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Harnessing Curiosity: Insights from Roya Zeitoune, Head of Culture and Trends at YouTube EMEA

Earned: Unlocking the Power of the Creator Economy

Release Date: 09/16/2025

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In 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 short-form video, the cultural shift toward participatory content, and how AI is shaping the next era of creation. Listeners will walk away with a fresh perspective on how YouTube is democratizing culture and fostering passionate communities worldwide. Join us as we explore what authenticity and engagement really mean for the future of content—and the marketers and creators shaping it.

In this episode, you’ll learn:

  1. What YouTube’s 20-year journey tells us about the rise of internet culture, from niche communities to mainstream influence.

  2. Why creators who stay true to their passions and actively connect with audiences build the strongest, most lasting relevance.

  3. How brands and marketers can borrow from creator playbooks to cultivate communities that feel authentic, engaged, and loyal.


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