Earned: Unlocking the Power of the Creator Economy

In 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 Google's creative programs, highlighting initiatives like the Super Bowl ad campaign featuring Realtone camera technology. Switching gears, Ava shares how her personal habits power her professional success, like her grounding morning routine and the influence of spirituality and astrology on her work. This episode offers a unique perspective on how Google is navigating the ever-evolving landscape of creator marketing, making it a must-listen for anyone keen on understanding the future of marketing. In this episode, you'll learn: How creator-led marketing approaches are redefining consumer engagement and trust Why integrating creativity with technology has elevated Google's marketing strategy How prioritizing personal values and self care can help balance professional demands Connect with the Guest: Ava's LinkedIn - @avarose Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 modern women. Ukonwa reveals key themes in authentic creator partnerships, like thinking of creators like friends of your brand rather than an advertising channel. We learn about Ukonwa's mission to create meaningful connections and bridge fragmented communities, demonstrating how fulfilling work can harmonize with personal priorities. To close the show, Ukonwa shares about her love of travel and her goals to continue seeing the world. In this episode, you'll learn: How to embrace entrepreneurial risks that align professional endeavors with personal passions and values How thinking of creators as friends of your brand rather than an advertising channel can lead to more authentic collaborations Why transitioning from corporate roles to entrepreneurship involves embracing risk and adapting to new challenges Connect with the Guest: Ukonwa's LinkedIn - @ukonwa Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 of data and insights in driving brand growth, and the art of creator partnerships that breathe life into brand narratives. Vivienne underscores the importance of trust and empowerment for collaborating in the workplace. To close the show, Vivienne shares some of her favorite Irish phrases capturing the essence of personal and professional growth. In this episode, you'll learn: 1. How adaptability and cultural insights are crucial in global brand transformation 2. Why data-driven strategies and consumer-centric approaches significantly influence brand perception and growth 2. How creator partnerships enhance brand narratives by fostering cultural connections, emphasizing trust, and showcasing innovation in branding Connect with the Guest: Vivienne's LinkedIn - @viviennewalsh Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

REPLAY - 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 importance of aligning the company around this message, before hearing how Oura's clear mission has helped in establishing partnerships with companies like Strava, Gucci, Best Buy, and Equinox. We switch gears and learn how Oura facilitates content creation among its "rabid fans" and members by introducing new offerings like Circles and the "Refer a Friend" program, as well as partnerships with athletes and wellness influencers. Doug also explains how the company constantly leverages its member community for beta testing and product development feedback. To close the show, Doug shares why he enjoys taking on advisory roles for other companies outside of Oura, and reveals what kind of startup he'd enjoy leading next. Resources: ŌURA Connect with the Guest: Doug Sweeny's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 branding and human-centered marketing approach. We learn about the brand's mission to challenge societal norms, its strategic expansion into retail, and how authentic collaborations with influencers who resonate with its holistic philosophy are truly beneficial. Switching gears, Shane explains how he envisions MUD/WTR as more than just a product—but a movement aimed at addressing broader societal challenges like caffeine dependency and mental health. To close the show, Shane gives his "hall of fame" book recommendations for the readers out there. In this episode, you'll learn: 1. How co-founder & CEO Shane's journey into wellness and the founding of MUD/WTR reflects a growing trend towards natural health solutions 2. Why MUD/WTR's branding and marketing emphasizes simplicity and authenticity 3. How MUD/WTR has met creators where they're at on their own wellness journeys for real, human content Connect with the Guest: Shane's LinkedIn - @shaneheath Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

On 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 can maximize ROI, streamline creator partnerships, and enhance brand consistency. With BeatBox's Apphia Castillo, the conversation shifts into why prioritizing creators' unique styles fosters authenticity and connecting with diverse audiences more effectively. Finally, the growing importance of valuing creator engagement and meaningful content over follower count is broken down by Lloyd D'Souza, SVP Global Head of Central Video at Condé Nast. Connect with the Guests: Danessa's LinkedIn - @danessamyricks Kim's LinkedIn - @kimlarson Jeremy's LinkedIn - @jeremylowenstein Emanual's LinkedIn - @emanmacias Apphia's LinkedIn - @phiphibb Lloyd's LinkedIn - @lloydsouza Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 these connections, balancing internal efforts with external support. She discusses the challenges of finding team members who excel at fostering these relationships, emphasizing sincerity and continuous engagement as keys to long-term success. Switching gears, we explore Colette's perspective on personal growth, as she reflects on leveraging TikTok's dynamic platform during the pandemic to propel brand success. To close the show, Colette shares about her love of antique items that have had a past and will have a future beyond us. In this episode, you'll learn: How transparency and authenticity are crucial to building a successful skincare brand How early adoption and genuine engagement on platforms like TikTok can significantly boost brand visibility and success How to build meaningful connections internally and externally that aid in navigating the challenges of entrepreneurship Connect with the Guest: Colette's LinkedIn - @colettelaxton Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 TikTok Shop and tools like CreatorIQ and Dash Hudson in transforming brand-creator partnerships. To close the show, Doug shares some tips for planning an unforgettable African safari that will have you packing your bag as you listen. In this episode you will learn: The importance of cultivating genuine relationships with creators across various follower levels to ensure successful campaigns Why balancing brand and performance marketing, particularly amidst evolving industry trends, is crucial to overall success Why companies should consider using marketing mix models (MMM) to prove ROI and address modern challenges like iOS privacy changes Connect with the Guest: Doug's LinkedIn: https://www.linkedin.com/in/doug-jensen-7722b11/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 strategic approach he took when Waldencast acquired Obagi and Milk Makeup. Michel emphasizes his commitment to fostering a company culture that champions inclusivity, sustainability, and transparency, before diving into his long-term vision for the company, and why he values steady, sustainable growth over short-term spikes and market fluctuations. To close the show, Michel shares some great personal travel and skincare tips (which you're going to want to write down). In this episode, you will learn: Why inclusivity, sustainability, and transparency are vital to building a long-lasting beauty legacy Why long-term, sustainable brand growth is more valuable than short-term spikes and market fluctuations How the strategic acquisition of Obagi