Earned: Unlocking the Power of the Creator Economy

Welcome to Earned, a podcast by CreatorIQ. In this series, we explore the transformative power of creator marketing by sitting down with the industry leaders who do it best. Tune in to learn the tried-and-true marketing philosophies and strategies behind today’s top brands and agencies, best practices for building impactful communities online and off, and powerful career advice to inspire industry newbies and veterans alike. We hope you enjoy!

Meet CreatorIQ’s Newest Leaders: Jennifer Cho & Brig Graff 06/24/2025

Meet CreatorIQ’s Newest Leaders: Jennifer Cho & Brig Graff In 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 in today’s creator economy. As ad budgets increasingly shift towards creator-led content, we explore the pivotal role AI plays in helping brands meet consumers’ evolving needs and build trust within their creator networks. Jennifer and Brig also discuss proactive brand safety and crisis management strategies, before underscoring the importance of empowerment and diverse perspectives in leadership. Tune in to discover the innovative strategies and leadership insights that are shaping the next wave of digital influence. In this episode, you’ll learn: How Jennifer Cho transitioned from brand marketing to creator marketing, and why she believes it's the nucleus of modern campaigns. Why Brig Graff emphasizes the importance of analytical rigor in creative strategies and how it drives measurable business outcomes. How AI and creator partnerships can safeguard brand reputation during crises and elevate long-term success. Connect with the Guests: Jennifer’s LinkedIn - Brig’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/37131010

AI With a Human Touch: Building Better Creator Partnerships at Scale from CreatorIQ Connect London 06/18/2025

Building Resilient Brands: Insights from AG1, Uber and Yeti from AG1 CMO Paulie Dery 06/11/2025

Building 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 professional entity, achieved through a focus on driver satisfaction and operational excellence. He also discusses Yeti's transition from a niche product to a beloved American brand, underscoring the power of storytelling and community engagement. Looking to the future, Paulie introduces AG1 as a rising star in the wellness industry, poised to connect with high-performance optimizers and redefine morning rituals. To close the episode, Paulie underscores the importance of aligning professional roles with personal values to create lasting impacts in brand building and marketing innovation. In this episode, you’ll learn: How Paulie Dery approaches brand building at pivotal inflection points, from Uber and Yeti to AG1, and why embracing tension often leads to stronger creative clarity. What it looks like to build a brand through deep community focus instead of broad appeal, and how loyal customers naturally become the most effective messengers. Why chasing trends or algorithms weakens your edge, and how distinct creative work paired with strong creator partnerships keeps AG1 ahead of the curve. Connect with the Guest: Paulie’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36886265

Strategic Shifts: Beiersdorf's Venture into Influencer Marketing and the Creator Economy 06/03/2025

Strategic Shifts: Beiersdorf's Venture into Influencer Marketing and the Creator Economy In 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 influencer marketing practices across regions, with a focus on Europe, North America, South Africa, and Brazil. The discussion extends to the broader implications of professionalizing the creator economy by 2025 and the competitive landscape of global skincare brands. As the episode wraps up, listeners are encouraged to harness the creator economy for their own marketing strategies, inspired by Beiersdorf's ambitious journey. In this episode, you’ll learn: How precision influence is transforming marketing strategies across Beiersdorf’s portfolio, from Nivea to Eucerin, and what it means to build a global, creator-driven approach. Why balancing control with trust in creators is necessary to tell authentic stories that resonate with diverse audiences while staying true to brand values. The challenges of measuring success in creator marketing and how data and experimentation are helping brands refine their approach and achieve better ROI. Connect with the Guests: Hassan’s LinkedIn - Antoine’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36813905

What Creator Marketing Looks Like in 2025 from CreatorIQ Connect Europe 05/28/2025

