Earned: Unlocking the Power of the Creator Economy

It's clear that creators have become an integral component in successful marketing strategies. But what does good creator marketing really look like? Who's doing it well? And how do you measure success? For today's episode of Earned, we're sharing one of the most popular sessions from our blowout CreatorIQ Connect event in October titled "What Does Good Creator Marketing Look Like?", hosted by Conor Begley himself. Conor shares why it's important to foster growing creator communities, invest early in creators' careers, and prioritize long-term relationships to see long-term gains. He also dives into the impressive performance of successful brands including Fashion Nova, SKIMS, MLB, Celsius, Rare Beauty, and Amazon, and reveals how your brand can see similar results with the right strategies and support. Resources: Watch Conor's full session here - https://www.creatoriq.com/connect2023-what-good-looks-like Watch more session content from CreatorIQ Connect - https://www.creatoriq.com/event/connect 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. 107 of Earned, we sit down with Stephanie Fried, CMO of the world's largest fan wiki platform, Fandom. To start, we dive into Stephanie's personal favorite fandoms and hear about the content that's shaped who she is. We learn about Fandom's mission and vision, and discover what makes it the world's best resource for fans. Next, Stephanie shares what went into Fandom's branding process, and explains Fandom's goal of being the fan's first choice for community and experience. Switching gears, we unpack how Fandom uses a multitude of social media platforms to maximize the value consumers are receiving. Stephanie emphasizes the importance her team places on creating new features and functionality that can "bring life" to new fans. Additionally, we explore how Fandom celebrates the idea of fan identity via in-person events that create meaningful connections for individual fandoms. Stephanie also reveals how Fandom works with entertainment companies on both data and content to meet users where they're at. To close the show, Stephanie leaves us with some insightful advice on how to engage and retain audiences in cost-effective ways. In this episode, you will learn: How Stephanie leveraged her background in research and insights to develop a user-centric approach, optimizing platform design and audience interaction at Fandom. The unique challenges of managing multiple brands and competitors across Fandom's diverse set of offerings. How the different social platforms uniquely contribute to Fandom's marketing strategies, and how the brand engages and retains audiences in cost-effective ways. Resources: Fandom - https://www.fandom.com/ Connect with the Guest(s): Stephanie's LinkedIn - https://www.linkedin.com/in/stephaniefried/ 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 today's episode of Earned, Conor has the pleasure of sitting down with two incredible guests: Rose-Marie Swift, veteran celebrity makeup artist and founder of RMS Beauty, and her partner in crime for 15+ years, Chief Strategic Officer Elaine Sack. To start, we hear why Rose-Marie was inspired to disrupt the industry and create her own clean beauty line after years of being a professional makeup artist to the stars, while Elaine shares why she decided to join the brand 15 years ago. Next, we discuss the recent explosion of expert-founded brands, and the reasons why Rose-Marie and Elaine believe these brands will stand the test of time. We unpack RMS Beauty's impressive EMV growth over the last year and hear about the brand's approach to working with creators, then learn why Rose-Marie herself decided to get on—and take over—TikTok. (#RoseMarieSwift has over 20M views!) Rose-Marie then shares why she believes her unfiltered content resonates across generations on the platform. We switch gears to discuss Rose-Marie and Elaine's "husband and wife" working relationship, and how it has evolved over the last decade. The pair shares their rationale for bringing on financial partners, and why Highlander Partners and current CEO David Olsen were the perfect fit for them. To close the show, Rose-Marie, Elaine, and Conor discuss their craziest "middle-of-the-night" ideas for their companies. In this episode, you will learn: Why Rose-Marie Swift started RMS Beauty, and how her relationship with Chief Strategic Officer Elaine Sack has evolved over the last 15+ years How Rose-Marie's TikTok stardom has helped RMS Beauty reach and resonate with different generations How Rose-Marie and Elaine successfully navigated the challenging process of bringing on a financial partner while remaining true to their brand's mission and values Resources: RMS Beauty - https://www.rmsbeauty.com/ Connect with the Guest(s): Rose-Marie's LinkedIn - https://www.linkedin.com/in/rose-marie-swift-38a6b010/ Elaine's LinkedIn - https://www.linkedin.com/in/elaine-s-614a542/ 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. 105 of Earned, we sit down with Dan Elton, Senior Director of Customer and Marketing at trendy, fashion-forward online boutique, ASOS. To start, we dive into Dan's thought process behind "starting at the ground floor" by focusing on stabilizing the brand, rebuilding the balance sheet, and refreshing the leadership team. We learn about ASOS' goal to be in a position of growth, as well as its unique perspective on styling, which sets the brand apart from fellow industry leaders. Unpacking Dan's experience in vastly different industries and companies, from Deloitte to Google, we hear what lessons he took from each stop on his journey, and how they shaped him into the executive he is today. Emphasizing his tenure working at Tesco and Sainsbury's, Dan reveals how the grocery industry's prioritization of quick execution drew him in, but the quality of leadership he was learning from kept him there. Dan underscores the importance of building internal muscle for branded content, and how a focus on selling a vision is vital. Additionally, Dan shares what he took away from his time working with MADE, an online furniture retailer that revolutionized the way London residents furnish their homes. To close the show, we switch gears and hear about Dan's post-pandemic and self-proclaimed cliché hobby. In this episode, you will learn: How a brand like ASOS is reinventing its customer journey, focusing on growth, and leveraging influencers for brand building. What led ASOS to focus on building long-term relationships with fashion influencers, and how this strategy is shaping their brand and productivity. How a career in different industries can make you a more well-rounded leader. Resources: ASOS - https://www.asos.com/us/ Connect with the Guest(s): Dan's LinkedIn - https://www.linkedin.com/in/danelton/?originalSubdomain=uk 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. 104 of Earned, we sit down with Carolyn Dawkins, CMO of luxury jewelry company David Yurman. We start the episode by diving into Carolyn's career trajectory and unpacking her learnings from "finishing school" brands like P&G, L'Oréal, Google, and The Estée Lauder Companies. We explore how Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition, and Carolyn discusses her approach to executing fewer, higher impact brand campaigns (like David Yurman's Sculpted Cable campaign with Sofia Richie Grainge). Carolyn reveals her mission to balance "heritage and heresy" at David Yurman—honoring the brand's legacy while also surprising and delighting the modern consumer on platforms like TikTok. Next, Carolyn shares her process for getting to the core essence of a brand, and explains how the key elements of David Yurman are its creativity, innovation, commitment to craft, and family-run roots. To close the show, we discuss David Yurman's approach to working with creators, before Carolyn shares her advice to others looking to achieve a similar career path. In this episode, you will learn: 1. How David Yurman successfully intertwines heritage with heresy to create a compelling brand experience for their modern consumer 2. How Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition 3. David Yurman's approach to working with creators to bring luxury into the real world Resources: David Yurman - https://www.davidyurman.com/ Connect with the Guest(s): Carolyn's LinkedIn - https://www.linkedin.com/in/carolyn-dawkins-b0502330/ 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. 103 of Earned, we sit down with Natasha Vaquer, SVP of Talent Partnerships and Influencer Strategy at VICE Media—the largest independent youth media company in the world. To start, we dive into the ever-evolving relationship between publishers and creators, and Natasha reveals where she thinks it's heading next. With a decade of experience in the industry, Natasha sheds light on how editors have now become the talent in their own right, and why she believes these subject-matter experts may become the new focal point in companies' creator strategies. Switching gears, Natasha, who previously ran the talent partnerships division at Refinery29, recounts being acquired by VICE, and adapting to the publication's different audience. We discuss VICE's relationship to different social platforms, and Natasha emphasizes how the "key" is to be nimble with finding what works for your audience. Next, Natasha reveals the mistakes brands often make with talent partnerships, and reiterates the importance of giving creators the autonomy to make content that's suited to their audience. To close the show, we touch on the current state of affairs with the SAG-AFTRA strike, and unpack how social media creators are being affected. In this episode, you'll learn: 1. How the relationship between publishers, brands, and creators is evolving. 2. Why subject-matter experts may become the new focal point in companies' creator strategies. 