Earned: Unlocking the Power of the Creator Economy

CreatorIQ
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Earned: Unlocking the Power of the Creator Economy

Welcome to Earned, a podcast by CreatorIQ. In this series, we explore the transformative power of creator marketing by sitting down with the industry leaders who do it best. Tune in to learn the tried-and-true marketing philosophies and strategies behind today’s top brands and agencies, best practices for building impactful communities online and off, and powerful career advice to inspire industry newbies and veterans alike. We hope you enjoy!

  1. HACE 4 DÍAS

    Why Customers Swipe Right on Brands That Share Their Values With Ayal Pascal

    In Ep. 165 of Earned, CreatorIQ CMO Brit Starr sits down with Ayal Pascal, VP of Marketing at Allies of Skin—a skincare brand that has successfully combined high-performance clinical formulations with emotionally charged narratives to revolutionize the beauty industry. To start, we dive into Ayal's journey from working on product development at L'Oreal to the indie brand scene, offering fascinating insights into product development and marketing strategies at different company stages. Ayal emphasizes the importance of direct communication and insights gained from listening to consumers and creators, highlighting how these relationships shape the evolving consumer journey. The discussion also explores the shift from traditional purchase funnels to digital and community-driven interactions, underscoring the significance of maintaining authentic connections with creators in today's social media landscape. We explore insights into Allies of Skin's strategic global expansion and the unique storytelling behind its products, such as the popular Growth Factor Serum. Ayal’s move to Bangkok and his role in positioning the brand in emerging markets is explored, emphasizing the importance of balancing a strong US presence with international growth.   In this episode, you’ll learn: How shared values drive consumer loyalty: Consumers today seek more than just great products. They want to support brands that align with their beliefs and values. The ripple effect of influencer marketing: When one creator shares a product they love, it often spreads through their network, creating organic buzz and credibility. Why community is more powerful than advertising: Brands no longer have sole control over the narrative. Consumers trust their peers and favorite creators to shape their decisions.   Connect with the Guest: Ayal’s LinkedIn - @ayalpascal   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

    34 min

  2. 11 MAR

    How Creators are Driving the Fragrance Boom with Mona Kattan

    In Ep. 164 of Earned, Conor sits down with Mona Kattan, CEO and founder of Kayali Fragrances. To start, Mona shares her transformative journey from a social media skeptic to a celebrated fragrance entrepreneur, highlighting the pivotal moments that shaped her path. We dive into how Mona’s diverse experiences influenced her approach to business, underscoring the significance of authenticity and engaging consumers appropriately. Mona discusses the power of the creator economy, emphasizing how fragrance brands, much like those in fashion and skincare, are harnessing the potential of online communities. Now a separate brand, Mona reflects on the challenges and triumphs of launching Kayali Fragrances under the Huda Beauty umbrella, navigating initial skepticism to achieve significant success by 2021. We explore the impact of fragrance content creators and the unique community Mona has cultivated through Kayali's heart-driven approach. As an indie brand, Kayali's dedication to product excellence and genuine connection sets it apart in the competitive fragrance industry. To close the episode, Mona rounds off the episode with a taste of Dubai's diverse offerings for anyone looking to make a trip! In this episode, you’ll learn: How creators are driving the fragrance boom. Once an overlooked category, fragrance now thrives on social media, where niche creators break down scent notes, share layering techniques, and build followings around specific brands.   Why storytelling is the key to brand loyalty. Scents can’t be experienced digitally, so stories are what capture attention. Brands that weave personal narratives, cultural references, and emotion into their marketing build deeper relationships with their audience. Fragrance is becoming a cultural statement. Just like fashion or skincare, consumers—especially younger generations—use scent to communicate identity, moods, and aesthetics, making it a category that is on the rise.   Connect with the Guest: Mona’s LinkedIn - @monakattan   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

    31 min

  3. 4 MAR

    The Link Between Marketing Momentum & Virality with Terrence Sweeney

    In Ep. 163 of Earned, Conor sits down with Terrence Sweeney, former CMO at Hint—an alternative to soda and sugar beverages. To start, we dive into how momentum can transform a struggling company into a viral success, using compelling examples like the Stanley 1913’s brand revival. Terrence reveals how strategic branding and influencer marketing have elevated Hint's brand recognition to compete with industry giants like Smartwater. Terrence discusses the evolving landscape of marketing, emphasizing podcasting as a unique advertising medium that allows authentic audience engagement. He also shares the role of the media in democratizing influence and highlights the evolution of personal branding in the digital age. We examine how social media has shifted the dynamics from the CEO being the face of a company to more inclusive approaches that integrate multiple voices. Terrence then touches on the innovative potential of AI in marketing, reflecting on its ability to enhance personalized content and consumer connections. Whether you're a seasoned marketing professional or just starting out, Terrence Sweeney's expertise provides valuable guidance for navigating the complex and ever-changing landscape of marketing.   In this episode, you’ll learn: Momentum is a marketer’s best asset, but it’s not always easy to create. While every brand hopes for a viral moment, sustained momentum makes success feel inevitable.  Experimentation is essential, yet many brands hesitate when budgets are tight. Marketers need space to test bold ideas—because the biggest wins often come from unexpected places. Audio marketing remains an untapped advantage. While digital ads fight for attention, podcasts build trust through host endorsements. Influence isn’t just about reach—it’s about impact and resonance. Connect with the Guest: Terrence’s LinkedIn - @terrencesweeney Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

