Earned: Unlocking the Power of the Creator Economy CreatorIQ

In Ep. 129 of Earned, Conor sits down with Brad Schultz, co-founder and CMO of BeatBox. To start, we dive into how Brad and his high school buddy Justin Fenchel (fellow co-founder and CEO of BeatBox) evolved from teenage business enthusiasts to the masterminds behind a beverage revolution. Brad pulls back the curtain around the pair’s experience on Shark Tank, and we hear how the critical mentorship of Mark Cuban fueled the brand’s trajectory towards innovation and market success. We then discuss the strategic shifts that propelled BeatBox to new heights, like transitioning to eco-conscious Tetra Pak packaging. We explore the complex challenges of the alcohol industry's regulatory landscape and how Beatbox has navigated them with grace. Switching gears, Brad touches on Beatbox’s influencer marketing program and the community-building strategies that have kept the brand top of mind for consumers. To close the show, Brad reveals his favorite BeatBox flavors.
In this episode, you’ll learn: 
How leveraging word-of-mouth marketing, real-life experiences, and influencer partnerships can expand your brand. How strategic product shifts, like transitioning to eco-friendly single-serve packaging, and a strong brand identity centered on community have propelled BeatBox to the top of the alcohol industry.  How BeatBox’s Shark Tank appearance, mentorship from Mark Cuban, and subsequent strategic decisions played pivotal roles in navigating financial hardships and regulatory challenges in the alcohol industry.  
Resources:
Beatbox - https://beatboxbeverages.com/
 
Connect with the Guest:
Brad’s LinkedIn - https://www.linkedin.com/in/bradorbradley/
 
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 this Earned x CreatorIQ Connect Europe session, Conor introduces Kory Marchisotto, CMO of e.l.f. Beauty and President of Keys Soulcare. To start, we dive into what e.l.f. achieved during 2023, and how the brand has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies. Kory shares how e.l.f. has climbed the ranks and caught up with long-tenured beauty brands. We then learn about the ‘e.l.f. Ethos’ of being bold disruptors with kind hearts, which is what guides the team from the C-suite outward. Kory discusses the art of attracting kindred spirits to work with e.l.f., and how these new team members enter the orbit of inspiration. Kory shares how to avoid the “logo slap” when it comes to working with other brands, as well as how to get your whole to be greater than the sum of each brand’s separate parts. To close the keynote, Kory discusses e.l.f.’s efforts to listen while people are speaking, bring diversity into the boardrooms, and equip its team to be agile enough to move at the speed of culture.
In this episode, you will learn:
How e.l.f. has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies How the ‘e.l.f. Ethos’ empowers the entire team to be bold disruptors with kind hearts in an industry that can be ruthless  The five-step formula that Kory calls the “blueprint to success,” which has propelled e.l.f. into the leading spot in EMV for the beauty category  
Resources:
E.L.F Beauty - https://www.elfbeauty.com/
 
Connect with the Guest:
Kory’s LinkedIn - https://www.linkedin.com/in/kory-marchisotto-0b8aa87/
 
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. 128 of Earned, Conor sits down with Deepica Mutyala, founder and CEO of inclusive beauty brand Live Tinted. To start, we dive into how Deepica harnessed her online influence to establish the beauty empire that is Live Tinted. Deepica shares why she created the viral Hue Stick, a product that has won three Allure Best of Beauty Awards since launch, and has helped fill a void in the beauty industry for underrepresented audiences. We then hear about the early days of the influencer landscape, and Deepica reveals the shift from big-name collaborations to partnerships built around genuine affinity. We discuss Deepica’s content creation journey, from being on the Today Show as a beauty expert, to founding her own brand. Deepica recounts pitching Live Tinted to industry titans like Sephora and Ulta, and emphasizes the importance of aligning with partners that share your vision. To close the show, Deepica discusses her quest for fulfillment beyond financial success, and shares how she is still searching for the balance between business achievements and personal life.
In this episode, you will learn:
How entrepreneurship can bring emotional complexity, with challenges such as managing stress and finding fulfillment beyond financial success. The influential power of choosing the right retail partner and the role enthusiasm can play in this symbiotic relationship.  The value of embracing your identity as a content creator and leveraging your unique narrative to distinguish your personal brand in a saturated market.  
Resources:
Live Tinted - https://www.livetinted.com/
 