What Creator Marketing Looks Like in 2025 from CreatorIQ Connect Europe Earlier 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, EMEA is taking a leading role in this transformation. For the first time ever, EMEA is projected to outspend the US in creator marketing across key sectors. Their audiences are some of the most engaged and creative in the world and, with over 200 countries, 2,000+ languages, it's a cultural melting pot driving authentic and diverse storytelling. We started CreatorIQ Connect because we realized the leaders and community in this industry are changing marketing from the inside out. It's also a gathering place for some of the smartest, most generous people in the business. We'll be publishing all of the great content from 46 speakers across 16 sessions. In the meantime, here are a few quick thoughts from speakers and experts who were there on the ground with us in London. In this episode, you’ll learn: Why EMEA is outpacing the U.S. in creator marketing investment, and what their approach to earned attention can teach global marketers about results. How leading marketers are rethinking ROI by tracking conversation quality, not just reach or likes. What it takes to scale creator programs across markets without losing the personal connection, as well as the platforms, tools, and team mindsets that make it possible. Connect with the Guests: Ashton Wall’s LinkedIn - Alison Hollingsworth’s LinkedIn - Kahlea Nicole Wade’s LinkedIn - Fleur van Sambeeck’s LinkedIn - Kate Langan’s LinkedIn - Nate Harris’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36723540

Transforming Communication for Impactful Leadership with Tim Fortescue 05/21/2025

Transforming Communication for Impactful Leadership with Tim Fortescue In 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 nerves and imposter syndrome, emphasizing the importance of adapting messages to diverse audiences while leveraging one's innate strengths to build confidence. Tim delves into the interconnectedness of communication and leadership, highlighting how effective storytelling can connect teams like nothing else. Listeners will discover practical strategies for enhancing their communication skills, whether navigating company mergers or addressing the unique demands of remote work. To close the episode, Tim dives into the art of leveraging both left- and right-brain communication strategies to connect authentically and effectively. In this episode, you’ll learn: Why audience-first communication is the core of effective messaging and how tuning into what your audience cares about, feels, and needs to hear creates a real connection. How storytelling and authenticity can help you establish a stronger presence, whether you’re pitching to a client, presenting on stage, or speaking to your team. Simple shifts in mindset and preparation can help you adjust your communication style based on who you're speaking to and what you want them to take away. Connect with the Guest: Tim’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36588200

Strategic Disruption in the Creator Economy With Jen Costello 05/13/2025

Strategic Disruption in the Creator Economy With Jen Costello In 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 uncertainties of today's marketing environment, reflecting on historical precedents like the 2008 recession and the post-COVID era. Jen underscores the transformative power of embracing change and disruption, urging marketers to take bold, data-backed decisions. She also celebrates the essence of personal branding, drawing inspiration from figures like Maggie Rogers and emphasizing the beauty of individuality in an AI-driven world. This episode is a testament to the power of authenticity, creativity, and the relentless pursuit of excellence in marketing. In this episode, you’ll learn: How creators help brands see the edges of culture before trends fully emerge in consumer behavior. Why treating creators not just as channels but as platforms with their own values and communities can strengthen brand strategy. Jen Costello’s approach to pitching, disruption, and creative bravery at TBWA offers lessons for building ideas that move people and break conventions. Connect with the Guests: Jen’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36408170

Data-Driven Creator Marketing with Jasmine Enberg 05/04/2025

Data-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 competitive. Looking ahead, the episode highlights the opportunities and hurdles for both seasoned leaders and aspiring creators. Jasmine stresses the significance of adopting a business mindset and finding a unique value proposition in this rapidly evolving digital world. Additionally, we discuss the role of AI in creator marketing, acknowledging its potential to streamline processes while maintaining the irreplaceable essence of human connection. To close the episode, Jasmine shares some advice for both leaders and those aspiring to begin a career in the creator economy. In this episode, you’ll learn: Why the creator economy is becoming more professionalized as brands refine their influencer marketing strategies with better tools and resources. How the challenges of economic uncertainty and digital landscapes are impacting brand decisions and influencer partnerships. Why brands should build long-term partnerships with creators rather than transactional relationships to strengthen their brand presence and drive ongoing engagement. Connect with the Guests: Jasmine’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36385775