3. Why brands need to give creators the autonomy to create content that works for their audience. Resources: VICE Media - https://www.vicemediagroup.com/ Connect with the Guest(s): Natasha's LinkedIn - https://www.linkedin.com/in/natasha-vaquer-a98402/ 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. 102 of Earned, we're back with Lia Haberman: advisor, educator, newsletter publisher, and one of Insider's "Top Creator Economy Experts." We start by discussing Lia's time in the editorial world, and she recounts the shifting ownership of celebrities' narratives from their PR and management teams to the celebrities themselves. We then discuss the approach Lia's students take to the social media landscape, and she shares why "creators and social media managers are almost interchangeable at this point," as well as why hiring savvy social media creators is an asset to any company, not a liability. We switch gears and hear why Lia decided to start publishing her newsletter, along with two key learnings: have a personality and point of view, and respect your audience. Conor and Lia speak to the value of creating and becoming known for recurring content series or franchises in order to make your content easy, interesting, and familiar for your audience. Next, we ask Lia about her monetization strategies as a publisher and brand advisor, and find out whether or not she would consider going back in-house on the brand side. To close the show, Lia shares the influencer marketing strategies she's seen drive the most success for brands. She emphasizes that there's no one-size-fits-all solution, and that businesses need to respect creators as business partners, not ad units, and align on what success means for each partnership. In this episode, you will learn: 1. Why creators should be treated as business partnerships, not ad units 2. Why it's critical to align internally on what success looks for your creator partnerships 3. Why your business should respect and prioritize its existing customer base rather than going after new audiences Resources: UCLA Extension - https://www.uclaextension.edu/ Connect with the Guest(s): Lia Haberman's LinkedIn - https://www.linkedin.com/in/liahaberman/ 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

This week on Earned, we're revisiting our incredible episode with Katie Welch, CMO of Selena Gomez's smash-hit makeup brand Rare Beauty! We kick off the episode by hearing about how Katie uses her own TikTok platform (that now boasts over 96k fans!) to mentor young professionals interested in the beauty industry, and how Katie herself broke into the space. We then walk through Katie's enviable marketing career, as she shares how the lessons she learned at communications firm Weber Shandwick—particularly, the power of storytelling—have been invaluable to her work with brands including Bliss, Hourglass, Honest Beauty, and of course, Rare Beauty. Next, we dive into Rare Beauty, and Katie recalls how Selena Gomez's mission to create a space where everyone feels welcome drew her to the brand. We discuss the challenges that come with building a brand from scratch—in the middle of a pandemic no less—and the innovative ways Rare Beauty kept its community connected and prioritized mental health in the time of COVID-19. Finally, Katie reveals her top three influencer marketing philosophies. Resources: Rare Beauty Connect with the Guest(s): Katie Welch's LinkedIn - https://www.linkedin.com/in/welchkatie/ 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. 101 of Earned, we sit down with Avi Gandhi—prolific LinkedIn creator and Founder of the creator economy's hit newsletter Creator Logic. To start, we dive into Avi's vast experience building and leading creator-facing teams. Avi reveals that after 15 years of working in the creator economy, he's worn nearly every possible hat. This experience led him to start his educational, data-backed newsletter Creator Logic, which helps bridge the gap between creators and brands. Together we unpack the future of the creator economy, and Avi shares his predictions for what's next in terms of social networks, systemic shifts, and business models. Avi touches on the mistakes made by "outsiders" of the industry, and explains how 2020 was a learning period for everyone as the idea of creator-led marketing came to the forefront of consumer strategy. We explore the differences between reaching creators and consumers, and Avi shares that no matter these differences, the need is the same: to connect with people. To close the show, Avi reveals how he built up his (fast-growing) LinkedIn following, before leaving us with a few pieces of insightful advice for success in an ever-changing social world. In this episode, you will learn: How Avi's Creator Logic newsletter helps creators and brands better understand each other The diversity of ways creators can monetize in today's creator economy How Avi built his fast-growing LinkedIn community of over 15k followers Resources: Creator Logic Connect with the Guest: Avi Gandhi's LinkedIn - @AviGandhi 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

It's our 100th episode of Earned! What an incredible ride it's been. We truly couldn't have done it without you, our loyal listeners. Thank you! To celebrate this milestone, we've compiled all of the best moments, learnings, and takeaways from our amazing guests over the last 100 episodes, highlighting their tried-and-true approaches and philosophies around influencer marketing, the creator economy, brand building, marketing strategies, leadership, entrepreneurship, and more. To help you follow along, we've listed timestamps for the different themes and speakers below. But if you'd prefer to watch this compilation instead, head over to our YouTube channel (linked below) to see our guests in all their glory. We can't wait to make Earned even bigger and better. On to 200! Watch the episode on YouTube Topic and Speaker Timestamps: 1:33 - Influencer Marketing Best Practices Mehdi Mehdi, Rare Beauty Calum Watson, Gymshark Lee Stimmel, Amazon Studios Sarah Lee, Glow Recipe Samantha Sichel, Live Nation Michelle Miller, K18 Marianna Hewitt, Summer Fridays Susan Yara, Naturium 15:09 - Social Media Platforms & The Creator Economy Adrienne Lahens, TikTok Doug Weiss, Instagram Roxy Young, Reddit 20:13 - Brand Building Raissa Gerona, Revolve Angelic Vendette, Alo Yoga Scott Sassa, Milk Makeup Dr. Brent Ridge & Josh Kilmer-Purcell, Beekman 1802 Aïda Moudachirou-Rébois, MAC Cosmetics 28:05 - Marketing Strategies Ken Landis, Bobbi Brown, Tula, & DIBS Beauty Ju Rhyu, Hero Cosmetics Katie Welch, Rare Beauty Marc Hustvedt, MrBeast Kory Marchisotto, E.L.F. & Keys Soulcare Ashton Wall, ColourPop 37:18 - Leadership Philosophies Ana Maria Henao, Microsoft Toto Haba, Benefit Cosmetics JuE Wong, Olaplex Reuben Carranza, Kate Somerville 44:29 - Industry Trailblazers Janet Gurwitch, Laura Mercier & Advent International Jesse Draper, Halogen Ventures Danessa Myricks, Danessa Myricks Beauty Connect with the Guests: Mehdi Mehdi's LinkedIn - @MehdiMehdi Calum Watson's LinkedIn - @CalumWatson Lee Stimmel's LinkedIn - @LeeStimmel Sarah Lee's LinkedIn - @SarahLee Michelle Miller's LinkedIn - @MichelleMiller Marianna Hewitt's LinkedIn - @MariannaHewitt Susan Yara's LinkedIn - @SusanYara Adrienne Lahen's LinkedIn - @AdrienneLahen Doug Weiss's LinkedIn - @DougWeiss Roxy Young's LinkedIn - @RoxyYoung Raissa Gerona's LinkedIn - @RaissaGerona Angelic Vendette's LinkedIn - @AngelicVendette Scott Sassa's LinkedIn - @ScottSassa Dr. Brent's LinkedIn - @DrBrent Josh Kilmer's LinkedIn - @JoshKilmer Aïda Moudachirou-Rébois's LinkedIn - @Aïda Moudachirou-Rébois Ken Landis's LinkedIn - @KenLandis Ju Rhyu's LinkedIn - @JuRhyu Katie Welch's LinkedIn - @KatieWelch Marc Hustvedt's LinkedIn - @MarcHustvedt Kory Marchisotto's LinkedIn - @KoryMarchisotto Ashton Wall's LinkedIn - @AshtonWall Ana Maria Henao's LinkedIn - @AnaMariaHenao Toto Haba's LinkedIn - @TotoHaba JuE Wong's LinkedIn - @JuEWong Reuben Carranza's LinkedIn - @ReubenCarranza Janet Gurwitch's LinkedIn - @JanetGurwitch Jesse Draper's LinkedIn - @JesseDraper Danessa Myricks's LinkedIn - @DanessaMyricks 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. 99 of Earned, we sit down with Oshiya Savur, Chief Brand Officer at No. 1 mass beauty incubator Maesa. To start, we discuss how Maesa began as a private label for fragrances before transforming into the successful incubator behind brands like Kristin Ess, Flower Beauty (Drew Barrymore), and Being Frenshe (Ashley Tisdale). We then switch gears and dive into Oshiya's unexpected career journey, from getting her MBA at India's No. 1 business school to spending nearly a decade at powerhouse conglomerate Unilever, before continuing on to Revlon, Charlotte Tilbury, and now Maesa. Oshiya explains the pros and cons of working at established corporations compared to nimble startups, and emphasizes the importance of having a company-aligned "rallying cry," as well as failing fast—but learning faster. To close the show, Oshiya reveals how influencer marketing drove hypergrowth at Charlotte Tilbury, before revealing Maesa's future plans to disrupt the beauty industry with creativity and innovation. In this episode, you will learn: How Oshiya strategically incorporated influencer marketing into Charlotte Tilbury's strategy, which helped create viral products and increased "talkability." How Maesa stays ahead of the market by making investments in talent and technology, and redefining innovation to drive continued success. The importance of having a company-aligned "rallying cry," and failing fast—but learning faster. Resources: Maesa Connect with the Guest(s): Oshiya Savur's LinkedIn - @OshiyaSavur 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. 