Connect with the Guest:
Deepica’s LinkedIn - https://www.linkedin.com/in/deepica-mutyala-0a063711/
 
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. 127 of Earned, Conor sits down with Larissa Jensen, SVP and Global Beauty Industry Advisor at Circana. With more than two decades of experience in the beauty industry, Larissa shares how beauty standards have evolved in that time, and the pivotal role social media has played. We explore how the landscape is shifting from traditional department store dominance to a personalized digital marketplace for each consumer, before Larissa reveals the rise of “prejuvenation” trends among the youth. We then discuss the challenges brands face in today’s ever-changing market, and how social media analytics play a crucial role in brand performance. Switching gears, Larissa unpacks how Circana, born from NPD and IRI, provides insight into the connection between online buzz and sales. Larissa then lends her career advice, emphasizing the importance of curiosity and perseverance. To close the show, Larissa emphasizes the importance of finding joy in work—even the hard work! 
In this episode, you’ll learn: 
How focusing on value-driven purchases and understanding the shift in consumer behavior can redefine your brand's path to success. Why staying agile and keeping an ear to the ground for the next social media innovation is key to capturing emergent markets and demographics. How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market. How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market.
 
Resources:
Circana - https://www.circana.com/
 
Connect with the Guest:
Larissa’s LinkedIn - https://www.linkedin.com/in/larissajensen/
 
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. 126 of Earned, Conor sits down (again!) with Ashton Wall, co-founder of GateMaker Community and expert in all things creator economy. To start, we dive into how Ashton achieved her dream of owning her own B2B company, GateMaker Community—a brand-focused, performance-driven earned media agency built around the power of community. Ashton shares GateMaker’s greatest strength as a marketing agency, and how they’ve bridged the gap between the agency and brand teams. We then learn about Ashton’s partnership with her co-founder and “operational genius” Amelia Soohoo. Ashton reveals the biggest mistakes that brands make in their creator marketing programs,  as well as the strategies she’s seen lead to success. We explore how brands are shifting their product development processes, and Ashton shares why she believes creator marketing should be everybody’s job—from finance to engineering. Switching gears, Ashton shares what it was like to build a business from the ground up, and why she recruits younger professionals to her team. To close the show, Ashton lends us some career advice, before revealing why she decided to move to Paris. 
In this episode, you’ll learn: 
Why you should invest in long-term influencer partnerships over one-off content bursts to power sustainable brand growth. How to build a strategic budget for influencer marketing that balances gifting, events, and paid partnerships to maximize impact. Why a "human-first" philosophy in business translates to powerful influencer engagements and authentic brand narratives. Resources:
GateMaker Community - https://gatemakercommunity.com/
 
Connect with the Guest:
Ashton’s LinkedIn - https://www.linkedin.com/in/ashton-wall-marketing/
 
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. 125 of Earned, Conor sits down with Jackie Pimentel, Senior Director of Creators and Threads at trillion-dollar social networking conglomerate Meta. To start, we dive into the origin story of Facebook, and learn how our previously fragmented world has become increasingly more connected. Jackie shares why Meta keeps  users at the center of everything they do, and how that contributes to a constantly evolving platform. We then pivot to Reels, and Jackie reveals that they’ve grown to over two billion views per day. We dive into Meta’s newest platform—Threads—and hear how the team incorporated “FOMO” into the launch strategy. Jackie reveals the secrets to a successful product launch, and we discuss the diverse and vibrant communities that have grown within each of Meta’s platforms. We then explore Jackie’s own publishing journey, and hear how she found her authentic voice, before she praises creators for everything they do. To close the show, Jackie shares how she strives to live a balanced life as a leader and a mother.
In this episode, you’ll learn: 
How strategically balancing technology and human insight propelled the growth and evolution of Meta's product suite.
How Meta leverages community feedback to drive successful product launches and increase user engagement.
Why Meta encourages its users to embrace their humanness and share their authentic selves on social platforms.
 
Resources:
Meta - https://about.meta.com/
 
Connect with the Guest:
Jackie’s LinkedIn - https://www.linkedin.com/in/jackie-pim/
 
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