Building Brand Influence through Authenticity with Haley Kaliszewski 04/28/2025

Building Brand Influence through Authenticity with Haley Kaliszewski In 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 the critical role of creativity, community relationships, and robust ROI tracking in expanding a brand's reach. Beyond business, we highlight Kendra Scott's unwavering commitment to philanthropy. Discover the impactful initiatives led by the Kendra Scott Foundation, including the Legacy Retreat for families affected by metastatic cancer, and the Kendra Scott Women's Entrepreneurship Leadership Institute at the University of Texas. These efforts underscore the brand's dedication to social responsibility and community engagement. In this episode, you’ll learn: How starting with loyal brand fans can help create an authentic influencer strategy without relying on large gifting programs. Why fostering a sense of belonging among brand fans can amplify the impact of influencer marketing. How Kendra Scott’s approach to including both large collaborations and smaller, consistent influencer engagements contributes to a diverse marketing strategy Connect with the Guest: Haley’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36144220

Unveiling Luxury: Inside Four Seasons' Marketing Strategies with Christina McCarthy 04/22/2025

Unveiling Luxury: Inside Four Seasons' Marketing Strategies with Christina McCarthy In Ep. 169 of Earned, Conor sits down with Christina McCarthy, Vice President of Global Media at Four Seasons Hotels and Resorts. To start, we dive into Christina’s impressive career journey from fashion and beauty giants like Victoria's Secret and MAC. We delve into Four Seasons' strategic shift from traditional marketing to crafting rich, brand-building experiences that resonate with audiences. Christina highlights the pivotal role of high return guests (HRGs) and the tailored strategies that ensure their loyalty. She also explores the impact of social media influencers and user-generated content on guest perceptions, detailing how platforms like TikTok, Snapchat, and YouTube are leveraged for global branding and local engagement. Listeners will gain insights into the integration of SEO and OTA (online travel agency) advertising and how Four Seasons harnesses cutting-edge technology to enhance customer experiences. The discussion extends to the allure of luxury travel destinations, emphasizing the brand's commitment to exceptional service and personalization. To close the episode Christina offers an insider's perspective on the innovative marketing tactics that distinguish the brand in the luxury hospitality industry. In this episode, you’ll learn: How Christina McCarthy leads global media strategy for a luxury brand like Four Seasons: She shares how a fashion and beauty background shaped her approach to digital luxury marketing. Why VIP treatment drives loyalty: Christina explains how making guests feel like the star of their stay creates an emotional connection and repeat visits. Where content and paid media work best together: It’s about blending platforms like TikTok and YouTube with creator content and search strategy. Connect with the Guest: Christina’s LinkedIn - Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36260130

REPLAY: Prioritizing Long-Term Partnerships as an Investor and Influencer with Riccardo Pozzoli 04/15/2025

Turning Creators into Brand Storytellers and Community Builders With Iris Coker 04/09/2025

Turning Creators into Brand Storytellers and Community Builders With Iris Coker 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: How Iris Coker blends community and creativity at scale: She shares how her early agency roots shaped a lifelong passion for consumer-first storytelling. 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. 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. Connect with the Guest: Iris’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/36049855

Embracing Vulnerability and Building Community with Zaina Sesay 04/01/2025

Embracing Vulnerability and Building Community with Zaina Sesay In 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 her early creator journey. We also explore Zaina's impactful experience on Netflix's "The Ultimatum," which served as a catalyst for her personal growth and led to the creation of a guided journal addressing the five stages of grief. Her story is a testament to resilience and self love, demonstrating how adversity can be transformed into valuable resources for others. In this episode, you will learn: 1. How sharing the messy parts builds real connection: Zaina Sesay explains why letting her audience in on the unpolished moments has created stronger trust and impact. 2. Why creators shouldn’t be boxed in: From wellness to home decor, Zaina pushes back on niche expectations and shares why range is part of her brand. 3. What makes a strong brand-creator relationship: It’s not one-off deals—it’s collaboration, feedback, and space to grow together. If you're new to our Earned series, be sure to catch up on all of our previous episodes here: Listen to and follow the podcast on: Spotify - Apple Podcasts - Connect with the Guests: Zaina’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/35949100

