Most brands think they have a community, but they’re actively building an audience, not community engagement. In this week's episode, we dive into community building strategy with Sophie Miller, Founder of Pretty Little Marketer. Sophie reveals why relying on followers alone is a dangerous game for modern brands.

“If you don't build your community, someone else will define it for you”. We break down exactly how to transition from "broadcasting" to "building" and why community-led growth is the most defensible asset your brand can own in this era of digital marketing.

In this episode, you’ll learn:

• The exact 3-step system to build a loyal brand community.

• Audience vs. Community: The critical difference that most marketing teams miss.

• Why silence is a liability and how to take ownership of your brand narrative.

• How to turn passive followers into active brand advocates.

Whether you are a Social Media Manager or a Brand Director, this episode covers the marketing strategy you need to future-proof your brand.

CHAPTERS

00:00 Introduction to Sophie Miller

02:25 The Birth of Pretty Little Marketer

04:50 From Despare to Community Building

06:35 Strategic Growth and Community Engagement

13:22 Community Monetisation and Membership Launch

20:28 The Power of Community in Business

21:04 Navigating LinkedIn and Social Media

22:51 Building a Community-First Strategy

24:01 3 Pillars of PLM's Community

28:30 Measuring Community Success

33:30 Common Mistakes in Community Building

37:26 Final Thoughts and Community Advice for Brands

🔔 New episodes every Wednesday — subscribe so you never miss an episode.

CONNECT WITH SOPHIE

LinkedIn: https://www.linkedin.com/in/sophiealicemiller/

Instagram: https://www.instagram.com/sophiemillerrrr/

Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/

FOLLOW US

Verity: www.linkedin.com/in/verityhurd/

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy

In this episode of Building Brand Advocacy, we sit down with Emily Heath, Global Brand Director of Rexona | Sure, to unpack how one of the world’s biggest, everyday deodorant brands is building true brand awareness and community through sports partnerships.

Emily shares her extensive experience working with Unilever over 17 years and provides insights into managing a global brand. Discover how sport partnerships, particularly in football, have played a crucial role in enhancing brand engagement and creating emotional connections with fans. Emily also touches on the tactical side of sports marketing, leveraging AI in brand marketing, and maintaining brand advocacy outside of major campaigns. Tune in for an in-depth conversation filled with valuable strategies and tips for marketers at any level.

In this episode, we cover:

• How Rexona | Sure uses sport to drive authentic brand awareness

• What “good” looks like in global sporting partnerships, and how to maximise them

• The rise of female sports and how to advocate for it as a global brand

• The role of ambassadors and athletes for a global brand

• How to engage and activate community at global scale, while still feeling local and human

• Where AI fits into the future of brand building and how Rexona | Sure are already tapping into it

CHAPTERS

00:00 Introduction

01:39 The Evolution of Sports Marketing at Rexona

04:22 Expanding into Female Sports Partnerships

07:47 Maximizing the Value of Global Sports Partnerships

10:48 How To Gain Value from Brand Ambassadors

17:45 Sports Marketing Strategies for Smaller Brands

20:51 Exploring Brand Advocacy Beyond Major Campaigns

22:07 Leveraging Cultural Moments for Brand Relevance

25:01 The Impact of AI on Brand Marketing

28:56 Quick Fire Round: Personal Insights and Fun Facts

🔔 New episodes every Wednesday — subscribe so you never miss an episode.

CONNECT WITH EMILY

LinkedIn: https://www.linkedin.com/in/emily-heath-84a20b14/

FOLLOW US

Verity: www.linkedin.com/in/verityhurd/

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

TikTok: www.tiktok.com/@building.brand.advocacy

In this episode, we break down how SoulCycle built a community-powered content engine that keeps fans sharing, and showing up.

Our guest this week is McKinley Hart, Director of Social Media at SoulCycle who shares more around the brand’s social and community storytelling, how they turn riders, instructors, and studio culture into a constant flow of authentic content and brand advocacy.

We dig into the strategies, systems, and mindset that any brand, marketer, or creator can steal, even if you don’t have SoulCycle’s scale or resources.

