123 episodes

Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!

Earned: Unlocking the Power of the Creator Economy Conor Begley

    • Business
    • 4.8 • 20 Ratings

Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!

    117 - Taylor Lorenz, The Washington Post

    117 - Taylor Lorenz, The Washington Post

    In Ep. 117 of Earned, Conor sits down with Taylor Lorenz, Technology Columnist at The Washington Post, and author of “Extremely Online: The Untold Story of Fame, Influence, and Power on the Internet.” We start the episode with an excerpt from Taylor’s recent essay in Marie Claire, and hear how she deals with the hate and harassment that runs rampant on the internet. Taylor explains what attracted her to journalism and why she’s a “techno-optimist,” before sharing which indie social platforms she’s into. Next, Conor asks Taylor how social media platforms could have a more positive impact on society, and Taylor shares why she believes more in data privacy than regulation. We switch gears and learn about Taylor’s career in journalism, diving into her experiences writing for The Atlantic and The New York Times before joining The Post. Taylor reveals why she believes more journalists should get out of the traditional media structure and build up their own independent, personal brands, before sharing her thoughts on how AI will impact the publishing industry. We then talk about Taylor’s experience as a creator in her own right, and how she grew her own large following by breaking impactful stories. To close the show, we hear about the genesis of Taylor’s book, and what she learned during the writing process, before she reveals the biggest misconception people have about her.
     
    Resources:
    The Washington Post - https://www.washingtonpost.com/
     Connect with the Guest:
    Taylor’s LinkedIn - https://www.linkedin.com/in/taylorlorenz/
     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

    • 34 min
    116 - Lucia Ruehlemann, SAIE

    116 - Lucia Ruehlemann, SAIE

    In our 116th episode of Earned, Conor sits down with Lucia Ruehlemann, President of Saie—a clean makeup brand that prioritizes superhero ingredients and high-performance outcomes, all while maintaining sustainable packaging and products. To start, we dive into Lucia’s decade of experience building successful indie brands such as Fresh and Drunk Elephant. Unlocking what makes Lucia who she is, we learn how she balances her family of six, and finds joy through the evolving situation that she calls “controlled chaos.” Lucia credits her children with reverse mentoring her, and shares insights on what’s culturally relevant to younger generations. Next, we explore how Lucia brings the same idea—creating love beyond reason—from her family to the brand she’s working on. Lucia shares with us how her family has processed the tragic loss of her eldest son, Jeremy, and turned it into core lessons that can be applied to everyone’s lives. While unpacking Lucia’s personal relationships, she shares that you’re “in it together” with the people you work with, and that having deep respect and admiration can help people through tough times and conversations. We learn about how the beauty industry is relationship-based, and how mission-critical it can be to chase core business, rather than viral moments. By tapping into creators who have a genuine love and affinity for your brand, Lucia emphasizes that these are the individuals who can truly share your brand story. Lucia then describes her experience working at powerhouse beauty conglomerates LVMH and Estée Lauder, which she characterizes as best in class, and shares how they equipped her with an edge that allowed her to be more effective at indie brands. To close the show, Lucia shares her goals of learning to live well, re-focusing on gratitude and mindfulness, and staying playful. 
    In this episode, you will learn: 
    How naturally building brand love and advocacy can set the stage for organic viral marketing moments.
    Why maintaining a product-first approach in marketing, coupled with creative and intimate gifting strategies, can lead to success.
    How genuine relationships with retailers like Sephora can enhance collaboration throughout the brand building process. 
    Resources:
    SAIE - https://saiehello.com/
    Connect with the Guest:
    Lucia’s LinkedIn - https://www.linkedin.com/in/lucia-lucy-perdomo-ruehlemann-4273397/
    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
     