Why Authenticity Is the Currency of Influence on LinkedIn 03/25/2025

Why Authenticity Is the Currency of Influence on LinkedIn In 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 economy on LinkedIn, recognizing creators as entrepreneurs and brand owners who contribute significantly to the professional community. Katie shares her personal journey of manifesting a move to London, illustrating how authentic engagement on LinkedIn can lead to exciting opportunities. This episode is a must-listen for anyone interested in leveraging LinkedIn for professional growth. In this episode, you’ll learn: How LinkedIn is redefining what it means to be a creator: No longer just a job-seeking platform, it’s become a space where professionals share insights and engage in meaningful conversations. The kind of LinkedIn content that stands out: Authenticity is the key to engagement. The best posts spark discussion, offer unique perspectives, and feel like a conversation rather than a press release. How LinkedIn helps turn ideas into opportunities: Posting, commenting, and engaging with others can lead to unexpected connections, partnerships, and career growth. Connect with the Guest: Katie’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/35822385

Why Customers Swipe Right on Brands That Share Their Values With Ayal Pascal 03/18/2025

Why Customers Swipe Right on Brands That Share Their Values With Ayal Pascal In 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 explores the shift from traditional purchase funnels to digital and community-driven interactions, underscoring the significance of maintaining authentic connections with creators in today's social media landscape. We explore insights into Allies of Skin's strategic global expansion and the unique storytelling behind its products, such as the popular Growth Factor Serum. Ayal’s move to Bangkok and his role in positioning the brand in emerging markets is explored, emphasizing the importance of balancing a strong US presence with international growth. In this episode, you’ll learn: How shared values drive consumer loyalty: Consumers today seek more than just great products. They want to support brands that align with their beliefs and values. The ripple effect of influencer marketing: When one creator shares a product they love, it often spreads through their network, creating organic buzz and credibility. Why community is more powerful than advertising: Brands no longer have sole control over the narrative. Consumers trust their peers and favorite creators to shape their decisions. Connect with the Guest: Ayal’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/35722540

How Creators are Driving the Fragrance Boom with Mona Kattan 03/11/2025

How Creators are Driving the Fragrance Boom with Mona Kattan In Ep. 164 of Earned, Conor sits down with Mona Kattan, CEO and founder of Kayali Fragrances. To start, Mona shares her transformative journey from a social media skeptic to a celebrated fragrance entrepreneur, highlighting the pivotal moments that shaped her path. We dive into how Mona’s diverse experiences influenced her approach to business, underscoring the significance of authenticity and engaging consumers appropriately. Mona discusses the power of the creator economy, emphasizing how fragrance brands, much like those in fashion and skincare, are harnessing the potential of online communities. Now a separate brand, Mona reflects on the challenges and triumphs of launching Kayali Fragrances under the Huda Beauty umbrella, navigating initial skepticism to achieve significant success by 2021. We explore the impact of fragrance content creators and the unique community Mona has cultivated through Kayali's heart-driven approach. As an indie brand, Kayali's dedication to product excellence and genuine connection sets it apart in the competitive fragrance industry. To close the episode, Mona rounds off the episode with a taste of Dubai's diverse offerings for anyone looking to make a trip! In this episode, you’ll learn: How creators are driving the fragrance boom. Once an overlooked category, fragrance now thrives on social media, where niche creators break down scent notes, share layering techniques, and build followings around specific brands. Why storytelling is the key to brand loyalty. Scents can’t be experienced digitally, so stories are what capture attention. Brands that weave personal narratives, cultural references, and emotion into their marketing build deeper relationships with their audience. Fragrance is becoming a cultural statement. Just like fashion or skincare, consumers—especially younger generations—use scent to communicate identity, moods, and aesthetics, making it a category that is on the rise. Connect with the Guest: Mona’s LinkedIn - Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/35606650