    40 min

  4. 25 FEB

    Innovative Leadership and Emerging Media Trends with Publicis’ Emily Hare and Anna O'Mahony

    In Ep. 162 of Earned, CreatorIQ CMO Brit Starr sits down with Emily Hare, Global Influencer Lead and Anna O'Mahony, Global Lead, Content and Innovation at Publicis. To start, we dive into the transformative landscape of creator marketing and influencer strategies. As we chart the course for 2025, marked by significant agency consolidations and acquisitions, Anna and Emily reveal the pivotal role of creators in redefining brand strategies. The duo highlights the necessity of establishing a "center of excellence" in content creation, merging storytelling with journalism to craft narratives that resonate on both global and local scales. We explore the fusion of technology and creativity and examine how agencies are transitioning into comprehensive technology partners, emphasizing a content-focused approach in influencer marketing. Switching gears, Emily and Anna underscore the importance of understanding audience dynamics and maintaining brand consistency while engaging localized influencers. To close the show, the duo also offers insights into the evolving nature of creator partnerships, stressing fair pricing, long-term relationships, and the significance of dynamic playbooks that adapt to market shifts. In this episode, you’ll learn: The role of creator marketing is shifting, and brands are rethinking how they collaborate. While influencers can do it all, the real question is where they create the most impact.  Agencies are evolving alongside brands, integrating influencer marketing more deeply into media strategies. The industry is seeing more consolidation, technology adoption, and a shift toward content-first approaches—where the value lies in the work itself, not just the creator’s following. Standardizing creator compensation remains a challenge, but brands are getting smarter. With better benchmarks and long-term partnerships, companies are moving toward sustainable, mutually beneficial collaborations. Connect with the Guests: Emily’s LinkedIn - @emily-hare-65600710 Anna’s LinkedIn - @anna-o-mahony-0b740415   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

    36 min

  5. 18 FEB

    The Future of Creator-Led Media and Tech with Jacklyn Dallas

    In Ep. 161 of Earned, CreatorIQ CMO Brit Starr sits down with Jacklyn Dallas, YouTube creator and CEO of Nothing But Tech, entertaining and informative content that both reviews and discusses innovations in the consumer electronics industry. To start, we dive into what inspired Jacklyn to start her YouTube channel at just 13 years old, and how she’s since become a seasoned interviewer of tech industry giants. Jacklyn shares how she turned simple tech tutorials into engaging dialogues with leaders from Rivian and General Motors, highlighting the impact of creator-led media in today's democratized media landscape. We learn the art of building community through interviews, drawing insights from renowned hosts like Sean Evans and Stephen Bartlett. Jacklyn reveals her techniques for crafting engaging interviews, balancing meticulous preparation with the magic of spontaneity. Switching gears, Brit and Jacklyn unpack the realms of AI, health tech, and space advancements, as well as the ethical considerations surrounding safety and privacy. Jacklyn emphasizes the importance of strategic partnerships and the role of creators as tastemakers in this ever-changing landscape. To close the show, Jacklyn reveals some future aspirations and what is coming next for her career. In this episode, you’ll learn: Algorithms may drive short-term visibility, but lasting success comes from loyal supporters. Whether you're building a brand or a business, it’s important to maintain your audience’s trust. How AI is reshaping content creation, allowing creators to be more strategic and efficient. AI speeds up workflows freeing up more time to focus on things that truly matter. The best interviews and discussions happen when you listen actively and adapt to the moment. Preparation is important, but being open to unexpected insights makes for more meaningful connections.   Connect with the Guest: Jacklyn’s LinkedIn - @jacklyn-dallas   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

    32 min

  6. 11 FEB

    Transforming Digital Connections into Real-World Experiences: The Eventbrite Evolution with Jessie Young

