Earned: Unlocking the Power of the Creator Economy

In Ep. 139 of Earned, Conor sits down with Jenna Habayeb, CMO of trendy, washable rug brand Ruggable. To start, Jenna unpacks how she transitioned from a career in the beauty industry with Ipsy to the innovative world of home decor at Ruggable. We discuss the complexities and differences when it comes to marketing home decor compared to beauty products, including the role of creators and the logistical challenges of photo shoots. Jenna then emphasizes the importance of blending performance marketing with brand building, and shares her favorite strategies for driving community engagement and growth through  PR, social media, influencers, and experiential marketing Next, we explore Ruggable's strategic collaborations with popular brands like Bridgerton and Pantone, and hear how the company swiftly responds to cultural trends (like launching products inspired by Beyonce's album release). To close the show, Jenna shares her take on the evolving role of a CMO, highlighting the importance of a full-funnel marketing approach, diversification of channels, and potential retail expansions. In this episode, you will learn: Why blending performance marketing with brand building is vital to Ruggable’s success  The importance of agility in modern marketing and adapting to current trends How product satisfaction, unique value, and retail expansion helps Ruggable maintain its customer base Resources: Ruggable - https://ruggable.com/   Connect with the Guest: Jenna’s LinkedIn - https://linkedin.com/in/jennahabayeb/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ's LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In this week’s special double episode of Earned, we hear from both David Jones, founder and CEO of the Brandtech Group, and Heather Kehrberg, Director of Amazon Ads Creative Studios.  To start, David Jones discusses the transformative impact of generative AI on the marketing and advertising industries. From founding the BrandTech Group in 2015 to achieving monumental growth, David shares how strategic investments, including in AI, drove the company's success. We unpack David’s experience pioneering AI chatbots, digital twins, and acquiring generative AI platform Pencil. We then dive into the shift from traditional advertising to AI-driven content creation, offering insights and career advice for aspiring professionals in a rapidly evolving landscape. We then pivot to our own Chris Curtis’ conversation with Amazon's Heather Kehrberg, which explores the power of creator marketing and brand storytelling. Heather reveals the strategic integration of video content and creator partnerships into Amazon's ad campaigns, and emphasizes the importance of authenticity to drive success. We close the show by unpacking CreatorIQ’s robust relationship with Amazon, and offer a forward-looking perspective on the evolving landscape of advertising and community building.  In David's episode you will learn:  1. How generative AI and machine-generated content have been instrumental in BrandTech Group's success 2. How the shift from traditional TV advertising to social, and now Gen AI, is democratizing content creation 3. Why early investments in trends like AI chatbots can propel your company forward and how these risks can pay off  In Heather's episode you will learn:  1. Why video content and authentic storytelling are essential for consumer engagement and brand loyalty 2. How nostalgic and relatable campaigns, like McDonald's adult Happy Meal and Mars' M&M characters, effectively connect with diverse audiences. 3. How future advertising trends will emphasize the creator economy by integrating creator content into broader marketing strategies. Resources: The BrandTech Group - https://thebrandtechgroup.com/ Amazon - https://www.amazon.com/   Connect with the Guest(s): David’s LinkedIn - https://www.linkedin.com/in/davidjonesoyw/ Heather’s LinkedIn - https://www.linkedin.com/in/heatherkehrberg/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In Ep. 137 of Earned, Conor sits down with Chris Harrington, the newly appointed CEO of CreatorIQ, for an in-depth conversation about his remarkable journey and strategic vision for the influencer marketing industry. Chris opens up about his rigorous evaluation process, CreatorIQ’s growth potential and alignment with his strategic vision. Drawing on personal experiences, including his wife Angie's successful influencer career and his daughter Jessa’s creation of a $15M clothing brand through social media, Chris underscores the critical role of authenticity in creator marketing. He shares valuable insights on personal branding, emphasizing the importance of a unique voice and trustworthy engagement for influencers. We also explore his professional background, including pivotal strategic decisions made during his tenure at Omniture, where real-time analytics and creative competitive strategies were key to success. Chris further delves into the complexities and triumphs of unifying corporate data at Domo, shedding light on the challenges of raising funds and engaging industry giants. Read our Q&A with Chris here!  In this episode, you’ll learn:  1. The significance of strategic vision, resilience, and collaboration among brands, agencies, social networks in the creator economy  2. Why personal branding and maintaining a unique voice in influencer marketing is critical to success  3. How Chris meticulously evaluated over 22 companies before choosing CreatorIQ for its robust industry potential and alignment with his vision.   Resources: CreatorIQ - https://www.creatoriq.com/   Connect with the Guest: Chris’s LinkedIn - https://www.linkedin.com/in/cch360/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In Ep. 136 of Earned, Conor sits down with Noella Gabriel, co-founder and global president of ELEMIS—the UK-based skincare line with beloved, collagen-powered products that helped the brand achieve an 87% YoY EMV growth.  To start, we dive into Noella’s early years which were marked by an intense focus on voice training, and learn how this period of her life instilled a profound understanding of the connection between breath, body, and skin health—a philosophy that would later become a cornerstone of ELEMIS’ ethos. Noella recounts the pivotal moments, including a life-changing call from Linda Steiner, that sparked the birth of ELEMIS, and her enduring passion for essential oils and skin wellness. Next, Noella shares an insider's view of the innovative strategies that propelled ELEMIS to global success. We then discuss the brand’s digital innovation and global expansion, highlighting the strategic merger with L'Occitane. To close the show, Noella shares how she finds balance in everyday life through her love of music and being a mother. In this episode, you'll learn: 1. How Noella’s passion for essential oils and holistic wellness formed the foundation of ELEMIS’ philosophy, emphasizing that today's choices impact tomorrow's skin 2. Why long-term thinking and community-driven development are important in navigating challenges and sustaining brand growth 3. How strategic decisions facilitated ELEMIS’ global expansion   Resources: ELEMIS. - https://www.elemis.com/   Connect with the Guest: Noella’s LinkedIn - https://www.linkedin.com/in/noella-gabriel   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