In this episode, we cover:

• How SoulCycle turned its community into a content engine (without making people feel “used”)

• The creative strategies used at SoulCycle to maxmise brand advocacy on social

• Turning instructors and front-line teams into on-the-ground storytellers

• Building internal infrastructures that benefit the content loop

• The difference between “posting about your brand” and “building your brand”

• How to measure the impact of community-driven content beyond likes and views

• Practical advice for brands that don’t currently have a passionate fanbase

  
  

CHAPTERS

00:00 Introduction to SoulCycle's Community

00:24 The Social Impact of SoulCycle

03:14 The Nomad Baddies: A Community Story

05:55 Creating Fans and Advocates

10:11 SoulCycle's Unique Social Media Strategy

12:05 The Future of Social Engagement

14:58 Balancing Real Life and Digital Presence

19:36 The Role of Employees in Brand Growth

22:40 Engagement and Commercial Results

25:34 Breaking Down Barriers to Participation

30:34 SoulCycle’s Community and Brand Advocacy

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

CONNECT WITH MCKINLEY

LinkedIn: https://www.linkedin.com/in/mckinleyhart/

SoulCycle Instagram: https://www.instagram.com/soulcycle/

SoulCycle TikTok: https://www.tiktok.com/@soulcycle?lang=en-GB

FOLLOW US

Verity: www.linkedin.com/in/verityhurd/

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy

Most brands are still using a 20th‑century playbook for a social‑first world and it’s damaging their marketing.

In this episode, we’re joined by Sean Cook, ex Global Senior Social Media Manager at Deliveroo, to unpack why the current “brand architecture” model is completely outdated for how social actually works today. Sean shares what he learned leading an in‑house social team at scale, where the system is failing brands, and what a modern brand architect needs to look like in 2026 and beyond.

We dig into how social fits inside the wider business, why brand books don’t translate to TikTok, Instagram or LinkedIn, and the structural changes leaders need to make if they want social to be more than just a content factory.

In this episode, we cover:

• Current state of the digital marketing infrastructure

• Introduction of brand and content architects

• The role of CMO’s to enable best performance 

• Duty of care towards social media teams

• The balance between strategy & experiementaiton 

• Why culture is key to fostering success on social media 

If you’re internal infrastructure is exhausting, overwhelming and no longer working. This episode is for you.

CHAPTERS

00:00 Introduction

01:07 The Role and Challenges of Social Media Teams

03:40 Building Effective Social Media Strategies

05:23 The Importance of Knowing Your Audience

13:30 Wellbeing and Duty of Care in Social Media

18:41 The Evolution of Social Media Teams

24:36 The Need for a Brand and Content Architect

31:12 The Role of Culture in Social Media

35:28 Empowering Social Media Teams

37:27 The Future of Social Media Strategy

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

CONNECT WITH SEAN

LinkedIn: https://www.linkedin.com/in/sean-cook-333b52a3/

FOLLOW US

Verity: www.linkedin.com/in/verityhurd/

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

TikTok: www.tiktok.com/@building.brand.advocacy

Daisy Kelly made 6 figures in just 12 hours on TikTok shop without spending a penny on ads. In this episode, Daisy Kelly, the founder of Glow For It reveals why the era of traditional influencer marketing is dead and how to build a cult following that buys every product you launch.

If you're trying to build a brand on TikTok in 2026, the old playbook doesn't work. We sit down with Daisy to discuss the huge shift toward "Founder-Led" marketing and why your customers are your best advocates. We break down the exact strategy Glow For It used to turn followers into super fans and why you need to stop hiding behind your logo if you want to scale your DTC business.

In this episode, we cover:

• The Power of TikTok for Business

• Inside a Six-Figure Live

• Effective DTC marketing strategies

• Founder led marketing 

• Building real community in 2026

If you’re looking to level up your TikTok strategy this year, this episode is for you!

CHAPTERS

00:00 Introduction and TikTok's Impact

00:55 Building a Brand from Scratch

01:46 Black Friday Preparations

04:11 The Power of TikTok for Business

08:28 Inside a Six-Figure Live

13:50 Marketing Strategies and Team Dynamics

18:01 Reflections and Lessons Learned

19:07 Navigating Business Advice and Trusting Your Gut

20:19 The Role of the Founder in Brand Building

22:03 The Impact of Live Presenters on Sales

25:31 Adapting to Potential Changes in Social Media Platforms

28:37 Engaging with Customers Through Community Events

37:33 Future Plans and Inspirations

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

CONNECT WITH GLOW FOR IT 

Glow For It TikTok: https://www.tiktok.com/@glowforitshop?lang=en-GB

Glow For It Instagram: https://www.instagram.com/glowforitshop/

FOLLOW US

Verity: www.linkedin.com/in/verityhurd/

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

TikTok: www.tiktok.com/@building.brand.advocacy

Is Influencer Marketing officially dead in 2026? The era of paying for posts and chasing reach is breaking down. Influence hasn’t disappeared, but it has shifted, out of platforms and into people. In this episode, we unpack why the traditional digital marketing playbook is no longer fit for purpose, and how leading brands are reorganising around Brand Advocacy activating customers, creators, and communities as a measurable growth engine, not a one-off tactic.

