Women in Influencer Marketing

Today we’re speaking with Katie Stoller.

Katie Stoller is an influencer marketing veteran. She began her career in 2009 in Los Angeles working in fashion PR, dressing A list celebrities and working celebrity gifting suites at award shows. She then moved home to Chicago where she had a decade-long career working at top global PR agencies (Ogilvy, Ketchum and Golin).

She then led the influencer marketing team at Fiat Growth, a fintech growth consultancy working closely with affiliate and performance marketing teams.

In 2023, she transitioned to being an independent marketing consultant for businesses and talent.

She also launched her education company, influencerinsiderguide.com where she puts out valuable resources for those in the influencer marketing industry.

Katie is a member and mentor with WIIM as well as a mentor for DePaul University students.

Connect with her:

Linkedin : https://www.linkedin.com/in/katiestoller/

Instagram : https://www.instagram.com/katiestoller_/

Timestamps

[00:02:18] Vacation plans and destinations.

[00:06:11] The freelance life.

[00:09:14] Freelancing and leaving corporate life.

[00:12:32] Balancing work and motherhood.

[00:18:30] Words of affirmation vs acts of service.

[00:19:53] Personal branding and feedback.

[00:25:22] Life changes after having kids.

[00:27:47] Personality test insights.

[00:31:28] Entrepreneurship and job stability.

[00:36:30] Consulting vs. Freelancing debate.

[00:37:33] Freelancing financial goals.

[00:42:20] Freedom in freelancing.

[00:47:38] Promoting yourself with genuine connection.

[00:49:19] Determining freelance rates.

[00:52:25] Structuring freelance work effectively.

[00:56:22] Rewiring our work habits.

[01:00:31] Niche down for career success.

[01:04:39] Managing day-to-day as a mom.

[01:08:41] Work-life balance and parenting.

[01:10:49] Work from home culture.

[01:15:24] Personal branding and influencer marketing.

[01:16:19] Creating a hub for content.

[01:19:21] The influencer marketing approach.

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Today we’re speaking with Georgina Whalen of One Medical.

Connect with her:

[email protected]

https://www.linkedin.com/in/georginawhalen/

Georgina brings over fifteen years of experience in the influencer marketing industry as an agency partner, tech strategist, startup consultant, and media maven, and now drives the influencer program at Amazon-owned One Medical. Having gotten her start as a creator herself, Georgina leads each program with intention and empathy, using her innate abilities to draw out impactful stories that allow brands to connect in a meaningful way. Georgina serves as a guest lecturer at Tisch and NYU, founded and leads The Influencer Marketing Masterclass; a guided cohort for those wishing to plan, execute, and analyze successful influencer campaigns, and has served as an industry advisor for The Clorox Company, Localeur, and Petal. Throughout her tenure, Georgina has worked with clients and strategic partners like Procter & Gamble, Kraft Heinz, Nike, Reebok, Land Rover-Jaguar, LEGO, Hilton, Google, Whole Foods, Lexus, Verizon, HelloFresh, Apartment Therapy, Ford, BEHR, Albertsons, Dyson, and more.

[00:05:34] Working with long-term creators.

[00:08:51] Increased budget and opportunities.

[00:10:49] Experimentation in influencer marketing.

[00:12:31] Challenges in campaign coordination.

[00:15:54] Evaluating successful content.

[00:20:11] Creator Onboarding and Relationship Building.

[00:24:15] Personal and impactful content.

[00:26:11] