to being a brand founder on a quest to redefine wellness on an unconventional path. Shane delves into his story of lifestyle experimentation and business innovation, highlighting how MUD/WTR stands out with its bold br...
2024-11-1932 minEarned: Unlocking the Power of the Creator EconomyOverheard at CreatorIQ Connect: Insights from Creator Economy ExpertsOn this special episode of Earned, we're sharing Conor Begley's onsite interviews with creator economy experts and speakers at CreatorIQ Connect 2024. To start, Conor and Danessa Myricks dive into how leveraging micro-communities and tailored messaging can drive authentic connections and build brand loyalty. Then, Kim Larson discusses the innovative ways platforms are using new tools to amplify engagement with emerging creators and enhance audience connections. Milani Cosmetics CMO Jeremy Lowenstein emphasizes the importance of aligning influencer voices with brand values to build genuine and impactful partnerships. AT&T Lead Product, Creator Intelligence Emanuel Macias shares how centralizing influencer strategies...
2024-11-1222 minEarned: Unlocking the Power of the Creator Economy150 - Colette Laxton, The INKEY ListIn Ep. 150 of Earned, Conor Begley sits down with Colette Laxton, co-founder The INKEY List, a skincare company centered around knowledge, quality and efficacy, transparency, and equality. To start, Colette shares her inspiring journey from corporate life to becoming a skincare innovator. Launching The INKEY List in 2018 with her partner Mark Curry, Colette embraced a market shift towards transparency and simplicity in skincare, quickly securing a presence in major retailers like Sephora. Central to The INKEY List's triumph is building genuine relationships with creators and consumers. Colette delves into how authenticity and shared values have been pivotal in nurturing...
2024-11-0627 minEarned: Unlocking the Power of the Creator EconomyCreatorIQ Connect 2024 - Marianna Hewitt, Summer FridaysIn this special episode of Earned, Conor hosts Marianna Hewitt—content creator and co-founder of Summer Fridays—during CreatorIQ Connect LA for a keynote session. To start, Marianna shares her story beginning with her early days as a beauty enthusiast and content creator in 2012—to her evolution into a pioneering entrepreneur. Her passion for beauty products and authentic storytelling laid the foundation for Summer Fridays, a brand celebrated for its authenticity and innovation. Marianna emphasizes the importance of genuine content creation, and we discuss how her dedication to authenticity has been instrumental in navigating the complexities of the creator econom...
2024-10-2930 minEarned: Unlocking the Power of the Creator Economy149 - Doug Jensen, SVP & Experienced Data and Analytics LeaderIn Ep. 149 of Earned, Conor Begley sits down with an experienced data and analytics leader with over 35 years in the marketing analytics field: Doug Jensen. To start, Doug delves into the strategic intricacies of marketing mix models (MMM) and how they address modern challenges like iOS privacy changes. Doug shares his strategies for measuring influencer marketing impact beyond sales, and enhancing brand desirability and consumer engagement. He then emphasizes the importance of nurturing authentic creator relationships and the growing significance of Earned Media Value (EMV) as a key performance metric. Switching gears, we explore the potential of platforms like...
2024-10-2227 minEarned: Unlocking the Power of the Creator Economy148 - Michel Brousset, WaldencastIn Ep. 148 of Earned, Conor Begley sits down with Michel Brousset—founder and CEO of Waldencast, a company whose mission is to acquire, accelerate, and scale beloved beauty and wellness brands including Milk Makeup and Obagi. To start, Michel recounts his successful corporate career, from his early days at Procter & Gamble to transitioning to L'Oréal, and shares how this journey inspired him to found his own company, Waldencast, with the hopes of making a meaningful impact in the beauty industry. We discuss the challenges of leaving a stable corporate role to build Michel's own legacy, as well as the...
2024-10-1528 minEarned: Unlocking the Power of the Creator Economy147 - Brit Starr, CreatorIQIn Ep. 147 of Earned, Conor Begley sits down with CreatorIQ's newly crowned CMO and creator marketing expert Brit Starr. To start, Brit recounts how a cold call from Conor led her to pivot from traditional brand marketing into the thriving tech world. We discuss the crucial role Brit has since played in growing CreatorIQ from a small startup to an over 300-employee powerhouse, before diving into her passion for influencer marketing and insights into the industry's dynamic landscape. Brit shares her core marketing philosophies, emphasizing value addition, simplicity, and community involvement as essential pillars for building successful brands. Switching...
2024-10-0832 minEarned: Unlocking the Power of the Creator Economy146 - Jim Louderback, Inside the Creator EconomyIn Ep. 146 of Earned, Conor Begley sits down with Jim Louderback—editor and CEO of "Inside The Creator Economy" Newsletter. To start, we dive into Jim's remarkable career spanning from management consulting to leading iconic media entities like PCMag, VidCon, and Revision3, and Jim shares invaluable insights for anyone navigating the media landscape. Jim then reveals his secret sauce to maintaining authenticity, creating compelling content, and leveraging AI tools such as ChatGPT to enhance the creative process. Next, we hear Jim's innovative approach to event planning, emphasizing the importance of the attendee journey and creating lasting impressions. Switching gears, Ji...
2024-10-0130 minEarned: Unlocking the Power of the Creator Economy145 - Vandana Tandon, L'Occitane GroupIn Ep. 145 of Earned, Conor Begley sits down with Vandana Tandon—Chief Brand Marketing Officer of global retail conglomerate L'Occitane Group. To start, Vandana pulls back the curtain on L'Occitane's social transformation—from having a minimal social media presence to becoming a power player in the beauty industry. We dive into L'Occitane's strategic adoption of Instagram and TikTok, and hear how fostering relationships with influencers and content creators has helped the company build word-of-mouth and authentically resonate with new generations of consumers. Next, Vandana discusses how large-scale marketing events and the synergy between organic social and paid ads have sign...
2024-09-2437 minEarned: Unlocking the Power of the Creator Economy144 - RJ Larese, Paramount+In Ep. 144 of Earned, Conor Begley sits down with RJ Larese—VP of Talent & Influencer Marketing at entertainment powerhouse, Paramount, overseeing strategy for Paramount+, Nickelodeon, and Awesomeness. With over 14k followers on LinkedIn, RJ is also a thought leader in the creator economy. To start, RJ reveals his tried-and-true strategies for integrating creators into the brand ecosystem, redefining how traditional media competes with social media and gaming platforms for the attention of Gen Z and Gen Alpha. RJ explains how creators have become the heartbeat of modern media, from voicing animated characters to creating bespoke experiences at the Kids' Ch...
2024-09-1742 minEarned: Unlocking the Power of the Creator Economy143 - Monica Khan, Creator & Community ExecutiveIn Ep. 143 of Earned, Conor Begley sits down with Monica Khan—former Executive Vice President of Creator Experience at Spotter, whose mission is to empower YouTube creators to accelerate their business and achieve creative freedom with transformative capital, innovative AI productivity software, expert knowledge, and a supportive community.To start, Monica takes us through her fascinating journey from the financial corridors of Wall Street to becoming a pivotal force in the digital media landscape, particularly at renowned companies like IGN Entertainment, YouTube, Facebook, and Spotter. Monica shares insights on how branded content partnerships can elevate creators' careers beyond traditional Ad...
2024-09-1232 minEarned: Unlocking the Power of the Creator Economy142 - Chris Chesebro, Wella CompanyIn Ep. 142 of Earned, Conor Begley sits down with Chris Chesebro— Chief Digital Officer at Wella Company, an innovative global leader in the beauty industry with a portfolio of winning professional and retail hair, nails, and beauty tech brands. To start, we delve into the seismic shifts occurring in the beauty industry through digital innovation. Chris shares how his team harmonizes digital marketing strategies with MarTech and AdTech solutions to build beloved consumer brands while catering to diverse, country-specific needs. We hear how transitioning from a B2B to a B2B2C model and implementing innovative strategies on pl...
2024-09-0336 minEarned: Unlocking the Power of the Creator EconomyREPLAY - Marc Hustvedt, MrBeastREPLAY - In Ep. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers at time of recording, now 312 MILLION): MrBeast. Marc's impressive resume also includes founding ventures like Tubefilter, Supergravity Pictures, and the Streamy Awards. We start the episode by learning why Marc enjoys building new companies, and hear why he's particularly interested in YouTubers. We ask Marc about the core elements that make a piece of content successful, and the reasons behind MrBeast's most recent explosion in (billions of) views. Marc shares how the MrBeast team has leaned into...
2024-08-2746 minEarned: Unlocking the Power of the Creator Economy141 - Anastasia Soare, Anastasia Beverly HillsIn Ep. 141 of Earned, Conor Begley sits down with Anastasia Soare, founder and CEO of iconic beauty powerhouse, Anastasia Beverly Hills. To start, we discuss Anastasia's journey from arriving in the U.S. in 1989 without knowing English, to transforming her passion for beauty into a billion-dollar empire. Anastasia shares the remarkable story behind building ABH from scratch, highlighting the importance of resilience, hard work, and family bonds. An influencer marketing pioneer in the early days of social media, Anastasia reveals how ABH's authenticity and digital savvy fostered a loyal community of fans that took the brand—and consumers' brows—to new...
2024-08-2032 minEarned: Unlocking the Power of the Creator Economy140 - Paul Jauregui, BK BeautyIn Ep. 140 of Earned, Conor sits down with Paul Jauregui, co-founder of viral makeup brush brand BK Beauty. To start, Paul unpacks the remarkable journey of building a successful beauty brand with his wife, professional makeup artist and YouTube sensation Lisa J, from her early days as a makeup artist at MAC Cosmetics, to building a community of over 300k subscribers on YouTube. Next, we dive into the intricacies of social commerce, exploring how BK Beauty harnesses the power of TikTok, YouTube, and Shopify to streamline processes and cultivate authentic relationships with creators. Paul explains his strategic decision to b...
2024-08-1346 minEarned: Unlocking the Power of the Creator Economy139 - Jenna Habayeb, RuggableIn Ep. 139 of Earned, Conor sits down with Jenna Habayeb, CMO of trendy, washable rug brand Ruggable. To start, Jenna unpacks how she transitioned from a career in the beauty industry with Ipsy to the innovative world of home decor at Ruggable. We discuss the complexities and differences when it comes to marketing home decor compared to beauty products, including the role of creators and the logistical challenges of photo shoots. Jenna then emphasizes the importance of blending performance marketing with brand building, and shares her favorite strategies for driving community engagement and growth through PR, social media, influencers, a...
2024-08-0633 minEarned: Unlocking the Power of the Creator Economy138 - David Jones, The Brandtech Group, and Heather Kehrberg, AmazonIn this week's special double episode of Earned, we hear from both David Jones, founder and CEO of the Brandtech Group, and Heather Kehrberg, Director of Amazon Ads Creative Studios. To start, David Jones discusses the transformative impact of generative AI on the marketing and advertising industries. From founding the BrandTech Group in 2015 to achieving monumental growth, David shares how strategic investments, including in AI, drove the company's success. We unpack David's experience pioneering AI chatbots, digital twins, and acquiring generative AI platform Pencil. We then dive into the shift from traditional advertising to AI-driven content creation, o...
2024-07-2433 minEarned: Unlocking the Power of the Creator Economy137 - Chris Harrington, CreatorIQIn Ep. 137 of Earned, Conor sits down with Chris Harrington, the newly appointed CEO of CreatorIQ, for an in-depth conversation about his remarkable journey and strategic vision for the influencer marketing industry. Chris opens up about his rigorous evaluation process, CreatorIQ's growth potential and alignment with his strategic vision. Drawing on personal experiences, including his wife Angie's successful influencer career and his daughter Jessa's creation of a $15M clothing brand through social media, Chris underscores the critical role of authenticity in creator marketing. He shares valuable insights on personal branding, emphasizing the importance of a unique voice and trustworthy...
2024-07-1627 minEarned: Unlocking the Power of the Creator Economy136 - Noella Gabriel, ELEMISIn Ep. 136 of Earned, Conor sits down with Noella Gabriel, co-founder and global president of ELEMIS—the UK-based skincare line with beloved, collagen-powered products that helped the brand achieve an 87% YoY EMV growth. To start, we dive into Noella's early years which were marked by an intense focus on voice training, and learn how this period of her life instilled a profound understanding of the connection between breath, body, and skin health—a philosophy that would later become a cornerstone of ELEMIS' ethos. Noella recounts the pivotal moments, including a life-changing call from Linda Steiner, that sparked the birth of EL...
2024-07-0930 minEarned: Unlocking the Power of the Creator Economy135 - Julie Haleluk, Amazon Shopping VideosRecorded live from the Cannes Lions International Festival of Creativity, this week's guest host Chris Curtis, Global Head of Strategic Accounts at CreatorIQ, sits down with Julie Haleluk, Global Head of Growth for Amazon Shopping Videos. To start, we dive into the transformative world of shoppable video content and its impact on digital marketing. Julie shares her professional journey from agency work to influential roles at DirectTV and AT&T, which eventually led her to Amazon. Next, Julie offers insight into how her diverse career background fuels her innovative approach to content development, marketing, and product management. We then...
2024-07-0229 minEarned: Unlocking the Power of the Creator Economy134 - Gregory Galant, Muck Rack and The Shorty AwardsIn Ep. 134 of Earned, Conor sits down with Gregory Galant, co-founder and CEO of innovative PR-software company Muck Rack and The Shorty Awards—the first award show to honor digital and social media content. To start, we dive into Greg's early adventures in podcasting before unpacking his role in reshaping the public relations landscape. Greg shares how his experience interviewing social media pioneers influenced his engagement with emerging platforms, leading to the viral success of the Shorty Awards and the inception of Muck Rack. Next, Greg explains how Muck Rack evolved from a free service for journalists into a co...
2024-06-2535 minEarned: Unlocking the Power of the Creator Economy133 - Neahle Jones, L'OréalIn Ep. 133 of Earned, Conor sits down with Neahle Jones, VP of US Consumer Engagement for L'Oréal's Consumer Product Division. To start, we dive into L'Oréal's tried-and-true strategies for crafting authentic and accessible content—including leveraging creative material and influencer collaborations. Neahle discusses how L'Oréal shifted from following the traditional marketing playbook to fostering community and building genuine relationships with superfans. Next, Neahle offers a behind-the-scenes look at managing a global brand like Maybelline and discusses how L'Oréal leverages its extensive resources to maintain its position in the market. Switching gears, Neahle emphasizes the importance of wor...
2024-06-1732 minEarned: Unlocking the Power of the Creator Economy132 - Kim Larson, YouTube CreatorsIn Ep. 132 of Earned, Conor sits down with Kim Larson, Global Managing Director & Head of YouTube Creators. To start, we dive into Kim's career at Jamba Juice and Google, which helped shape her interest in diverse global markets and growing niche communities. We pivot to YouTube, and Kim explains how the platform's monetization strategies empower creators to earn an income outside of brand deals. We also discuss YouTube's dedicated support systems for gaming content, and the rise of watching YouTube content on TV. Next, Kim reveals how generative AI is revolutionizing content creation, with tools like thumbnail A-B testing...
