Earned: Unlocking the Power of the Creator Economy

In Ep. 134 of Earned, Conor sits down with Gregory Galant, co-founder and CEO of innovative PR-software company Muck Rack and The Shorty Awards—the first award show to honor digital and social media content. To start, we dive into Greg's early adventures in podcasting before unpacking his role in reshaping the public relations landscape. Greg shares how his experience interviewing social media pioneers influenced his engagement with emerging platforms, leading to the viral success of the Shorty Awards and the inception of Muck Rack. Next, Greg explains how Muck Rack evolved from a free service for journalists into a comprehensive SaaS platform that revolutionized PR as the first-ever CRM for PR teams. We then discuss the intricacies of PR measurement, the importance of customer feedback, and the transformative potential of AI in the industry. To close the show, Greg shares what motivates him and how he finds fulfillment in creating tools that help professionals excel. In this episode, you'll learn: How Muck Rack's media database and coverage reporting help prove the value and impact of PR. How Muck Rack transformed the industry by creating the first-ever CRM for PR teams. How early adoption can lead to innovative platforms that meet evolving industry needs—like the Shorty Awards. Resources: Muck Rack - https://muckrack.com/ Connect with the Guest: Gregory's LinkedIn - https://www.linkedin.com/in/galant/ 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

Neahle Jones, VP of US Consumer Engagement at L'Oréal, discusses how the brand shifted from traditional to creator-driven marketing, building authentic connections with consumers. She shares insights on managing global brands, working with enthusiastic creators, and balancing career with personal goals.

In Ep. 132 of Earned, Conor sits down with Kim Larson, Global Managing Director & Head of YouTube Creators. To start, we dive into Kim's career at Jamba Juice and Google, which helped shape her interest in diverse global markets and growing niche communities. We pivot to YouTube, and Kim explains how the platform's monetization strategies empower creators to earn an income outside of brand deals. We also discuss YouTube's dedicated support systems for gaming content, and the rise of watching YouTube content on TV. Next, Kim reveals how generative AI is revolutionizing content creation, with tools like thumbnail A-B testing and Project Lantern, before offering a sneak peek into YouTube's innovative features like Dream Screen and Dream Track. We then hear how YouTube's community and partner managers provide personalized support to creators at every stage of their journey. To close the show, Kim talks about motherhood, and shares the joys and challenges of raising multilingual children. In this episode you will learn: The different support models that YouTube offers to its creators across verticals. How YouTube is investing in AI tools for content creation and why the platform is prioritizing longer, high-quality videos. The monetization strategies that empower creators to earn money outside of typical brand deals. Resources: YouTube - https://www.youtube.com/ Connect with the Guest: Kim's LinkedIn - https://www.linkedin.com/in/kim-larson-304486/ 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. 131 of Earned, Conor sits down with Bridget Dolan, Managing Director of the YouTube Shopping division. To start, we explore how the creator economy has evolved on YouTube and unpack its significant influence on e-commerce. Bridget explains how creators, viewers, and brands are entwined in a symbiotic relationship that's reshaping retail through authentic content and seamless shopping experiences. We then dive into YouTube's innovative shopping features, including an affiliate program that fosters partnerships between over 50,000 creators and leading brands. Next, we discuss distinct consumer behaviors and trends—like Korea's live shopping craze and Brazil's unique market—and Bridget shares how cultural differences impact consumers' shopping habits. Switching gears, Bridget reflects on her time at Sephora and reveals why she decided to join YouTube. To close the show, Bridget emphasizes the importance of authentic creator partnerships and their impact in building an audience and driving sales. Tune in to learn how: Trust & Authenticity Drive Success: YouTube's affiliate program connects 50,000+ creators with top brands, fostering genuine relationships that encourage viewers to shop with confidence. Cultural Nuances Shape Shopping: From Korea's live shopping craze to Brazil's unique consumer habits, understanding regional differences is crucial for global e-commerce growth. The Future is Shoppable Content: With strategies like QR codes for TV shopping and data on creators driving sales, YouTube is at the forefront of merging entertainment with online shopping. Resources: YouTube - https://www.youtube.com/ Connect with the Guest: Bridget's LinkedIn - https://www.linkedin.com/in/bridgetdolan/ 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. 129 of Earned, Conor sits down with Brad Schultz, co-founder and CMO of BeatBox. To start, we dive into how Brad and his high school buddy Justin Fenchel (fellow co-founder and CEO of BeatBox) evolved from teenage business enthusiasts to the masterminds behind a beverage revolution. Brad pulls back the curtain around the pair's experience on Shark Tank, and we hear how the critical mentorship of Mark Cuban fueled the brand's trajectory towards innovation and market success. We then discuss the strategic shifts that propelled BeatBox to new heights, like transitioning to eco-conscious Tetra Pak packaging. We explore the complex challenges of the alcohol industry's regulatory landscape and how Beatbox has navigated them with grace. Switching gears, Brad touches on Beatbox's influencer marketing program and the community-building strategies that have kept the brand top of mind for consumers. To close the show, Brad reveals his favorite BeatBox flavors. In this episode, you'll learn: How leveraging word-of-mouth marketing, real-life experiences, and influencer partnerships can expand your brand. How strategic product shifts, like transitioning to eco-friendly single-serve packaging, and a strong brand identity centered on community have propelled BeatBox to the top of the alcohol industry. How BeatBox's Shark Tank appearance, mentorship from Mark Cuban, and subsequent strategic decisions played pivotal roles in navigating financial hardships and regulatory challenges in the alcohol industry. Resources: Beatbox - https://beatboxbeverages.com/ Connect with the Guest: Brad's LinkedIn - https://www.linkedin.com/in/bradorbradley/ 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 this Earned x CreatorIQ Connect Europe session, Conor introduces Kory Marchisotto, CMO of e.l.f. Beauty and President of Keys Soulcare. To start, we dive into what e.l.f. achieved during 2023, and how the brand has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies. Kory shares how e.l.f. has climbed the ranks and caught up with long-tenured beauty brands. We then learn about the 'e.l.f. Ethos' of being bold disruptors with kind hearts, which is what guides the team from the C-suite outward. Kory discusses the art of attracting kindred spirits to work with e.l.f., and how these new team members enter the orbit of inspiration. Kory shares how to avoid the "logo slap" when it comes to working with other brands, as well as how to get your whole to be greater than the sum of each brand's separate parts. To close the keynote, Kory discusses e.l.f.'s efforts to listen while people are speaking, bring diversity into the boardrooms, and equip its team to be agile enough to move at the speed of culture. In this episode, you will learn: How e.l.f. has managed to lock down the title of No. 1 stock on the NYSE out of over 1.6k companies How the 'e.l.f. Ethos' empowers the entire team to be bold disruptors with kind hearts in an industry that can be ruthless The five-step formula that Kory calls the "blueprint to success," which has propelled e.l.f. into the leading spot in EMV for the beauty category Resources: E.L.F Beauty - https://www.elfbeauty.com/ Connect with the Guest: Kory's LinkedIn - https://www.linkedin.com/in/kory-marchisotto-0b8aa87/ 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. 128 of Earned, Conor sits down with Deepica Mutyala, founder and CEO of inclusive beauty brand Live Tinted. To start, we dive into how Deepica harnessed her online influence to establish the beauty empire that is Live Tinted. Deepica shares why she created the viral Hue Stick, a product that has won three Allure Best of Beauty Awards since launch, and has helped fill a void in the beauty industry for underrepresented audiences. We then hear about the early days of the influencer landscape, and Deepica reveals the shift from big-name collaborations to partnerships built around genuine affinity. We discuss Deepica's content creation journey, from being on the Today Show as a beauty expert, to founding her own brand. Deepica recounts pitching Live Tinted to industry titans like Sephora and Ulta, and emphasizes the importance of aligning with partners that share your vision. To close the show, Deepica discusses her quest for fulfillment beyond financial success, and shares how she is still searching for the balance between business achievements and personal life. In this episode, you will learn: How entrepreneurship can bring emotional complexity, with challenges such as managing stress and finding fulfillment beyond financial success. The influential power of choosing the right retail partner and the role enthusiasm can play in this symbiotic relationship. The value of embracing your identity as a content creator and leveraging your unique narrative to distinguish your personal brand in a saturated market. Resources: Live Tinted - https://www.livetinted.com/ Connect with the Guest: Deepica's LinkedIn - https://www.linkedin.com/in/deepica-mutyala-0a063711/ 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

