Earned: Unlocking the Power of the Creator Economy

In Ep. 147 of Earned, Conor Begley sits down with CreatorIQ’s newly crowned CMO and creator marketing expert Brit Starr. To start, Brit recounts how a cold call from Conor led her to pivot from traditional brand marketing into the thriving tech world. We discuss the crucial role Brit has since played in growing CreatorIQ from a small startup to an over 300-employee powerhouse, before diving into her passion for influencer marketing and insights into the industry's dynamic landscape. Brit shares her core marketing philosophies, emphasizing value addition, simplicity, and community involvement as essential pillars for building successful brands. Switching gears, Brit discusses the complexities of merging brands, and the importance of clear communication and internal alignment to foster innovation. To close the show, Brit shares her excitement for brand leadership, highlighting the need for empathetic leadership and effective decision-making. Keep an eye out for more of Brit… hint hint! 

In this episode, you’ll learn: 

1. Why empathetic leadership and authenticity are pillars of Brit’s marketing and leadership philosophies
2. How the influencer marketing landscape has evolved since Brit entered the industry, and where she thinks it’s heading next
3. Why managing current objectives while planning for future innovation, fostering internal alignment, and clear communication are keys to effective leadership

Connect with the Guest:

• Brit’s LinkedIn: https://www.linkedin.com/in/britmccorquodale

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. 146 of Earned, Conor Begley sits down with Jim Louderback—editor and CEO of “Inside The Creator Economy” Newsletter. To start, we dive into Jim's remarkable career spanning from management consulting to leading iconic media entities like PCMag, VidCon, and Revision3, and Jim shares invaluable insights for anyone navigating the media landscape. Jim then reveals his secret sauce to maintaining authenticity, creating compelling content, and leveraging AI tools such as ChatGPT to enhance the creative process. Next, we hear Jim’s innovative approach to event planning, emphasizing the importance of the attendee journey and creating lasting impressions. Switching gears, Jim highlights the increasing significance of digital creators and the transformative potential of AI tools like DALL-E and Midjourney. Jim explains how these technologies can democratize content creation, allowing a broader, global audience to share their stories online. We discuss how platforms like CreatorIQ are incredibly helpful for  managing and scaling influencer marketing programs and underscore the importance of community and engagement in today's media environment. To close the show, Jim shares his passions outside of writing, which include technology reviews, as well as helping older generations travel as smoothly as they did in their younger years.

In this episode, you will learn:  1. Why staying true to one's passions and authenticity in content creation is vital to success 2. How AI tools can actually enhance creativity and significantly improve the content creation process 3. Why innovative event design, from pairing unexpected speakers to enhancing attendee experiences, is key to curating memorable experiences

Resources:

• Inside the Creator Economy - http://louderback.com/

Connect with the Guest:

• Jim’s LinkedIn - https://www.linkedin.com/in/jlouderb/

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. 145 of Earned, Conor Begley sits down with Vandana Tandon—Chief Brand Marketing Officer of global retail conglomerate L'Occitane Group. To start, Vandana pulls back the curtain on L'Occitane's social transformation—from having a minimal social media presence to becoming a power player in the beauty industry. We dive into L'Occitane's strategic adoption of Instagram and TikTok, and hear how fostering relationships with influencers and content creators has helped the company build word-of-mouth and authentically resonate with new generations of consumers. Next, Vandana discusses how large-scale marketing events and the synergy between organic social and paid ads have significantly boosted product interest and ad performance. She also emphasizes the importance of cultivating a cohesive team culture built on respect and understanding, and shares her strategies for managing teams across the globe. To close the show, Vandana reflects on her personal career journey, and highlights the importance of patience, continuous learning, and building a complementary leadership team.

In this episode you will learn: 1. How L'Occitane has transformed into a social media powerhouse under Vandana's leadership, focusing on Instagram, TikTok, and creator partnerships. 2. Why building a cohesive team culture and global-local synergy have been key to brand success. 3. Vandana's career insights on patience, continuous learning, and how to assemble a complementary team for marketing leadership.

Resources:

• L'OCCITANE Group - https://group.loccitane.com/

Connect with the Guest:

• Vandana’s LinkedIn - https://www.linkedin.com/in/vandanatandon/

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. 144 of Earned, Conor Begley sits down with RJ Larese—VP of Talent & Influencer Marketing at entertainment powerhouse, Paramount, overseeing strategy for Paramount+, Nickelodeon, and Awesomeness. With over 14k followers on LinkedIn, RJ is also a thought leader in the creator economy. To start, RJ reveals his tried-and-true strategies for integrating creators into the brand ecosystem, redefining how traditional media competes with social media and gaming platforms for the attention of Gen Z and Gen Alpha. RJ explains how creators have become the heartbeat of modern media, from voicing animated characters to creating bespoke experiences at the Kids' Choice Awards. Next, we dive into RJ’s career journey, from getting his start in reality TV casting to climbing up to corporate leadership. RJ emphasizes the importance of a positive workplace culture and balancing hard work with leisure. To close the show, RJ shares his most transformative life lessons, including how his near-death experience reinforced the importance of a harmonious work-life balance. 

