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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 demandsConnect 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
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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 challengesConnect 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
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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 brandingConnect 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
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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:
ŌURAConnect with the Guest:
Doug Sweeny’s LinkedInConnect with Conor Begley & CreatorIQ:
Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriqFollow 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
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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
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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
Colette’s LinkedIn - @colettelaxton
Connect with the Guest:
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
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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 changesConnect 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
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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
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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 leadershipConnect 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
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In Ep. 146 of Earned, Conor Begley sits down with Jim Louderback—editor and CEO of “Inside The Creator Economy” Newsletter. To start, we dive into Jim's remarkable career spanning from management consulting to leading iconic media entities like PCMag, VidCon, and Revision3, and Jim shares invaluable insights for anyone navigating the media landscape. Jim then reveals his secret sauce to maintaining authenticity, creating compelling content, and leveraging AI tools such as ChatGPT to enhance the creative process. Next, we hear Jim’s innovative approach to event planning, emphasizing the importance of the attendee journey and creating lasting impressions. Switching gears, Jim highlights the increasing significance of digital creators and the transformative potential of AI tools like DALL-E and Midjourney. Jim explains how these technologies can democratize content creation, allowing a broader, global audience to share their stories online. We discuss how platforms like CreatorIQ are incredibly helpful for managing and scaling influencer marketing programs and underscore the importance of community and engagement in today's media environment. To close the show, Jim shares his passions outside of writing, which include technology reviews, as well as helping older generations travel as smoothly as they did in their younger years.
In this episode, you will learn:
1. Why staying true to one's passions and authenticity in content creation is vital to success
2. How AI tools can actually enhance creativity and significantly improve the content creation process
3. Why innovative event design, from pairing unexpected speakers to enhancing attendee experiences, is key to curating memorable experiencesResources:
Inside the Creator Economy - http://louderback.com/
Connect with the Guest:
Jim’s LinkedIn - https://www.linkedin.com/in/jlouderb/
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
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In Ep. 145 of Earned, Conor Begley sits down with Vandana Tandon—Chief Brand Marketing Officer of global retail conglomerate L'Occitane Group. To start, Vandana pulls back the curtain on L'Occitane's social transformation—from having a minimal social media presence to becoming a power player in the beauty industry. We dive into L'Occitane's strategic adoption of Instagram and TikTok, and hear how fostering relationships with influencers and content creators has helped the company build word-of-mouth and authentically resonate with new generations of consumers. Next, Vandana discusses how large-scale marketing events and the synergy between organic social and paid ads have significantly boosted product interest and ad performance. She also emphasizes the importance of cultivating a cohesive team culture built on respect and understanding, and shares her strategies for managing teams across the globe. To close the show, Vandana reflects on her personal career journey, and highlights the importance of patience, continuous learning, and building a complementary leadership team.
In this episode you will learn:
1. How L'Occitane has transformed into a social media powerhouse under Vandana's leadership, focusing on Instagram, TikTok, and creator partnerships.
2. Why building a cohesive team culture and global-local synergy have been key to brand success.
3. Vandana's career insights on patience, continuous learning, and how to assemble a complementary team for marketing leadership.Resources:
L'OCCITANE Group - https://group.loccitane.com/
Connect with the Guest:
Vandana’s LinkedIn - https://www.linkedin.com/in/vandanatandon/
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
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In Ep. 144 of Earned, Conor Begley sits down with RJ Larese—VP of Talent & Influencer Marketing at entertainment powerhouse, Paramount, overseeing strategy for Paramount+, Nickelodeon, and Awesomeness. With over 14k followers on LinkedIn, RJ is also a thought leader in the creator economy. To start, RJ reveals his tried-and-true strategies for integrating creators into the brand ecosystem, redefining how traditional media competes with social media and gaming platforms for the attention of Gen Z and Gen Alpha. RJ explains how creators have become the heartbeat of modern media, from voicing animated characters to creating bespoke experiences at the Kids' Choice Awards. Next, we dive into RJ’s career journey, from getting his start in reality TV casting to climbing up to corporate leadership. RJ emphasizes the importance of a positive workplace culture and balancing hard work with leisure. To close the show, RJ shares his most transformative life lessons, including how his near-death experience reinforced the importance of a harmonious work-life balance.
In this episode, you will learn:
1. How integrating creators authentically into media can drive engagement and capture younger audiences
2. Why embracing creators as modern celebrities is crucial for media relevance
3. How work-life balance and positive workplace culture are essential for sustained success in entertainmentResources:
Paramount - https://www.paramount.com/
Connect with the Guest:
RJ’s LinkedIn - https://www.linkedin.com/in/rjlarese/
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
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In Ep. 143 of Earned, Conor Begley sits down with Monica Khan—former Executive Vice President of Creator Experience at Spotter, whose mission is to empower YouTube creators to accelerate their business and achieve creative freedom with transformative capital, innovative AI productivity software, expert knowledge, and a supportive community.To start, Monica takes us through her fascinating journey from the financial corridors of Wall Street to becoming a pivotal force in the digital media landscape, particularly at renowned companies like IGN Entertainment, YouTube, Facebook, and Spotter. Monica shares insights on how branded content partnerships can elevate creators' careers beyond traditional AdSense earnings. We hear about the monetization strategies across YouTube and Meta, and learn how each platform supports creators' revenue streams differently. Monica shares her expert views on the transition from transactional to relationship-based interactions, the crucial role of data and AI in content creation, and the emergence of new companies tackling the industry's evolving challenges. To close the show, we explore the rise of creator-led brands, using success stories like MrBeast and Preston Arsement to illustrate how creators are expanding their businesses while staying true to their creative roots.