We discuss the huge shift from "buying attention" to "earning trust" and reveal the exact team roles you need to hire (and fire) to succeed in this new landscape. If you are a CMO or marketing leader still relying on 2024 tactics, you might be wasting your budget.

In this episode, we cover:

• The "Death" of traditional influencer marketing

• The current state of brand advocacy in 2026

• Why your digital marketing team structure is failing you

• How to pivot from paid reach to community led growth

• Actionable steps to turn customers into your best marketers

Listen to the full conversation to future-proof your brand strategy.

CHAPTERS

00:00 Introduction to Brand Advocacy in 2026

00:46 Reflecting on 2025: The Rise of Advocacy

02:35 The Decline of Influencer Marketing

05:01 The Future of Marketing Teams

07:27 The Importance of Community Building

09:58 The Shift in Social Commerce

13:09 Unlearning Old Marketing Strategies

17:10 Effective Brand Advocacy Approaches

20:35 The Difference Between Paid Influencers and Earned Advocates

21:09 Top of Funnel vs. Bottom of Funnel Advocacy

22:04 The Importance of Culture and Commercial Creators

23:10 Brands Underutilizing Their Advocates

23:45 Understanding and Activating Advocates

26:22 Channel Strategies and Creator Engagement

29:12 The Role of CMOs in Advocacy

36:19 Building a System for Compounding Growth

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

CONNECT WITH PAUL & VERITY

Paul: www.linkedin.com/in/paulkarcher/

Verity: www.linkedin.com/in/verityhurd/

FOLLOW US

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

TikTok: www.tiktok.com/@building.brand.advocacy

Forget “posting to social.” 

According to Lindsey, we’re operating in a full-scale content ecosystem – one that’s streaming-first, storefront-powered, AI-disrupted, and driven by creators who’ve outgrown the feed.

Recorded live at the Brand Advocacy Summit: New York, this keynote from Lindsey Gamble (LinkedIn Top Voice & creator economy expert) is a rapid-fire download on what’s actually next in marketing.

From the collapse of old playbooks to the rise of creator storefronts, Substack strategy, and content that earns its way into DMs, this is Lindsey’s devotion-driving newsletter brought to life on stage.

Tap in to understand:

📉 Why Traditional Ad Spend Is Shrinking & What That Means for Brands.

📈 How Platforms Are Handing Creators (& Marketers) the Keys.

🧠 Why Personalisation, Niche Content & Human Insight Are the Future of Performance.

🖥️ Why YouTube Is Eating Netflix – and What It Means for Your Content Strategy.

📬 Why Substack Is the Underrated Channel for Influence & Conversion.

This isn’t theory. It’s strategy, backed by real shifts in attention, tech, and creator behaviour.

Turn this one up for the download on what’s really reshaping marketing in 2026.

Chapters

00:00 – Welcome to the Creator Economy IRL

01:00 – Why Creator Platforms Just Overtook Traditional Media

04:05 – Social-First Brands Are Now Creator-First by Default

05:00 – Everyone’s a Creator: Storefronts, Employees & CEOs

08:20 – YouTube Is Eating Netflix: What It Means for Marketers

11:55 – Substack & LinkedIn: The Next Channels for Influence

14:00 – From TikTok to TV, It’s The New Era of Creator Content

16:00 – AI, Algorithms & Why Personalization Wins Performance

18:20 – The Future Is Human: Why Connection Beats Content

Rate & review Building Brand Advocacy:

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Connect with Lindsey:

On LinkedIn

Subscribe to his Newsletter

What do you get when a kindness-led skincare founder & a community-first haircare CMO sit down together? An honest & instructive conversation on Brand Advocacy.

Live from the Brand Advocacy Summit: New York, Verity is joined by Dr. Brent Ridge (Co-Founder @ Beekman 1802) & Nilofer Vahora (Chief Marketing Officer @ Amika) to unpack how two very different beauty brands built lasting customer love – by making stylists, neighbours, and Advocates the centre of their businesses.

This isn’t about follower counts or funnel hacks. It’s a behind-the-scenes look at the values, trade-offs, and systems that turn brand belief into million-dollar growth. If you’ve ever struggled to scale connection without losing credibility, this conversation will help.

What You’ll Learn:

🏆 Why Being ‘The Favourite’ Brand Beats Being The Biggest

🎡 How Amika Built a Stylist-Led Flywheel That Drives Brand Love & Revenue

🏘️ The Power of ‘Neighbor Services’ (Not Customer Service)

🫶🏻 Why Community Systems Beat Viral Campaigns Every Time

⚙️ What Happens When You Make Kindness Your Operating System

Two brands. Zero holdbacks. All Advocacy.