98 of Earned, we sit down with Lexie Barnhorn, the Head of Influencer Marketing at Notion, the $10B productivity and organization web application. To start, we dive into why Lexie joined Notion after championing the platform at her previous company, Curology, and hear how working in the scrappy, startup world allows her to stay at the forefront of fast-growing businesses. Next, Lexie explains why Notion taps into various niche creator communities to connect with new audiences, before revealing how the company's "test and learn" approach to channels like TikTok and LinkedIn is vital to its success on social media. Lexie then shares her advice to young professionals looking to jumpstart their careers, and emphasizes the importance of taking risks and joining companies you believe in. To close the show, Lexie, an outspoken Swiftie, speaks to why she believes Taylor Swift is so successful, and how companies can utilize her marketing strategies to fuel success in their own businesses. In this episode, you will learn: Notion's non-traditional approach to creator-led marketing and its focus on niche communities across multiple platforms Lexie's advice to young professionals looking to jumpstart their careers How Notion's test-and-learn approach to TikTok drives success on the platform and creates value and connection with consumers Resources: Notion.so Connect with the Guest: Lexie Barnhorn's LinkedIn - @AlexisBarnhorn 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. 97 of Earned, Conor sits down with Jesse Draper: actor, fourth-generation venture capitalist, and founding partner of early-stage, female-focused VC firm Halogen Ventures. To start the show, we learn why Jesse pursued Hollywood stardom, with notable acting credits including Nickelodeon's hit TV show "The Naked Brothers Band," before jumping into the investing business. Jesse shares the inspiration behind her Emmy-nominated tech talk show "The Valley Girl Show," and how her success empowered her to effect change in the male-dominated tech industry by finding—and funding—successful female-founded businesses. We dive into Jesse's now-viral (and bad-ass) 2020 Medium article, "Investing In Women Isn't A Fucking Charity," and she unpacks the data around why female investors and entrepreneurs tend to outperform their male counterparts. Next, we hear Jesse's investment philosophies, and the characteristics she looks for in her founders, before getting her take on the creator economy—how she and her portfolio participate in it, and where she sees it going next. To wrap the episode, Jesse reveals the investments she's most excited about, and the businesses we should look out for. In this episode, you will learn: Why investing in women-led businesses is a profitable opportunity with superior returns and efficiency—not charity The qualities Jesse looks for in the founders she invests in Jesse's take on the future of the creator economy Resources: Halogen Ventures Connect with the Guest(s): Jesse Draper'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. 96 of Earned, Conor sits down with Amy Liu, founder and CEO of fast-growing clean beauty brand Tower 28. We dive into Tower 28's success both online and off, and Amy shares the past investments she's made that are now paying off. We hear why she believes you have to earn your reputation, and how investing in people and products have fueled much of the beauty brand's success. Next, we take a step back and learn why Amy was grateful to get laid off from Accenture in her early 20s, because it forced her to evaluate what she wanted to do. Her path led her to USC business school, and then into the beauty industry. After running marketing teams at Smashbox, Kate Somerville, and Josie Maran (where she grew sales 5x in three years), we learn why Amy decided to take time away from her career to focus on family, before going all in on her own brand, Tower 28 Beauty. Amy reveals why she's happy she waited to found her brand, before explaining why she created the Clean Beauty Summer School, a professional development program designed to accelerate small, BIPOC-owned clean beauty businesses. As we wrap up the show, we discuss Tower 28's thoughtful, personalized approach to building relationships with relevant creators, and Amy gives her take on where the influencer marketing landscape is headed next. In this episode, you will learn: Why investing in people and high-quality products fueled much of Tower 28 Beauty's success How Amy's unexpected career trajectory inspired her to launch her own brand Tower 28's thoughtful, personalized approach to building relationships with creators Resources: Tower 28 Beauty Connect with the Guest(s): Amy Liu'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

For our 95th episode of Earned, Conor sits down with Samantha Sichel, the Head of Social Product and Digital Innovation at leading live entertainment company Live Nation. To start the show, we dive into Samantha's nearly two-decade career at Live Nation, and she shares how the company and industry have evolved during the rise of digital media. We unpack Live Nation's rapid growth via vertical integration, and hear how CEO Michael Rapino is a "visionary" in discovering successful artists and investing in their growth, while still allowing them to remain autonomous. We learn why live entertainment attracts a highly influential audience, and Samantha explains how Live Nation leverages this engaged community of "fanfluencers" to help market shows and events. Next, we dive into the success of Live Nation's Last2Leave creator house, and Samantha shares why the company's secret sauce lies in its unique ability to give creators "the best night of your life every single week." Conor and Samantha then reflect back on the pandemic, and we hear how Live Nation creatively connected fans to artists in a time without in-person events. To close the show, Samantha, a mother of three, shares her advice for excelling in your career as a working mom. In this episode, you will learn: Why live events attract a highly influential audience, and how Live Nation has tapped into its "Fanfluencer" community to promote its events. How Live Nation powered massive growth, going from event promoter to giant ticketing entity, by leaning in to the digital revolution. How Live Nation's unique, money-can't-buy experiences have turned its creator house Last2Leave into a major success. Resources: Live Nation Entertainment Connect with the Guest: Samantha Sichel'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. 94 of Earned, we sit down with Eurie Kim, managing partner at Forerunner Ventures, the wildly successful early-stage venture capital firm that has helped skyrocket consumer-favorite brands like Glossier, Dollar Shave Club, Outdoor Voices, and more. We start the episode by looking back on the past few years in the venture capital market, and Conor asks Eurie whether Forerunner has reconsidered its brands' exit paths. Eurie then shares how she and the Forerunner team continue to be involved with their portfolio brands after an initial investment, and how Forerunner leverages learnings from each investment to guide its approach with younger brands. Next, we learn what kind of companies Forerunner wants to focus its investments on over the next decade, and Eurie explains why the firm proactively anticipates consumers' future behaviors and priorities to guide its investment strategy. Switching gears, Conor and Eurie discuss the shift back toward in-person retail, and how DTC-native brands can successfully adapt to that environment, before Eurie shares her thoughts on how the rise of AI will impact the market. To close the show, Eurie unpacks the key business philosophies she believes contributed to Forerunner's massive (25x) success since its launch, before revealing the hard lessons she's learned along the way. Resources: Forerunner Connect with the Guest: Eurie Kim'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 today's episode of Earned, we sit down with Oura CMO Doug Sweeny, whose marketing prowess helped drive the $3B+ acquisitions of Nest Labs and One Medical. We start the episode by digging into this success, and hear the qualities Doug looks for before joining a company. 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 learn what attracted Doug to Oura, before hearing 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. Doug also explains 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 shares how the company constantly leverages its member community for beta testing and product development feedback. To close the show, Doug walks us through 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(s): 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. 92 of Earned, Conor sits down with Steven Waldberg, SVP of Global Brand Engagement & Communications at Top 10-certified skincare brand Kiehl's. Conor and Steven start by diving into Meta's latest app launch—Threads—and Steven shares his thoughts on the platform thus far, explaining why marketers should be there to test and learn. Next, we take a step back and discuss Steven's experience growing up in France with a French father and American mother, and hear how joining L'Oréal after college allowed him to live out his American dream of moving to New York. After many years spent at L'Oréal, Steven shares why he decided to venture into the luxury fashion industry and take on global communication roles at Bulgari and Calvin Klein, before eventually returning to his "home" at L'Oréal. The pair then unpack the evolution of social media and digital marketing, and Steven emphasizes why brands should "be where culture is," and lean into emerging platforms and creators in order to connect with their consumers. Steven also explains why the only way to be successful on new and existing platforms is to go in with curiosity and a willingness to fail. We then explore Kiehl's' approach to global marketing, and the keys to resonating with consumers across markets and cultures. To close the episode, Conor and Steven talk about overcoming their people-pleasing tendencies and the isolating nature of leadership. In this episode, you will learn: Why brands need to "be where culture is," and approach new channels and platforms with curiosity and a willingness to fail Why global brands should establish a framework of "brand truths" that teams in local markets can then adapt to resonate with the local culture and consumers How to overcome people-pleasing tendencies as a leader Resources: Kiehl's Connect with the Guest(s): Steven Waldberg'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. 91 of Earned, Conor sits down with Peter Hollens, a powerhouse a cappella singer who has amassed a following of over 3M subscribers on YouTube, and over a billion views across his various social channels. To start the show, Peter explains why he has pursued other business ventures outside of being a creator, including investing, consulting, and recently founding his own business (Inhouse Creators), and shares how these interests help him avoid burnout. We then learn how Peter leverages AI like ChatGPT to help him create his content, before unpacking Peter's journey as a creator over the last decade—and why signing with a major record label was one of his biggest regrets. We discuss the challenges of finding balance as both a content creator and a father, and Peter shares the story of losing his voice for 18 months due to a stubborn granuloma. We also learn how during that time, Peter was able to discover his passion and business acumen for consulting companies about the creator economy, an experience that later inspired his new business: Inhouse Creators. To close the show, Peter explains how Inhouse Creators works to connect businesses to experienced, savvy creators to produce their content, and why companies that don't invest in the creator economy will get left behind. In this episode, you will learn: How Peter leverages AI like ChatGPT to help him create content Why signing with a major record label was one of Peter's biggest regrets Why businesses should look to hire creators for in-house content production Resources: Peter's Youtube Peter's Website Peter's Instagram Inhouse Creators Connect with the Guest: Peter Hollens' 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 our 90th episode of Earned, Conor sits down with Amina Pasha, CPG marketing expert and current CMO of Thrive Market, the cult-favorite healthy food retailer that brought in nearly $500 million in revenue last year. To start the show, Amina unpacks Thrive Market's mission to make healthy living easy, affordable, and accessible. We then hear what drew Amina—who previously served as VP of Marketing at Jessica Alba's The Honest Company—to mission-based companies after spending over a decade at Procter & Gamble. We dive into Amina's takeaways from her time at P&G, including the importance of being a cross-functional leader and understanding your consumer's needs. Next, Amina shares the learnings that surprised her about Thrive Market, such as investment and involvement from respected health and wellness influencers like Mark Sisson and Thomas DeLauer. We then explore Thrive's recent uptick in Instagram followers, and Amina reveals the company's strategies for success on social. (Hint: creating content that educates, inspires, and entertains.) To close the show, Amina offers her advice to young professionals looking to advance their careers and make an impact. In this episode, you will learn: How Thrive Market works to make healthy living easy, affordable, and accessible The importance of being a cross-functional leader Thrive Market's strategies for success on social Resources: Thrive Market Connect with the Guest: Amina Pasha'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. 89 of Earned, Conor sits down with the legendary Danessa Myricks, founder of the inclusive, "boundary-breaking" beauty brand Danessa Myricks Beauty. We jump in by discussing how Danessa became an "accidental makeup artist," and broke into the beauty industry by creating educational makeup DVDs. We learn how the success of those DVDs led Danessa to consult for other beauty brands, and even become Director of Product Innovation at Benefit Cosmetics. We then hear why she became more passionate about teaching makeup artists around the world at a time when education around beauty was not easily accessible. Danessa shares how her observations around the lack of representation for marginalized communities in the then-homogenous beauty landscape inspired her to "be the change she wanted to see," and led her to create her inclusive, eponymous beauty brand. We then discuss how Danessa built her community of over one million fans, and she explains how she cultivates connection through adding value wherever possible. Danessa shares why there is "so much power in our conversations about beauty" in bringing people together around the world. Finally, we discuss Danessa's ambitions for the future of the brand, and close the show by learning how "showing up consistently" and recognizing organic brand fans has skyrocketed the brand's success on social. In this episode, you will learn: Why Danessa started her brand to help serve marginalized communities How Danessa cultivated her large, yet close-knit community by adding value without cost Why Danessa believes beauty can bring the world together Resources: Danessa Myricks Beauty Connect with the Guest(s): Danessa Myricks 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. 88 of Earned, Conor sits down with TikTok star and podcast host Dulma Altan (@iamdulma). We start by learning how Dulma went from a career in tech at Google to launching her own clean fragrance business, all before becoming an "accidental creator" during the pandemic, when she began spotlighting noteworthy women-led brands in the DTC space on TikTok. We discuss how TikTok's unpredictable algorithm leads to variance in content performance, and Dulma emphasizes why creators should prioritize building engaged communities rather than chasing views and virality. We ask Dulma how she cultivated her community, and she shares her tips for creating content that resonates with your target audience, before explaining why creators should test out different content ideas and formats to help prevent burnout. Next, we learn why Dulma has invested more heavily in her Twitter presence, and hear how she uses her social channels to support her podcast growth. We then dive into Dulma's podcast experience, and she recounts her learnings from her 100 Day Challenge, during which she published 100 podcast episodes in 100 days. To close the show, Dulma reveals which 100 Days Challenge she'd tackle next. In this episode, you will learn: Why creators should focus on building engaged communities, rather than chasing views and virality Dulma's top tips for short-form video creation Why creators should experiment with different content types and formats to prevent burnout Resources: Dulma's Website Dulma's TikTok Due Diligence Connect with the Guest: Dulma Altan'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. 87 of Earned, Conor sits down with Ana Maria Henao, the CMO and general manager of US Consumer Channel and Partnership Marketing at Microsoft. We start the show by diving into Ana Maria's recent transition from 25 years in the CPG sector—with much of her career spent at Procter & Gamble and PepsiCo—into the tech industry, and how the recent AI boom has shaped her experience thus far. We then discuss Ana Maria's leadership style, and break down the "Three C's" that she applies every single day. Next, we explore how Microsoft works to cultivate brand love and community, balancing functional efficacy and emotional connection to its products. We then dive into Microsoft's approach to influencer marketing, and Ana Maria emphasizes the importance of embracing creator content. To close the show, Ana Maria shares her process for self-reflection and active meditation. In this episode, you will learn: The "Three C's" that guide Ana Maria's leadership style How Microsoft works to cultivate brand love by balancing functional efficacy and emotional connection to its products Why brands should embrace creator content in their marketing channels Resources: Microsoft Connect with the Guest(s): Ana Maria Henao'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

REPLAY - In Ep. 68 of Earned, we sit down with beauty industry veteran Ken Landis. Ken has a proven track record of success, co-founding some of today's top beauty brands, including Bobbi Brown Cosmetics, TULA Skincare, and DIBS Beauty. To begin the episode, Ken reveals the core characteristics of a successful beauty brand, emphasizing the importance of a focused distribution strategy and unpacking his mantra of "narrow and deep." He explains why Bobbi Brown Cosmetics started out in the '90s by being "laser focused" on high-end specialty retail stores, and prioritized winning market share in the few doors they were in, rather than maximizing distribution. We then dive into TULA, and Ken shares why the skincare brand launched with a digital-first, influencer-centric strategy, which quickly paved a path to profitability. We explore the difficulties of building a brand identity through retail compared to DTC, and Ken unpacks the differences in marketing a color cosmetics brand versus a skincare brand. We then discuss how the creator economy has evolved over the years, and how DIBS and Tula approach organic relationships versus paid partnerships with influencers. To close the show, Ken details the key factors that have attracted him to invest in a variety of companies, from beauty to tech to art to cannabis, before sharing his philosophies on effective leadership. In this episode, you will learn: How to build a brand identity that stands out in a crowded market Strategies for leveraging organic relationships and paid partnerships with influencers Key characteristics that investors look for in a brand Key Takeaways [02:47] The core elements of a successful beauty company [11:40] How digital marketing has evolved since Ken began in the industry [14:40] Utilizing influencer marketing to expand brand awareness [16:45] Common mistakes brands make in retail [22:43] Key qualities Ken looks for when investing in companies Resources: Bobbi Brown Cosmetics TULA DIBS Beauty Connect with the Guest: Ken's LinkedIn - https://www.linkedin.com/in/ken-landis-88b7423/ 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. 86 of Earned, Conor sits down with 24 year-old wunderkind, public speaker, and entrepreneur Ziad Ahmed, the founder and CEO of Gen Z agency JUV Consulting. We start the episode by learning how Ziad, who was featured in Forbes' 30 Under 30 at just 19 years old, unintentionally became an entrepreneur while launching JUV Consulting seven years ago, before hearing his aspirations for the next decade. We dive into the story behind JUV, and Ziad explains that he started the company because he was tired of people talking about Gen Z but not to Gen Z, and how JUV's mission is to give diverse young people a seat at the table. We then hear the challenges of being taken seriously as a young entrepreneur, and how the company has more than proved itself through its impressive campaign results and word-of-mouth praise. Next, we get Ziad's thoughts on Gen Alpha, and why he's sensitive to not speak for them, but is looking forward to welcoming members of the younger generation to his team in order to serve that demographic. Conor and Ziad share their experiences scaling up younger companies, and Ziad emphasizes the importance of "emotional labor." To close the show, we explore the pandemic's impact on different generations, particularly Gen Z, and Ziad shares his best advice for effective public speaking. Resources: JUV Consulting Connect with the Guest(s): Ziad Ahmed'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 our 85th episode of Earned, we're joined by Alicia Yoon, founder and CEO of fast-growing Korean skincare brand Peach & Lily. With her second child on the way, Alicia shares her approach to balancing entrepreneurship and motherhood, emphasizing the importance of prioritization. We then dive into Peach & Lily's origin story, and Alicia reveals why she was inspired to pivot her career away from the corporate world—with previous experience at Boston Consulting Group and Goldman Sachs—and focus on her passion: bringing Korean skincare products and practices to the U.S. We learn why Peach & Lily, which started as a K-beauty retailer, decided to launch its own line of skin products in 2018, as well as how its second brand, Peach Slices, complements without cannibalizing. Next, we discuss what it's like to work with your spouse, while Alicia explains why 2020 was the right time to raise funding and bring Sandbridge Capital aboard as a partner to the brand. We then explore Peach & Lily's rapid climb up the EMV rankings, and Alicia breaks down Peach Slices' successful Spot Dot campaign to illustrate how influencer marketing fits into the brand's broader marketing strategies, and how creators are the key to driving sustained growth. In this episode, you will learn: Why prioritization is key to balancing entrepreneurship and motherhood The origin story behind Peach & Lily Why influencer marketing needs to fit into your brand's broader marketing strategies Resources: Peach & Lily Connect with the Guest: Alicia Yoon'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. 84 of Earned, we chat with James Nord, former Tumblr star, podcast host, and founder and CEO of ambassador marketing company Fohr. We start by learning the origin story behind Fohr's most well-known program, developed in partnership with Sephora: the Sephora Squad. James explains why the program was built on creators' genuine passion for beauty over follower size, and shares the company's motto: "don't spend good money on fake love." Next, we dive into the evolution of the influencer marketing industry over the last decade, and James reveals why he believes that creator content will be the future of brand communications. Conor and James discuss the thrill of pioneering a new industry, before talking about their leadership philosophies during times of growth and uncertainty. We then pivot to discuss James' past as a successful Tumblr influencer, and hear how the challenge of connecting with brands inspired the concept behind Fohr. In this episode, you will learn: The origin story behind the Sephora Squad Why creator content is the future of brand communications How leadership style evolves with company growth Resources: Fohr Connect with the Guest(s): James Nord'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. 83 of Earned, we're joined by Jeremy Lowenstein, Chief Marketing Officer at cult-favorite mass beauty brand Milani. We start by learning how Jeremy broke into the beauty industry with a college internship at Estée Lauder, and why he's remained in the industry ever since. We then examine Milani's recent success on social, and Jeremy shares how the brand has invested even more deeply in developing relationships with creator partners. Next, we discuss how Milani has been dubbed a "dupe" for many of its prestige counterparts. Jeremy explains why the brand embraces this title, and celebrates its ability to bring prestige-quality products to the mass consumer. We explore the success of Milani's recent #GRWMilani campaign, before Jeremy reveals why he wanted to transition out of large corporations and into the indie beauty landscape. To close the show, we talk through the challenges and opportunities of the short-form video revolution, and Jeremy shares his take on shifting toward "creator-led marketing." In this episode, you will learn: 1. How developing deeper relationships with creators has fueled a surge in Milani's EMV 2. Why Milani embraces being called a "dupe" for prestige brands 3. Jeremy's take on creator-led marketing Resources: Milani Cosmetics Connect with the Guest(s): Jeremy Lowenstein'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. 82 of Earned, Conor sits down with author, professor, Emmy-nominated TV producer, and media industry expert David Craig. As a clinical professor at USC's Annenberg School for Communication and Journalism, David's research focuses on "Social Media Entertainment" and the rise of "Creator Culture." To start the show, we ask David about the looming threat of a TikTok ban in the U.S., and he shares his views on how the U.S. government can and should regulate social media platforms responsibly. Next, we dive deeper into David's area of expertise—Creator Culture—and he unpacks the driving forces behind the industry's recent evolution. We explore the growing number of business models creators can use to earn revenue, as well as the growing number of job opportunities within the social media and creator landscape, leading to a thought-provoking discussion around how Creator Culture will shape the future of labor. Conor and David then share their own experiences and learnings from testing their power as creators on social platforms. To close the show, David gives us a look inside his research and writing process, and reveals what book he's working on next! In this episode, you will learn: What "Creator Culture" is, and how it has evolved over the last decade How governments can manage social media platforms responsibly Takeaways from Conor's and David's experiences testing their own power as creators Resources: Creator Culture Social Media Entertainment: The New Intersection of Hollywood and Silicon Valley Wanghong as Social Media Entertainment in China Connect with the Guest(s): David Craig'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. 81 of Earned, Conor chats with Dr. Jason Wersland, founder and Chief Wellness Officer of tech wellness brand Therabody. We start by unpacking Jason's background, and hear how he transitioned from construction worker to chiropractor. Next, Jason shares how his painful recovery from a motorcycle accident inspired the invention of the cult-favorite Theragun, the hand-held, percussive massage therapy device beloved by athletes and regular folks alike. We learn how the Theragun struggled at first to gain traction among fellow chiropractors and physical therapists, until the "Kyrie moment" from the 2016 NBA finals skyrocketed the product's sales overnight, cementing Theragun as a mainstay in the professional sporting world and beyond. We then take a step back, and Jason tells us the interesting story of how he first met Ben Nazarian, Therabody's co-founder and former CEO, before explaining why the Theragun is "not just for athletes," having earned endorsements (and investments) from celebrities like Karlie Kloss and Kevin Hart. To close the show, Jason emphasizes how fostering relationships built on trust and support has inspired word-of-mouth hype, "the best kind of advertising we have," and reveals the core principles that guide his business and way of life. In this episode, you will learn: How professional athletes turned the Theragun into a global sensation Why word-of-mouth is "the best advertising" Therabody has The principles that guide Dr. Jason's life and business Resources: Therabody Connect with the Guest(s): Dr. Jason Wersland'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 our 80th episode of Earned, Conor sits down with Adrienne Lahens, the Global Head of Operations for Creator Marketing Solutions at the world's hottest social platform: TikTok. We start the episode by diving into Adrienne's role, and she explains what the TikTok Creator Marketplace is, and how it serves creators, brands, agencies, and influencer marketing platforms like CreatorIQ (wink). We then discuss why TikTok invests so heavily in the creator ecosystem, and why Adrienne believes creator-led marketing is "changing the face of marketing" and driving consumer purchasing decisions. Next, Adrienne shares some examples of unexpected yet effective influencer marketing campaigns on TikTok, before unpacking the importance of a data-first approach for branded content at scale. We learn why Adrienne joined the TikTok team in 2021, and explore how the ever-popular platform has maintained its staying power in a world where most new social media sites fail. To close the show, Adrienne shares her predictions for where the social and content landscape is headed on TikTok and beyond. In this episode, you will learn: Why TikTok invests heavily in the creator economy Why Adrienne believes the most effective marketing is creator-led Adrienne's predictions for the future of the social and content landscape Key Takeaways: 0:45 What the TikTok Creator Marketplace is 2:12 Why TikTok invests heavily in the Creator Economy 7:24 How creators are changing the face of marketing 19:55 Why TikTok works with partners like CreatorIQ 24:44 Why TikTok has stood the test of time 30:30 Adrienne's predictions for the future of the social and content landscape Resources: TikTok Creator Marketplace Connect with the Guest(s): Adrienne Lahens'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. 