From Reach to Relationship: Why the Future of Creator Marketing Is Customer Experience

In this special Cannes Lions edition of Earned, CreatorIQ VP of Brand Marketing Ashley Waxman is joined by creator economy experts Lia Haberman, Antoine Hery, and Shira Lazar to unpack the biggest conversations shaping the future of creator marketing. Drawing on insights from across Cannes Lions 2026, they explore the evolution of creator strategy, the growing role of employee advocacy, and why trust continues to drive meaningful brand relationships. Ashley, Lia, Antoine, and Shira also discuss the rise of long-term creator partnerships, how AI is transforming content discovery and search, and why creators are becoming an increasingly important part of modern marketing and communications strategies. In this episode, you'll learn: Why the definition of "influencer" is shifting beyond lifestyle creators to include employees, executives, and everyday people inside your company. How brands can build real partnerships with creators instead of treating them like a line item in a media plan. What earned influence actually means in 2026, and why trust and consistency matter more than chasing virality.   Connect with the Guests: Lia's LinkedIn - @liahaberman Antoine's LinkedIn - @antoinecv Shira's LinkedIn - @shiralazar   Connect with Ashley Waxman & CreatorIQ: Ashley's LinkedIn - @ashleywaxman  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 Chief Partnerships Officer Tim Sovay sits down with Karthik Suri, Chief Product & Corporate Strategy Officer at Sprinklr, to discuss how creator marketing is becoming a core part of the customer experience. Drawing on leadership roles at PayPal, GE Digital, and Sprinklr, Karthik shares his perspective on the evolution of social, the growing influence of creators, and the convergence of marketing, customer care, and AI. Tim and Karthik explore why trust has become the defining currency of the creator economy, how enterprise brands can unify creator marketing with customer experience, and what the CreatorIQ and Sprinklr partnership unlocks for marketers. They also discuss the future of AI-powered customer engagement, the importance of connected data and governance, and why the strongest creator strategies extend far beyond awareness to support the entire customer journey. In this episode, you'll learn: Creators are evolving from simple reach and engagement channels into trusted voices that influence the full customer experience. Leading brands are evolving their creator marketing strategy by unifying customer experience, social, and creator data into a single system that turns insights into action. How AI is accelerating data unification and decision-making across the customer journey. Check out the Sprinklr integration with CreatorIQ: https://www.creatoriq.com/sprinklr-partnership-integration Connect with the Guest: Karthik's LinkedIn - @surikarthik Connect with Tim Sovay & CreatorIQ: Tim's LinkedIn - @timsovay 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 Chief Partnerships Officer Tim Sovay sits down with Damon Berger, SVP of Shared Marketing Services at Gap Inc., to discuss the evolution of digital storytelling and the growing role creators play in shaping culture. With a career spanning Disney, What's Trending, Fullscreen, Mattel, and Gap Inc., Berger brings a unique perspective on how audiences, platforms, and brands have evolved over the past two decades. Tim and Damon explore why creators have become the conduit to culture, how iconic brands can stay relevant in a rapidly changing media landscape, and what marketers can learn from the rise of creator-led communities. They also discuss the importance of authenticity in creator partnerships, the future of long-form content, why YouTube remains one of the industry's biggest opportunities, and how brands can move beyond campaigns to build lasting cultural relevance. In this episode, you'll learn: Inside Gap's earned media strategy, they're working with creators to stay relevant inside internet culture instead of relying on traditional advertising What it looks like to scale an influencer program strategy from a few partnerships to tens of thousands of creators Where attention is shifting next, including YouTube, gaming communities, and other emerging digital spaces   Connect with the Guest: Damon's LinkedIn - @damonberger   Connect with Tim Sovay & CreatorIQ: Tim's LinkedIn - @timsovay 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 VP of Customer Success Joy Osinloye sits down with creator and storyteller Fola Amudipe to explore what it takes to build a meaningful community in today's creator economy. Known for her beauty, lifestyle, and travel content, Fola shares how she evolved from an educational creator into a storyteller focused on connection, purpose, and lived experience—and why that shift has transformed both her audience relationships and her career. Joy and Fola discuss the power of authenticity, the lessons learned from sharing her viral hair journey, and how creators can balance aspiration with accessibility. They also dive into brand partnerships, representation in the beauty industry, creator community, and why personal perspective matters more than ever in a world where information is increasingly available through AI, search, and social platforms. In this episode, you'll learn: How authentic storytelling can strengthen audience trust and create deeper community connections. Why sharing challenges and setbacks can sometimes have a greater impact than sharing successes. How to create aspirational content that still feels accessible, relatable, and valuable to your audience.   