In this episode, you will learn:  1. How integrating creators authentically into media can drive engagement and capture younger audiences 2. Why embracing creators as modern celebrities is crucial for media relevance 3. How work-life balance and positive workplace culture are essential for sustained success in entertainment

Resources:

• Paramount - https://www.paramount.com/

Connect with the Guest:

• RJ’s LinkedIn - https://www.linkedin.com/in/rjlarese/

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. 143 of Earned, Conor Begley sits down with Monica Khan—former Executive Vice President of Creator Experience at Spotter, whose mission is to empower YouTube creators to accelerate their business and achieve creative freedom with transformative capital, innovative AI productivity software, expert knowledge, and a supportive community.To start, Monica takes us through her fascinating journey from the financial corridors of Wall Street to becoming a pivotal force in the digital media landscape, particularly at renowned companies like IGN Entertainment, YouTube, Facebook, and Spotter. Monica shares insights on how branded content partnerships can elevate creators' careers beyond traditional AdSense earnings. We hear about the monetization strategies across YouTube and Meta, and learn how each platform supports creators' revenue streams differently. Monica shares her expert views on the transition from transactional to relationship-based interactions, the crucial role of data and AI in content creation, and the emergence of new companies tackling the industry's evolving challenges. To close the show, we explore the rise of creator-led brands, using success stories like MrBeast and Preston Arsement to illustrate how creators are expanding their businesses while staying true to their creative roots. 

In this episode, you’ll learn: 

1. How Monica Khan's transition from Wall Street to YouTube illustrates the evolution of the creator economy. 2. How differing monetization strategies between YouTube and Meta impact creators' revenue streams. 3. How the rise of creator-led brands emphasizes the importance of authentic connections and community-driven marketing.

Connect with the Guest:

• Monica’s LinkedIn - https://www.linkedin.com/in/monicakhan/

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. 142 of Earned, Conor Begley sits down with Chris Chesebro— Chief Digital Officer at Wella Company, an innovative global leader in the beauty industry with a portfolio of winning professional and retail hair, nails, and beauty tech brands. To start, we delve into the seismic shifts occurring in the beauty industry through digital innovation. Chris shares how his team harmonizes digital marketing strategies with MarTech and AdTech solutions to build beloved consumer brands while catering to diverse, country-specific needs. We hear how transitioning from a B2B to a B2B2C model and implementing innovative strategies on platforms like Amazon and Ulta have driven significant growth for Wella. Chris also emphasizes the importance of upskilling staff in digital tools like Google Analytics and Adobe Analytics. Switching gears, we dive into the vital role of social media in cultivating relationships within the professional hairdressing and nail art industry, and hear how Wella leverages affiliate partnerships and celebrates individual excellence. To close the show, Chris opens up about challenges and triumphs of navigating corporate spin-outs and digital transformations, before leaving us with his passions for cooking and wine.

Tune in to learn: 1. How transitioning from a B2B to a B2B2C model and implementing innovative strategies on platforms like Amazon and Ulta have driven significant growth for Wella 2. Why Wella prioritizes building strong relationships with hair and nail professionals through affiliate partnerships 3. How Wella’s corporate spin-out from COTY led to innovative brand building and future-focused growth.

Resources:

• MMA Global - https://www.mmaglobal.com/

Connect with the Guest:

• Chris’s LinkedIn - https://www.linkedin.com/in/chrischesebro/?originalSubdomain=fr

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

REPLAY - In Ep. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers at time of recording, now 312 MILLION): MrBeast. Marc’s impressive resume also includes founding ventures like Tubefilter, Supergravity Pictures, and the Streamy Awards. We start the episode by learning why Marc enjoys building new companies, and hear why he’s particularly interested in YouTubers. We ask Marc about the core elements that make a piece of content successful, and the reasons behind MrBeast’s most recent explosion in (billions of) views. Marc shares how the MrBeast team has leaned into TikTok, before explaining the importance of viewer acquisition with captivating video titles and thumbnails, and a few of the ways MrBeast optimizes its content for performance. We hear Marc’s take on the current monetization models of social platforms like YouTube and TikTok, and how MrBeast’s side ventures like Feastables and MrBeast Burger are now contributing a larger slice of the revenue pie. To close the show, we discuss the impact that MrBeast, aka Jimmy Donaldson, has had on his hometown of Greenville, North Carolina, and hear what’s in store for the company over the next 20 years.

