Earned: Unlocking the Power of the Creator Economy

In Ep. 154 of Earned, CreatorIQ CMO Brit Starr sits down with Ava Donaldson, Senior Marketing Manager of Global Talent and Creators at Google. To start, we dive into Ava's journey of integrating creativity and technology to elevate marketing, particularly focusing on leveraging creator marketing to showcase products like Google Pixel and Android. Ava shares how Google has shifted from traditional marketing tactics to a creator-led approach, emphasizing storytelling and community building on social media. This strategy not only builds trust and awareness, but also crafts emotional connections that influence non-linear consumer purchasing decisions. Ava discusses the global expansion of Google's creative programs, highlighting initiatives like the Super Bowl ad campaign featuring Realtone camera technology. Switching gears, Ava shares how her personal habits power her professional success, like her grounding morning routine and the influence of spirituality and astrology on her work. This episode offers a unique perspective on how Google is navigating the ever-evolving landscape of creator marketing, making it a must-listen for anyone keen on understanding the future of marketing. In this episode, you'll learn: How creator-led marketing approaches are redefining consumer engagement and trust Why integrating creativity with technology has elevated Google's marketing strategy How prioritizing personal values and self care can help balance professional demands Connect with the Guest: Ava's LinkedIn - @avarose Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 153 of Earned, Conor Begley sits down with Ukonwa Ojo, CEO of Zaia Ventures—a company that builds and scales businesses for underrepresented and marginalized communities. To start, we dive into Ukonwa's career as former Global Chief Marketing Officer for major brands like Cody Consumer Beauty, MAC Cosmetics, and Amazon Prime Video. Ukonwa shares how she shifted from the executive suite to establishing her own ventures, fueled by a family legacy of innovation. She introduces us to Zaia Ventures, a holding company that encompasses her unique platform, Zaia, and then Ada & Edith, a fashion brand dedicated to empowering modern women. Ukonwa reveals key themes in authentic creator partnerships, like thinking of creators like friends of your brand rather than an advertising channel. We learn about Ukonwa's mission to create meaningful connections and bridge fragmented communities, demonstrating how fulfilling work can harmonize with personal priorities. To close the show, Ukonwa shares about her love of travel and her goals to continue seeing the world. In this episode, you'll learn: How to embrace entrepreneurial risks that align professional endeavors with personal passions and values How thinking of creators as friends of your brand rather than an advertising channel can lead to more authentic collaborations Why transitioning from corporate roles to entrepreneurship involves embracing risk and adapting to new challenges Connect with the Guest: Ukonwa's LinkedIn - @ukonwa Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 152 of Earned, CreatorIQ CMO Brit Starr sits down with Vivienne Walsh, a marketing strategy consultant who previously led at powerhouse brands such as VISA, Meta, and Uber. To start, we dive into Vivienne's inspiring journey from Ireland to Australia and California, and her strategic roles with industry giants such as McDonald's, Nestlé, and Unilever. Vivienne shares invaluable insights into brand perception and consumer engagement, drawing from her time at Uber during its IPO journey, and her pivotal roles in brand transformation at VISA and Meta. We learn about aligning brand strategies with customer-centric experiences, the critical role of data and insights in driving brand growth, and the art of creator partnerships that breathe life into brand narratives. Vivienne underscores the importance of trust and empowerment for collaborating in the workplace. To close the show, Vivienne shares some of her favorite Irish phrases capturing the essence of personal and professional growth. In this episode, you'll learn: 1. How adaptability and cultural insights are crucial in global brand transformation 2. Why data-driven strategies and consumer-centric approaches significantly influence brand perception and growth 2. How creator partnerships enhance brand narratives by fostering cultural connections, emphasizing trust, and showcasing innovation in branding Connect with the Guest: Vivienne's LinkedIn - @viviennewalsh Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

