Earned: Unlocking the Power of the Creator Economy

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

In Ep. 162 of Earned, CreatorIQ CMO Brit Starr sits down with Emily Hare, Global Influencer Lead and Anna O'Mahony, Global Lead, Content and Innovation at Publicis. To start, we dive into the transformative landscape of creator marketing and influencer strategies. As we chart the course for 2025, marked by significant agency consolidations and acquisitions, Anna and Emily reveal the pivotal role of creators in redefining brand strategies. The duo highlights the necessity of establishing a "center of excellence" in content creation, merging storytelling with journalism to craft narratives that resonate on both global and local scales. We explore the fusion of technology and creativity and examine how agencies are transitioning into comprehensive technology partners, emphasizing a content-focused approach in influencer marketing. Switching gears, Emily and Anna underscore the importance of understanding audience dynamics and maintaining brand consistency while engaging localized influencers. To close the show, the duo also offers insights into the evolving nature of creator partnerships, stressing fair pricing, long-term relationships, and the significance of dynamic playbooks that adapt to market shifts. In this episode, you'll learn: The role of creator marketing is shifting, and brands are rethinking how they collaborate. While influencers can do it all, the real question is where they create the most impact. Agencies are evolving alongside brands, integrating influencer marketing more deeply into media strategies. The industry is seeing more consolidation, technology adoption, and a shift toward content-first approaches—where the value lies in the work itself, not just the creator's following. Standardizing creator compensation remains a challenge, but brands are getting smarter. With better benchmarks and long-term partnerships, companies are moving toward sustainable, mutually beneficial collaborations. Connect with the Guests: Emily's LinkedIn - @emily-hare-65600710 Anna's LinkedIn - @anna-o-mahony-0b740415 Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 161 of Earned, CreatorIQ CMO Brit Starr sits down with Jacklyn Dallas, YouTube creator and CEO of Nothing But Tech, entertaining and informative content that both reviews and discusses innovations in the consumer electronics industry. To start, we dive into what inspired Jacklyn to start her YouTube channel at just 13 years old, and how she's since become a seasoned interviewer of tech industry giants. Jacklyn shares how she turned simple tech tutorials into engaging dialogues with leaders from Rivian and General Motors, highlighting the impact of creator-led media in today's democratized media landscape. We learn the art of building community through interviews, drawing insights from renowned hosts like Sean Evans and Stephen Bartlett. Jacklyn reveals her techniques for crafting engaging interviews, balancing meticulous preparation with the magic of spontaneity. Switching gears, Brit and Jacklyn unpack the realms of AI, health tech, and space advancements, as well as the ethical considerations surrounding safety and privacy. Jacklyn emphasizes the importance of strategic partnerships and the role of creators as tastemakers in this ever-changing landscape. To close the show, Jacklyn reveals some future aspirations and what is coming next for her career. In this episode, you'll learn: Algorithms may drive short-term visibility, but lasting success comes from loyal supporters. Whether you're building a brand or a business, it's important to maintain your audience's trust. How AI is reshaping content creation, allowing creators to be more strategic and efficient. AI speeds up workflows freeing up more time to focus on things that truly matter. The best interviews and discussions happen when you listen actively and adapt to the moment. Preparation is important, but being open to unexpected insights makes for more meaningful connections. Connect with the Guest: Jacklyn's LinkedIn - @jacklyn-dallas Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 160 of Earned, CreatorIQ CMO Brit Starr sits down with Jessie Young, Director of Brand Marketing at Eventbrite. To start, we dive into Eventbrite's remarkable transformation from a simple ticketing platform to a pivotal partner in fostering genuine human connections. Jessie shares how Eventbrite is countering digital loneliness by bringing online communities to life through unique, niche events—ranging from dill pickle making classes to themed gatherings. We learn about the powerful synergy between creators and live events, and how these gatherings allow creators to authentically express themselves beyond online brand partnerships. Jessie highlights the concept of "collective joy," the shared emotions and memories that live events foster, and how brands can engage authentically with audiences by aligning with creators' stories. Switching gears, Jessie highlights the emergence of "Fourth Spaces" and the cultural shift towards meaningful in-person engagements, especially among Gen Z, supported by Eventbrite's research. To close the show, Jessie and Brit reinforce the importance of celebrating human connections in our increasingly digital world, inviting listeners to reimagine social spaces and embrace the power of live experiences. In this episode, you'll learn: Why in-person events are more valuable than ever, fulfilling a need for human connection that digital spaces can't replace. How creators play a key role in bridging online and offline communities, using their influence to curate and host events to bring their audiences together. Why brands have a chance to connect in a more personal way. Instead of just sponsoring events, they can be part of experiences that feel authentic and meaningful to attendees. Connect with the Guest: Jessie's LinkedIn - @jessie-young-74343754 Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

Jackie Aina, a beauty content creator and co-founder of FORVR Mood, joins forces with Denis Asamoah, an investment banker and co-founder, to discuss their rapid rise in the fragrance industry. They reveal how the pandemic ignited their entrepreneurial journey, leading to impressive sell-outs. Listeners learn about navigating the balance between love and business, setting boundaries, and empowering communities through scent. Jackie and Denis also share insights on authenticity and the importance of personal storytelling in brand building, along with their plans for future expansion.