2024-06-1128 minEarned: Unlocking the Power of the Creator Economy131 - Bridget Dolan, YouTube ShoppingIn Ep. 131 of Earned, Conor sits down with Bridget Dolan, Managing Director of the YouTube Shopping division. To start, we explore how the creator economy has evolved on YouTube and unpack its significant influence on e-commerce. Bridget explains how creators, viewers, and brands are entwined in a symbiotic relationship that's reshaping retail through authentic content and seamless shopping experiences. We then dive into YouTube's innovative shopping features, including an affiliate program that fosters partnerships between over 50,000 creators and leading brands. Next, we discuss distinct consumer behaviors and trends—like Korea's live shopping craze and Brazil's unique market—and Bridget shar...
2024-06-0429 minEarned: Unlocking the Power of the Creator Economy130 - Peter Thomas Roth, PTRIn Ep. 130 of Earned, Conor sits down with Peter Thomas Roth—founder and CEO of his beloved, namesake skincare brand, Peter Thomas Roth. To start, we dive into how Peter's problem-solving formulas for acne and anti-aging have propelled his products to top-shelf status. Peter then walks us through his brand's evolution and shares how he leverages social media to fuel growth. Next, Peter pulls back the curtain and reveals how he manages production costs and inventory, as well as why he chooses to remain an independent company. To close the show, we discuss the challenges of navigating the retail lan...
2024-05-2823 minEarned: Unlocking the Power of the Creator Economy129 - Brad Schultz, BeatboxIn Ep. 129 of Earned, Conor sits down with Brad Schultz, co-founder and CMO of BeatBox. To start, we dive into how Brad and his high school buddy Justin Fenchel (fellow co-founder and CEO of BeatBox) evolved from teenage business enthusiasts to the masterminds behind a beverage revolution. Brad pulls back the curtain around the pair's experience on Shark Tank, and we hear how the critical mentorship of Mark Cuban fueled the brand's trajectory towards innovation and market success. We then discuss the strategic shifts that propelled BeatBox to new heights, like transitioning to eco-conscious Tetra Pak packaging. We explore...
2024-05-2127 minEarned: Unlocking the Power of the Creator EconomyCreatorIQ Connect Europe | Trailblazing Beyond Beauty: How e.l.f. Stays On The Cutting Edge of Culture.In this Earned x CreatorIQ Connect Europe session, Conor introduces Kory Marchisotto, CMO of e.l.f. Beauty and President of Keys Soulcare. To start, we dive into what e.l.f. achieved during 2023, and how the brand has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies. Kory shares how e.l.f. has climbed the ranks and caught up with long-tenured beauty brands. We then learn about the 'e.l.f. Ethos' of being bold disruptors with kind hearts, which is what guides the team from the C-suite outward...
2024-05-1438 minEarned: Unlocking the Power of the Creator Economy128 - Deepica Mutyala, Live TintedIn Ep. 128 of Earned, Conor sits down with Deepica Mutyala, founder and CEO of inclusive beauty brand Live Tinted. To start, we dive into how Deepica harnessed her online influence to establish the beauty empire that is Live Tinted. Deepica shares why she created the viral Hue Stick, a product that has won three Allure Best of Beauty Awards since launch, and has helped fill a void in the beauty industry for underrepresented audiences. We then hear about the early days of the influencer landscape, and Deepica reveals the shift from big-name collaborations to partnerships built around genuine affinity...
2024-05-0735 minEarned: Unlocking the Power of the Creator Economy127 - Larissa Jensen, CircanaIn Ep. 127 of Earned, Conor sits down with Larissa Jensen, SVP and Global Beauty Industry Advisor at Circana. With more than two decades of experience in the beauty industry, Larissa shares how beauty standards have evolved in that time, and the pivotal role social media has played. We explore how the landscape is shifting from traditional department store dominance to a personalized digital marketplace for each consumer, before Larissa reveals the rise of "prejuvenation" trends among the youth. We then discuss the challenges brands face in today's ever-changing market, and how social media analytics play a crucial role in...
2024-04-3033 minEarned: Unlocking the Power of the Creator Economy127 - Larissa Jensen, CircanaIn Ep. 127 of Earned, Conor sits down with Larissa Jensen, SVP and Global Beauty Industry Advisor at Circana. With more than two decades of experience in the beauty industry, Larissa shares how beauty standards have evolved in that time, and the pivotal role social media has played. We explore how the landscape is shifting from traditional department store dominance to a personalized digital marketplace for each consumer, before Larissa reveals the rise of “prejuvenation” trends among the youth. We then discuss the challenges brands face in today’s ever-changing market, and how social media analytics play a crucial role in bra...
