Collectively Verified

Natalie Silverstein
  • 5.0 (1)
  • Marketing

There’s no shortage of hot takes, trends, and “next big things.” Creator marketing moves fast, but we’re interested in what actually holds up for brands, creators, and their audiences. Collectively Verified is a creator marketing podcast hosted by Natalie Silverstein, Chief Innovation Officer at Collectively, featuring the leaders shaping the industry and the firsthand experience behind the ideas getting attention. We make sense of what matters now, and what’s worth carrying forward. Not everything deserves your attention. We’re here to help verify what does.

Episodes

  1. 5d ago

    Why Breaking the Rules is the Key to Creativity | Yo Kim

    Every brand wants original creative. But how much originality can survive a process designed to control every detail? In this episode of Collectively Verified, host Natalie Silverstein talks with Yosub Kim, Director of Brand Marketing at Figma, about the company's approach to creator partnerships and the decisions behind its distinctive and playful social presence. Yosub shares how Figma uses open briefs to give creators room to experiment, including one unexpected use of FigJam that his team never would have thought to script. He also explains how he builds trust within his team and why he's willing to defend creative decisions when people can defend the thinking behind them. Natalie connects those examples to a challenge facing creator marketers: Brands invest in creators for their perspectives, then often limit how much those perspectives can influence the work. Their conversation examines what it takes to give creators meaningful creative freedom while maintaining a clear brand identity. Highlights: (00:00) How Figma broke away from traditional B2B branding (03:49) The unexpected path from acting to marketing leadership (08:53) Why creators should be treated as creative partners (10:43) How open briefs unlock better creator work (15:34) AI, Human Creativity, and Intentional Content (18:28) How community feedback shapes Figma’s marketing strategy (23:09) Why Figma avoids putting creators into rigid categories (27:17) Why social should shape brand strategy from the beginning (33:39) How trust and psychological safety unlock better creative work (36:12) Why imperfect content can create stronger brand connections (38:49) Why brands need to stop treating creators like distribution channels (41:12) Why boredom might be the secret to better ideas Connect with the guest: Yosub Kim: https://www.linkedin.com/in/yosub/  Figma: https://www.linkedin.com/company/figma/  Connect with host and Collectively: Natalie Silverstein: https://www.linkedin.com/in/nataliesilverstein/  Collectively website https://collectivelyinc.com/  Collectively on Linkedin https://www.linkedin.com/company/collectively-inc/

    Why Breaking the Rules is the Key to Creativity | Yo Kim

  2. Oct 8

    How Haleon Builds Creator Content Inside a Regulated Category | Marissa Solan

    Brands don't own their audiences anymore. Consumers do. So what happens when the category is one of the most regulated in marketing? In this episode of Collectively Verified, host Natalie Silverstein sits down with Marissa Solan, Director of US Earned and Social Media at Haleon, the company behind Advil, Centrum, Tums, Sensodyne, Flonase, and a dozen other household health brands. Marissa shares how she built a creator marketing program from the ground up inside a company bound by legal, medical, and regulatory review, and why those guardrails have made the work more creative, not less. The conversation covers what happens when brands hand creative control to lifestyle and healthcare professional creators, why lived experience is starting to outweigh credentials in consumer trust, and how Reddit and LLM visibility are reshaping where health conversations actually happen. Marissa also shares her boldest prediction yet: that creators won't just be partners to brands, they'll also become employees. Highlights:(00:00) Meet Marissa Solan(00:36) Introducing Marissa Solan and Haleon(02:19) From Edelman to Haleon: Marissa's path in-house(06:23) How constraints spark better creative work(09:03) Inside the US Soccer Federation partnership(11:22) Building the infrastructure behind the program(16:34) The 69% stat and the power of lived experience(19:18) Reddit as social listening and an LLM influence engine(23:22) The brands winning culture: Emergen-C, Benefiber, and Flonase(29:57) Marissa's bold prediction: creators becoming employees Connect with the guest:Marissa Solan https://www.linkedin.com/in/marissa-florindi-solan-b162869/ Haleon https://www.linkedin.com/company/haleon/ Connect with host and Collectively:Natalie Silverstein https://www.linkedin.com/in/nataliesilverstein/Collectively website https://collectivelyinc.com/Collectively on LinkedIn https://www.linkedin.com/company/collectively-inc/