and Milk Makeup laid the foundation of Waldencast's growth strategy Resources: Waldencast - https://www.waldencast.com/ Connect with the Guest: Michel's LinkedIn - https://www.linkedin.com/in/michelbrousset/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 gears, Brit discusses the complexities of merging brands, and the importance of clear communication and internal alignment to foster innovation. To close the show, Brit shares her excitement for brand leadership, highlighting the need for empathetic leadership and effective decision-making. Keep an eye out for more of Brit… hint hint! In this episode, you'll learn: Why empathetic leadership and authenticity are pillars of Brit's marketing and leadership philosophies How the influencer marketing landscape has evolved since Brit entered the industry, and where she thinks it's heading next Why managing current objectives while planning for future innovation, fostering internal alignment, and clear communication are keys to effective leadership Connect with the Guest: Brit's LinkedIn: https://www.linkedin.com/in/britmccorquodale Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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, Jim highlights the increasing significance of digital creators and the transformative potential of AI tools like DALL-E and Midjourney. Jim explains how these technologies can democratize content creation, allowing a broader, global audience to share their stories online. We discuss how platforms like CreatorIQ are incredibly helpful for managing and scaling influencer marketing programs and underscore the importance of community and engagement in today's media environment. To close the show, Jim shares his passions outside of writing, which include technology reviews, as well as helping older generations travel as smoothly as they did in their younger years. In this episode, you will learn: 1. Why staying true to one's passions and authenticity in content creation is vital to success 2. How AI tools can actually enhance creativity and significantly improve the content creation process 3. Why innovative event design, from pairing unexpected speakers to enhancing attendee experiences, is key to curating memorable experiences Resources: Inside the Creator Economy - http://louderback.com/ Connect with the Guest: Jim's LinkedIn - https://www.linkedin.com/in/jlouderb/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 significantly boosted product interest and ad performance. She also emphasizes the importance of cultivating a cohesive team culture built on respect and understanding, and shares her strategies for managing teams across the globe. To close the show, Vandana reflects on her personal career journey, and highlights the importance of patience, continuous learning, and building a complementary leadership team. In this episode you will learn: 1. How L'Occitane has transformed into a social media powerhouse under Vandana's leadership, focusing on Instagram, TikTok, and creator partnerships. 2. Why building a cohesive team culture and global-local synergy have been key to brand success. 3. Vandana's career insights on patience, continuous learning, and how to assemble a complementary team for marketing leadership. Resources: L'OCCITANE Group - https://group.loccitane.com/ Connect with the Guest: Vandana's LinkedIn - https://www.linkedin.com/in/vandanatandon/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

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' Choice Awards. Next, we dive into RJ's career journey, from getting his start in reality TV casting to climbing up to corporate leadership. RJ emphasizes the importance of a positive workplace culture and balancing hard work with leisure. To close the show, RJ shares his most transformative life lessons, including how his near-death experience reinforced the importance of a harmonious work-life balance. In this episode, you will learn: 1. How integrating creators authentically into media can drive engagement and capture younger audiences 2. Why embracing creators as modern celebrities is crucial for media relevance 3. How work-life balance and positive workplace culture are essential for sustained success in entertainment Resources: Paramount - https://www.paramount.com/ Connect with the Guest: RJ's LinkedIn - https://www.linkedin.com/in/rjlarese/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 AdSense earnings. We hear about the monetization strategies across YouTube and Meta, and learn how each platform supports creators' revenue streams differently. Monica shares her expert views on the transition from transactional to relationship-based interactions, the crucial role of data and AI in content creation, and the emergence of new companies tackling the industry's evolving challenges. To close the show, we explore the rise of creator-led brands, using success stories like MrBeast and Preston Arsement to illustrate how creators are expanding their businesses while staying true to their creative roots. In this episode, you'll learn: 1. How Monica Khan's transition from Wall Street to YouTube illustrates the evolution of the creator economy. 2. How differing monetization strategies between YouTube and Meta impact creators' revenue streams. 3. How the rise of creator-led brands emphasizes the importance of authentic connections and community-driven marketing. Connect with the Guest: Monica's LinkedIn - https://www.linkedin.com/in/monicakhan/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 platforms like Amazon and Ulta have driven significant growth for Wella. Chris also emphasizes the importance of upskilling staff in digital tools like Google Analytics and Adobe Analytics. Switching gears, we dive into the vital role of social media in cultivating relationships within the professional hairdressing and nail art industry, and hear how Wella leverages affiliate partnerships and celebrates individual excellence. To close the show, Chris opens up about challenges and triumphs of navigating corporate spin-outs and digital transformations, before leaving us with his passions for cooking and wine. Tune in to learn: 1. How transitioning from a B2B to a B2B2C model and implementing innovative strategies on platforms like Amazon and Ulta have driven significant growth for Wella 2. Why Wella prioritizes building strong relationships with hair and nail professionals through affiliate partnerships 3. How Wella's corporate spin-out from COTY led to innovative brand building and future-focused growth. Resources: MMA Global - https://www.mmaglobal.com/ Connect with the Guest: Chris's LinkedIn - https://www.linkedin.com/in/chrischesebro/?originalSubdomain=fr Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

REPLAY - 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 TikTok, before explaining the importance of viewer acquisition with captivating video titles and thumbnails, and a few of the ways MrBeast optimizes its content for performance. We hear Marc's take on the current monetization models of social platforms like YouTube and TikTok, and how MrBeast's side ventures like Feastables and MrBeast Burger are now contributing a larger slice of the revenue pie. To close the show, we discuss the impact that MrBeast, aka Jimmy Donaldson, has had on his hometown of Greenville, North Carolina, and hear what's in store for the company over the next 20 years. In this episode, you will learn: 1. The keys to creating a successful piece of content 2. The importance of catchy video titles and thumbnails for viewer acquisition 3. How MrBeast grew a following of 213 million subscribers (and counting!) Resources: MrBeast Youtube: @mrbeast MrBeast Twitter: @mrbeast MrBeast Instagram: @mrbeast Shop MrBeast Merch: https://shopmrbeast.com/ Connect with the Guest: Marc's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 heights. Switching gears, we dive into Anastasia's artistic background, and she pulls back the