Building and Branding with Influencer Marketing with Robyn Nissim, Social Proof Agency - 325

May 30, 2025

Join Robyn Nissim, a social media advisor who pioneered Ulta’s first influencer program and led social media at Alo and Anastasia Beverly Hills, as she dives into the evolution of influencer marketing. Discover how to choose the right influencers and ensure brand alignment to avoid disaster. Robyn discusses the challenges brands face today and the importance of building meaningful relationships with creators. Plus, learn why consumers trust influencers more than traditional ads and the nuanced role of paid media in campaigns.

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ANECDOTE

Robyn’s Influencer Marketing Journey

Robyn Nissim started in traditional advertising but saw she and her peers consumed media mostly via social.
She built Ulta's first influencer program, growing it rapidly, then led social at brands like Aloe Yoga and Anastasia Beverly Hills.

INSIGHT

Influencer Marketing Evolution

Influencer marketing in 2015 was the wild west, with fewer influencers and simpler metrics.
Today, the creator economy is crowded and noisy, requiring more strategic and data-driven approaches.

ADVICE

Best Start for Influencer Program

Start by leveraging your existing social community for influencer advocates.
Test and measure creators over several weeks or months for impact before scaling partnerships.

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Think about everything that’s changed in social since 2015. If you make a list, influencer marketing would be pretty high on it.

This episode’s guest, Robyn Nissim, has seen the influencer marketing space grow since then. From building Ulta’s first influencer program to working as the Head of Social Media at brands like Alo and Anastasia Beverly Hills, it’s all about connection. Who is your influencer connecting with? Where would you like to drive them to? Who is the IT girl of the moment, and could we possibly work together? It’s all about working with what you have, your budget, and optimizing from there.

And, a large part of influencer marketing is alignment. It’s more than just showing a fitness influencer wearing a matching set: you have to look at the content they’ve already posted and if it aligns with your mission. If not, you could set yourself up for disaster.

Plus, what’s the best way to build an influencer campaign? There is no right way, according to Robyn. What role does paid media have? Turns out, it can be a gamble. While it's a pay-to-play entity, it can’t guarantee lifetime value or even purchases from your ICP.

If you’re a marketer who wants to learn more about the inner workings of influencer marketing, this is the episode for you.

Let’s face it—consumers don’t trust ads, but they do trust their favorite creator, that go-to review site, or a friend’s recommendation. That’s where impact.com comes in. As the leading partnership management platform, impact.com helps brands turn creators, affiliates, and even loyal customers into powerful growth channels. Because in today’s world, the real buyer’s journey isn’t a funnel—it’s a group chat. Visit impact.com/millennial and take your marketing to the next level!

Follow Robyn:

LinkedIn: https://www.linkedin.com/in/rnissim/

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com