Recorded live from the Cannes Lions International Festival of Creativity, this week’s guest host Chris Curtis, Global Head of Strategic Accounts at CreatorIQ, sits down with Julie Haleluk, Global Head of Growth for Amazon Shopping Videos. To start, we dive into the transformative world of shoppable video content and its impact on digital marketing. Julie shares her professional journey from agency work to influential roles at DirectTV and AT&T, which eventually led her to Amazon. Next, Julie offers insight into how her diverse career background fuels her innovative approach to content development, marketing, and product management. We then discuss how Amazon has been a pioneer in shoppable video, with the rapid growth of Amazon Live, the introduction of the Amazon Live Fast channel, and its revolutionary Shop the Show technology. We explore the critical role of measurement in this evolving field, and unpack compelling case studies that highlight the potential for future growth within the Amazon ecosystem. To close the show, Julie shares her passion for future planning and being on the cutting edge of what's coming next.  In this episode, you’ll learn: 1. How empathy fosters effective collaboration and innovation in digital marketing.  2. Why Amazon has made significant strides in integrating shoppable video content to create new opportunities for brands and consumers. 3. How Amazon's focus on metrics like new-to-brand sales and the halo effect of creator content highlights the evolving landscape of digital marketing.    Resources: Amazon Shopping Videos - https://www.aboutamazon.com/   Connect with the Guest: Julie’s LinkedIn - https://www.linkedin.com/in/juliehaleluk/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 134 of Earned, Conor sits down with Gregory Galant, co-founder and CEO of innovative PR-software company Muck Rack and The Shorty Awards—the first award show to honor digital and social media content. To start, we dive into Greg’s early adventures in podcasting before unpacking his role in reshaping the public relations landscape. Greg shares how his experience interviewing social media pioneers influenced his engagement with emerging platforms, leading to the viral success of the Shorty Awards and the inception of Muck Rack. Next, Greg explains how Muck Rack evolved from a free service for journalists into a comprehensive SaaS platform that revolutionized PR as the first-ever CRM for PR teams. We then discuss the intricacies of PR measurement, the importance of customer feedback, and the transformative potential of AI in the industry. To close the show, Greg shares what motivates him and how he finds fulfillment in creating tools that help professionals excel.   In this episode, you’ll learn:  How Muck Rack's media database and coverage reporting help prove the value and impact of PR. How Muck Rack transformed the industry by creating the first-ever CRM for PR teams. How early adoption can lead to innovative platforms that meet evolving industry needs—like the Shorty Awards.   Resources: Muck Rack - https://muckrack.com/   Connect with the Guest: Gregory’s LinkedIn - https://www.linkedin.com/in/galant/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

Neahle Jones, VP of US Consumer Engagement at L'Oréal, discusses how the brand shifted from traditional to creator-driven marketing, building authentic connections with consumers. She shares insights on managing global brands, working with enthusiastic creators, and balancing career with personal goals.

