Center of Excellence, Center of Execution: Leah Walker on Scaling Creator Marketing at Adobe

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Leah Walker, Director of Social Media at Adobe, to unpack how one of the world's leading creative companies is scaling its creator strategy. Leah reflects on her decade at Adobe and shares how the brand moved from scattered influencer activations to establishing its first dedicated influencer marketing team—marking a major shift in how Adobe views creators as core to its marketing engine. Leah offers an inside look at programs like CAMP, Adobe's Creator-Led Content Amplification Program, which repurposes creator content across the full funnel to drive both awareness and measurable performance. She explains why long-term partnerships consistently outperform one-offs, and how creators are helping Adobe uncover new use cases and workflows for its tools through authentic storytelling. Brit and Leah also explore Adobe's unique operating model, where the influencer team acts as both a Center of Excellence and a Center of Execution—centralizing best practices, governance, and measurement while directly running high-impact programs. Leah highlights Adobe's commitment to empowering creators at every stage, from beginners using Express and Firefly to established creators shaping culture on platforms like YouTube. In this episode, you'll learn: How Adobe built its first dedicated influencer marketing team and why creator marketing is now essential. Why creator content often outperforms brand-produced ads across the funnel. The surprising ways creators influence Adobe's products, workflows, events, and long-term marketing strategy. Connect with the Guest: Leah's LinkedIn - @leahjwalker   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 episode of Earned, CreatorIQ CMO Brit Starr sits down with Nina Zadeh, co-founder of Sidewalker Daily, to explore the evolving landscape of the creator economy and the transition of creators into savvy entrepreneurs. Nina shares her extensive experience in brand management and offers invaluable insights into how creators can strategically position themselves as essential partners to brands. The discussion highlights the significance of long-term partnerships, the role of data transparency, and the need for fair compensation, as creators increasingly take control of their business relationships. Listeners will gain an understanding of the strategic shifts expected in 2025, where creators are adopting a business-minded approach, utilizing financial tools like P&L statements, and tailoring content to meet the specific demands of platforms such as YouTube and Substack. This episode is packed with strategies for monetization and audience engagement, emphasizing the importance of exclusive, platform-specific content to build deeper connections with followers. Join us as we uncover the future of content creation, brand collaboration, and business innovation, setting the stage for creators to achieve sustainable success in the digital world. In this episode, you'll learn: The business skills creators need to set their value and present it effectively. Where creators are finding growth today across social platforms and audience behaviors. What creators can do to build stronger businesses as they shift toward strategic, ongoing partnerships. Connect with the Guest: Nina's LinkedIn - @nina-zadeh   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   Where to find SideWalker:  Website: https://sidewalkerdaily.com Instagram: https://www.instagram.com/sidewalkerdaily/ YouTube: https://www.youtube.com/@SidewalkerDaily Free Trainings: https://sidewalkerdaily.com/trainings/

This week on Earned, we dive into the dynamic evolution of the creator marketing landscape. Recorded onsite at our CreatorIQ Connect LA event, this episode brings you insights from industry leaders like Kate Brady from PepsiCo, Brian Manning from Wayfair, Leah Walker from Adobe, Dana Paolucci from Dove, and Amy Johnson from Wasserman as they discuss the shift from traditional advertising to more genuine, storytelling-driven strategies. Explore how brands are embracing community-driven growth and the transformative power of qualitative metrics over traditional engagement measures. We highlight the emerging trends reshaping the industry, such as the rise of macro and nano influencers, and the growing integration of creators in product development. Additionally, the episode examines the pivotal role of AI in amplifying creator value and the critical importance of precise ROI measurement. As we navigate the challenges of the digital age, we underscore the enduring power of storytelling and personalized content, envisioning a renaissance of authenticity in this ever-evolving landscape. Tune in for a compelling discussion on the future of creator marketing and its limitless potential to forge genuine audience connections. In this episode, you'll learn: How leading brands measure the business impact of creator marketing. How community and storytelling help brands reach new audiences and create more memorable campaigns. What's ahead for creator marketing as AI, new metrics, and creator partnerships change how marketers work.   Connect with the Guests: Leah Walker's LinkedIn - @leahjwalker Amy Johnson's LinkedIn - @amy-johnson-39935b49 Brian Manning's LinkedIn - @brianleomanning Dana Paolucci's LinkedIn - @danapaolucci Kate Brady's LinkedIn - @katebrady1007 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

This week on Earned, we dive into the dynamic evolution of the creator marketing landscape. Recorded onsite at our CreatorIQ Connect LA event, this episode brings you insights from industry leaders like Kate Brady from PepsiCo, Brian Manning from Wayfair, Leah Walker from Adobe, Dana Paolucci from Dove, and Amy Johnson from Wasserman as they discuss the shift from traditional advertising to more genuine, storytelling-driven strategies. Explore how brands are embracing community-driven growth and the transformative power of qualitative metrics over traditional engagement measures. We highlight the emerging trends reshaping the industry, such as the rise of macro and nano influencers, and the growing integration of creators in product development. Additionally, the episode examines the pivotal role of AI in amplifying creator value and the critical importance of precise ROI measurement. As we navigate the challenges of the digital age, we underscore the enduring power of storytelling and personalized content, envisioning a renaissance of authenticity in this ever-evolving landscape. Tune in for a compelling discussion on the future of creator marketing and its limitless potential to forge genuine audience connections. In this episode, you'll learn: How leading brands measure the business impact of creator marketing. How community and storytelling help brands reach new audiences and create more memorable campaigns. What's ahead for creator marketing as AI, new metrics, and creator partnerships change how marketers work. Connect with the Guests: Leah Walker's LinkedIn - @leahjwalker Amy Johnson's LinkedIn - @amy-johnson-39935b49 Brian Manning's LinkedIn - @brianleomanning Dana Paolucci's LinkedIn - @danapaolucci Kate Brady's LinkedIn - @katebrady1007 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 episode of Earned, CreatorIQ CMO Brit Starr sits down with Alisa Metzger, co-founder of INNBEAUTY Project, to explore her journey from leading roles at beauty giants like L'Oréal and La Prairie to building her own clean, vegan, affordable skincare brands. Alisa shares how her passion for beauty and marketing fueled the creation of INNBEAUTY Project with co-founder Jen Shane, and how they're redefining customer engagement in a rapidly evolving market. You'll hear how INNBEAUTY Project emerged to fill a critical gap in skincare—blending scientific rigor with storytelling to create meaningful connections. Despite launching amid the global pandemic, Alisa's focus on authenticity, innovation, and quality helped both brands thrive. She also breaks down the power of strategic partnerships, from collaborations with Sephora to working with creators who truly embody the brand's values. Tune in to celebrate the women shaping the future of beauty. Alisa's story is one of resilience, creativity, and purpose—a testament to how innovation and genuine storytelling can spark lasting impact across the industry. In this episode, you'll learn: How INNBEAUTY produces content based on product performance and customer feedback, not trends. The importance of partnering with creators based on relevance and making sure they have authentic connections to the product. Why customer education creates deeper brand affinity than hype. Connect with the Guest: Alisa's LinkedIn - @alisa-metzger-3301489    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 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