The creators you follow have a secret weapon. That’s Smooth Media.

In this episode of Culture Uncovered, Jena Dunay sits down with Jenny Rothenberg, Co-founder and COO of Smooth Media, to talk about what it looks like to build a startup at the center of the fast-growing creator economy.

Jenny shares how Smooth Media was founded by former Morning Brew employees, why they chose to focus on “knowledge creators” instead of traditional influencers, and how a team of just 18 people is helping creators turn their expertise into full-fledged businesses.

They also dive into what makes this industry so different, from working with brands that are new to creator marketing to building a culture rooted in curiosity, ownership, and learning in a space where no one has a playbook.

What you’ll learn:

• What Smooth Media does and how it supports knowledge creators
• Why they focus on creators over influencers in the B2B space
• How they partner with brands new to creator marketing
• What “you go first” ownership looks like in practice
• What it takes to stand out as a candidate in a fast-moving startup

Smooth Media highlights:

• Founded: 2021
• Team Size: 18 employees
• Headquarters: New York City
• Work Model: In-office (Mon–Thurs), remote Fridays
• Culture: Curious, ambitious, collaborative, ownership-driven, learning-focused

Unique Perks & Programs:

• Strong in-office culture designed for learning and collaboration
• Early-career growth through exposure across teams and functions
• High ownership culture (“you go first” mindset)
• Opportunities to work closely with creators and brands
• Involvement in creator-led events and partnerships
• A fast-growing startup environment where you help build the playbook

To learn more about Smooth Media:

Careers Page (They’re hiring!)
Instagram Page
Jenny’s LinkedIn Profile