In Ep. 132 of Earned, Conor sits down with Kim Larson, Global Managing Director & Head of YouTube Creators. To start, we dive into Kim’s career at Jamba Juice and Google, which helped shape her interest in diverse global markets and growing niche communities. We pivot to YouTube, and Kim explains how the platform’s monetization strategies empower creators to earn an income outside of brand deals. We also discuss YouTube’s dedicated support systems for gaming content, and the rise of watching YouTube content on TV. Next, Kim reveals how generative AI is revolutionizing content creation, with tools like thumbnail A-B testing and Project Lantern, before offering a sneak peek into YouTube's innovative features like Dream Screen and Dream Track. We then hear how YouTube’s community and partner managers provide personalized support to creators at every stage of their journey. To close the show, Kim talks about motherhood, and shares the joys and challenges of raising multilingual children.   In this episode you will learn: The different support models that YouTube offers to its creators across verticals.  How YouTube is investing in AI tools for content creation and why the platform is prioritizing longer, high-quality videos. The monetization strategies that empower creators to earn money outside of typical brand deals.   Resources: YouTube - https://www.youtube.com/   Connect with the Guest: Kim’s LinkedIn - https://www.linkedin.com/in/kim-larson-304486/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In Ep. 131 of Earned, Conor sits down with Bridget Dolan, Managing Director of the YouTube Shopping division. To start, we explore how the creator economy has evolved on YouTube and unpack its significant influence on e-commerce. Bridget explains how creators, viewers, and brands are entwined in a symbiotic relationship that's reshaping retail through authentic content and seamless shopping experiences. We then dive into YouTube's innovative shopping features, including an affiliate program that fosters partnerships between over 50,000 creators and leading brands. Next, we discuss distinct consumer behaviors and trends—like Korea's live shopping craze and Brazil's unique market—and Bridget shares how cultural differences impact consumers’ shopping habits. Switching gears, Bridget reflects on her time at Sephora and reveals why she decided to join YouTube. To close the show, Bridget emphasizes the importance of authentic creator partnerships and their impact in building an audience and driving sales.   Tune in to learn how: Trust & Authenticity Drive Success: YouTube's affiliate program connects 50,000+ creators with top brands, fostering genuine relationships that encourage viewers to shop with confidence. Cultural Nuances Shape Shopping: From Korea's live shopping craze to Brazil's unique consumer habits, understanding regional differences is crucial for global e-commerce growth. The Future is Shoppable Content: With strategies like QR codes for TV shopping and data on creators driving sales, YouTube is at the forefront of merging entertainment with online shopping. Resources: YouTube - https://www.youtube.com/   Connect with the Guest: Bridget’s LinkedIn - https://www.linkedin.com/in/bridgetdolan/   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

In Ep. 130 of Earned, Conor sits down with Peter Thomas Roth—founder and CEO of his beloved, namesake skincare brand, Peter Thomas Roth. To start, we dive into how Peter’s problem-solving formulas for acne and anti-aging have propelled his products to top-shelf status. Peter then walks us through his brand's evolution and shares how he leverages social media to fuel growth. Next, Peter pulls back the curtain and reveals how he manages production costs and inventory, as well as why he chooses to remain an independent company.  To close the show, we discuss the challenges of navigating the retail landscape, and Peter shares his strategies for marrying the art of skincare with the science of business. In this episode, you’ll learn:  How PTR’s commitment to high-quality product development has been key to the brand's success Why a strategic approach to brand placement, inventory management, and production costs is essential in navigating the luxury skincare market. How viral social media moments can significantly impact sales, and why brands must have the operational agility to handle sudden surges in demand.   Resources: Peter Thomas Ross - https://www.peterthomasroth.com/   Connect with the Guest: Peter’s LinkedIn - https://www.linkedin.com/company/peter-thomas-roth-clinical-skin-care/   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