REPLAY - In Ep. 93 of Earned, We start the episode by digging into this success, and learn about the qualities Doug looks for in a company before joining. Doug emphasizes his interest in companies that are solving real-world problems, and shares his experience working at One Medical during the peak of the pandemic. We then hear about what attracted Doug to Oura, and how the company navigates the tech ecosystem and integrates with tech giant Apple. Next, we dive into Doug's process for crafting Oura's simple yet compelling brand message of "giving every body a voice," and discuss the importance of aligning the company around this message, before hearing how Oura's clear mission has helped in establishing partnerships with companies like Strava, Gucci, Best Buy, and Equinox. We switch gears and learn how Oura facilitates content creation among its "rabid fans" and members by introducing new offerings like Circles and the "Refer a Friend" program, as well as partnerships with athletes and wellness influencers. Doug also explains how the company constantly leverages its member community for beta testing and product development feedback. To close the show, Doug shares why he enjoys taking on advisory roles for other companies outside of Oura, and reveals what kind of startup he'd enjoy leading next. Resources: ŌURA Connect with the Guest: Doug Sweeny's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 151 of Earned, Conor Begley sits down with Shane Heath, Co-Founder & CEO of MUD/WTR—a powerful coffee alternative rooted in wellness. Tackling the cultural norms around caffeine consumption, MUD/WTR has transformed the lives of many with their unique blend of functional mushrooms, cacao, and chai. To start, Shane dives into his career path, beginning as a tech designer and then pivoting to being a brand founder on a quest to redefine wellness on an unconventional path. Shane delves into his story of lifestyle experimentation and business innovation, highlighting how MUD/WTR stands out with its bold branding and human-centered marketing approach. We learn about the brand's mission to challenge societal norms, its strategic expansion into retail, and how authentic collaborations with influencers who resonate with its holistic philosophy are truly beneficial. Switching gears, Shane explains how he envisions MUD/WTR as more than just a product—but a movement aimed at addressing broader societal challenges like caffeine dependency and mental health. To close the show, Shane gives his "hall of fame" book recommendations for the readers out there. In this episode, you'll learn: 1. How co-founder & CEO Shane's journey into wellness and the founding of MUD/WTR reflects a growing trend towards natural health solutions 2. Why MUD/WTR's branding and marketing emphasizes simplicity and authenticity 3. How MUD/WTR has met creators where they're at on their own wellness journeys for real, human content Connect with the Guest: Shane's LinkedIn - @shaneheath Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

On this special episode of Earned, we're sharing Conor Begley's onsite interviews with creator economy experts and speakers at CreatorIQ Connect 2024. To start, Conor and Danessa Myricks dive into how leveraging micro-communities and tailored messaging can drive authentic connections and build brand loyalty. Then, Kim Larson discusses the innovative ways platforms are using new tools to amplify engagement with emerging creators and enhance audience connections. Milani Cosmetics CMO Jeremy Lowenstein emphasizes the importance of aligning influencer voices with brand values to build genuine and impactful partnerships. AT&T Lead Product, Creator Intelligence Emanuel Macias shares how centralizing influencer strategies can maximize ROI, streamline creator partnerships, and enhance brand consistency. With BeatBox's Apphia Castillo, the conversation shifts into why prioritizing creators' unique styles fosters authenticity and connecting with diverse audiences more effectively. Finally, the growing importance of valuing creator engagement and meaningful content over follower count is broken down by Lloyd D'Souza, SVP Global Head of Central Video at Condé Nast. Connect with the Guests: Danessa's LinkedIn - @danessamyricks Kim's LinkedIn - @kimlarson Jeremy's LinkedIn - @jeremylowenstein Emanual's LinkedIn - @emanmacias Apphia's LinkedIn - @phiphibb Lloyd's LinkedIn - @lloydsouza Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 150 of Earned, Conor Begley sits down with Colette Laxton, co-founder The INKEY List, a skincare company centered around knowledge, quality and efficacy, transparency, and equality. To start, Colette shares her inspiring journey from corporate life to becoming a skincare innovator. Launching The INKEY List in 2018 with her partner Mark Curry, Colette embraced a market shift towards transparency and simplicity in skincare, quickly securing a presence in major retailers like Sephora. Central to The INKEY List's triumph is building genuine relationships with creators and consumers. Colette delves into how authenticity and shared values have been pivotal in nurturing these connections, balancing internal efforts with external support. She discusses the challenges of finding team members who excel at fostering these relationships, emphasizing sincerity and continuous engagement as keys to long-term success. Switching gears, we explore Colette's perspective on personal growth, as she reflects on leveraging TikTok's dynamic platform during the pandemic to propel brand success. To close the show, Colette shares about her love of