In Ep. 157 of Earned, Conor sits down with Vasiliki Petrou, formerly the CEO of Unilever Prestige. To start, we dive into Vasiliki's extraordinary journey as a leader in the luxury brand sector. Vasiliki shares how she transformed brand management at Unilever Prestige by nurturing founders as integral co-pilots and aligning brand values with the evolving demands of luxury consumers. Her leadership has not only anticipated market trends but also established enduring value within the high-growth premium segment. We then discuss her ascent from associate brand manager to CEO, the importance of diverse skills and collaborative leadership, and fostering an environment where expertise and friendship thrive. Switching gears, we discuss Vasiliki's focus on consumer health, longevity, and wellness, identifying promising opportunities for growth. To close the show, Vasiliki advocates for those in power to strive for a passion-driven, human-centric leadership approach that enhances performance and team satisfaction. In this episode, you'll learn: How Vasiliki embraced the philosophy that founders are the soul of their brands and leverage their passions and visions to build businesses with authenticity and longevity. How Vasiliki redefined luxury by integrating purpose and social impact. She shares examples of brands like Dermalogica, which is committed to vocational training for skin care therapists, and Tatcha, which supports girls' education, as proof of the long-term value of purpose-driven strategies. The importance of collaboration over competition within brand portfolios. Vasiliki fostered a culture of interdependence among her CEOs, allowing them to share expertise and leverage diverse strengths across technology, creativity, and commercial thinking, ultimately creating exponential value. Connect with the Guest: Vasiliki's LinkedIn - @vasilikipetrou 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. 156 of Earned, CreatorIQ CMO Brit Starr sits down with Shanice Engel, Managing Partner & Director Business Development at oona.agency. To start, we dive into Shanice's transformative journey from the early days of blogging to the vibrant era of Instagram content creation, highlighting the pivotal role of Instagram Stories in the evolution of marketing strategies. Shanice shares the art of crafting genuine connections with influencers and innovative brand partnerships across various lifestyle fields, which propelled her forward. As the youngest partner at her agency, Shanice offers a unique perspective on balancing career success with personal milestones such as starting a family, and how these experiences have enriched her leadership style. Switching gears, we explore the exciting future trends in marketing, including the integration of AI capabilities and the resurgence of offline experiences. This episode captures the essence of personal and professional growth in a rapidly evolving industry, and will leave you inspired by Shanice's journey of empathy, human connection, and relentless pursuit of excellence. In this episode, you'll learn: How offline events are making a comeback, allowing brands to engage their communities in meaningful, real-world ways while amplifying their reach through storytelling and content creation. The role of AI as a transformative tool in influencer marketing, from enhancing creativity and brand safety to helping creators navigate platform algorithms for better engagement. Shanice's reflections on balancing personal milestones with professional achievements. Her journey as a partner at oona is shaped by a commitment to building lasting value, nurturing the next generation of marketing leaders, and maintaining a culture of collaboration and innovation. Connect with the Guest: Shanice's LinkedIn - @shaniceengel Connect with Brit Starr & CreatorIQ: Brit's Linkedin - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

Brands: Here's how you can join LA fire recovery efforts. On this special edition of Earned, beauty brand founder Josie Maran introduces Beauty Together — a fund uniting beauty brands, businesses, and creators to provide direct relief to families and small businesses affected by the ongoing LA fires. Want to get involved? Reach out to relief@josiemaran.com #LA #SupportLA #LosAngeles Connect with the Guest: Josie Maran's Relief Fund - relief@josiemaran.com Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 155 of Earned, Conor sits down with Ahad Khan, the CEO of Kajabi—the creator commerce platform that allows creators to support thriving online businesses. To start, we dive into how Kajabi empowers creators to build and control their businesses beyond social media. Ahad shares how he sees the diverse landscape of the creator economy, likening today's creators to the new wave of small and medium enterprises. He introduces us to some of Kajabi's strategies, including product integrations like Viably that boost community engagement and revenue potential. We then discuss the dual nature of content creation—authoritative and entertaining—and how creators can strategically leverage social media for relationship building rather than just monetization. Switching gears, we unpack Kajabi's commitment to aligning its success with that of its creators, offering tools that facilitate value creation and income generation. To close the show, Ahad sheds light on what community he would build if given the opportunity, and why. In this episode, you'll learn: How Kajabi empowers creators to control their businesses beyond social media Why content should be authoritative or entertaining for successful monetization How the creator economy is a growing force in digital entrepreneurship Connect with the Guest: Ahad's LinkedIn - @ahadrkhan 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: 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 Sichels LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