Unpacking the State of Creator Marketing with Jasmine Enberg

In Episode 184 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Jasmine Enberg, former VP, Principal Analyst at EMARKETER. We dive into CreatorIQ’s annual State of Creator Marketing Report and what it reveals about the future of trust, community, and content performance. Brit and Jasmine unpack the shift from creator-focused to content-first strategies that are driving measurable business impact. You’ll hear how influencer marketing investment has surged 171% year over year, signaling a major move from traditional media to creator-led strategies. We dig into how marketers are redefining ROI, navigating new measurement challenges, and building scalable programs that deliver lasting results. We discuss how brands can balance innovation with authenticity—using AI to enhance workflows without losing the human touch. From the rise of professionalized creator ecosystems to the growing competition across platforms like Instagram, TikTok, and YouTube, this conversation offers a clear view of where content creation is headed next. In this episode, you'll learn: What the 2025 State of Creator Marketing Report reveals about investment, challenges, and emerging trends. Why measurement and ROI have become the top challenge for marketers investing in creator programs. Where AI fits into a human-centered creator economy, and how TikTok, YouTube, and LinkedIn are competing for creator marketing budgets. Connect with the Guest: Jasmine's LinkedIn - @jasmine-enberg    Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Episode 183 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Liz Gramp, VP of Marketing and Communications at Moose Toys, to explore how the brand brings play to life through characters kids love—like Bluey and Little Live Pets. Liz pulls back the curtain on Moose’s approach to capturing attention during the all-important July–December season, guiding caregivers through purchase decisions, and keeping kids engaged through platforms like Instagram and TikTok. We also dig into YouTube’s evolving role in toy marketing, from the rise of scripted content to building authentic creator partnerships with names like MrBeast. Liz shares how Moose’s signature “Aussie audaciousness” fuels bold product innovation (yes, even the Fart Blaster) and inspires collaboration across teams and creators alike. As the conversation wraps, Liz reflects on the universal power of play to connect generations and cultures. She also underscores Moose’s commitment to building an inclusive, diverse team that shapes campaigns with global resonance. The result? A brand that balances creativity, community, and impact—showing just how meaningful toys can be in bringing people together. In this episode, you’ll learn: About Moose’s family-owned, disruptive culture, and how they build global toy brands. Why Moose Toys thinks of audiences rather than ages when they go to market.  The strategies behind launching new products on an intense, short timeline. Connect with the Guest: Liz’s LinkedIn - @lizgrampp Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Episode 182 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Roya Zeitoune, Head of YouTube Culture & Trends, EMEA. Diving in, Roya shares her journey—from early days in the matchmaking industry to leading YouTube’s whimsically named “cats team”—and what it’s taught her about connecting audiences with content that matters. She opens up about her unconventional career path, which includes undercover reporting for the BBC and a serendipitous opportunity at Google, and the lessons she’s learned along the way: stay curious, hire for potential, and never stop exploring. Roya also shares her take on the rise of short-form video, the cultural shift toward participatory content, and how AI is shaping the next era of creation. Listeners will walk away with a fresh perspective on how YouTube is democratizing culture and fostering passionate communities worldwide. Join us as we explore what authenticity and engagement really mean for the future of content—and the marketers and creators shaping it. In this episode, you’ll learn: What YouTube’s 20-year journey tells us about the rise of internet culture, from niche communities to mainstream influence. Why creators who stay true to their passions and actively connect with audiences build the strongest, most lasting relevance. How brands and marketers can borrow from creator playbooks to cultivate communities that feel authentic, engaged, and loyal. Connect with the Guest: Roya’s LinkedIn - @roya-zeitoune Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Episode 181 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Christina McGonagle—Chief Marketing Officer of Outcast, the bold Australian fashion brand taking the world by storm—to unpack how a bikini startup transformed into a global powerhouse. From its humble beginnings selling swimwear out of a bedroom, Outcast has grown into an international sensation, fueled by a fearless brand identity and a savvy embrace of influencer