curtain on how principles of light, shadow, and proportion from her art school days have influenced her makeup techniques, before emphasizing the brand's commitment to solving customer problems with innovative products. To close the show, Anastasia shares her tips for managing a global enterprise while staying true to your brand's core values. In this episode, you will learn: 1. How Anastasia Soare's resilience, passion, and visionary strategies propelled her journey from immigrant to beauty mogul 2. Why organic community building played a crucial role in Anastasia Beverly Hills' runaway success 3. How artistic principles and innovative problem-solving have kept ABH at the forefront of the beauty industry Resources: Anastasia Beverly Hills - https://www.anastasiabeverlyhills.com/ Connect with the Guest: Anastasia's LinkedIn - https://www.linkedin.com/in/anastasia-soare-337806125/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 build in-house distribution, and how it has been pivotal in scaling their operations. We then explore the critical role of influencer partnerships in e-commerce, and discuss the important balance between paid acquisition and organic growth. Paul also emphasizes the importance of maintaining brand integrity and positive values, and sheds light on BK Beauty's collaboration with the Kindness Campaign. To close the show, we take a look at the brand's exciting upcoming events and collaborations, so keep an eye out! In this episode, you'll learn: How integrated, closed-loop systems can skyrocket social commerce growth on platforms like TikTok and YouTube Why BK Beauty chose to remain DTC in order to maintain operational control, efficiency, and authentic storytelling Why building genuine influencer relationships and balancing paid and organic strategies have been crucial for BK Beauty's e-commerce expansion Resources: BK Beauty - https://www.bkbeauty.com/ Connect with the Guest: Paul's LinkedIn - https://www.linkedin.com/in/myover/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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, and experiential marketing Next, we explore Ruggable's strategic collaborations with popular brands like Bridgerton and Pantone, and hear how the company swiftly responds to cultural trends (like launching products inspired by Beyonce's album release). To close the show, Jenna shares her take on the evolving role of a CMO, highlighting the importance of a full-funnel marketing approach, diversification of channels, and potential retail expansions. In this episode, you will learn: Why blending performance marketing with brand building is vital to Ruggable's success The importance of agility in modern marketing and adapting to current trends How product satisfaction, unique value, and retail expansion helps Ruggable maintain its customer base Resources: Ruggable - https://ruggable.com/ Connect with the Guest: Jenna's LinkedIn - https://linkedin.com/in/jennahabayeb/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ's LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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, offering insights and career advice for aspiring professionals in a rapidly evolving landscape. We then pivot to our own Chris Curtis' conversation with Amazon's Heather Kehrberg, which explores the power of creator marketing and brand storytelling. Heather reveals the strategic integration of video content and creator partnerships into Amazon's ad campaigns, and emphasizes the importance of authenticity to drive success. We close the show by unpacking CreatorIQ's robust relationship with Amazon, and offer a forward-looking perspective on the evolving landscape of advertising and community building. In David's episode you will learn: 1. How generative AI and machine-generated content have been instrumental in BrandTech Group's success 2. How the shift from traditional TV advertising to social, and now Gen AI, is democratizing content creation 3. Why early investments in trends like AI chatbots can propel your company forward and how these risks can pay off In Heather's episode you will learn: 1. Why video content and authentic storytelling are essential for consumer engagement and brand loyalty 2. How nostalgic and relatable campaigns, like McDonald's adult Happy Meal and Mars' M&M characters, effectively connect with diverse audiences. 3. How future advertising trends will emphasize the creator economy by integrating creator content into broader marketing strategies. Resources: The BrandTech Group - https://thebrandtechgroup.com/ Amazon - https://www.amazon.com/ Connect with the Guest(s): David's LinkedIn - https://www.linkedin.com/in/davidjonesoyw/ Heather's LinkedIn - https://www.linkedin.com/in/heatherkehrberg/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 engagement for influencers. We also explore his professional background, including pivotal strategic decisions made during his tenure at Omniture, where real-time analytics and creative competitive strategies were key to success. Chris further delves into the complexities and triumphs of unifying corporate data at Domo, shedding light on the challenges of raising funds and engaging industry giants. Read our Q&A with Chris here! In this episode, you'll learn: 1. The significance of strategic vision, resilience, and collaboration among brands, agencies, social networks in the creator economy 2. Why personal branding and maintaining a unique voice in influencer marketing is critical to success 3. How Chris meticulously evaluated over 22 companies before choosing CreatorIQ for its robust industry potential and alignment with his vision. Resources: CreatorIQ - https://www.creatoriq.com/ Connect with the Guest: Chris's LinkedIn - https://www.linkedin.com/in/cch360/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 ELEMIS, and her enduring passion for essential oils and skin wellness. Next, Noella shares an insider's view of the innovative strategies that propelled ELEMIS to global success. We then discuss the brand's digital innovation and global expansion, highlighting the strategic merger with L'Occitane. To close the show, Noella shares how she finds balance in everyday life through her love of music and being a mother. In this episode, you'll learn: 1. How Noella's passion for essential oils and holistic wellness formed the foundation of ELEMIS' philosophy, emphasizing that today's choices impact tomorrow's skin 2. Why long-term thinking and community-driven development are important in navigating challenges and sustaining brand growth 3. How strategic decisions facilitated ELEMIS' global expansion Resources: ELEMIS. - https://www.elemis.com/ Connect with the Guest: Noella's LinkedIn - https://www.linkedin.com/in/noella-gabriel Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

