Earned: Unlocking the Power of the Creator Economy CreatorIQ

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
 

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