Earned: Unlocking the Power of the Creator Economy

Hosted by CreatorIQ

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224

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Oct 2026

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About the show

Welcome to Earned, a podcast by CreatorIQ. In this series, we explore the transformative power of creator marketing by sitting down with the industry leaders who do it best. Tune in to learn the tried-and-true marketing philosophies and strategies behind today's top brands and agencies, best practices for building impactful communities online and off, and powerful career advice to inspire industry newbies and veterans alike. We hope you enjoy!

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October 28, 2026Episode 20631 min

Creator Marketing at Scale: How e.l.f. Cosmetics Builds Community Through Creators, According to Micah Jesse Koffler

Creator marketing works best when a brand shows up where its community already gathers. In this live Earned episode from CreatorIQ Connect, Micah Jesse Koffler, who manages creator content and relationships across e.l.f. Cosmetics, skin and hair, draws on a career that spans beer, food and beverage, and red carpet correspondent work. He walks through the 60/40 rule behind 135 campaigns in a year, the Texas and Minnesota State Fair sponsorships that drew 175 creators in Minnesota alone, the Sephora launch in Brazil, and the seeding process behind the e.l.f. hair line. Together, Joy and Micah unpack how intentional experiences, zero distance, and small gestures like a birthday cake keep creators loyal to the brand. In this episode, you'll learn: How E.L.F. Beauty keeps its influencer marketing fresh across 135 campaigns a year How personalized experiences, thoughtful gifting, and consistent engagement helps brands strengthen creator loyalty and drive earned media value How E.L.F. Beauty uses creator affinity, product testing, and community insights to identify the right partners, expand into new markets, and create more authentic content Connect with the Guest: Micah's LinkedIn - @micah-jesse 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

October 14, 2026Episode 20531 min

Beauty Marketing Should Be Fun: How DIME Built a $3.6M EMV Month, According to Bernice Merlini

Creator marketing delivers its biggest results when it connects product, brand, and culture, and DIME is putting that idea to work. In this episode of Earned, CreatorIQ Global Head of Strategic Services Joy Osinloye talks with Bernice Merlini, who leads product development, brand creative, creator social, and product marketing at DIME. Bernice has worked across the full beauty life cycle, from founding teams at new brands to six years at L'Oreal, and under her leadership DIME's creator community has more than tripled in a single year, climbing to No. 77 on CreatorIQ's beauty leaderboard. Together, Joy and Bernice unpack what drove a record $3.6M EMV month in August 2026, why DIME built its creator team in-house, how briefs flex between skincare and fragrance, and what it takes to stand out during a crowded holiday season. In this episode, you'll learn: Why building an in-house creator team rather than outsourcing to agencies is critical for brands that want to foster authentic, long-term creator relationships at scale How brands can use creator feedback as a strategic loop across product development, brand marketing, and paid growth, treating creators as beauty super-users and experts, not just content producers Why giving creators the freedom to interpret broad briefs and live with products over time produces better content than rigid, brand-scripted instructions Connect with the Guest: Bernice's LinkedIn - @bernice-merlini 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

September 30, 2026Episode 20430 min

Jasmine Wong on Why Data Security Should Come Before the AI Tool

In this episode of Earned, CreatorIQ VP of Brand Marketing, Ashley Waxman sits down with Jasmine Wong, security engineer and creator with a community of over 115,000 followers, to explore how AI is reshaping both security practices and creator-brand relationships. Jasmine brings a rare combination of skills to the creator economy, a trained security engineer who also builds content and community around making AI security accessible. In this conversation, she breaks down the questions marketers should be asking before they feed data into any AI tool, why she avoids fear-based messaging in her own content, and how brands can tell when a creator has spotted an AI-generated brief or email. She also unpacks her own AI workflows, from automated analytics tracking to a rate-negotiation skill trained on her past emails, and shares her plans for Bytes Over Tea, her new in-person community focused on hands-on AI security education. Together, Ashley and Jasmine unpack what responsible AI adoption looks like for both brands and creators heading into 2027. In this episode, you'll learn: Why using AI recklessly in brand-creator outreach damages the authentic connection that partnerships depend on How brands can use AI conscientiously with creators by training models, setting checkpoints, and trusting creators with creative freedom Why practical AI security is now every marketer's responsibility, not just the security team's Connect with the Guest: Jasmine's LinkedIn - @wong-jasmine Connect with Ashley Waxman & CreatorIQ: Ashely's LinkedIn - @ashleywaxman CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

September 16, 2026Episode 20329 min

Why the Consumer, Not the Brand, Is Choosing Creators Now: KIKO Milano's Katie O'Reilly Explains

