Earned: Unlocking the Power of the Creator Economy

In this replay episode 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 - @christinamccarthy Connect with CreatorIQ: CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Dana Paolucci, Head of Influence and PR at Dove North America, to unpack how one of beauty's most iconic brands is evolving creator marketing—without losing sight of its mission. Dana reflects on the "everything and nothing changes" reality of the space, from creators becoming full-fledged brands and franchises to the enduring importance of trust, community, and authenticity. Brit and Dana explore how Dove has scaled from a traditional, tightly controlled campaign model to an always-on creator engine—while staying grounded in Dove's commitment to real beauty. Dana shares how the team engaged over 10,000 creators and generated 30,000+ pieces of content, guided by strict standards like Dove's no digital distortion policy and a clear filter: partnering only with creators who contribute to a positive beauty experience online. The conversation also dives into Dove's program structure, including full-funnel product launches, trend-responsive content, and the Dove Love community initiative designed to increase earned creator content through reciprocal relationships, replenishment, and life-moment support. Finally, Dana breaks down the cultural insight and agility behind Hot Seats—Dove's music-fandom-driven platform that turned sweaty concerts and Coachella commentary into brand-relevant moments that drove real lift. The takeaway: listen deeply, release control, and show up with solutions. In this episode, you'll learn: The shift from one-off influencer campaigns to always-on creator strategies at Dove How to balance earned and paid media in creator marketing The power of event-based campaigns in driving authentic creator content Connect with the Guest: Dana's LinkedIn - @danapaolucci Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Frank Dudley—marketing leader, Northwestern professor, and author of an upcoming Wiley book on Creator Marketing and Commerce Media—to unpack why the industry's shift from influencer marketing to creator marketing is more than semantics. Frank argues that creators aren't a channel; they're the connective tissue across the customer choice journey, orchestrating demand from awareness through conversion in a dynamic, signal-driven system. Brit and Frank explore how this reframing helps brands move beyond siloed campaigns and start designing creator programs around jobs to be done: removing real consumer friction like confusion, skepticism, inertia, and perceived risk. Frank shares concrete examples—Dyson using explainer creators to demystify product claims, Sephora leaning on creators for mid-funnel confidence like shade matching, and Instacart creators driving lower-funnel utility through speed, substitutions, and savings. The conversation also dives into measurement, including why the market is shifting toward incrementality over engagement, and how integrating creators with commerce and paid amplification enables closed-loop learning and attributable impact. Finally, Frank breaks down the unglamorous—but essential—operational infrastructure required to scale: creative supply chains, decisioning layers, and data/legal ops. The takeaway: creator marketing isn't a tactic—it's a full-funnel operating system CMOs can roadmap. In this episode, you'll learn: How creators are now the engine behind modern targeting and demand creation The shift from disconnected creator efforts to coordinated marketing systems How creator programs contribute to measurable revenue outcomes Connect with the Guest: Frank's LinkedIn - @fdudley Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Gracie Schram, Head of Strategic Initiatives for Creators at Epidemic Sound, live from Dubai during the 1 Billion Followers Summit. Gracie brings a rare, dual perspective to the conversation, shaped by nearly 15 years in the music industry as a recording artist and her current role helping creators and brands harness the power of sound at scale. Together, Brit and Gracie explore how the creator economy has matured into the economy—and why sound is one of the most underutilized tools in modern storytelling. Gracie breaks down the concept of sonic branding, explaining how music shapes emotion, identity, and audience retention across platforms, from YouTube and TikTok to Netflix and global brand campaigns. She also demystifies Epidemic Sound's unique model, where music is fully licensed to travel anywhere without risk, enabling creators to scale without friction. The conversation dives into how creators can think more intentionally about sound design, the difference between viral sound and intentional scoring, and why emotional resonance matters just as much in educational content as cinematic storytelling. Brit and Gracie also discuss the growing overlap between brands and creators, the role of data and AI in music discovery, and why global creator communities—far beyond the U.S.—are shaping what comes next. In this episode, you'll learn: Why sound is a core part of creator branding, not an afterthought How sonic consistency drives emotional retention and recall with the audience What creators often miss about music licensing and long-term scale Connect with the Guest: Gracie's LinkedIn - @gracieschram Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