    In Ep. 160 of Earned, CreatorIQ CMO Brit Starr sits down with Jessie Young, Director of Brand Marketing at Eventbrite. To start, we dive into Eventbrite's remarkable transformation from a simple ticketing platform to a pivotal partner in fostering genuine human connections. Jessie shares how Eventbrite is countering digital loneliness by bringing online communities to life through unique, niche events—ranging from dill pickle making classes to themed gatherings. We learn about the powerful synergy between creators and live events, and how these gatherings allow creators to authentically express themselves beyond online brand partnerships. Jessie highlights the concept of "collective joy," the shared emotions and memories that live events foster, and how brands can engage authentically with audiences by aligning with creators' stories. Switching gears, Jessie highlights the emergence of "Fourth Spaces" and the cultural shift towards meaningful in-person engagements, especially among Gen Z, supported by Eventbrite’s research. To close the show, Jessie and Brit reinforce the importance of celebrating human connections in our increasingly digital world, inviting listeners to reimagine social spaces and embrace the power of live experiences.  In this episode, you’ll learn: Why in-person events are more valuable than ever, fulfilling a need for human connection that digital spaces can’t replace. How creators play a key role in bridging online and offline communities, using their influence to curate and host events to bring their audiences together.  Why brands have a chance to connect in a more personal way. Instead of just sponsoring events, they can be part of experiences that feel authentic and meaningful to attendees.   Connect with the Guest: Jessie’s LinkedIn - @jessie-young-74343754   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

    27 min

  7. 28 ENE

    158 - Jackie Aina + Denis Asamoah, FORVR Mood

    In Ep. 158 of Earned, Conor sits down with Jackie Aina and Denis Asamoah, co-founders of fragrance brand FORVR Mood. To start, we dive into how the global pandemic became a catalyst for Jackie, a beauty content creator, and Dennis, an investment banker, to combine their passions and areas of expertise, leading to the creation of a brand that sold out six months’ worth of inventory in just two hours. We learn about the journey the couple took from London to LA, balancing personal and professional lives, and thriving as a couple in business. We then discuss their ability to navigate the challenges of content creation and brand building, and they share invaluable lessons on community engagement, managing negativity, and being smart with investments. Switching gears, the couple reveals their goals of reshaping the beauty and fragrance industries and empowering consumers to feel confident and equipped. To close the show, we hear what’s next for the duo and what categories they’re expanding to next. In this episode, you’ll learn: How Jackie and Denis turned their passion for fragrance into FORVR Mood, creating a brand that empowers consumers to build their fragrance wardrobe while breaking traditional barriers in the industry. How setting boundaries and respecting each other’s strengths is crucial for a successful partnership, allowing Jackie to focus on creativity and Denis on operations while preserving their personal relationship. Why creators need to balance authenticity with professionalism, respond to criticism constructively, and stay true to their personal and brand values. Connect with the Guests: Jackie’s Instagram - @jackieaina Denis’ LinkedIn - @denisasamoah   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

    36 min

  8. 21 ENE

    157 - Vasiliki Petrou, Unilever Prestige

    In Ep. 157 of Earned, Conor sits down with Vasiliki Petrou, formerly the CEO of Unilever Prestige. To start, we dive into Vasiliki’s extraordinary journey as a leader in the luxury brand sector. Vasiliki shares how she transformed brand management at Unilever Prestige by nurturing founders as integral co-pilots and aligning brand values with the evolving demands of luxury consumers. Her leadership has not only anticipated market trends but also established enduring value within the high-growth premium segment. We then discuss her ascent from associate brand manager to CEO, the importance of diverse skills and collaborative leadership, and fostering an environment where expertise and friendship thrive. Switching gears, we discuss Vasiliki’s focus on consumer health, longevity, and wellness, identifying promising opportunities for growth. To close the show, Vasiliki advocates for those in power to strive for a passion-driven, human-centric leadership approach that enhances performance and team satisfaction. In this episode, you’ll learn: How Vasiliki embraced the philosophy that founders are the soul of their brands and leverage their passions and visions to build businesses with authenticity and longevity.  How Vasiliki redefined luxury by integrating purpose and social impact. She shares examples of brands like Dermalogica, which is committed to vocational training for skin care therapists, and Tatcha, which supports girls' education, as proof of the long-term value of purpose-driven strategies. The importance of collaboration over competition within brand portfolios. Vasiliki fostered a culture of interdependence among her CEOs, allowing them to share expertise and leverage diverse strengths across technology, creativity, and commercial thinking, ultimately creating exponential value.   Connect with the Guest: Vasiliki’s LinkedIn - @vasilikipetrou 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

    32 min
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    Welcome to Earned, a podcast by CreatorIQ. In this series, we explore the transformative power of creator marketing by sitting down with the industry leaders who do it best. Tune in to learn the tried-and-true marketing philosophies and strategies behind today’s top brands and agencies, best practices for building impactful communities online and off, and powerful career advice to inspire industry newbies and veterans alike. We hope you enjoy!

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