79 of Earned, we sit down with Adam Ross, CEO of leading affiliate marketing platform Awin. To start, Adam explains what affiliate marketing is, and how Awin helps connect companies to affiliate partners with engaged consumer audiences. We discuss why affiliate marketing is relevant to any industry, and Adam reveals how Awin is working to unite the influencer and affiliate marketing industries for a more seamless experience. We hear how Awin competes with social platforms' native affiliate marketing programs, as well as giants like Amazon and Shopify, by providing superb opportunities and customer service to their affiliate partners. Next, we switch gears and talk through the growing pains involved in building a company with over a thousand employees, and hear how Awin successfully brought several acquisitions into the fold. We discuss the challenge of balancing company growth with profitability, before Adam shares his experience transitioning from COO to CEO. To close the show, we learn how Awin has cultivated such a positive company culture, and why Adam supports a four-day work week. In this episode, you will learn: What affiliate marketing is, and why it's relevant to any industry How to scale a company thoughtfully and sustainably The power of promoting a positive company culture as CEO Key Takeaways: 2:50 - 8:20 What affiliate marketing is, and the sectors that benefit the most from it 9:22 - 11:56 How Awin aims to make affiliate marketing easier for creators 28:05 - 31:22 The challenge of balancing company growth and profitability 34: 27 - 38:02 How Awin cultivates a positive company culture Resources: AWIN Connect with the Guest(s): Adam Ross'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. 78 of Earned, Conor sits down with Sean Harrington, co-founder and CEO of luxury skincare brand Elemis. We start the episode by hearing how Sean's relationship with his co-founders has evolved over the last three decades, and the unique skill set that each of them brings to the table. We then ask Sean about his core business learnings and tenets, and he explains why a positive mindset, talented people, and a willingness to take risks are all key factors in building a successful brand. Sean also emphasizes how the fear of failure "does not breed success," and why he empowers his team to test and learn. Next, we talk about Elemis' strategies to cut through the noise in today's saturated beauty market. Sean shares why the brand invested heavily in influencer marketing early on, and how loosening up on the brand codes and giving influencers creative freedom helped Elemis establish an authentic community. To close the show, we discuss how being acquired by the L'Occitane Group has helped Elemis break into the APAC market, and hear the brand's vision for worldwide domination (the good kind). In this episode, you will learn: Why Sean empowers his team at Elemis to take risks and test and learn How Elemis cut through the noise and found relevance in a saturated market Why Elemis leaned into influencer marketing to evolve as a business Key Takeaways: 3:35: How Sean's relationships with his co-founders Noella and Oriele have evolved over the last 30 years 8:26: Sean's core business learnings and philosophies 14:12 Why fear of failure does not breed success, and the importance of a test-and-learn culture 15:53: How Elemis cut through the noise and found relevance in a saturated market 26:09: Why Elemis leaned heavily into influencer marketing early on Resources: Elemis Website Connect with the Guest(s): Sean Harrington'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. 77 of Earned, we're joined by Roxy Young, Chief Marketing Officer at Reddit, the mega-popular discussion forum that's home to thousands of digital communities, aka Subreddits. We start the episode by hearing what's on the horizon for Reddit, including its goal to expand beyond English-speaking geographies, before learning what drew Roxy to join Reddit back in 2017. Next, Roxy breaks down Reddit's main revenue stream—advertising—and explains why Reddit's varied, vibrant communities drive so much value for advertisers looking for their target audience. We then discuss examples of how brands have successfully activated communities on Reddit, as well as the challenges associated with managing open discussion forums. Roxy shares how Reddit continues to strengthen its relationship with creators—in this case, community moderators—via roadshows and feedback sessions, and we explore how Reddit has maintained its "brilliantly absurd" personality amid rapid growth. To close the show, we ask Roxy about her secret sauce for joining mega-successful companies early on (including Netflix, Sephora, and Hipmunk), and she reveals her personal favorite Subreddits. In this episode, you will learn: Why community is at the heart of Reddit How advertisers tap into Reddit's passionate communities How Reddit fosters relationships with its creators (aka moderators) Resources: Reddit Connect with the Guest(s): Roxy Young'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. 76 of Earned, Conor sits down with Akash Mehta, co-founder and CEO of fast-growing, Ayurvedic-inspired haircare brand Fable & Mane. To start the episode, we discuss the resurgence of brick-and-mortar retail, and Akash explains the importance of continuing to invest in both online and in-store experiences. He shares some takeaways from the recent Sephora Brand Summit, including the importance of influencer marketing and the strong correlation between brands winning in Earned Media Value (EMV) and revenue. We discuss why Sephora is not only a retailer, but also a key brand building partner for up-and-coming brands, and Akash emphasizes the importance of a focused distribution strategy. Next, we discuss how Fable & Mane creates demand in non-English speaking markets, and the large and relatively still untapped market opportunity in India. And of course, we talk about Akash's bread and butter—influencer marketing—and learn his philosophies, learnings, and predictions for the future of the space. To close the show, we talk about what inspired Akash's own podcast, Founded Beauty, and hear how his dad's experience in manufacturing and distribution have impacted Akash's approach to building and growing Fable & Mane. In this episode, you will learn: When and how to approach working with retailers How to expand globally in the beauty industry How influencer marketing strategies change with brand size and equity Key Takeaways [5:32 - 8:24]: Taking a look at Sephora as a brand builder [14:24 - 17:50]: The growing beauty industry in India [22:18 - 24:09]: How to approach content creation as a personal brand [29:54 - 34:43]: Akash's work efficiency and how he manages his time Resources: Fable and Mane Founded Beauty Connect with the Guest(s): Akash's LinkedIn Akash's Instagram 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 75th episode of Earned, we're joined by Lee Stimmel, a veteran of the music industry and the current head of global partnership marketing at Prime Video & Amazon Studios. We start by diving into Lee's time at Amazon, and learn how he spearheaded the company's influencer marketing program before taking on his new partnerships role. Lee explains how the lines between traditional talent and socially native creators are blurring, and shares Amazon's learnings around integrating influencers into its creative processes. Next, we take a step back and dive into Lee's seasoned career in the music industry. Lee unpacks how the industry has had to evolve from the traditional label structure to the current streaming era—a transition that has put the power back in the hands of the artists. We discuss how social media has enabled artists to connect with their communities in more meaningful ways than ever before, and the strategies behind building "fandoms" today. We then learn why Lee pursued original content creation at Columbia Records and Sony Music, and hear the origin story for "Mike Tyson Mysteries," an animated series starring boxing champ Mike Tyson. We circle back to Amazon, and Lee explains why he saw influencer marketing as a "white space" in the company, and how Amazon continues to collaborate with and elevate these creators. To close the show, Lee shares what he loves most about working for Amazon, before revealing what's up next. In this episode, you will learn: How social media transformed the music industry How to build "fandoms" today Why Amazon Studios is tapping in to the creator economy Key Takeaways [04:00 - 7:01]: How Amazon Studios works with celebrities and influencers [8:13 - 11:00]: The evolution of the music industry [11:00 - 14:15]: How to build fandoms today [20:39 - 23:43]: Why Lee pioneered Amazon Studios' influencer marketing program [23:43 - 26:27]: Life at Amazon Resources: Prime Video & Amazon Studios Connect with the Guest(s): Lee'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. 