2024-04-3033 minEarned: Unlocking the Power of the Creator Economy126 - Ashton Wall, GateMaker CommunityIn Ep. 126 of Earned, Conor sits down (again!) with Ashton Wall, co-founder of GateMaker Community and expert in all things creator economy. To start, we dive into how Ashton achieved her dream of owning her own B2B company, GateMaker Community—a brand-focused, performance-driven earned media agency built around the power of community. Ashton shares GateMaker's greatest strength as a marketing agency, and how they've bridged the gap between the agency and brand teams. We then learn about Ashton's partnership with her co-founder and "operational genius" Amelia Soohoo. Ashton reveals the biggest mistakes that brands make in their creator ma...
2024-04-2335 minEarned: Unlocking the Power of the Creator Economy125 - Jackie Pimentel, MetaIn Ep. 125 of Earned, Conor sits down with Jackie Pimentel, Senior Director of Creators and Threads at trillion-dollar social networking conglomerate Meta. To start, we dive into the origin story of Facebook, and learn how our previously fragmented world has become increasingly more connected. Jackie shares why Meta keeps users at the center of everything they do, and how that contributes to a constantly evolving platform. We then pivot to Reels, and Jackie reveals that they've grown to over two billion views per day. We dive into Meta's newest platform—Threads—and hear how the team incorporated "FOMO" into the l...
2024-04-1635 minEarned: Unlocking the Power of the Creator Economy124 - Courtney Shields, DIBS BeautyIn Ep. 124 of Earned, Conor sits down with Courtney Shields, social media icon (with over 1M Instagram followers) and Co-founder of fast-growing beauty brand DIBS. To start, we dive into the ups and the downs of product creation, and learn the story behind two of DIBS Beauty's most successful product launches. Courtney shares why she needs to feel 100% confident in a product before putting it out in the world, and how that only enhances the excitement of seeing DIBS "in the wild." With over 10 years of experience in social media and a passion for beauty, Courtney explains how the...
2024-04-0835 minEarned: Unlocking the Power of the Creator Economy123 - Michelle Crossan-Matos, Ulta BeautyToday not only marks Earned's 123rd episode, but also its fourth birthday! To celebrate this milestone, Conor sits down with an esteemed guest: Michelle Crossan-Matos, Chief Marketing Officer of retail powerhouse Ulta Beauty. We kick off the episode by diving into what Michelle calls a "fabulous year of results and people." While Michelle only joined the Ulta Beauty team one year ago, we learn that she's had over a decade's worth of experience in the beauty industry. We hear why Michelle believes Ulta has "a responsibility to change consumer's lives," before learning how the retailer is shaping beauty as...
2024-04-0325 minEarned: Unlocking the Power of the Creator Economy122 - Taylor Frankel, NudestixIn Episode 122 of Earned, Conor sits down with Taylor Frankel, Co-Founder and Chief Brand Officer of Nudestix. To start, we dive into the founding story of Nudestix. Back in 2014, at the young age of 17, Taylor launched the brand in collaboration with her mother (Jenny Frankel) and sister (Ally Frankel) back in 2014. With a desire to create a product for those wanting "just enough" to feel more put together, the mother-daughter trio was armed with Jenny's experience at beauty brand CoverFX. With Nudestix's EMV surging 99% over the last four months, we learn about the data-driven strategy behind the brand's growth—an...
2024-03-2634 minEarned: Unlocking the Power of the Creator Economy121 - Chris Ruder, SpikeballIn Ep. 121 of Earned, Conor sits down with Chris Ruder, CEO of Spikeball—the world's largest supplier of roundnet equipment. To start, we dive into the background of Spikeball, which originally launched in 1989, before learning how Chris revived the name in 2004. With his original job being a sales position at Microsoft, Chris shares that he had no idea what steps to take, but that inspiration struck after seeing the game on a family vacation. Next, we explore the journey of building up to the re-launch, and how Chris was able to use his resources to create the product we kn...
2024-03-1536 minEarned: Unlocking the Power of the Creator Economy120 - Alex Rawitz, CreatorIQFor Ep. 120 of Earned, we decided to spice things up. Conor sits down with Alex Rawitz, CreatorIQ's own Director of Research & Insights, and author of the renowned newsletter, "How to Build Brands and Influence People." Conor puts Alex in the hot seat by tackling the famed Hot Ones challenge, wherein they both eat progressively spicier chicken wings throughout the interview. To start the show, we dive into Alex's background, and learn why the New York native turned Stanford graduate decided to join a little-known influencer marketing tech company called Tribe Dynamics back in 2016. The pair reminisce about what it...
2024-03-1344 minEarned: Unlocking the Power of the Creator Economy118 - Cassandra Thurswell, KitschIn Ep. 118 of Earned, Conor sits down with Cassandra Thurswell, founder and CEO of Instagram's favorite haircare brand, Kitsch. (Use code "EARNED20" at checkout for 20% off Kitsch products!) We start by hearing Cassandra's journey to launching Kitsch, including the sacrifices she had to make to fund the business. Cassandra explains how building the brand was like "building the plane in the air," and why she listened to her customers' feedback to continue to improve her products. Next, we learn Kitsch's strategies for entering the retail space, starting with specialty stores before launching in Ulta. Cassandra emphasizes how the product...