Connect with the Guest: Fola's LinkedIn - @folaamudipe Connect with Joy Osinloye & CreatorIQ: Joy's LinkedIn - @joy-osinloye 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 VP of Brand Marketing Ashley Waxman sits down with Archetype SVP of Strategy Chase Fitzgerald to explore how creator relationships are reshaping earned media, PR, and modern communications strategy. Drawing on experience across agency leadership, creator strategy, and large-scale programs like CES, Chase shares why brands need to stop thinking transactionally about creators and start building long-term partnerships rooted in trust, collaboration, and shared value. Ashley and Chase unpack the evolution of independent journalism and creator-led media, why measurement needs to move beyond impressions and vanity metrics, and how agencies are adapting to a world where creators influence everything from storytelling to event strategy. They also dive into creator collaboration at CES, the growing importance of infrastructure inside PR agencies, and why the future of earned media will depend less on placements — and more on human relationships. In this episode, you'll learn: • How to treat creators to build meaningful partnerships and maximize impact • Strategies for measuring both quantitative and qualitative success in creator marketing • Best practices for integrating creators into events, campaigns, and PR initiatives for authentic audience engagement Connect with the Guest: Chase's LinkedIn - @chasefitzgerald Connect with Ashley Waxman & CreatorIQ: Ashley's LinkedIn - @ashleywaxman 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 Chief Partnerships Officer Tim Sovay sits down with Jamie Gutfreund, founder of Creator Vision, Forbes contributor, and former executive at Hasbro, Microsoft, Expedia, CAA, and Whalar, to explore why the creator economy still lacks the infrastructure needed to truly scale. Drawing from experience across brands, agencies, and media, Jamie shares her perspective on how creator marketing is evolving from an experimental channel into a core business function tied to media, commerce, and long-term brand growth. Tim and Jamie unpack why most brands still confuse campaign planning with creator strategy, the growing importance of measurement and institutional knowledge, and how creators are reshaping everything from paid media to product storytelling. They also dive into the rise of creator-led media companies, why YouTube remains massively underutilized by brands, and how AI is changing content creation, optimization, and audience insight gathering. Along the way, Jamie shares candid takes on affiliate saturation, creator trust, organizational change inside major brands, and why the future of creator marketing depends on building systems, not just campaigns. In this episode, you'll learn: The key to successful brand building through creator partnerships How brands can leverage creators for media and performance-driven campaigns Why understanding your audience and creators' communities is essential for impactful marketing   Connect with the Guest: Jamie's LinkedIn - @jamiegutfreund    Connect with Tim Sovay & CreatorIQ: Tim's LinkedIn - @timsovay CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

REPLAY: Conor Begley sits down (in the iconic flagship location) with Anastasia Soare—legendary founder and CEO of iconic beauty powerhouse, Anastasia Beverly Hills—to discuss her journey to creating a beauty (and brow) empire. 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: How Anastasia Soare's resilience, passion, and visionary strategies propelled her journey from immigrant to beauty mogul Why organic community building played a crucial role in Anastasia Beverly Hills' runaway success 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(s): 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 - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ VP of Brand Marketing Ashley Waxman sits down with Monica Khan—multihyphenate creator economy advisor, operator, and founder—to explore how brands must evolve from campaign thinking to creator-led infrastructure. Monica shares her unique perspective from working across platforms like YouTube and Meta, advising top creators through her firm Creator Revolution, and consulting with companies via McKinsey. At the center of the conversation is a fundamental shift: creators are no longer just a marketing channel—they are R&D, storytelling engines, and strategic partners shaping business