    How Haleon Builds Creator Content Inside a Regulated Category | Marissa Solan

  3. Sep 23

    The Comment Feed Is Talking. Is Your Brand Listening? | Ryan Stern

    Creator marketing isn't a channel brands can bolt onto a campaign anymore. It's becoming part of how the strongest brands build, communicate and grow. In this episode of Collectively Verified, host Natalie Silverstein sits down with Ryan Stern, Co-Founder and CEO of Collectively, to examine what more than a decade inside creator marketing reveals about where the industry is now. From the rise of creator-led strategy to the overlooked intelligence hiding in comment sections, Ryan shares what she's seeing inside the work, and what leading brands are doing differently. Together, they explore why creators are influencing far more than content, what marketers can learn from the communities forming around them, and why the next era of creator marketing will require brands to rethink not just their campaigns, but how their organizations operate. Highlights: (00:00) Welcome to Collectively Verified (01:24) How influence has fundamentally changed (04:26) Building an agency before creator marketing went mainstream (06:34) How San Francisco shaped Collectively's early vision (12:05) Why creator marketing now sits at the center of brand strategy (14:22) What leading brands are doing differently (19:36) Why content matters more than follower count (23:23) AI's role in the future of creator marketing (27:14) Where creators are building the strongest communities today (33:24) Ryan's advice: take more risks and build real creator relationships (35:24) A bold prediction for the future of creator marketing Connect with the guest: Ryan Stern https://www.linkedin.com/in/sternryan/  Collectively https://collectivelyinc.com/  Connect with host and Collectively: Natalie Silverstein https://www.linkedin.com/in/nataliesilverstein/ Collectively website https://collectivelyinc.com/  Collectively on LinkedIn: https://www.linkedin.com/company/collectively-inc/

    The Comment Feed Is Talking. Is Your Brand Listening? | Ryan Stern

  4. Episode 1

    Introducing Collectively Verified

    Creator marketing has no shortage of opinions. What it lacks is clarity. Every platform shift, creator trend, cultural moment, and new technology brings another prediction about what marketers should do next. But not everything getting attention deserves it, and not every “best practice” holds up in the real world. Collectively Verified is a creator marketing podcast hosted by Natalie Silverstein, Chief Innovation Officer at Collectively. Each episode starts with a thesis about creator marketing and tests it against the firsthand experience of brand leaders and practitioners actually doing the work. The guest brings the experience. Natalie connects it to the bigger picture, uncovering what it tells us about creator marketing now and what marketers should carry forward. Because the goal isn’t to keep up with everything. It’s to know what’s actually worth paying attention to. Connect with host and Collectively: Natalie Silverstein: https://www.linkedin.com/in/nataliesilverstein/ Collectively website: https://collectivelyinc.com/  Collectively on LinkedIn: https://www.linkedin.com/company/collectively-inc/

    Introducing Collectively Verified
  • 1 Trailer
    3 Episodes

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About

There’s no shortage of hot takes, trends, and “next big things.” Creator marketing moves fast, but we’re interested in what actually holds up for brands, creators, and their audiences. Collectively Verified is a creator marketing podcast hosted by Natalie Silverstein, Chief Innovation Officer at Collectively, featuring the leaders shaping the industry and the firsthand experience behind the ideas getting attention. We make sense of what matters now, and what’s worth carrying forward. Not everything deserves your attention. We’re here to help verify what does.

Information

  • Creator
    Natalie Silverstein
  • Years Active
    2026
  • Episodes
    4
  • Rating
    Clean
  • Copyright
    © 2026 Natalie Silverstein
  • Show Website
    Collectively Verified