marketing. Today, the U.S. accounts for 70% of its revenue, thanks to immersive brand activations that go far beyond photo ops and create experiences customers can’t forget. Christina shares the strategic bets that have propelled Outcast toward the $100 million milestone, from investing in team culture to weaving influencers directly into advertising and product development. She also takes us inside the brand’s expansion into the UK, with a new warehouse and dedicated site designed to elevate customer experience. Along the way, Christina highlights how Outcast keeps customer engagement playful and personal through initiatives like the Heartbreak Hotel loyalty program and the Lake Club Outcast community. At the core, she makes a compelling case for balancing technology with real human connection—showing how Outcast is redefining authentic engagement in a digital-first fashion landscape. In this episode, you’ll learn: How Outcast turned influencer partnerships and organic gifting into a growth engine, driving US sales to 70% of total revenue. Why immersive, unconventional events are key to Outcast’s brand strategy and build lasting community engagement. The strategy behind scaling a fashion brand from a small Australian startup to nearly $100 million in revenue while staying true to its core identity. Connect with the Guest: Christina’s LinkedIn - @christina-mcgonagle-0705663a   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Episode 180 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Ted Raad—founder and CEO of Trend, a top U.S. creator management agency—to explore what happens when business acumen meets creative purpose. After a career in mergers and acquisitions, Ted’s perspective shifted thanks to one person: his wife, a fashion and lifestyle creator navigating brand partnerships and authenticity. Now, he’s helping lead the charge toward a more thoughtful, long-term approach to creator marketing—one rooted in trust, transparency, and community. Ted shares what it means to prioritize brand-aligned creators over one-off conversions and how his agency is evolving to support both ROI- and awareness-driven partnerships. He also makes a compelling case for integrating creator marketing into core brand strategies, not just siloed campaigns. Throughout the episode, we dig into what’s next: the growing role of AI in streamlining workflows, the challenge of standardizing measurement, and what it’ll take to future-proof creator programs at scale. In this episode, you’ll learn: Why Ted Raad believes advocacy and authenticity are the foundation of sustainable creator careers. What brands should consider before expecting direct sales from a first-time influencer campaign, and how long-term relationships create stronger returns. How Trend evolved from a bedroom idea into a full-service agency by focusing on helping creators build businesses around who they are and what they value. Connect with the Guest: Ted’s LinkedIn - @ted-raad-0b98512b  Ted’s Instagram - @raadted Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this special episode of Earned, we’re compiling the best moments from our conversations with five powerhouse beauty brand founders: Sarah Gibson Tuttle of Olive & June, Lilly Ghalichi of Lilly Lashes, Rea Ann Silva of Beautyblender, Taylor Frankel of Nudestix, Courtney Shields of DIBS, and Deepica Mutyala of Live Tinted. Tune in to hear how these women transformed personal inspiration and experiences into globally recognized beauty brands. We dive into the emotional and strategic aspects of entrepreneurship, highlighting the role of empathy and leadership in driving brand success, before discussing the importance of flexibility, resilience, and maintaining authenticity amidst growth challenges. We also examine the effective role of influencer marketing in their business strategies, emphasizing the significance of organic promotion and community engagement. Learn how to navigate entrepreneurial challenges, the importance of quality products and strong teams, and the emotional highs and lows that accompany business growth. In this episode, you’ll learn: What the most successful beauty founders know about building brands that outlive trends, and how they keep consumers coming back. How the beauty industry has shifted over the years, and what today’s founders are doing differently to grow their brands. What aspiring founders need to hear before they start, from emotional endurance to building the right team. Connect with the Guests: Sarah Gibson Tuttle’s LinkedIn - @gibsontuttle Lilly Ghalichi’s LinkedIn - @lilly-ghalichi-a93654139 Rea Ann Silva’s LinkedIn - @reaannsilva Taylor Frankel’s LinkedIn - @taylor-frankel-0ab0b5102 Courtney Shields’ Instagram - @courtney_shields Deepica Mutyala’s LinkedIn - @deepica-mutyala-0a063711 Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Episode 179 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Courtney Wartman Weis, managing director of brand marketing at FP Movement, to explore how the activewear label is scaling purposefully in today’s creator-driven