2024-02-2834 minEarned: Unlocking the Power of the Creator Economy117 - Taylor Lorenz, The Washington PostIn Ep. 117 of Earned, Conor sits down with Taylor Lorenz, Technology Columnist at The Washington Post, and author of "Extremely Online: The Untold Story of Fame, Influence, and Power on the Internet." We start the episode with an excerpt from Taylor's recent essay in Marie Claire, and hear how she deals with the hate and harassment that runs rampant on the internet. Taylor explains what attracted her to journalism and why she's a "techno-optimist," before sharing which indie social platforms she's into. Next, Conor asks Taylor how social media platforms could have a more positive impact on society, and...
2024-02-2134 minEarned: Unlocking the Power of the Creator Economy114 - Ahmet Mercan, AlphaTauri (Red Bull)In Ep. 114 of Earned, Conor sits down with Ahmet Mercan, the CEO of Red Bull's premium fashion line AlphaTauri. First, we dive into why the beverage brand decided to foray into fashion, and hear how innovation is the throughline across the Red Bull family of brands. Ahmet details his experience building the AlphaTauri brand from the ground up, and shares why he believes the brand has been successful amid a challenging market. Ahmet explains why, despite AlphaTauri's impressive accomplishments over the last few years, he never lets his team get complacent, and constantly encourages them to push the boundaries...
2024-01-3027 minEarned: Unlocking the Power of the Creator Economy113 - Sarah Gibson Tuttle, Olive & JuneIn Episode 113 of Earned, we sit down with Sarah Gibson Tuttle, the Founder and CEO of Olive & June—the industry leader holding the No. 1 spot in the nail category. To start, we dive into the overall journey of Olive & June, with Sarah explaining how she got her inspiration for the original business model from Drybar, the premium blow-out hair salon. To reach the full potential for what Olive & June could do, Sarah reveals that her goal was an affordable and accessible salon manicure in whatever time the customer had to spend. Next, we explore how the brand navigated the pa...
2024-01-2335 minEarned: Unlocking the Power of the Creator Economy112 - Christiane Pendarvis, PATTERN Beauty & Savage X FentyIn the 112th episode of Earned, we sit down with Christiane Pendarvis, Co-CEO of Pattern Beauty and former Co-President of Savage X Fenty. To start, we dive into what it was like for Christiane as she came into the top role at Pattern: CEO. After years of working in the fashion industry, the jump to beauty was daunting, but Christiane explains how she took a humble approach and understood that listening would help to build a solid foundation. Next, Christiane shares her advice to not lose sight of the clarity you once had on the outside of an organization...
2024-01-1642 minEarned: Unlocking the Power of the Creator Economy111 - Terence Reilly, StanleyDrumroll please…today's guest is Terence Reilly, president of TikTok's favorite water bottle brand, Stanley 1913. While the brand went mega-viral in November for replacing a woman's car after her Stanley cup survived a fire, it's enjoyed remarkable growth over the last few years, jumping from $70M in annual revenue in 2020 to $750M in 2023. We start the episode by unpacking Stanley's explosive growth in recent years, and Terence explains why he has a bias for action. Of course, we then dive into the brand's decision to buy Danielle a new car, and Terence shares why he...
2024-01-1034 minEarned: Unlocking the Power of the Creator Economy110 - Lilly Ghalichi, Lilly LashesIn the 110th episode of Earned, Conor sits down with Lilly Ghalichi, social media star and founder of creator favorite brand, Lilly Lashes. To start, we dive into the founding of Lilly Lashes, and hear the story of why Lilly classifies it as 'accidental.' A lawyer by trade, Lilly explains that it was her love of all things glam that led her to creating the brand. Next, Lilly shares that in the world of founders, what you'll be remembered for is what succeeds, and all you need is one winning idea. We explore Lilly's three secrets to winning...
2024-01-0235 minEarned: Unlocking the Power of the Creator Economy109 - David Neyman, LogitechIn Ep. 109 of Earned, we sit down with David Neyman, Global Lead of Talent and Content at Logitech. We dive into Logitech's innovative approach to marketing, and David explains how the brand builds "cultural cachet" with consumers by partnering with talent (like Lizzo) on creative campaigns. David emphasizes the importance of aligning internally and externally on the purpose and goals of a creator partnership, and striving for the right balance of art and science when determining brand partners and initiatives. Conor and David discuss how Logitech actually sits at the center of technology and lifestyle by connecting consumers to t...
2023-12-2734 minEarned: Unlocking the Power of the Creator Economy108 - Preston Rutherford, ChubbiesTo start, we dive into the unique story behind the founding of Chubbies, and learn about what sets Chubbies apart from the competition. Next, Preston shares what went into a couple of Chubbies' creative marketing programs, such as its tailgate tour and "koozie palooza." With the goal of maintaining "human to human friendship" versus becoming a corporate company selling to faceless customers, we unpack how Chubbies utilizes short- and long-term strategies to build resilience for its business. Preston emphasizes the role of institutional inertia, as well as the importance of remaining patient while deploying longer-term strategies. Additionally, we explore...