    • 34 min
    115 - Rea Ann Silva, Beautyblender

    115 - Rea Ann Silva, Beautyblender

    In our 115th episode of Earned, Conor sits down with Rea Ann Silva, Founder and CEO of Beautyblender—the egg-shaped sponge that took the makeup industry by storm. To start, we dive into the creation of Beautyblender, and Rea Ann’s journey along the way. Rea Ann explains that by cultivating her love of dreaming big, she was introduced to new things, people, and experiences that shaped her life into what it is today. Rea Ann’s time in Hollywood production honed her desire to be a makeup artist, and with the assistance of superstars early on in their careers, Rea Ann’s celebrity makeup artist career took off with no end in sight. Rea Ann reveals that the majority of her lessons have been learned through catastrophes—like the one she experienced when trying to recreate airbrushed makeup without the airbrushing machine. We explore how Rea Ann’s fellow celebrity makeup artist, Kelsey Frye, gave her insights into “on set” procedures, which led to the creation of the iconic sponge. Rea Ann explains that even though the Beautyblender is well known and well loved, there were still growing pains as she evolved from being a “creative at her core” to becoming a business owner. While unpacking Rea Ann’s journey to becoming the successful business woman she is today, we learn that managing people was the trickiest part for her to master. Rea Ann explains the double-edged sword that is owning the business all on her own, as well as her thoughts on celebrity-founded beauty brands. Rea Ann emphasizes that in the beginning of the founding journey, every decision matters, and that a lack of passion can be a roadmap to failure. To close the show, Rea Ann speaks about her goal of Beautyblender eventually becoming a heritage business—with someone in her family taking the reins!
     
    In this episode, you will learn: 
    How leveraging personal skills and relationships can transform a practical solution into a successful business.
    How to turn "catastrophes" into valuable learnings that empower you to make better decisions in the future.
    Why creating a product that satisfies a distinct need in the market can lead to organic growth and endorsement by top industry influencers.


    Resources:
    Beautyblender - www.beautyblender.com
    Connect with the Guest:
    Rea Ann’s LinkedIn - https://www.linkedin.com/in/reaannsilva/
    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
    114 - Ahmet Mercan, AlphaTauri (Red Bull)

    114 - Ahmet Mercan, AlphaTauri (Red Bull)

    In Ep. 114 of Earned, Conor sits down with Ahmet Mercan, the CEO of Red Bull’s premium fashion line AlphaTauri. First, we dive into why the beverage brand decided to foray into fashion, and hear how innovation is the throughline across the Red Bull family of brands. Ahmet details his experience building the AlphaTauri brand from the ground up, and shares why he believes the brand has been successful amid a challenging market. Ahmet explains why, despite AlphaTauri’s impressive accomplishments over the last few years, he never lets his team get complacent, and constantly encourages them to push the boundaries of innovation. We then switch gears to the world of F1 racing, and discuss how AlphaTauri’s involvement in F1 helped fast-track the brand’s growth, as well as how AlphaTauri overcame the challenge of being known as a racing brand rather than a fashion brand by hosting memorable brand activations. Next, explore the differences of marketing a luxury brand, before learning how technology plays a major role in AlphaTauri’s product development. To close the show, Ahmet shares the challenges and opportunities that have come with expanding the European brand’s footprint into the U.S. market.


    In this episode, you will learn: 
    The strategies and challenges of launching a premium fashion brand within a well-known beverage company (Red Bull). The differences of marketing a luxury fashion brand compared to brands with lower price points, and the importance of adopting a customer-centric approach. How AlphaTauri prioritizes innovation and leverages technology in its product development.

    Resources:
    AlphaTauri - https://alphatauri.com/en-int/

    Connect with the Guest:
    Ahmet’s LinkedIn - https://www.linkedin.com/in/ahmet-mercan-805301160/