In this episode, you’ll learn:
1. How Monica Khan's transition from Wall Street to YouTube illustrates the evolution of the creator economy.
2. How differing monetization strategies between YouTube and Meta impact creators' revenue streams.
3. How the rise of creator-led brands emphasizes the importance of authentic connections and community-driven marketing.Connect with the Guest:
Monica’s LinkedIn - https://www.linkedin.com/in/monicakhan/
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
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In Ep. 142 of Earned, Conor Begley sits down with Chris Chesebro— Chief Digital Officer at Wella Company, an innovative global leader in the beauty industry with a portfolio of winning professional and retail hair, nails, and beauty tech brands. To start, we delve into the seismic shifts occurring in the beauty industry through digital innovation. Chris shares how his team harmonizes digital marketing strategies with MarTech and AdTech solutions to build beloved consumer brands while catering to diverse, country-specific needs. We hear how transitioning from a B2B to a B2B2C model and implementing innovative strategies on platforms like Amazon and Ulta have driven significant growth for Wella. Chris also emphasizes the importance of upskilling staff in digital tools like Google Analytics and Adobe Analytics. Switching gears, we dive into the vital role of social media in cultivating relationships within the professional hairdressing and nail art industry, and hear how Wella leverages affiliate partnerships and celebrates individual excellence. To close the show, Chris opens up about challenges and triumphs of navigating corporate spin-outs and digital transformations, before leaving us with his passions for cooking and wine.
Tune in to learn:
1. How transitioning from a B2B to a B2B2C model and implementing innovative strategies on platforms like Amazon and Ulta have driven significant growth for Wella
2. Why Wella prioritizes building strong relationships with hair and nail professionals through affiliate partnerships
3. How Wella’s corporate spin-out from COTY led to innovative brand building and future-focused growth.Resources:
MMA Global - https://www.mmaglobal.com/
Connect with the Guest:
Chris’s LinkedIn - https://www.linkedin.com/in/chrischesebro/?originalSubdomain=fr
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
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REPLAY - In Ep. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers at time of recording, now 312 MILLION): 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:
1. The keys to creating a successful piece of content
2. The importance of catchy video titles and thumbnails for viewer acquisition
3. How MrBeast grew a following of 213 million subscribers (and counting!)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
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In Ep. 141 of Earned, Conor Begley sits down with Anastasia Soare, founder and CEO of iconic beauty powerhouse, Anastasia Beverly Hills. To start, we discuss Anastasia’s journey from arriving in the U.S. in 1989 without knowing English, to transforming her passion for beauty into a billion-dollar empire. Anastasia shares the remarkable story behind building ABH from scratch, highlighting the importance of resilience, hard work, and family bonds. An influencer marketing pioneer in the early days of social media, Anastasia reveals how ABH’s authenticity and digital savvy fostered a loyal community of fans that took the brand—and consumers’ brows—to new heights. Switching gears, we dive into Anastasia’s artistic background, and she pulls back the curtain on how principles of light, shadow, and proportion from her art school days have influenced her makeup techniques, before emphasizing the brand’s commitment to solving customer problems with innovative products. To close the show, Anastasia shares her tips for managing a global enterprise while staying true to your brand’s core values.
In this episode, you will learn:
1. How Anastasia Soare’s resilience, passion, and visionary strategies propelled her journey from immigrant to beauty mogul
2. Why organic community building played a crucial role in Anastasia Beverly Hills' runaway success
3. How artistic principles and innovative problem-solving have kept ABH at the forefront of the beauty industryResources:
Anastasia Beverly Hills - https://www.anastasiabeverlyhills.com/
Connect with the Guest:
Anastasia’s LinkedIn - https://www.linkedin.com/in/anastasia-soare-337806125/
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
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In Ep. 140 of Earned, Conor sits down with Paul Jauregui, co-founder of viral makeup brush brand BK Beauty. To start, Paul unpacks the remarkable journey of building a successful beauty brand with his wife, professional makeup artist and YouTube sensation Lisa J, from her early days as a makeup artist at MAC Cosmetics, to building a community of over 300k subscribers on YouTube. Next, we dive into the intricacies of social commerce, exploring how BK Beauty harnesses the power of TikTok, YouTube, and Shopify to streamline processes and cultivate authentic relationships with creators. Paul explains his strategic decision to build in-house distribution, and how it has been pivotal in scaling their operations. We then explore the critical role of influencer partnerships in e-commerce, and discuss the important balance between paid acquisition and organic growth. Paul also emphasizes the importance of maintaining brand integrity and positive values, and sheds light on BK Beauty's collaboration with the Kindness Campaign. To close the show, we take a look at the brand’s exciting upcoming events and collaborations, so keep an eye out!
In this episode, you’ll learn:
How integrated, closed-loop systems can skyrocket social commerce growth on platforms like TikTok and YouTube
Why BK Beauty chose to remain DTC in order to maintain operational control, efficiency, and authentic storytelling
Why building genuine influencer relationships and balancing paid and organic strategies have been crucial for BK Beauty’s e-commerce expansion
Resources:
BK Beauty - https://www.bkbeauty.com/
Connect with the Guest:
Paul’s LinkedIn - https://www.linkedin.com/in/myover/
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
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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 baseResources:
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
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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 offIn 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
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