2023-12-1935 minEarned: Unlocking the Power of the Creator EconomyWhat Does Good Creator Marketing Look Like? | CreatorIQ ConnectIt's clear that creators have become an integral component in successful marketing strategies. But what does good creator marketing really look like? Who's doing it well? And how do you measure success? For today's episode of Earned, we're sharing one of the most popular sessions from our blowout CreatorIQ Connect event in October titled "What Does Good Creator Marketing Look Like?", hosted by Conor Begley himself. Conor shares why it's important to foster growing creator communities, invest early in creators' careers, and prioritize long-term relationships to see long-term gains. He also dives into the impressive performance of successful brands...
2023-12-1221 minEarned: Unlocking the Power of the Creator Economy107 - Stephanie Fried, FandomIn Ep. 107 of Earned, we sit down with Stephanie Fried, CMO of the world's largest fan wiki platform, Fandom. To start, we dive into Stephanie's personal favorite fandoms and hear about the content that's shaped who she is. We learn about Fandom's mission and vision, and discover what makes it the world's best resource for fans. Next, Stephanie shares what went into Fandom's branding process, and explains Fandom's goal of being the fan's first choice for community and experience. Switching gears, we unpack how Fandom uses a multitude of social media platforms to maximize the value consumers are receiving...
2023-12-0547 minEarned: Unlocking the Power of the Creator Economy106 - Rose-Marie Swift & Elaine Sack, RMS BeautyIn today's episode of Earned, Conor has the pleasure of sitting down with two incredible guests: Rose-Marie Swift, veteran celebrity makeup artist and founder of RMS Beauty, and her partner in crime for 15+ years, Chief Strategic Officer Elaine Sack. To start, we hear why Rose-Marie was inspired to disrupt the industry and create her own clean beauty line after years of being a professional makeup artist to the stars, while Elaine shares why she decided to join the brand 15 years ago. Next, we discuss the recent explosion of expert-founded brands, and the reasons why Rose-Marie and Elaine believe these...
2023-11-2940 minEarned: Unlocking the Power of the Creator Economy105 - Dan Elton, ASOSIn Ep. 105 of Earned, we sit down with Dan Elton, Senior Director of Customer and Marketing at trendy, fashion-forward online boutique, ASOS. To start, we dive into Dan's thought process behind "starting at the ground floor" by focusing on stabilizing the brand, rebuilding the balance sheet, and refreshing the leadership team. We learn about ASOS' goal to be in a position of growth, as well as its unique perspective on styling, which sets the brand apart from fellow industry leaders. Unpacking Dan's experience in vastly different industries and companies, from Deloitte to Google, we hear what lessons he took...
2023-11-2132 minEarned: Unlocking the Power of the Creator Economy104 - Carolyn Dawkins, David YurmanIn Ep. 104 of Earned, we sit down with Carolyn Dawkins, CMO of luxury jewelry company David Yurman. We start the episode by diving into Carolyn's career trajectory and unpacking her learnings from "finishing school" brands like P&G, L'Oréal, Google, and The Estée Lauder Companies. We explore how Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition, and Carolyn discusses her approach to executing fewer, higher impact brand campaigns (like David Yurman's Sculpted Cable campaign with Sofia Richie Grainge). Carolyn reveals her mission to balance "heritage and heresy" at David Yurman—honoring the...
2023-11-1425 minEarned: Unlocking the Power of the Creator Economy103 - Natasha Vaquer, VICE MediaIn Ep. 103 of Earned, we sit down with Natasha Vaquer, SVP of Talent Partnerships and Influencer Strategy at VICE Media—the largest independent youth media company in the world. To start, we dive into the ever-evolving relationship between publishers and creators, and Natasha reveals where she thinks it's heading next. With a decade of experience in the industry, Natasha sheds light on how editors have now become the talent in their own right, and why she believes these subject-matter experts may become the new focal point in companies' creator strategies. Switching gears, Natasha, who previously ran the talent partnerships di...
2023-11-0737 minEarned: Unlocking the Power of the Creator Economy102 - Lia Haberman, Creator Economy ExpertIn Ep. 102 of Earned, we're back with Lia Haberman: advisor, educator, newsletter publisher, and one of Insider's "Top Creator Economy Experts." We start by discussing Lia's time in the editorial world, and she recounts the shifting ownership of celebrities' narratives from their PR and management teams to the celebrities themselves. We then discuss the approach Lia's students take to the social media landscape, and she shares why "creators and social media managers are almost interchangeable at this point," as well as why hiring savvy social media creators is an asset to any company, not a liability. We switch gears...