Recorded 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 discuss how Amazon has been a pioneer in shoppable video, with the rapid growth of Amazon Live, the introduction of the Amazon Live Fast channel, and its revolutionary Shop the Show technology. We explore the critical role of measurement in this evolving field, and unpack compelling case studies that highlight the potential for future growth within the Amazon ecosystem. To close the show, Julie shares her passion for future planning and being on the cutting edge of what's coming next. In this episode, you'll learn: 1. How empathy fosters effective collaboration and innovation in digital marketing. 2. Why Amazon has made significant strides in integrating shoppable video content to create new opportunities for brands and consumers. 3. How Amazon's focus on metrics like new-to-brand sales and the halo effect of creator content highlights the evolving landscape of digital marketing. Resources: Amazon Shopping Videos - https://www.aboutamazon.com/ Connect with the Guest: Julie's LinkedIn - https://www.linkedin.com/in/juliehaleluk/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 comprehensive SaaS platform that revolutionized PR as the first-ever CRM for PR teams. We then discuss the intricacies of PR measurement, the importance of customer feedback, and the transformative potential of AI in the industry. To close the show, Greg shares what motivates him and how he finds fulfillment in creating tools that help professionals excel. In this episode, you'll learn: How Muck Rack's media database and coverage reporting help prove the value and impact of PR. How Muck Rack transformed the industry by creating the first-ever CRM for PR teams. How early adoption can lead to innovative platforms that meet evolving industry needs—like the Shorty Awards. Resources: Muck Rack - https://muckrack.com/ Connect with the Guest: Gregory's LinkedIn - https://www.linkedin.com/in/galant/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 working with creators who are genuinely enthusiastic about your brand to ensure authenticity and alignment throughout the partnership. To close the show, Neahle opens up about the challenge of balancing a thriving career with personal goals. In this episode, you'll learn: How L'Oréal fosters authentic connections that resonate with consumers by shifting from traditional marketing to creator marketing Why L'Oréal has shifted from highly produced content to democratized, creator-driven content in order to humanize the brand and leverage the unique strengths of creators Why the company fosters a culture of innovation and emphasizes mentorship for employees' professional growth Resources: L'Oréal - https://careers.loreal.com/en_US/content Connect with the Guest: Neahle's LinkedIn - https://www.linkedin.com/in/neahlejones/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 and Project Lantern, before offering a sneak peek into YouTube's innovative features like Dream Screen and Dream Track. We then hear how YouTube's community and partner managers provide personalized support to creators at every stage of their journey. To close the show, Kim talks about motherhood, and shares the joys and challenges of raising multilingual children. In this episode you will learn: The different support models that YouTube offers to its creators across verticals. How YouTube is investing in AI tools for content creation and why the platform is prioritizing longer, high-quality videos. The monetization strategies that empower creators to earn money outside of typical brand deals. Resources: YouTube - https://www.youtube.com/ Connect with the Guest: Kim's LinkedIn - https://www.linkedin.com/in/kim-larson-304486/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 shares how cultural differences impact consumers' shopping habits. Switching gears, Bridget reflects on her time at Sephora and reveals why she decided to join YouTube. To close the show, Bridget emphasizes the importance of authentic creator partnerships and their impact in building an audience and driving sales. Tune in to learn how: Trust & Authenticity Drive Success: YouTube's affiliate program connects 50,000+ creators with top brands, fostering genuine relationships that encourage viewers to shop with confidence. Cultural Nuances Shape Shopping: From Korea's live shopping craze to Brazil's unique consumer habits, understanding regional differences is crucial for global e-commerce growth. The Future is Shoppable Content: With strategies like QR codes for TV shopping and data on creators driving sales, YouTube is at the forefront of merging entertainment with online shopping. Resources: YouTube - https://www.youtube.com/ Connect with the Guest: Bridget's LinkedIn - https://www.linkedin.com/in/bridgetdolan/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 the complex challenges of the alcohol industry's regulatory landscape and how Beatbox has navigated them with grace. Switching gears, Brad touches on Beatbox's influencer marketing program and the community-building strategies that have kept the brand top of mind for consumers. To close the show, Brad reveals his favorite BeatBox flavors. In this episode, you'll learn: How leveraging word-of-mouth marketing, real-life experiences, and influencer partnerships can expand your brand. How strategic product shifts, like transitioning to eco-friendly single-serve packaging, and a strong brand identity centered on community have propelled BeatBox to the top of the alcohol industry. How BeatBox's Shark Tank appearance, mentorship from Mark Cuban, and subsequent strategic decisions played pivotal roles in navigating financial hardships and regulatory challenges in the alcohol industry. Resources: Beatbox - https://beatboxbeverages.com/ Connect with the Guest: Brad's LinkedIn - https://www.linkedin.com/in/bradorbradley/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

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. Kory discusses the art of attracting kindred spirits to work with e.l.f., and how these new team members enter the orbit of inspiration. Kory shares how to avoid the "logo slap" when it comes to working with other brands, as well as how to get your whole to be greater than the sum of each brand's separate parts. To close the keynote, Kory discusses e.l.f.'s efforts to listen while people are speaking, bring diversity into the boardrooms, and equip its team to be agile enough to move at the speed of culture. In this episode, you will learn: How e.l.f. has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies How the 'e.l.f. Ethos' empowers the entire team to be bold disruptors with kind hearts in an industry that can be ruthless The five-step formula that Kory calls the "blueprint to success," which has propelled e.l.f. into the leading spot in EMV for the beauty category Resources: E.L.F Beauty - https://www.elfbeauty.com/ Connect with the Guest: Kory's LinkedIn - https://www.linkedin.com/in/kory-marchisotto-0b8aa87/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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. We discuss Deepica's content creation journey, from being on the Today Show as a beauty expert, to founding her own brand. Deepica recounts pitching Live Tinted to industry titans like Sephora and Ulta, and emphasizes the importance of aligning with partners that share your vision. To close the show, Deepica discusses her quest for fulfillment beyond financial success, and shares how she is still searching for the balance between business achievements and personal life. In this episode, you will learn: How entrepreneurship can bring emotional complexity, with challenges such as managing stress and finding fulfillment beyond financial success. The influential power of choosing the right retail partner and the role enthusiasm can play in this symbiotic relationship. The value of embracing your identity as a content creator and leveraging your unique narrative to distinguish your personal brand in a saturated market. Resources: Live Tinted - https://www.livetinted.com/ Connect with the Guest: Deepica's LinkedIn - https://www.linkedin.com/in/deepica-mutyala-0a063711/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 brand performance. Switching gears, Larissa unpacks how Circana, born from NPD and IRI, provides insight into the connection between online buzz and sales. Larissa then lends her career advice, emphasizing the importance of curiosity and perseverance. To close the show, Larissa emphasizes the importance of finding joy in work—even the hard work! In this episode, you'll learn: How focusing on value-driven purchases and understanding the shift in consumer behavior can redefine your brand's path to success. Why staying agile and keeping an ear to the ground for the next social media innovation is key to capturing emergent markets and demographics. How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market. How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market. Resources: Circana - https://www.circana.com/ Connect with the Guest: Larissa's LinkedIn - https://www.linkedin.com/in/larissajensen/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 marketing programs, as well as the strategies she's seen lead to success. We explore how brands are shifting their product development processes, and Ashton shares why she believes creator marketing should be everybody's job—from finance to engineering. Switching gears, Ashton shares what it was like to build a business from the ground up, and why she recruits younger professionals to her team. To close the show, Ashton lends us some career advice, before revealing why she decided to move to Paris. In this episode, you'll learn: Why you should invest in long-term influencer partnerships over one-off content bursts to power sustainable brand growth. How to build a strategic budget for influencer marketing that balances gifting, events, and paid partnerships to maximize impact. Why a "human-first" philosophy in business translates to powerful influencer engagements and authentic brand narratives. Resources: GateMaker Community - https://gatemakercommunity.com/ Connect with the Guest: Ashton's LinkedIn - https://www.linkedin.com/in/ashton-wall-marketing/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 launch strategy. Jackie reveals the secrets to a successful product launch, and we discuss the diverse and vibrant communities that have grown within each of Meta's platforms. We then explore Jackie's own publishing journey, and hear how she found her authentic voice, before she praises creators for everything they do. To close the show, Jackie shares how she strives to live a balanced life as a leader and a mother. In this episode, you'll learn: How strategically balancing technology and human insight propelled the growth and evolution of Meta's product suite. How Meta leverages community feedback to drive successful product launches and increase user engagement. Why Meta encourages its users to embrace their humanness and share their authentic selves on social platforms. Resources: Meta - https://about.meta.com/ Connect with the Guest: Jackie's LinkedIn - https://www.linkedin.com/in/jackie-pim/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 idea for DIBS Beauty came out of understanding her community's needs and wanting to create a solution for them. We unpack how Courtney built a loyal fanbase for DIBS Beauty in its early stages by finding people who truly love and use the brand organically, before hearing why the DIBS Beauty team focuses on the entire experience of the product to take the guesswork out of beauty. Next, Courtney reveals the secret to her success co-founding a brand as a creator, and how her personal experiences as a creator have helped inform DIBS Beauty's influencer marketing strategy. We then dive into Courtney's life as a creator and hear where her "line" is when it comes to sharing her personal life online. Courtney reveals her "evolve or die" mindset when it comes to ever-changing social media platforms, and how she approaches Instagram versus TikTok. To close the show, Courtney reminds us that what you see on social media is a packaged polished version of people, and that if you don't like following someone—unfollow them! In this episode, you'll learn: How balancing transparency and privacy in personal branding can foster an authentic connection with audiences without compromising personal boundaries. The importance of evolving content strategies across platforms, like shifting from Instagram to TikTok, to stay relevant and engaged with your community. The critical role of personal experiences in shaping a brand's narrative and product development, as seen through the creation of DIBS Beauty. Resources: Dibs - https://dibsbeauty.com/collections/all Connect with the Guest: Courtney's Website - https://courtneyshields.com/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

Today 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 a force for good, for all. Beyond her role as Chief Marketing Officer, Michelle shares that her other job—being a mother of two—is what gives her a bigger sense of purpose, before reflecting on the importance of finding happiness and joy in life—which also happens to be Ulta Beauty's inherent mission. Switching gears, we discover that not only is Ulta the largest beauty chain in all 50 states with over 1,400 doors, it also boasts the largest loyalty program—with over 42 MILLION members in the U.S. alone. We unpack the challenges of being a multi-brand retailer with over 600 brands, and Michelle shares the advice she gives to brands hoping to earn a spot in Ulta's doors. To close the show, Michelle talks about her own publishing journey before ending on the concept of energy—which clearly isn't lacking from anyone in this episode! In this episode, you'll learn: The power of community engagement in loyalty programs and how community building is essential for driving brand success. The value of our core fundamental goals as humans to find happiness and joy, which leads into Ulta Beauty's inherent mission to help people enjoy their lives. The importance of authentic leadership and how Michelle Crossan-Matos curates her energy to inspire, build confidence, and have fun, contributing to her success as a natural leader. Resources: Ulta Beauty - https://www.ulta.com/ Connect with the Guest: Michelle's LinkedIn - https://www.linkedin.com/in/michellecrossantheweeklycmo Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ Timestamps: [2:53] How Michelle and Ulta Beauty are planning on positively impacting the world [10:57] Challenges Michelle faces while managing Ulta Beauty [14:58] What encouraged Michelle and Ulta Beauty to start sending out newsletters [18:47] How Michelle effectively manages and uplifts her team at Ulta Beauty

In 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—and Nudestix has utilized CreatorIQ to achieve this momentum. Next, we explore how Nudestix views relationship-building with creators, and how being community-driven has gotten the brand to where it is today. Taylor speaks to her personal goals as a founder, and how even as a public face of the company, she still finds balance when it comes to sharing her content. By enforcing boundaries, Taylor has built and maintained her own following, sharing some of the day-to-day tasks she performs as a founder and what it takes to build a business. We then learn about how Nudestix formed partnerships with high-profile celebrities such as Hillary Duff and Sophia Ritchie Grange, and how these partners truly immersed themselves in the success of the business. Between the virality of Sophia's wedding and the collaboration that Hillary inspired, Taylor praises both partners for their investment in the brand from the start. Taylor then lets us in on Nudestix's entry strategy for the skincare and bodycare categories, which includes making sure that each line has its individualized moment. To close the show, Taylor and Conor chat about their email inbox numbers, and the goal to have it at zero each day—which reminds me…. In this episode, you'll learn: 1. How embracing viral moments can catalyze long-term brand growth and deeper community engagement. 2. How Nudestix leverages their social media community to drive product innovation and maintain a dialogue with consumers, reinforcing trust and loyalty. 3. The balance of personal branding and privacy with Taylor's candid discussion on the intersection of the founders' identity with the brand narrative in the digital age. Resources: NUDESTIX - https://www.nudestix.com/ Connect with the Guest: Taylor's LinkedIn - https://www.linkedin.com/in/taylor-frankel-0ab0b5102/?originalSubdomain=ca Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ Timestamps: [5:31] Challenges Taylor faced in the initial stages of NUDESTIX [15:02] The viral wedding look and revenue growth [20:00] What led NUDESTIX into skincare [25:03] How Taylor balances her personal and professional lives [30:01] Strategies NUDESTIX employs to build and maintain trust within their community