The Link Between Marketing Momentum & Virality with Terrence Sweeney 03/04/2025

The Link Between Marketing Momentum & Virality with Terrence Sweeney In Ep. 163 of Earned, Conor sits down with Terrence Sweeney, former CMO at Hint—an alternative to soda and sugar beverages. To start, we dive into how momentum can transform a struggling company into a viral success, using compelling examples like the Stanley 1913’s brand revival. Terrence reveals how strategic branding and influencer marketing have elevated Hint's brand recognition to compete with industry giants like Smartwater. Terrence discusses the evolving landscape of marketing, emphasizing podcasting as a unique advertising medium that allows authentic audience engagement. He also shares the role of the media in democratizing influence and highlights the evolution of personal branding in the digital age. We examine how social media has shifted the dynamics from the CEO being the face of a company to more inclusive approaches that integrate multiple voices. Terrence then touches on the innovative potential of AI in marketing, reflecting on its ability to enhance personalized content and consumer connections. Whether you're a seasoned marketing professional or just starting out, Terrence Sweeney's expertise provides valuable guidance for navigating the complex and ever-changing landscape of marketing. In this episode, you’ll learn: Momentum is a marketer’s best asset, but it’s not always easy to create. While every brand hopes for a viral moment, sustained momentum makes success feel inevitable. Experimentation is essential, yet many brands hesitate when budgets are tight. Marketers need space to test bold ideas—because the biggest wins often come from unexpected places. Audio marketing remains an untapped advantage. While digital ads fight for attention, podcasts build trust through host endorsements. Influence isn’t just about reach—it’s about impact and resonance. Connect with the Guest: Terrence’s LinkedIn - Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/35508230

Innovative Leadership and Emerging Media Trends with Publicis’ Emily Hare and Anna O'Mahony 02/25/2025

Innovative Leadership and Emerging Media Trends with Publicis’ Emily Hare and Anna O'Mahony In 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 of technology and creativity and examine how agencies are transitioning into comprehensive technology partners, emphasizing a content-focused approach in influencer marketing. Switching gears, Emily and Anna underscore the importance of understanding audience dynamics and maintaining brand consistency while engaging localized influencers. To close the show, the duo also offers insights into the evolving nature of creator partnerships, stressing fair pricing, long-term relationships, and the significance of dynamic playbooks that adapt to market shifts. In this episode, you’ll learn: The role of creator marketing is shifting, and brands are rethinking how they collaborate. While influencers can do it all, the real question is where they create the most impact. Agencies are evolving alongside brands, integrating influencer marketing more deeply into media strategies. The industry is seeing more consolidation, technology adoption, and a shift toward content-first approaches—where the value lies in the work itself, not just the creator’s following. Standardizing creator compensation remains a challenge, but brands are getting smarter. With better benchmarks and long-term partnerships, companies are moving toward sustainable, mutually beneficial collaborations. Connect with the Guests: Emily’s LinkedIn - Anna’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/35419395

The Future of Creator-Led Media and Tech with Jacklyn Dallas 02/18/2025

The Future of Creator-Led Media and Tech with Jacklyn Dallas In 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 building community through interviews, drawing insights from renowned hosts like Sean Evans and Stephen Bartlett. Jacklyn reveals her techniques for crafting engaging interviews, balancing meticulous preparation with the magic of spontaneity. Switching gears, Brit and Jacklyn unpack the realms of AI, health tech, and space advancements, as well as the ethical considerations surrounding safety and privacy. Jacklyn emphasizes the importance of strategic partnerships and the role of creators as tastemakers in this ever-changing landscape. To close the show, Jacklyn reveals some future aspirations and what is coming next for her career. In this episode, you’ll learn: Algorithms may drive short-term visibility, but lasting success comes from loyal supporters. Whether you're building a brand or a business, it’s important to maintain your audience’s trust. How AI is reshaping content creation, allowing creators to be more strategic and efficient. AI speeds up workflows freeing up more time to focus on things that truly matter. The best interviews and discussions happen when you listen actively and adapt to the moment. Preparation is important, but being open to unexpected insights makes for more meaningful connections. Connect with the Guest: Jacklyn’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/35311135