landscape. Courtney shares how FP Movement evolved from a sub-brand of Free People into a global community-led brand of its own—and reveals how the pandemic-era shift to athleisure created new momentum. From launching Run Day and the Moving Together activity series to building a thoughtfully curated ambassador program (featuring top tennis athletes like Sloane Stephens, Sofia Kenin, and Danielle Collins), FP Movement is doubling down on creator and athlete partnerships to fuel impressive brand growth. Tune in to hear the brand’s plans for international expansion—with new stores launching in London and Paris, and eyes set on Asia and Australia—and learn how creators have continued to drive engagement and brand awareness across 55+ locations since 2020. Whether you're building a creator strategy or scaling a brand globally, this episode offers a front-row seat to what it takes to lead with authenticity and impact. In this episode, you’ll learn: How FP Movement built its community by working closely with creators who help represent the brand's identity and expand its reach. What it took to grow from one store to dozens, and how a clear but flexible strategy helped the brand navigate major shifts, including the pandemic. Why content, consistency, and creator partnerships are central to FP Movement’s marketing and how each plays a role in building trust with customers. Connect with the Guest: Courtney’s LinkedIn - @courtney-wartman-weis-1729964a   Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Episode 178 of Earned, CreatorIQ CMO Brit Starr sits down with Shima Katouzian, powerhouse beauty creator (@sheemoma on Instagram, 2.8M followers) and founder of BODO Makeup. To start, we dive into Shima’s remarkable journey from Tesla employee to beloved Instagram influencer who’s fostered a community of nearly 3 million passionate fans. We learn how during the COVID-19 pandemic, Shima discovered her passion for content creation through her desire for authenticity and a deep connection to her Iranian roots. Shima reveals how her decision to create content in her native language of Farsi, despite the challenges it posed for brand recognition, allowed her to build a genuine and tight-knit community. We then hear how Shima manifested her dream brand partnerships through intentionality and positivity. To close the show, Shima underscores the importance of staying true to oneself, building genuine connections, and fostering a collaborative community—three things that have been integral to her success. In this episode, you’ll learn: Why creators who stay true to their native language and culture often drive deeper engagement and better performance. What many brands get wrong about short-term influencer campaigns, and how to build high-return partnerships that last. How Shima helped turn followers into loyal brand advocates by inviting her audience into every step of the product development process. Connect with the Guest: Shima’s LinkedIn - @shima-katouzian Shima’s Instagram - @sheemoma Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Episode 177 of Earned, CreatorIQ CMO Brit Starr sits down with Raashi Rosenberger, head of marketing for Meta Wearables, for a compelling conversation on the intersection of technology, humanity, and innovation. Raashi shares how devices like Ray-Ban Meta AI are designed not to distract, but to deepen real-world connection—reducing screen time while enhancing everyday experiences through seamless AI integration. Drawing from her background in neuroscience, Raashi also unpacks how psychological principles shape modern marketing, especially when creators are involved. Together, she and Brit explore the growing role of creators in building authentic brand-audience relationships, and reflect on the future of tech that’s human-first by design. In this episode, you’ll learn: How Meta’s wearables can help you be present while still connected to the world.  What a former neuroscientist sees that most marketers miss about human connection and why it matters in building technology people trust. How creators help tech companies turn innovation into products people use in real life. Connect with the Guest: Raashi’s LinkedIn - @raashirose Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this inspiring session at CreatorIQ Connect Europe, REFY co-founder Jess Hunt shares her evolution from creator to entrepreneur and unpacks how authenticity, community, and creator collaboration have been central to the brand’s rapid growth. From launching top-performing products with real-time feedback from REFY’s creator community to building long-term, trust-based partnerships, Jess offers a behind-the-scenes look at how REFY balances brand storytelling with performance. You’ll walk away with tangible insights into scaling a creator-led brand, driving impact through UGC, and fostering meaningful creator relationships that go beyond the feed. Connect with the Guests: Reiss’ LinkedIn - @reissakhtar Jess’ Instagram - @jesshunt2 Connect with Brit Starr & CreatorIQ: Brit’s LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