In 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 know as Spikeball. Chris speaks to how he balanced running the Spikeball brand while simultaneously working his corporate job, and claims that the energizing work he did on Spikeball was what kept him going. We discuss what Chris loved about having the autonomy to build a consumer-forward brand, and how it led to feeling fulfilled in his career. By following the community of Spikeball players and monitoring what they're asking for, Chris empowered a group of avid-roundnet players into a loyal fanbase itching to participate in tournaments. We then learn how Spikeball has maintained its focus on its competitive community while also maintaining the balance of making "at-home players" feel valued. Between the way Spikeball motivates its customer service to treat players as friends, the 'Spikeballer of the week newsletter,' and its social media strategy, Spikeball is always chasing the idea of being fully human. To close the show, Chris shares his own level of skill at the game, and how much he admires those who dedicate themselves to the craft. In this episode, you will learn: The importance of balancing engagement between niche communities and broader markets. The power of humanizing your brand by blending humor and relatability to foster strong customer connections. The value of community investment and how Chris's distribution of free Spikeball sets led to both grassroots growth and brand loyalty. Resources: Spikeball - https://spikeball.com/ Connect with the Guest: Chris's LinkedIn - https://www.linkedin.com/in/chrisruder/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ Timestamps: [4:01] How Chris initially approached marketing and distribution for Spikeball [14:46] How Chris balanced the needs of competitive players with those who play Spikeball casually [25:01] How Spikeball infiltrated niche groups, like Christian youth organizations [35:31] The importance of brand protection and becoming a proprietary eponym

For 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 was like to be in the center of a then-nascent industry, and how it's since turned into a thriving creator economy. We take a step back and explore Alex's passion for reading, and learn more about how he uses writing as a way of processing the world around him. Next, we talk HBBIP: what it is, why it started, and why it's been so successful since its launch. Alex berates Conor for not finishing his chicken wings, then shares the tried-and-true strategies and patterns he's observed among successful brands over his last eight years researching the industry. We hear about the latest brands that are doing influencer marketing right—from Raising Cane's to Balenciaga—before unpacking the evolution of the influencer marketing space since Alex first joined in 2016. To close the show, Alex shares his predictions for the future of the creator economy, then tries the hottest wing in the lineup—The Last Dab—as he unveils a special announcement. In this episode, you will learn: How the influencer marketing space has evolved since Alex joined the industry in 2016, and where he thinks its headed next. Alex's process for researching and writing his "How to Build Brands and Influence People" newsletter (and why we're turning it into his own podcast!). Who has the higher spice tolerance: Conor or Alex. If you'd prefer to watch this interview, check out the interview on YouTube: https://youtu.be/6kdo_Je90nM Resources: "How to Build Brands and Influence People" Newsletter - https://www.creatoriq.com/newsletter-sign-up Connect with the Guest: Alex's LinkedIn - https://www.linkedin.com/in/alex-rawitz-1a8353b2/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 119 of Earned, Conor sits down with Kyle Leahy, CEO of Glossier—the skin first, makeup second, multi-generational brand that generated nearly $300M in retail sales last year. To start, we dive into Kyle's philosophy to "work hard and be nice to people," which has guided her through not only her professional career, but her personal life as well. With Glossier's impressive revenue in 2023, we learn about the strategy behind the rapid growth that has led to the brand's massive comeback success. Next, we explore how Kyle works with Emily Weiss (Glossier's founder) to propel the company forward, chasing their 100-year trajectory of becoming a "generation-defining" brand. Kyle speaks to Glossier's entirely female executive team, and how proud she is to work with such accomplished and driven women with notable experiences at companies such as Conde Nast, L'Oreal, Stripe, Snapped, and Chanel. We discuss what makes Glossier uniquely Glossier, and Kyle shares that the idea of continuity for the brand is what excites her the most. By keeping strategy at the forefront of everything they do, Kyle describes the brand's employees as a "mosaic of talent" who are empowered to "run in the same direction, to the same north star." We learn about how Glossier has worked to genuinely meet their community where they're at, generating immense success with creators. Between growing up on Instagram, their 2.7 billion mentions of "#glossier," and viral moments on TikTok, Kyle walks us through how Glossier built the muscle to react and respond, organically. Kyle then lets us in on Glossier's intentions behind the brand's recent entrance to beauty retail giant Sephora. To close the show, Kyle shares how, as a mom, unique experiences fill her cup while she works to build a world that her little ones will enjoy. In this episode, you will learn: The art of balancing creativity with analytical thinking to foster brand authenticity and community-driven success. The pivotal role of intentional influencer partnerships in creating viral brand moments and genuine audience engagement on platforms like TikTok. The significance of customer-driven decisions in retail expansion and how it can lead to a halo effect on a brand's own channels. Resources: Glossier - https://life.glossier.com/ Connect with the Guest: Kyle's LinkedIn - https://www.linkedin.com/in/kyle-leahy-7898844/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 should be able to sell itself on the shelf with educational, tactile, and aesthetic packaging. We then hear how the pandemic forced Kitsch to build up its digital channels and communities, before unpacking the factors behind the brand's 2023 surge in EMV. Cassandra shares the success of Kitsch's expansive product line, which helps consumers throughout their entire day, and how the brand's licensing collaborations have helped Kitsch reach a new audience through common interests, like Harry Potter. We dig into Kitsch's thriving Facebook community of over 40k members, and hear why the platform has been so valuable in connecting with the brand's passionate fans. To close the show, Cassandra reveals why she was born to be an entrepreneur, and how she deals with the pressures of having to have great hair. In this episode, you will learn: The importance of listening to customer feedback when building out your brand. Kitsch's strategies for successfully entering the retail space. How thoughtful licensing collaborations have helped Kitsch reach a new audience through common interests. Resources: Kitsch - https://www.mykitsch.com/ (Use code "EARNED20" at checkout for 20% off Kitsch products!) Connect with the Guest: Cassandra's LinkedIn - https://www.linkedin.com/in/cassandra-thurswell/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 Taylor shares why she believes more in data privacy than regulation. We switch gears and learn about Taylor's career in journalism, diving into her experiences writing for The Atlantic and The New York Times before joining The Post. Taylor reveals why she believes more journalists should get out of the traditional media structure and build up their own independent, personal brands, before sharing her thoughts