Transforming Digital Connections into Real-World Experiences: The Eventbrite Evolution with Jessie Young 02/11/2025

Transforming Digital Connections into Real-World Experiences: The Eventbrite Evolution with Jessie Young In 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 joy," the shared emotions and memories that live events foster, and how brands can engage authentically with audiences by aligning with creators' stories. Switching gears, Jessie highlights the emergence of "Fourth Spaces" and the cultural shift towards meaningful in-person engagements, especially among Gen Z, supported by Eventbrite’s research. To close the show, Jessie and Brit reinforce the importance of celebrating human connections in our increasingly digital world, inviting listeners to reimagine social spaces and embrace the power of live experiences. In this episode, you’ll learn: Why in-person events are more valuable than ever, fulfilling a need for human connection that digital spaces can’t replace. How creators play a key role in bridging online and offline communities, using their influence to curate and host events to bring their audiences together. Why brands have a chance to connect in a more personal way. Instead of just sponsoring events, they can be part of experiences that feel authentic and meaningful to attendees. Connect with the Guest: Jessie’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/35237435

158 - Jackie Aina + Denis Asamoah, FORVR Mood 01/28/2025

158 - Jackie Aina + Denis Asamoah, FORVR Mood In Ep. 158 of Earned, Conor sits down with Jackie Aina and Denis Asamoah, co-founders of fragrance brand FORVR Mood. To start, we dive into how the global pandemic became a catalyst for Jackie, a beauty content creator, and Dennis, an investment banker, to combine their passions and areas of expertise, leading to the creation of a brand that sold out six months’ worth of inventory in just two hours. We learn about the journey the couple took from London to LA, balancing personal and professional lives, and thriving as a couple in business. We then discuss their ability to navigate the challenges of content creation and brand building, and they share invaluable lessons on community engagement, managing negativity, and being smart with investments. Switching gears, the couple reveals their goals of reshaping the beauty and fragrance industries and empowering consumers to feel confident and equipped. To close the show, we hear what’s next for the duo and what categories they’re expanding to next. In this episode, you’ll learn: How Jackie and Denis turned their passion for fragrance into FORVR Mood, creating a brand that empowers consumers to build their fragrance wardrobe while breaking traditional barriers in the industry. How setting boundaries and respecting each other’s strengths is crucial for a successful partnership, allowing Jackie to focus on creativity and Denis on operations while preserving their personal relationship. Why creators need to balance authenticity with professionalism, respond to criticism constructively, and stay true to their personal and brand values. Connect with the Guests: Jackie’s Instagram - Denis’ LinkedIn - Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/34410255

157 - Vasiliki Petrou, Unilever Prestige 01/21/2025

157 - Vasiliki Petrou, Unilever Prestige In Ep. 157 of Earned, Conor sits down with Vasiliki Petrou, formerly the CEO of Unilever Prestige. To start, we dive into Vasiliki’s extraordinary journey as a leader in the luxury brand sector. Vasiliki shares how she transformed brand management at Unilever Prestige by nurturing founders as integral co-pilots and aligning brand values with the evolving demands of luxury consumers. Her leadership has not only anticipated market trends but also established enduring value within the high-growth premium segment. We then discuss her ascent from associate brand manager to CEO, the importance of diverse skills and collaborative leadership, and fostering an environment where expertise and friendship thrive. Switching gears, we discuss Vasiliki’s focus on consumer health, longevity, and wellness, identifying promising opportunities for growth. To close the show, Vasiliki advocates for those in power to strive for a passion-driven, human-centric leadership approach that enhances performance and team satisfaction. In this episode, you’ll learn: How Vasiliki embraced the philosophy that founders are the soul of their brands and leverage their passions and visions to build businesses with authenticity and longevity. How Vasiliki redefined luxury by integrating purpose and social impact. She shares examples of brands like Dermalogica, which is committed to vocational training for skin care therapists, and Tatcha, which supports girls' education, as proof of the long-term value of purpose-driven strategies. The importance of collaboration over competition within brand portfolios. Vasiliki fostered a culture of interdependence among her CEOs, allowing them to share expertise and leverage diverse strengths across technology, creativity, and commercial thinking, ultimately creating exponential value. Connect with the Guest: Vasiliki’s LinkedIn - Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/34499990