Larissa Jensen, SVP at Circana, discusses the evolution of beauty standards, the shift to a personalized digital marketplace, and the rise of 'prejuvenation' trends. She also explores the challenges brands face, the role of social media analytics, and how Circana provides insight into online buzz and sales. Larissa shares career advice emphasizing curiosity and perseverance, and highlights the importance of finding joy in work.

In Ep. 126 of Earned, Conor sits down (again!) with Ashton Wall, co-founder of GateMaker Community and expert in all things creator economy. To start, we dive into how Ashton achieved her dream of owning her own B2B company, GateMaker Community—a brand-focused, performance-driven earned media agency built around the power of community. Ashton shares GateMaker's greatest strength as a marketing agency, and how they've bridged the gap between the agency and brand teams. We then learn about Ashton's partnership with her co-founder and "operational genius" Amelia Soohoo. Ashton reveals the biggest mistakes that brands make in their creator marketing programs, as well as the strategies she's seen lead to success. We explore how brands are shifting their product development processes, and Ashton shares why she believes creator marketing should be everybody's job—from finance to engineering. Switching gears, Ashton shares what it was like to build a business from the ground up, and why she recruits younger professionals to her team. To close the show, Ashton lends us some career advice, before revealing why she decided to move to Paris. In this episode, you'll learn: Why you should invest in long-term influencer partnerships over one-off content bursts to power sustainable brand growth. How to build a strategic budget for influencer marketing that balances gifting, events, and paid partnerships to maximize impact. Why a "human-first" philosophy in business translates to powerful influencer engagements and authentic brand narratives. Resources: GateMaker Community - https://gatemakercommunity.com/ Connect with the Guest: Ashton's LinkedIn - https://www.linkedin.com/in/ashton-wall-marketing/ 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. 125 of Earned, Conor sits down with Jackie Pimentel, Senior Director of Creators and Threads at trillion-dollar social networking conglomerate Meta. To start, we dive into the origin story of Facebook, and learn how our previously fragmented world has become increasingly more connected. Jackie shares why Meta keeps users at the center of everything they do, and how that contributes to a constantly evolving platform. We then pivot to Reels, and Jackie reveals that they've grown to over two billion views per day. We dive into Meta's newest platform—Threads—and hear how the team incorporated "FOMO" into the launch strategy. Jackie reveals the secrets to a successful product launch, and we discuss the diverse and vibrant communities that have grown within each of Meta's platforms. We then explore Jackie's own publishing journey, and hear how she found her authentic voice, before she praises creators for everything they do. To close the show, Jackie shares how she strives to live a balanced life as a leader and a mother. In this episode, you'll learn: How strategically balancing technology and human insight propelled the growth and evolution of Meta's product suite. How Meta leverages community feedback to drive successful product launches and increase user engagement. Why Meta encourages its users to embrace their humanness and share their authentic selves on social platforms. Resources: Meta - https://about.meta.com/ Connect with the Guest: Jackie's LinkedIn - https://www.linkedin.com/in/jackie-pim/ 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