on how AI will impact the publishing industry. We then talk about Taylor's experience as a creator in her own right, and how she grew her own large following by breaking impactful stories. To close the show, we hear about the genesis of Taylor's book, and what she learned during the writing process, before she reveals the biggest misconception people have about her. Resources: The Washington Post - https://www.washingtonpost.com/ Connect with the Guest: Taylor's LinkedIn - https://www.linkedin.com/in/taylorlorenz/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In our 116th episode of Earned, Conor sits down with Lucia Ruehlemann, President of Saie—a clean makeup brand that prioritizes superhero ingredients and high-performance outcomes, all while maintaining sustainable packaging and products. To start, we dive into Lucia's decade of experience building successful indie brands such as Fresh and Drunk Elephant. Unlocking what makes Lucia who she is, we learn how she balances her family of six, and finds joy through the evolving situation that she calls "controlled chaos." Lucia credits her children with reverse mentoring her, and shares insights on what's culturally relevant to younger generations. Next, we explore how Lucia brings the same idea—creating love beyond reason—from her family to the brand she's working on. Lucia shares with us how her family has processed the tragic loss of her eldest son, Jeremy, and turned it into core lessons that can be applied to everyone's lives. While unpacking Lucia's personal relationships, she shares that you're "in it together" with the people you work with, and that having deep respect and admiration can help people through tough times and conversations. We learn about how the beauty industry is relationship-based, and how mission-critical it can be to chase core business, rather than viral moments. By tapping into creators who have a genuine love and affinity for your brand, Lucia emphasizes that these are the individuals who can truly share your brand story. Lucia then describes her experience working at powerhouse beauty conglomerates LVMH and Estée Lauder, which she characterizes as best in class, and shares how they equipped her with an edge that allowed her to be more effective at indie brands. To close the show, Lucia shares her goals of learning to live well, re-focusing on gratitude and mindfulness, and staying playful. In this episode, you will learn: How naturally building brand love and advocacy can set the stage for organic viral marketing moments. Why maintaining a product-first approach in marketing, coupled with creative and intimate gifting strategies, can lead to success. How genuine relationships with retailers like Sephora can enhance collaboration throughout the brand building process. Resources: SAIE - https://saiehello.com/ Connect with the Guest: Lucia's LinkedIn - https://www.linkedin.com/in/lucia-lucy-perdomo-ruehlemann-4273397/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In our 115th episode of Earned, Conor sits down with Rea Ann Silva, Founder and CEO of Beautyblender—the egg-shaped sponge that took the makeup industry by storm. To start, we dive into the creation of Beautyblender, and Rea Ann's journey along the way. Rea Ann explains that by cultivating her love of dreaming big, she was introduced to new things, people, and experiences that shaped her life into what it is today. Rea Ann's time in Hollywood production honed her desire to be a makeup artist, and with the assistance of superstars early on in their careers, Rea Ann's celebrity makeup artist career took off with no end in sight. Rea Ann reveals that the majority of her lessons have been learned through catastrophes—like the one she experienced when trying to recreate airbrushed makeup without the airbrushing machine. We explore how Rea Ann's fellow celebrity makeup artist, Kelsey Frye, gave her insights into "on set" procedures, which led to the creation of the iconic sponge. Rea Ann explains that even though the Beautyblender is well known and well loved, there were still growing pains as she evolved from being a "creative at her core" to becoming a business owner. While unpacking Rea Ann's journey to becoming the successful business woman she is today, we learn that managing people was the trickiest part for her to master. Rea Ann explains the double-edged sword that is owning the business all on her own, as well as her thoughts on celebrity-founded beauty brands. Rea Ann emphasizes that in the beginning of the founding journey, every decision matters, and that a lack of passion can be a roadmap to failure. To close the show, Rea Ann speaks about her goal of Beautyblender eventually becoming a heritage business—with someone in her family taking the reins! In this episode, you will learn: How leveraging personal skills and relationships can transform a practical solution into a successful business. How to turn "catastrophes" into valuable learnings that empower you to make better decisions in the future. Why creating a product that satisfies a distinct need in the market can lead to organic growth and endorsement by top industry influencers. Resources: Beautyblender - www.beautyblender.com Connect with the Guest: Rea Ann's LinkedIn - https://www.linkedin.com/in/reaannsilva/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

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 of innovation. We then switch gears to the world of F1 racing, and discuss how AlphaTauri's involvement in F1 helped fast-track the brand's growth, as well as how AlphaTauri overcame the challenge of being known as a racing brand rather than a fashion brand by hosting memorable brand activations. Next, explore the differences of marketing a luxury brand, before learning how technology plays a major role in AlphaTauri's product development. To close the show, Ahmet shares the challenges and opportunities that have come with expanding the European brand's footprint into the U.S. market. In this episode, you will learn: The strategies and challenges of launching a premium fashion brand within a well-known beverage company (Red Bull). The differences of marketing a luxury fashion brand compared to brands with lower price points, and the importance of adopting a customer-centric approach. How AlphaTauri prioritizes innovation and leverages technology in its product development. Resources: AlphaTauri - https://alphatauri.com/en-int/ Connect with the Guest: Ahmet's LinkedIn - https://www.linkedin.com/in/ahmet-mercan-805301160/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 pandemic and pivoted into becoming a product-driven company. Sarah explains how mindful the team at Olive & June is about holding their consumers in the highest regard, and keeping their focus on delivering the right product to the right market at the right price. While unpacking her 10 year finance career, Sarah shares that she's a firm believer in the idea that you only get to live your life once, and then imparts the wisdom to dig deep and make a change when you know something isn't right, or could be better. We learn about Olive & June's approach to the influencer space, and how the brand's goal is to solve consumer pain points, which leads to a philosophy of only launching products that fulfill actual customer needs. Sarah emphasizes that today's beauty consumer wants REAL recommendations from real people, which is why creating stellar products is key to success. In her own publishing journey, Sarah prides herself on being very authentic—showing her audience that relationships aren't always transactional, while still protecting her own boundaries. To close the show, Sarah speaks to her goals of eventually taking a more active role in investing in other female-founded brands, which she hopes will break down barriers for women to come. In this episode, you will learn: The value of creating durable, long-lasting products and knowing your consumer. How