74 of Earned, we sit down with Dr. Brent Ridge and Josh Kilmer-Purcell, the incredible founders of goat milk-powered skincare line Beekman 1802. To start, we explore why Brent and Josh are so eager to pursue new, varied opportunities, such as starring in their own reality TV show, *WINNING* Season 21 of The Amazing Race, and authoring best-selling memoirs, to name just a few. We then dive into the couple's rural backgrounds, and learn why they decided to purchase the 19th-century Beekman Mansion in upstate New York. Brent and Josh share the story of how helping out their neighbor, Farmer John (and his goats), in the wake of the devastating 2008 recession eventually inspired the creation of the Beekman 1802 brand. Next, they reveal the impact that having their own TV show, and winning The Amazing Race, had on their brand and community. We step back to their early days building Beekman 1802, and hear how their ambitions have evolved after surpassing $150 million in revenue and accepting a $100 million investment from Eurazeo. To close the show, Josh and Brent explain why kindness is the core tenant of their brand and company culture, and the couple reveals their best advice for maintaining a healthy personal and professional relationship. In this episode, you will learn: Why Brent & Josh took advantage of every opportunitiy to grow awareness around Beekman 1802 Why kindness is the core tenant of Beekman 1802's brand and company culture How the "51% rule" can help maintain a strong working (and personal) relationship Key Takeaways [00:53] Why Brent & Josh take advantage of every opportunity [05:13] The origin story of Beekman 1802 [11:05] The impact that Brent & Josh's reality TV show—and *winning* The Amazing Race—had on brand awareness [16:59] How Brent & Josh scaled and sold Beekman 1802, and their ambitions for the future [24:01] Why kindness lies at the heart of the brand and company culture [29:28] The 51% rule for maintaining a positive working (and personal) relationship Resources: Beekman 1802 Connect with the Guest(s): Josh's LinkedIn Brent'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 today's episode of Earned, we sit down with Evan Horowitz, co-founder and CEO of Movers+Shakers, today's fastest-growing creative agency that "connects brands to culture." We start by diving into Evan's background, and learn how he went from earning an engineering degree from Stanford to pursuing an MBA at Harvard. Evan shares why he decided to pivot into the marketing field, and what eventually inspired him to become an entrepreneur and launch Movers+Shakers in 2016 with his husband Geoffrey Goldberg. We discuss the creative agency's standout success—achieving 250 BILLION views across its TikTok campaigns—and unpack the philosophies and strategies behind this boom. Evan reveals how the agency helps its clients stay on the cutting edge of culture, and why intuition is a key ingredient to its secret sauce. Next, we hear how Movers+Shakers integrates creators into its campaigns, and what Evan's ambitions are for the agency's future. Evan also shares how the idea for Movers+Shakers was originally conceived after Geoffrey, a Broadway performer and director, posted a dance video online that went viral overnight. To close the show, we get Evan's thoughts on how TikTok has evolved over the years, and where he anticipates it going next. In this episode, you will learn: Why intuition is a key ingredient to Movers+Shakers' secret sauce for keeping brands on the cutting edge of culture How Movers+Shakers' integrates creators into its brands' campaigns How TikTok has evolved over recent years, and where it's heading next Key Takeaways [05:51]: How Movers+Shakers keeps its client brands on the cutting edge of culture [15:58]: How Movers+Shakers integrates creators into its brands' campaigns [19:15]: How Movers+Shakers differs from more traditional creative agencies [24:58]: How TikTok has evolved over recent years, and where it's headed next Resources: Movers+Shakers: https://moversshakers.co/ Connect with the Guest: Evan's LinkedIn: https://www.linkedin.com/in/evanhorowitz/ 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. 72 of Earned, Conor sits down with Silvia Galfo, general manager of Armani Beauty. We start by talking about influencers: when Silvia first realized their potential, and how the narrative—and budgets—around influencer marketing have shifted in recent years. Silvia describes how important it is for luxury brands to strike the right balance between establishing a brand-led narrative and giving up some control to creators. We also discuss how to divvy up the marketing budget with the increasing number of channels available today, and Silvia shares her test-and-learn philosophy. We then explore the world of fragrance marketing—a historically difficult vertical to market across social media. Silvia emphasizes the importance of entertaining your audience, and shares the success of a recent TikTok activation for Armani's Acqua di Giò Profondo fragrance. To close the show, we discuss how to adapt your brand's message to resonate across international markets, and why Silvia's leadership style prioritizes nimbleness and agility. In this episode, you will learn: How luxury brands' approach to influencer marketing has shifted in recent years The importance of entertainment in fragrance marketing Why you should adapt your brand's message to resonate across international markets Key Takeaways [02:28] Why brands—including luxury brands—should lean into influencer marketing [10:31] How Silvia divvies up the marketing budget across all of today's new channels [13:39] How to effectively market fragrance on social media [18:15] Why brands should adapt their messaging to resonate across different markets and cultures [25:12] Why Silvia's leadership style prioritizes nimbleness and agility Resources: L'ORÉAL's website Giorgio Armani L'ORÉAL Connect with the Guest: Silvia'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. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers): 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: The keys to creating a successful piece of content The importance of catchy video titles and thumbnails for viewer acquisition How MrBeast grew a following of 137 million subscribers (and counting!) Key Takeaways [12:51] The keys to creating a successful piece of content [20:25] Why MrBeast leaned into TikTok [26:06] The importance of optimizing titles, thumbnails, and integrated ad reads [41:40] Marc's predictions for the future of MrBeast 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 our 70th episode of Earned, we sit down with Winnie Park, CEO of Gen Z retailer Forever 21. We start by discussing the resurgence of retail and in-store shopping, and how the industry has changed since the start of the pandemic. Winnie unpacks the evolution of Forever 21's omnichannel strategy, and emphasizes the importance of meeting the customer where they're at. We dive into the retailer's approach to influencer marketing, and Winnie shares why Forever 21 prioritizes co-creation. Conor asks Winnie what it takes to run hundreds of physical retail locations, and Winnie explains why store associates are crucial because they're closest to the boss—the customer. Next, we hear Winnie's perspective on the "Glass Cliff" phenomenon, and she shares why she believes women make some of the best CEOs, particularly in tough times. To close the show, Winnie reveals her greatest learnings from her mentors, and why she now loves mentoring other professionals, before sharing the advantages of being part of the SPARC Group community. In this episode, you will learn: How the retail industry has evolved and bounced back since the start of the pandemic The importance of a balanced omnichannel strategy and meeting the customer where they're at Why women make some of the best CEOs in tough times Key Takeaways [01:08] The resurgence of retail and in-store shopping [09:43] The evolution of Forever 21's omnichannel strategy [17:34] Forever 21's approach to influencer marketing [23:40] The keys to successfully running physical retail locations [27:49] Winnie's perspective on the "Glass Cliff" phenomenon Resources: Forever21 Forever21 on TikTok - @forever21 Forever21 on Instagram - @forever21 The Spark Group Connect with the Guest: Winnie's LinkedIn - @winnie-park 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 latest episode of Earned, we sit down with Jason Wagenheim, President and Chief Revenue Officer at global media company Bustle Digital Group. To start, we dive into Jason's long-spanning career in publishing at Condé Nast, including his time at Vanity Fair, Glamour, and Teen Vogue. Jason reveals how accurate "The Devil Wears Prada" was, then unpacks how digital publishing took the print world by storm. We learn about the triumphs and challenges of acquiring and integrating a portfolio of independent media companies under one roof, including Elite Daily, The Zoe Report, and Inverse, before Jason emphasizes the importance of being comfortable with change. We discuss how publishers were the original influencers, and why advertisers should continue to see their value. Next, Jason shares the learnings he's applied from his background in sales, and explains why empathy is key to being a successful leader. We close the show with the origin story of Jason's current side hustle and passion project: East End Cowboy barbecue sauce. In this episode, you will learn: + How the evolution of digital publishing took the print world by storm + Why publishers are the original influencers + The qualities you need to be a successful leader Key Takeaways: [04:27] The rise of digital publishing and its impact on print media [07:33] Why publishers are the original influencers [15:58] The benefits and challenges of acquiring independent media companies [26:54] Jason's biggest learnings from his background in sales [30:16] The key qualities of a successful leader [35:32] Jason's BBQ sauce side hustle Resources: BDG - Bustle Digital Group Book - Who Moved by Cheese Book - The First 90 Days East End Cowboy BBQ Connect with the Guest: Jason's LinkedIn East End Cowboy Instagram 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. 