In this episode, you will learn:  1. The keys to creating a successful piece of content  2. The importance of catchy video titles and thumbnails for viewer acquisition  3. How MrBeast grew a following of 213 million subscribers (and counting!)

Resources:

• MrBeast Youtube: @mrbeast

• MrBeast Twitter: @mrbeast

• MrBeast Instagram: @mrbeast

• Shop MrBeast Merch: https://shopmrbeast.com/

Connect with the Guest:

• Marc’s LinkedIn

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. 141 of Earned, Conor Begley sits down with Anastasia Soare, founder and CEO of iconic beauty powerhouse, Anastasia Beverly Hills. To start, we discuss Anastasia’s  journey from arriving in the U.S. in 1989 without knowing English, to transforming her passion for beauty into a billion-dollar empire. Anastasia shares the remarkable story behind building ABH from scratch, highlighting the importance of resilience, hard work, and family bonds. An influencer marketing pioneer in the early days of social media,  Anastasia reveals how ABH’s authenticity and digital savvy fostered a loyal community of fans that took the brand—and consumers’ brows—to new heights. Switching gears, we dive into Anastasia’s artistic background, and she pulls back the curtain on how principles of light, shadow, and proportion from her art school days have influenced her makeup techniques, before emphasizing the brand’s commitment to solving customer problems with innovative products. To close the show, Anastasia shares her tips for managing a global enterprise while staying true to your brand’s core values. 

In this episode, you will learn:  1. How Anastasia Soare’s resilience, passion, and visionary strategies propelled her journey from immigrant to beauty mogul 2. Why organic community building played a crucial role in Anastasia Beverly Hills' runaway success 3. How artistic principles and innovative problem-solving have kept ABH at the forefront of the beauty industry

Resources:

• Anastasia Beverly Hills - https://www.anastasiabeverlyhills.com/

Connect with the Guest:

• Anastasia’s LinkedIn - https://www.linkedin.com/in/anastasia-soare-337806125/

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. 140 of Earned, Conor sits down with Paul Jauregui, co-founder of viral makeup brush brand BK Beauty. To start, Paul unpacks the remarkable journey of building a successful beauty brand with his wife, professional makeup artist and YouTube sensation Lisa J,  from her early days as a makeup artist at MAC Cosmetics, to building a community of over 300k subscribers on YouTube. Next, we dive into the intricacies of social commerce, exploring how BK Beauty harnesses the power of TikTok, YouTube, and Shopify to streamline processes and cultivate authentic relationships with creators. Paul explains his strategic decision to build in-house distribution, and how it has been pivotal in scaling their operations. We then explore the critical role of influencer partnerships in e-commerce, and discuss the important balance between paid acquisition and organic growth. Paul also emphasizes the importance of maintaining brand integrity and positive values, and sheds light on BK Beauty's collaboration with the Kindness Campaign. To close the show, we take a look at the brand’s exciting upcoming events and collaborations, so keep an eye out! 

In this episode, you’ll learn: 

1. How integrated, closed-loop systems can skyrocket social commerce growth on platforms like TikTok and YouTube

2. Why BK Beauty chose to remain DTC in order to maintain operational control, efficiency, and authentic storytelling

3. Why building genuine influencer relationships and balancing paid and organic strategies have been crucial for BK Beauty’s e-commerce expansion

Resources:

• BK Beauty - https://www.bkbeauty.com/

Connect with the Guest:

• Paul’s LinkedIn - https://www.linkedin.com/in/myover/

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. 139 of Earned, Conor sits down with Jenna Habayeb, CMO of trendy, washable rug brand Ruggable. To start, Jenna unpacks how she transitioned from a career in the beauty industry with Ipsy to the innovative world of home decor at Ruggable. We discuss the complexities and differences when it comes to marketing home decor compared to beauty products, including the role of creators and the logistical challenges of photo shoots. Jenna then emphasizes the importance of blending performance marketing with brand building, and shares her favorite strategies for driving community engagement and growth through  PR, social media, influencers, and experiential marketing Next, we explore Ruggable's strategic collaborations with popular brands like Bridgerton and Pantone, and hear how the company swiftly responds to cultural trends (like launching products inspired by Beyonce's album release). To close the show, Jenna shares her take on the evolving role of a CMO, highlighting the importance of a full-funnel marketing approach, diversification of channels, and potential retail expansions.

In this episode, you will learn:

1. Why blending performance marketing with brand building is vital to Ruggable’s success 
2. The importance of agility in modern marketing and adapting to current trends
3. How product satisfaction, unique value, and retail expansion helps Ruggable maintain its customer base

Resources:

• Ruggable - https://ruggable.com/

Connect with the Guest:

• Jenna’s LinkedIn - https://linkedin.com/in/jennahabayeb/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ's LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @CreatorIQOfficial

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