understanding consumer behaviors and creating intentional distribution strategies can help you become the top-performing brand in major retailers. The balance of authenticity and privacy in influencer marketing, and how leading with product quality can foster genuine connections with your consumers. Resources: Olive & June - https://oliveandjune.com/ Connect with the Guest: Sarah's LinkedIn - https://www.linkedin.com/in/gibsontuttle/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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, as it can quickly dissipate once you're immersed in the day-to-day. We explore Christiane's strategy of urgency awareness, which she uses to decide if the situation is mission-critical and requires a clean slate, or whether it requires smaller levels of change. Unpacking the success factors behind Rihanna's brand Savage X Fenty, Christiane explains that the market was "ripe" for this brand, which promotes confidence, inclusivity, and fearlessness for women. We then learn about how a brand's foundation, product assortment, and perfect-storm opportunities can lead to massive success. Christiane emphasizes the importance of a founder being ingrained in the brand's story, which she has seen firsthand with both Tracee Ellis Ross (Pattern Beauty) and Rihanna (Savage X Fenty). When people are genuine and authentic in their product and brand creation, it translates into opportunities that consumers can relate to, and products they want to buy. Christiane then reveals her own pivot to passion- and purpose-driven brands, and shares that as she's progressed in her career, the quality of an idea has become increasingly important. To close the show, Christiane speaks to the growth of the gaming industry, and where she (and her children) think it's headed next. In this episode, you will learn: The secrets behind transitioning to a brand that's making waves with authenticity and purpose. The importance of balancing brand position and cultural timing. Personal career insights from Christiane Pendarvis highlighting the shift from working with large global brands to more purpose and product driven companies. Resources: PATTERN Beauty - https://patternbeauty.com Connect with the Guest(s): Christiane's LinkedIn - https://www.linkedin.com/in/christianependarvis/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

Drumroll 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 believes more brands can—and should—take similar action. Next, we take a step back and discuss how the 110-year-old brand appealed to a new consumer base by repositioning from "male, green, and hot" to "female, colorful, and cold," thanks largely to early endorsements from The Buy Guide and Terence's learnings from his time as CMO at Crocs. Terence then discusses the brand's increased investment in building out its community of consumers and social media advocates, and reveals how Stanley's rapid rise in popularity allowed the business to expand beyond DTC and take up entire walls of shelf-space at top retailers. We learn about Terence's approach to collaborations with other brands and creators, like Post Malone x Crocs and Stanley x Lainey Wilson, before hearing his guiding principles to brand building and leadership—and whether he wants to continue being the face of Stanley. Resources: Stanley 1913 - https://www.stanley1913.com/ Connect with the Guest(s): Terence's LinkedIn - https://www.linkedin.com/in/terence-reilly-193198/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 with a social media business, which she definitely should've charged us for. Unpacking Lilly's approach to strategy for Lilly Lashes, we start with her founding principle that the product was disruptive. We then learn about how Lilly utilized the organic conversation from high profile makeup artists to track sales, and how she came to the conclusion that this posting led to a surge in sales. Lilly emphasizes the acceleration we've all seen in the creator community, as well as the importance of investing in the right people to forge relationships that will propel your brand forward. With increased competition and greater saturation of brands, we explore the diverse ways that companies can bring creators into their brand development. Lilly reveals her own Instagram journey, shares her thoughts on the two kinds of influencers, and explains how she intentionally chooses what to focus on. To close the show, Lilly shares her dream to eventually build a brand with her daughter—so keep an eye out! In this episode, you will learn: How Ghalichi utilized strategic creator partnerships that combine genuine content with deep community relationships to drive brand visibility and sales. The significant impact of product quality, targeted pricing, and the importance of a cohesive team in achieving long-term success in the competitive social marketing landscape. How Lily balanced her professional achievements and personal fulfillment and how she evolved from business-focused to family-prioritized. Resources: Lilly Lashes - https://www.lillylashes.com/ Lilly Lashes on Instagram - https://www.instagram.com/lillylashes/ Connect with the Guest(s): Lilly's LinkedIn - https://www.linkedin.com/in/lilly-ghalichi-a93654139/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In 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 their favorite digital experiences with best-in-class tech. We also hear how Logitech tailors its product marketing to resonate with its diverse, target demographics, from software engineers to social media creators. David shares why Logitech is looking to expand its creator strategy from brand awareness to conversion, and unpacks the challenge of identifying the "holy grail" creators that can actually influence purchase intent. Next, we explore Logitech's participation in the metaverse, and David reveals the origins of the brand's Song Breaker Awards activation with Roblox, which aimed to shine a light on impactful yet underrecognized creators, before learning how Logitech co-created the "Own The 8 Count" short film about choreographer JaQuel Knight. To close the show, Conor asks David about his predictions for the future of VR. In this episode, you will learn: How Logitech builds "cultural cachet" with consumers by partnering with relevant celebrities and creators. How Logitech tailors its product marketing to resonate with its diverse, target demographics, from software engineers to social media creators. The story behind Logitech's innovative initiatives like the Songbreaker Awards with Roblox and "Own The 8 Count" short film about JaQuel Knight. Resources: Logitech - https://www.logitech.com/ Logitech on Instagram - https://www.instagram.com/logitech Connect with the Guest(s): David's LinkedIn - https://www.linkedin.com/in/david-neyman Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

To 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 how Chubbies evolved based around the notion that the best creative constraint is a limited budget, which allows for the highest quality in idea selection. Preston reveals how Chubbies uses its metrics, and explains why he finds surveys to be the best indicator of customer temperature. To close the show, Preston encourages us to put on a show, have a little bit of fun, and most of all, be memorable. In this episode, you will learn: 1) How leveraging authentic, relatable content over polished advertising brought Chubbies into a brand synonymous with fun and inclusivity. 2) The '95-5 rule' in marketing and how rethinking your approach can lead to memorable campaigns that truly connect with consumers. 3) How remaining patient when it comes to a longer-term marketing strategy can have higher payoff than impatiently deploying several simultaneously. Resources: Chubbies - https://www.chubbiesshorts.com/ Connect with the Guest(s): Preston's LinkedIn - https://www.linkedin.com/in/prestonr/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