Chapters

00:00 – Welcome to the Live Panel: What Advocacy Actually Looks Like

02:27 – The Origin Stories: Kindness, Friendship & Founding from the Margins

07:05 – When Community Becomes the Growth Plan

09:07 – Building Brand Language: “Hi Neighbor” & “I Love Amika”

11:02 – Operationalising Kindness & Loyalty

16:45 – Systems That Scale Love: Amika’s Flywheel & Beekman’s KQ Program

23:42 – From Stylists to Screens: Connecting IRL Community to Digital Growth

28:10 – Trusting the Community with the Brand (Even When It’s Hard)

32:55 – Learning in Public: Handling Missteps & Turning Them Into Advocacy

38:30 – Final Takeaways: Real Community, Real Trade-Offs, Real Growth

Rate & review Building Brand Advocacy:

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Connect with Brent & Nilofer:

On Brent’s LinkedIn

On Nilofer's LinkedIn

It’s the buzzword combo every CMO wants to crack, but few actually have.

Recorded live at the Brand Advocacy Summit: New York, this chat dives deep into what it really means to blend culture & performance – with two of the sharpest minds in brand today.

Ana Andjelic (Global Chief Brand Officer @ Esprit) and Nathan Jun Poekert (Brand Strategist & CMO Advisor) bring radically different lenses to one big challenge: how do you grow a brand that actually means something and performs?

This is a no-fluff, all-strategy conversation.

Covering:

🧠 Why most marketing is stuck in reactive chaos

⭐️ What the best brands are doing differently

📊 The missing metric: cultural impact as a KPI (& how to track it across teams)

📉 Why influencer marketing fails when measured like performance media

🎯 The rise of the "social franchise”

🧩 How to structure teams that don’t kill creativity or speed in the name of metrics

If you're a brand, a marketer, or a leader trying to build for the next decade – not just the next quarter – then tune in.

Chapters

00:00 – Welcome to Culture x Performance (Live from NYC)

01:30 – Marketing in Chaos: What’s Really Going On

04:10 – The Story vs. The Dashboard

06:25 – Why Brand & Performance Still Don’t Work Together

08:00 – Measuring Cultural Impact: A New Index

10:15 – The Age Problem in Media Optimisation

14:30 – Forget Engagement Rates. Track This Instead.

20:40 – Virality, Creators & Brand Control

22:10 – The Social Franchise Model Explained

26:20 – Brand Safety vs. Subculture: The Trade-Off

31:45 – Why Paid & Organic Must Sit Together

36:35 – From Close Friends to Culture Clubs

39:15 – How Stanley Won Facebook Moms

Rate & review Building Brand Advocacy:

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Connect with Ana & Nathan:

On Ana’s LinkedIn

On Nathan’s LinkedIn

TikTok’s not slowing down. Reddit’s rising. Creators are turning into strategists. And brands? They’re either adapting – or falling behind.

Recorded live in New York at the Brand Advocacy Summit, this special episode of Building Brand Advocacy throws six sharp minds into a game show-style debate (hosted by Verity) on what’s actually next in culture, social, and the creator economy.

From red flags to green flags, beige flags to bold predictions for the year ahead; this chat doesn’t hold back. 

Hear from:

— Madisen Theobald (Global Director of Social Creative @ M.A.C Cosmetics)

— McKinley Hart (Director of Social Media @ SoulCycle)

— Gabriel Gomez (Head of Social & Community @ MCoBeauty)

— James Denman (Brand Strategy & Marketing Expert)

— Brandon Smithwrick (Creator, Advisor & Content Strategist)

— Maksim Tokarev (Senior Social Media Manager @ Loop Earplugs)

For their hottest takes on why…

🧠 AI-generated UGC could get banned

🧵 Threads, Reddit & Broadcast Channels are in for discovery

📉 YouTube Shorts might not be worth the big bucks (yet)

🔑 Intimacy is the new influence & the DMs are where it’s happening

… and much more.

If your brand is still playing by the 2020 rulebook, stop. Listen. Learn.

Chapters:

00:00 – Kicking Off

01:22 – Hot Takes Begin: Predictions for 2026

07:34 – Brand Flags: Green, Red, or Beige?

23:03 – Watch, Wait, or Walk: What Brands Should Act On, Pause, or Ditch

35:25 – Social SEO & AI Content: Future-Proofing Your Brand

38:23 – AI Content Ethics: Where Brands Go Wrong

40:45 – Closing Out & Audience Questions

Rate & review Building Brand Advocacy:

Apple Podcasts

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Connect with the Hot Takers:

On Madisen’s LinkedIn

On McKinley’s LinkedIn

On Gabe’s LinkedIn

On James’ LinkedIn

On Brandon’s LinkedIn

On Maksim’s LinkedIn