antique items that have had a past and will have a future beyond us. In this episode, you'll learn: How transparency and authenticity are crucial to building a successful skincare brand How early adoption and genuine engagement on platforms like TikTok can significantly boost brand visibility and success How to build meaningful connections internally and externally that aid in navigating the challenges of entrepreneurship Connect with the Guest: Colette's LinkedIn - @colettelaxton Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 149 of Earned, Conor Begley sits down with an experienced data and analytics leader with over 35 years in the marketing analytics field: Doug Jensen. To start, Doug delves into the strategic intricacies of marketing mix models (MMM) and how they address modern challenges like iOS privacy changes. Doug shares his strategies for measuring influencer marketing impact beyond sales, and enhancing brand desirability and consumer engagement. He then emphasizes the importance of nurturing authentic creator relationships and the growing significance of Earned Media Value (EMV) as a key performance metric. Switching gears, we explore the potential of platforms like TikTok Shop and tools like CreatorIQ and Dash Hudson in transforming brand-creator partnerships. To close the show, Doug shares some tips for planning an unforgettable African safari that will have you packing your bag as you listen. In this episode you will learn: The importance of cultivating genuine relationships with creators across various follower levels to ensure successful campaigns Why balancing brand and performance marketing, particularly amidst evolving industry trends, is crucial to overall success Why companies should consider using marketing mix models (MMM) to prove ROI and address modern challenges like iOS privacy changes Connect with the Guest: Doug's LinkedIn: https://www.linkedin.com/in/doug-jensen-7722b11/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 148 of Earned, Conor Begley sits down with Michel Brousset—founder and CEO of Waldencast, a company whose mission is to acquire, accelerate, and scale beloved beauty and wellness brands including Milk Makeup and Obagi. To start, Michel recounts his successful corporate career, from his early days at Procter & Gamble to transitioning to L'Oréal, and shares how this journey inspired him to found his own company, Waldencast, with the hopes of making a meaningful impact in the beauty industry. We discuss the challenges of leaving a stable corporate role to build Michel's own legacy, as well as the strategic approach he took when Waldencast acquired Obagi and Milk Makeup. Michel emphasizes his commitment to fostering a company culture that champions inclusivity, sustainability, and transparency, before diving into his long-term vision for the company, and why he values steady, sustainable growth over short-term spikes and market fluctuations. To close the show, Michel shares some great personal travel and skincare tips (which you're going to want to write down). In this episode, you will learn: Why inclusivity, sustainability, and transparency are vital to building a long-lasting beauty legacy Why long-term, sustainable brand growth is more valuable than short-term spikes and market fluctuations How the strategic acquisition of Obagi and Milk Makeup laid the foundation of Waldencast's growth strategy Resources: Waldencast - https://www.waldencast.com/ Connect with the Guest: Michel's LinkedIn - https://www.linkedin.com/in/michelbrousset/ Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 147 of Earned, Conor Begley sits down with CreatorIQ's newly crowned CMO and creator marketing expert Brit Starr. To start, Brit recounts how a cold call from Conor led her to pivot from traditional brand marketing into the thriving tech world. We discuss the crucial role Brit has since played in growing CreatorIQ from a small startup to an over 300-employee powerhouse, before diving into her passion for influencer marketing and insights into the industry's dynamic landscape. Brit shares her core marketing philosophies, emphasizing value addition, simplicity, and community involvement as essential pillars for building successful brands. Switching gears, Brit discusses the complexities of merging brands, and the importance of clear communication and internal alignment to foster innovation. To close the show, Brit shares her excitement for brand leadership, highlighting the need for empathetic leadership and effective decision-making. Keep an eye out for more of Brit… hint hint! In this episode, you'll learn: Why empathetic leadership and authenticity are pillars of Brit's marketing and leadership philosophies How the influencer marketing landscape has evolved since Brit entered the industry, and where she thinks it's heading next Why managing current objectives while planning for future innovation, fostering internal alignment, and clear communication are keys to effective leadership Connect with the Guest: Brit's LinkedIn: https://www.linkedin.com/in/britmccorquodale Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