In this episode of Earned, CreatorIQ Chief Customer Officer Jennifer Cho sits down with Katie O'Reilly, Executive Vice President and Managing Director of North America at KIKO Milano, to explore how Italian beauty heritage scales in the American market while staying culturally relevant. Drawing on a career spanning nearly every major function in beauty, including roles at Macy's, MAC, and now KIKO Milano, Katie shares how leadership requires the same authenticity she asks of creators, why calculated risk-taking has defined her biggest career moves, and how one creator's unscripted "straw test" video became a driver of Earned Media Value (EMV) and sales. Together, Jennifer and Katie unpack how KIKO selects creators based on genuine audience affinity rather than reach alone, how the brand translates its Italian identity for U.S. consumers through moments like Madonna's debut as global brand ambassador, and how the upcoming Soho flagship is designed to turn physical retail into an ongoing content engine. In this episode, you'll learn: Why building trust and long-term investment with creators beats one-off campaigns How treating creators as strategic partners drives business results Why customer-led creator fit, not reach, is what makes the relationship sustainable Connect with the Guest: Katie's LinkedIn - @katieoreilly Connect with Jen Cho & CreatorIQ: Jen's LinkedIn - @jencho CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

September 2, 2026Episode 20227 min

How Brands Can Build Stronger Creator Partnerships, According to Gigi Robinson

In this episode of Earned, CreatorIQ Chief Customer Officer Jennifer Cho sits down with Gigi Robinson, founder of Hosts of Influence and Creator Etiquette, Penguin Random House author, keynote speaker, and creator, to explore what it takes to build a more professional and sustainable creator economy. Drawing on her experience building a multifaceted creator business and long-term brand partnerships, Gigi shares why creators need greater access to professional development, how brands can build trust through ongoing relationships, and why creators should be treated as creative professionals and strategic partners. Together, Jennifer and Gigi unpack the professional gaps that remain across the creator economy, offering a look at how better education, stronger relationships, and long-term investment can create more value for creators, brands, and their audiences. In this episode, you'll learn: Why the creator economy needs stronger professional infrastructure to help creators operate as strategic business partners, not just marketing talent. How brands can build creator partnerships that last through trust and long-term investment instead of one-off campaigns. Why better measurement, transparency, and education around creator value are essential for a more sustainable creator economy. Connect with the Guest: Gigi's LinkedIn - @gigirobinson Connect with Jen Cho & CreatorIQ: Jen's LinkedIn - @jencho CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

August 19, 2026Episode 20132 min

From Audience to Fandom: Sharon Mussalli on Building Media Brands People Love

In this episode of Earned, CreatorIQ Chief Customer Officer Jennifer Cho sits down with Sharon Mussalli, CEO of NowThis, to explore what it takes to build a sustainable media business in an era shaped by social platforms, creators, and rapidly changing audience behaviors. Drawing on more than two decades of experience across media, entertainment, and technology, Sharon shares why enduring brands turn audience affinity into genuine fandom, how NowThis is building recurring shows and original IP designed to grow with their communities, and why great content and compelling personalities remain at the heart of media even as distribution evolves. Together, Jennifer and Sharon unpack the growing relationship between media, creators, and communities, offering a look at how social-first storytelling can turn content into franchises people truly love. In this episode, you'll learn: What traditional media companies can learn from creators—and what creators can learn from established media businesses. How to build content that stays relevant as consumer behavior and platforms continue to change. Why data, experimentation, and audience insights are essential for staying relevant as the future of media continues to evolve. Connect with the Guest: Sharon's LinkedIn - @sharonmussalli Connect with Jen Cho & CreatorIQ: Jen's LinkedIn - @jencho CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

August 5, 2026Episode 2001 min

200 Episodes Later, Earned Enters Its Next Chapter

In this special 200th episode of Earned, CreatorIQ celebrates a major milestone with the official introduction of its four new hosts: Ashley Waxman, Vice President of Brand Marketing; Jennifer Cho, Chief Customer Officer; Joy Osinloye, Vice President of Customer Success, Americas; and Tim Sovay, Chief Partnerships Officer. Together, they share the unique perspectives they'll bring to the podcast—from brand strategy and creator partnerships to measurement, platform innovation, and scaling creator marketing inside global organizations. As Earned enters its next chapter, listeners can expect deeper conversations with the leaders, marketers, creators, and innovators shaping the future of the creator economy. #Earned #CreatorMarketing #CreatorEconomy Connect with the CreatorIQ Hosts: Ashley's Linkedin - @ashleywaxman Jen's LinkedIn - @jencho Joy's Linkedin - @joy-osinloye Tim's LinkedIn - @timsovay CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

July 22, 202621 min

What Cannes Lions 2026 Revealed About the Future of Creator Marketing

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

July 8, 2026Episode 19928 min

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

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

June 24, 2026Episode 19829 min

What Heritage Brands Can Learn From the Creator Economy, According to Gap Inc.'s Damon Berger

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

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