Earned: Unlocking the Power of the Creator Economy 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

In Ep. 124 of Earned, Conor sits down with Courtney Shields, social media icon (with over 1M Instagram followers) and Co-founder of fast-growing beauty brand DIBS. To start, we dive into the ups and the downs of product creation, and learn the story behind two of DIBS Beauty’s most successful product launches. Courtney shares why she needs to feel 100% confident in a product before putting it out in the world, and how that only enhances the excitement of seeing DIBS “in the wild.” With over 10 years of experience in social media and a passion for beauty, Courtney explains how the idea for DIBS Beauty came out of understanding her community’s needs and wanting to create a solution for them. We unpack how Courtney built a loyal fanbase for DIBS Beauty in its early stages by finding people who truly love and use the brand organically, before hearing why the DIBS Beauty team focuses on the entire experience of the product to take the guesswork out of beauty. Next, Courtney reveals the secret to her success co-founding a brand as a creator, and how her personal experiences as a creator have helped inform DIBS Beauty’s influencer marketing strategy. We then dive into Courtney’s life as a creator and hear where her “line” is when it comes to sharing her personal life online. Courtney reveals her “evolve or die” mindset when it comes to ever-changing social media platforms, and how she approaches Instagram versus TikTok. To close the show, Courtney reminds us that what you see on social media is a packaged polished version of people, and that if you don’t like following someone—unfollow them! 
In this episode, you’ll learn: 
How balancing transparency and privacy in personal branding can foster an authentic connection with audiences without compromising personal boundaries.
The importance of evolving content strategies across platforms, like shifting from Instagram to TikTok, to stay relevant and engaged with your community.
The critical role of personal experiences in shaping a brand's narrative and product development, as seen through the creation of DIBS Beauty.
Resources:
Dibs - https://dibsbeauty.com/collections/all
 
Connect with the Guest:
Courtney’s Website - https://courtneyshields.com/
 
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
 

Today not only marks Earned’s 123rd episode, but also its fourth birthday! To celebrate this milestone, Conor sits down with an esteemed guest: Michelle Crossan-Matos, Chief Marketing Officer of retail powerhouse Ulta Beauty. We kick off the episode by diving into what Michelle calls a “fabulous year of results and people.” While Michelle only joined the Ulta Beauty team one year ago, we learn that she’s had over a decade’s worth of experience in the beauty industry. We hear why Michelle believes Ulta has “a responsibility to change consumer’s lives,” before learning how the retailer is shaping beauty as a force for good, for all. Beyond her role as Chief Marketing Officer, Michelle shares that her other job—being a mother of two—is what gives her a bigger sense of purpose, before reflecting on the importance of finding happiness and joy in life—which also happens to be Ulta Beauty’s inherent mission. Switching gears, we discover that not only is Ulta the largest beauty chain in all 50 states with over 1,400 doors, it also boasts the largest loyalty program—with over 42 MILLION members in the U.S. alone. We unpack the challenges of being a multi-brand retailer with over 600 brands, and Michelle shares the advice she gives to brands hoping to earn a spot in Ulta’s doors. To close the show, Michelle talks about her own publishing journey before ending on the concept of energy—which clearly isn’t lacking from anyone in this episode!
In this episode, you’ll learn: 
The power of community engagement in loyalty programs and how community building is essential for driving brand success.
The value of our core fundamental goals as humans to find happiness and joy, which leads into Ulta Beauty’s inherent mission to help people enjoy their lives.
The importance of authentic leadership and how Michelle Crossan-Matos curates her energy to inspire, build confidence, and have fun, contributing to her success as a natural leader.

Resources:
Ulta Beauty - https://www.ulta.com/
 
Connect with the Guest:
Michelle’s LinkedIn - https://www.linkedin.com/in/michellecrossantheweeklycmo
 
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
 
Timestamps:
[2:53] How Michelle and Ulta Beauty are planning on positively impacting the world
[10:57] Challenges Michelle faces while managing Ulta Beauty
[14:58] What encouraged Michelle and Ulta Beauty to start sending out newsletters
[18:47] How Michelle effectively manages and uplifts her team at Ulta Beauty