156 - Shanice Engel, oona.agency 01/14/2025

156 - Shanice Engel, oona.agency In 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 starting a family, and how these experiences have enriched her leadership style. Switching gears, we explore the exciting future trends in marketing, including the integration of AI capabilities and the resurgence of offline experiences. This episode captures the essence of personal and professional growth in a rapidly evolving industry, and will leave you inspired by Shanice's journey of empathy, human connection, and relentless pursuit of excellence. In this episode, you’ll learn: How offline events are making a comeback, allowing brands to engage their communities in meaningful, real-world ways while amplifying their reach through storytelling and content creation. The role of AI as a transformative tool in influencer marketing, from enhancing creativity and brand safety to helping creators navigate platform algorithms for better engagement. Shanice’s reflections on balancing personal milestones with professional achievements. Her journey as a partner at oona is shaped by a commitment to building lasting value, nurturing the next generation of marketing leaders, and maintaining a culture of collaboration and innovation. Connect with the Guest: Shanice’s LinkedIn - Connect with Brit Starr & CreatorIQ: Brit's Linkedin - CreatorIQ LinkedIn - Follow us on social: CreatorIQ YouTube - CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/34430960

How Beauty Brands are Banding Together to Help LA Recovery Efforts — and How You Can Help 01/14/2025

155 - Ahad Khan, Kajabi 01/07/2025

REPLAY: Samantha Sichel, Live Nation Entertainment 01/01/2025

REPLAY: Samantha Sichel, Live Nation Entertainment REPLAY: For our 95th episode of Earned, Conor sits down with Samantha Sichel, the Head of Social Product and Digital Innovation at leading live entertainment company Live Nation. To start the show, we dive into Samantha’s nearly two-decade career at Live Nation, and she shares how the company and industry have evolved during the rise of digital media. We unpack Live Nation’s rapid growth via vertical integration, and hear how CEO Michael Rapino is a “visionary” in discovering successful artists and investing in their growth, while still allowing them to remain autonomous. We learn why live entertainment attracts a highly influential audience, and Samantha explains how Live Nation leverages this engaged community of “fanfluencers” to help market shows and events. Next, we dive into the success of Live Nation’s Last2Leave creator house, and Samantha shares why the company’s secret sauce lies in its unique ability to give creators “the best night of your life every single week.” Conor and Samantha then reflect back on the pandemic, and we hear how Live Nation creatively connected fans to artists in a time without in-person events. To close the show, Samantha, a mother of three, shares her advice for excelling in your career as a working mom. In this episode, you will learn: • Why live events attract a highly influential audience, and how Live Nation has tapped into its "Fanfluencer" community to promote its events. • How Live Nation powered massive growth, going from event promoter to giant ticketing entity, by leaning in to the digital revolution. • How Live Nation's unique, money-can't-buy experiences have turned its creator house Last2Leave into a major success. Resources: Connect with the Guest: Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - CreatorIQ LinkedIn - Follow us on social: CreatorIQ Instagram - CreatorIQ TikTok - CreatorIQ Twitter - /episode/index/show/bdba5d00-82ab-4c9c-a0ba-75f5f11e005b/id/34015232

154 - Ava Donaldson, Google 12/17/2024

153 - Ukonwa Ojo, Zaia Ventures 12/10/2024

152 - Vivienne Walsh, Marketing Strategy Consultant, Meta, VISA, Uber 12/03/2024

REPLAY: Doug Sweeney, CMO of ŌURA Ring 11/26/2024

Earned: Unlocking the Power of the Creator Economy

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