68 of Earned, we sit down with beauty industry veteran Ken Landis. Ken has a proven track record of success, co-founding some of today's top beauty brands, including Bobbi Brown Cosmetics, TULA Skincare, and DIBS Beauty. To begin the episode, Ken reveals the core characteristics of a successful beauty brand, emphasizing the importance of a focused distribution strategy and unpacking his mantra of "narrow and deep." He explains why Bobbi Brown Cosmetics started out in the '90s by being "laser focused" on high-end specialty retail stores, and prioritized winning market share in the few doors they were in, rather than maximizing distribution. We then dive into TULA, and Ken shares why the skincare brand launched with a digital-first, influencer-centric strategy, which quickly paved a path to profitability. We explore the difficulties of building a brand identity through retail compared to DTC, and Ken unpacks the differences in marketing a color cosmetics brand versus a skincare brand. We then discuss how the creator economy has evolved over the years, and how DIBS and Tula approach organic relationships versus paid partnerships with influencers. To close the show, Ken details the key factors that have attracted him to invest in a variety of companies, from beauty to tech to art to cannabis, before sharing his philosophies on effective leadership. In this episode, you will learn: How to build a brand identity that stands out in a crowded market Strategies for leveraging organic relationships and paid partnerships with influencers Key characteristics that investors look for in a brand Key Takeaways [02:47] The core elements of a successful beauty company [11:40] How digital marketing has evolved since Ken began in the industry [14:40] Utilizing influencer marketing to expand brand awareness [16:45] Common mistakes brands make in retail [22:43] Key qualities Ken looks for when investing in companies Resources: Bobbi Brown Cosmetics TULA DIBS Beauty Connect with the Guest: Ken's LinkedIn - https://www.linkedin.com/in/ken-landis-88b7423/ 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. 67 of Earned, Conor sits down with creator economy expert and gaming industry veteran Rodrigo Velloso. We begin by learning what attracted Rod, who built his early career in traditional media, to join the then-booming tech industry. Conor and Rod then share their predictions for how the rise in AI technology like ChatGPT will impact industries across the board. We dive into Rod's time at YouTube in the early 2010s, and hear why the platform's shifting focus from views to watch time led to increased interest in long-form gaming videos—a completely new genre of content at the time. Next, Rod shares his learnings from his time as YouTube's Director of Gaming Partnerships, before pivoting to his experience leading creator-led marketing at interactive gaming platform Roblox—which helped fuel the company's hypergrowth to compete with gaming giants like Minecraft. We learn how Roblox's monetization model drew an influx of gamers to the platform, and Rod emphasizes how the best content lives where its creators can be properly compensated for it. To close the show, we hear what Rod has learned about the broader creator economy since joining creator commerce platform Spring, and Rod reveals what's up next for his career.

In Ep. 66 of Earned, Conor sits down with Chelsea Riggs, Global President of top-ranking professional haircare brand Amika. To start the episode, we learn what attracted Chelsea, who joined the founding team of Amika out of college, to the then-small startup, and how she worked her way up in six years from being a business development manager to Global Brand President. We then dive into Amika's standout success on social in recent years, and hear how building a more sophisticated influencer marketing engine—and a dedicated "A-team" creator community—helped propel this growth. Next, Chelsea explains why the sales team is so important to a beauty brand, as they are the "eyes and ears to the customer," before sharing how Amika leverages its community of professional hair stylists for product feedback. Finally, we learn why Amika, which earned Sephora's "Clean at Sephora" seal last year, has evolved its product line to include clean, responsibly sourced ingredients—plus, Chelsea reveals that the brand is on its way to receiving a B Corp certification.

In our first episode of the new year, we sit down with Raissa Gerona, Chief Brand Officer of fashion retailer and influencer marketing powerhouse Revolve. We start by learning how Raissa was a pioneer in the influencer marketing space, leveraging the then-new blogosphere in 2008 to promote her own Lovers and Friends clothing brand. Raissa shares her advice to marketers who question whether influencer marketing is "worth it," emphasizing that it should be viewed as top-of-funnel marketing (like a billboard), and that marketers shouldn't try to equate every single influencer post to a sale. We then take a step back to explore Raissa's unique career journey. Raissa reveals how she was originally on track to become an attorney, but a trip to Italy led her to pursue the entrepreneurial path and start her own clothing brand, which later connected her to Revolve founders Michael Mente & Mike Karanikolas. To close the show, we learn about the successes and challenges involved with scaling Revolve 10x in 10 years to achieve $1B in revenue, before hearing what's in store for Raissa and Revolve over the next decade.

This week, we're taking a trip down memory lane and re-sharing one of our top episodes of 2022: Ep. 47, featuring Ju Rhyu, co-founder and CEO of Hero Cosmetics—an acne-focused skincare brand that achieved $100 million in revenue last year. To start the episode, we learn how running Hero Cosmetics today differs from when Ju launched the brand four years ago, and Ju shares why she says no to a lot more opportunities that come her way. We then hear why Hero Cosmetics launched on Amazon with only one SKU, and how Ju went on to build a successful business on the platform. Next, we take a step back to explore Ju's career journey: from earning her MBA at Columbia, to her time working at Kraft, Samsung, and American Express, to starting Hero Cosmetics. We discuss why Hero Cosmetics focuses heavily on earned media, including building relationships with publications and influencers to drive brand awareness. To close the show, Ju shares the "game-changing" advice she received that fueled her extremely intentional product development and distribution strategies.

In our last episode of 2022, Conor sits down with one of Glossy's Top Marketers of 2022: Michelle Miller, SVP of Global Marketing at biotech-backed superstar K18 Hair. We start by learning why K18 prioritizes top-of-funnel brand marketing over paid advertising, and Michelle emphasizes the importance of fostering your core community—which, for K18, has always been professional hairstylists. We then hear what qualities Michelle looks for when joining a brand, and the characteristics of good founders, before learning how Michelle recruits her own "team of geniuses." Next, we dive into Michelle's career background and unpack how influencer marketing has evolved since her early days pioneering the space at Too Faced. We discuss K18's approach to TikTok, before switching gears to explore the challenges of hyper-growth. To close the show, we learn what's next for K18, and Michelle gives advice to those looking to achieve similar success.

In today's episode of Earned, we're joined by our first gaming industry guest: Zeena Koda, head of global digital community marketing at gaming powerhouse 2K. With previous experience at renowned companies like Sirius XM Radio, Capitol Records, Atlantic Records, and The North Face, Zeena's expertise spans far beyond the gaming industry. We learn how this broad career experience has influenced Zeena's approach to her current role at 2K, and how she familiarizes herself with different online and offline cultures. We then dive into Zeena's time in the music industry, before unpacking the large-scale impact that TikTok has had on the space. Zeena also discusses the intersection of music and gaming, and shares what attracted her to gaming. Next, we hear which social platforms are most influential in gaming right now, and how 2K chooses which influencers to partner with. To close the show, we learn more about 2K's NextMakers community, and how Zeena balances her multitude of interests.

In Ep. 62 of Earned, CreatorIQ's own Tim Sovay sits down with Meta's Doug Weiss, head of creator commerce at Instagram. We start the episode by learning how Meta has grown and changed over the years, with Doug unpacking the evolution of creators, shoppable content, and content format on Facebook and Instagram. We learn what attracts creators to Instagram, and Doug emphasizes how the platform allows creators to reach an audience and build a community in a way that was previously impossible. We then discuss Instagram's pivot to short-form video content in the form of Reels, before hearing why the platform expanded its model from connecting people to people, to connecting people to content. Next, we explore how the pandemic expedited the rise of e-commerce, and how Meta supported brands in growing their online businesses through shoppable content and ads. Finally, Doug tells us why Meta prioritizes its partnership program with other companies—including CreatorIQ—before closing the show with his predictions for the future of the creator economy, and the role Meta will play in it.