    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

    • 27 min
    113 - Sarah Gibson Tuttle, Olive & June

    113 - Sarah Gibson Tuttle, Olive & June

    In Episode 113 of Earned, we sit down with Sarah Gibson Tuttle, the Founder and CEO of Olive & June—the industry leader holding the No. 1 spot in the nail category. To start, we dive into the overall journey of Olive & June, with Sarah explaining how she got her inspiration for the original business model from Drybar, the premium blow-out hair salon. To reach the full potential for what Olive & June could do, Sarah reveals that her goal was an affordable and accessible salon manicure in whatever time the customer had to spend. Next, we explore how the brand navigated the pandemic and pivoted into becoming a product-driven company. Sarah explains how mindful the team at Olive & June is about holding their consumers in the highest regard, and keeping their focus on delivering the right product to the right market at the right price. While unpacking her 10 year finance career, Sarah shares that she’s a firm believer in the idea that you only get to live your life once, and then imparts the wisdom to dig deep and make a change when you know something isn’t right, or could be better. We learn about Olive & June’s approach to the influencer space, and how the brand’s goal is to solve consumer pain points, which leads to a philosophy of only launching products that fulfill actual customer needs. Sarah emphasizes that today’s beauty consumer wants REAL recommendations from real people, which is why creating stellar products is key to success. In her own publishing journey, Sarah prides herself on being very authentic—showing her audience that relationships aren’t always transactional, while still protecting her own boundaries. To close the show, Sarah speaks to her goals of eventually taking a more active role in investing in other female-founded brands, which she hopes will break down barriers for women to come.


    In this episode, you will learn: 
    The value of creating durable, long-lasting products and knowing your consumer. How understanding consumer behaviors and creating intentional distribution strategies can help you become the top-performing brand in major retailers. The balance of authenticity and privacy in influencer marketing, and how leading with product quality can foster genuine connections with your consumers.

    Resources:
    Olive & June - https://oliveandjune.com/

    Connect with the Guest:
    Sarah’s LinkedIn - https://www.linkedin.com/in/gibsontuttle/

    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

    • 35 min
    112 - Christiane Pendarvis, PATTERN Beauty & Savage X Fenty

    112 - Christiane Pendarvis, PATTERN Beauty & Savage X Fenty

    In the 112th episode of Earned, we sit down with Christiane Pendarvis, Co-CEO of Pattern Beauty and former Co-President of Savage X Fenty. To start, we dive into what it was like for Christiane as she came into the top role at Pattern: CEO. After years of working in the fashion industry, the jump to beauty was daunting, but Christiane explains how she took a humble approach and understood that listening would help to build a solid foundation. Next, Christiane shares her advice to not lose sight of the clarity you once had on the outside of an organization, as it can quickly dissipate once you’re immersed in the day-to-day. We explore Christiane’s strategy of urgency awareness, which she uses to decide if the situation is mission-critical and requires a clean slate, or whether it requires smaller levels of change. Unpacking the success factors behind Rihanna’s brand Savage X Fenty, Christiane explains that the market was “ripe” for this brand, which promotes confidence, inclusivity, and fearlessness for women. We then learn about how a brand’s foundation, product assortment, and perfect-storm opportunities can lead to massive success. Christiane emphasizes the importance of a founder being ingrained in the brand’s story, which she has seen firsthand with both Tracee Ellis Ross (Pattern Beauty) and Rihanna (Savage X Fenty). When people are genuine and authentic in their product and brand creation, it translates into opportunities that consumers can relate to, and products they want to buy. Christiane then reveals her own pivot to passion- and purpose-driven brands, and shares that as she’s progressed in her career, the quality of an idea has become increasingly important. To close the show, Christiane speaks to the growth of the gaming industry, and where she (and her children) think it's headed next.


    In this episode, you will learn: 
    The secrets behind transitioning to a brand that's making waves with authenticity and purpose. The importance of balancing brand position and cultural timing. Personal career insights from Christiane Pendarvis highlighting the shift from working with large global brands to more purpose and product driven companies.

    Resources:
    PATTERN Beauty - https://patternbeauty.com

    Connect with the Guest(s):
    Christiane’s LinkedIn - https://www.linkedin.com/in/christianependarvis/

    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

    • 42 min

Customer Reviews

4.8 out of 5
20 Ratings

20 Ratings

i love vanessawilliams ,

Great Podcast

An inspiring piece during this quarantine period. Thank you tribe!

radiodano ,

Inspired!

Success is never simple and it’s so inspiring to see the paths it takes to get there. Can’t wait for more from this show!

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