2023-11-0144 minEarned: Unlocking the Power of the Creator EconomyREPLAY - Katie Welch, Rare BeautyThis week on Earned, we're revisiting our incredible episode with Katie Welch, CMO of Selena Gomez's smash-hit makeup brand Rare Beauty! We kick off the episode by hearing about how Katie uses her own TikTok platform (that now boasts over 96k fans!) to mentor young professionals interested in the beauty industry, and how Katie herself broke into the space. We then walk through Katie's enviable marketing career, as she shares how the lessons she learned at communications firm Weber Shandwick—particularly, the power of storytelling—have been invaluable to her work with brands including Bliss, Hourglass, Honest Beauty, and of c...
2023-10-2547 minEarned: Unlocking the Power of the Creator Economy101 - Avi Gandhi, Creator LogicIn Ep. 101 of Earned, we sit down with Avi Gandhi—prolific LinkedIn creator and Founder of the creator economy's hit newsletter Creator Logic. To start, we dive into Avi's vast experience building and leading creator-facing teams. Avi reveals that after 15 years of working in the creator economy, he's worn nearly every possible hat. This experience led him to start his educational, data-backed newsletter Creator Logic, which helps bridge the gap between creators and brands. Together we unpack the future of the creator economy, and Avi shares his predictions for what's next in terms of social networks, systemic shifts, and bu...
2023-10-1737 minEarned: Unlocking the Power of the Creator Economy99 - Oshiya Savur, MaesaIn Ep. 99 of Earned, we sit down with Oshiya Savur, Chief Brand Officer at No. 1 mass beauty incubator Maesa. To start, we discuss how Maesa began as a private label for fragrances before transforming into the successful incubator behind brands like Kristin Ess, Flower Beauty (Drew Barrymore), and Being Frenshe (Ashley Tisdale). We then switch gears and dive into Oshiya's unexpected career journey, from getting her MBA at India's No. 1 business school to spending nearly a decade at powerhouse conglomerate Unilever, before continuing on to Revlon, Charlotte Tilbury, and now Maesa. Oshiya explains the pros and cons of working...
2023-10-0334 minEarned: Unlocking the Power of the Creator Economy98 - Lexie Barnhorn, NotionIn Ep. 98 of Earned, we sit down with Lexie Barnhorn, the Head of Influencer Marketing at Notion, the $10B productivity and organization web application. To start, we dive into why Lexie joined Notion after championing the platform at her previous company, Curology, and hear how working in the scrappy, startup world allows her to stay at the forefront of fast-growing businesses. Next, Lexie explains why Notion taps into various niche creator communities to connect with new audiences, before revealing how the company's "test and learn" approach to channels like TikTok and LinkedIn is vital to its success on social...
2023-09-2635 minEarned: Unlocking the Power of the Creator Economy97 - Jesse Draper, Halogen VenturesIn Ep. 97 of Earned, Conor sits down with Jesse Draper: actor, fourth-generation venture capitalist, and founding partner of early-stage, female-focused VC firm Halogen Ventures. To start the show, we learn why Jesse pursued Hollywood stardom, with notable acting credits including Nickelodeon's hit TV show "The Naked Brothers Band," before jumping into the investing business. Jesse shares the inspiration behind her Emmy-nominated tech talk show "The Valley Girl Show," and how her success empowered her to effect change in the male-dominated tech industry by finding—and funding—successful female-founded businesses. We dive into Jesse's now-viral (and bad-ass) 2020 Medium article, "Investing In W...
2023-09-1937 minEarned: Unlocking the Power of the Creator Economy96 - Amy Liu, Tower 28 BeautyIn Ep. 96 of Earned, Conor sits down with Amy Liu, founder and CEO of fast-growing clean beauty brand Tower 28. We dive into Tower 28's success both online and off, and Amy shares the past investments she's made that are now paying off. We hear why she believes you have to earn your reputation, and how investing in people and products have fueled much of the beauty brand's success. Next, we take a step back and learn why Amy was grateful to get laid off from Accenture in her early 20s, because it forced her to evaluate what she wanted...
2023-09-1234 minEarned: Unlocking the Power of the Creator Economy80 - Adrienne Lahens, TikTokIn our 80th episode of Earned, Conor sits down with Adrienne Lahens, the Global Head of Operations for Creator Marketing Solutions at the world's hottest social platform: TikTok. We start the episode by diving into Adrienne's role, and she explains what the TikTok Creator Marketplace is, and how it serves creators, brands, agencies, and influencer marketing platforms like CreatorIQ (wink). We then discuss why TikTok invests so heavily in the creator ecosystem, and why Adrienne believes creator-led marketing is "changing the face of marketing" and driving consumer purchasing decisions. Next, Adrienne shares some examples of unexpected yet effective influencer...
2023-05-1736 min
Earned: Unlocking the Power of the Creator Economy34 - Igor Vaks, CreatorIQIn today's very special episode, Conor sits down with Igor Vaks, founder and CEO of influencer marketing platform CreatorIQ, to share some exciting news. We're thrilled to announce the new global combination of CreatorIQ and Tribe Dynamics, bringing together the best in the business in influencer marketing, performance management, advanced analytics and benchmarking solutions, and creating the definitive platform leader for the creator economy. Listen to the episode to learn how this powerhouse partnership came to be, and where we're heading next—together.
2021-09-2034 min