outcomes. Ashley and Monica dive into why brands must move beyond one-off campaigns toward always-on, cross-functional creator strategies that drive long-term growth, and how building deeper partnerships unlocks compounding value across the funnel. Monica also unpacks the importance of brand self-awareness, redefining measurement beyond last-click attribution, and leveraging qualitative signals like community feedback and content performance to inform smarter decisions. The conversation explores the growing role of AI in marketing and creation—where it can accelerate workflows, but shouldn't replace original thinking or creative instinct—and why transparency and editorial standards are critical to maintaining trust. Finally, Monica reflects on the power of in-person community building, the rise of creator-driven ecosystems, and what the next chapter of the industry looks like: a world where creators sit at the center of modern marketing infrastructure. In this episode, you'll learn: The importance of long-term relationships with creators in building brand trust and fandom Creating a balanced marketing strategy that combines AI with human creativity How creators can build authentic, engaged communities around their brand   Connect with the Guest: Monica's LinkedIn - @monicakhan   Connect with Ashley Waxman & CreatorIQ: Ashley's LinkedIn - @ashleywaxman CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this replay episode of Earned, Conor sits down with Christina McCarthy, Vice President of Global Media at Four Seasons Hotels and Resorts. To start, we dive into Christina's impressive career journey from fashion and beauty giants like Victoria's Secret and MAC. We delve into Four Seasons' strategic shift from traditional marketing to crafting rich, brand-building experiences that resonate with audiences. Christina highlights the pivotal role of high return guests (HRGs) and the tailored strategies that ensure their loyalty. She also explores the impact of social media influencers and user-generated content on guest perceptions, detailing how platforms like TikTok, Snapchat, and YouTube are leveraged for global branding and local engagement. Listeners will gain insights into the integration of SEO and OTA (online travel agency) advertising and how Four Seasons harnesses cutting-edge technology to enhance customer experiences. The discussion extends to the allure of luxury travel destinations, emphasizing the brand's commitment to exceptional service and personalization. To close the episode Christina offers an insider's perspective on the innovative marketing tactics that distinguish the brand in the luxury hospitality industry. In this episode, you'll learn: How Christina McCarthy leads global media strategy for a luxury brand like Four Seasons: She shares how a fashion and beauty background shaped her approach to digital luxury marketing. Why VIP treatment drives loyalty: Christina explains how making guests feel like the star of their stay creates an emotional connection and repeat visits. Where content and paid media work best together: It's about blending platforms like TikTok and YouTube with creator content and search strategy. Connect with the Guest: Christina's LinkedIn - @christinamccarthy   Connect with CreatorIQ: 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 Dana Paolucci, Head of Influence and PR at Dove North America, to unpack how one of beauty's most iconic brands is evolving creator marketing—without losing sight of its mission. Dana reflects on the "everything and nothing changes" reality of the space, from creators becoming full-fledged brands and franchises to the enduring importance of trust, community, and authenticity. Brit and Dana explore how Dove has scaled from a traditional, tightly controlled campaign model to an always-on creator engine—while staying grounded in Dove's commitment to real beauty. Dana shares how the team engaged over 10,000 creators and generated 30,000+ pieces of content, guided by strict standards like Dove's no digital distortion policy and a clear filter: partnering only with creators who contribute to a positive beauty experience online. The conversation also dives into Dove's program structure, including full-funnel product launches, trend-responsive content, and the Dove Love community initiative designed to increase earned creator content through reciprocal relationships, replenishment, and life-moment support. Finally, Dana breaks down the cultural insight and agility behind Hot Seats—Dove's music-fandom-driven platform that turned sweaty concerts and Coachella commentary into brand-relevant moments that drove real lift. The takeaway: listen deeply, release control, and show up with solutions. In this episode, you'll learn: The shift from one-off influencer campaigns to always-on creator strategies at Dove How to balance earned and paid media in creator marketing The power of event-based campaigns in driving authentic creator content Connect with the Guest: Dana's LinkedIn - @danapaolucci   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