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Turning Creators into Brand Storytellers and Community Builders With Iris Coker

Earned: Unlocking the Power of the Creator Economy

Release Date: 04/09/2025

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In 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, emphasizing the importance of community input and risk-taking, illustrated by campaigns from Set Active and Huda Beauty. Iris provides insights into Kate Spade's new leadership direction, which promises to redefine consumer connections with a focus on sustainability and innovative influencer strategies. To close the episode, Iris shares her experiences from orchestrating an influencer trip, highlighting the transformative power of learning from industry leaders, underscoring the humility and openness that drive innovation and success in this dynamic field.

In this episode, you’ll learn:

  1. How Iris Coker blends community and creativity at scale: She shares how her early agency roots shaped a lifelong passion for consumer-first storytelling.

  2. Why legacy brands need to stay flexible: Iris talks about balancing Kate Spade’s heritage with a need to meet new audiences—especially Gen Z—on their terms.

  3. What makes influencer partnerships work long-term: It’s about trust, alignment with paid media, and listening to creators as business partners—not just content machines.


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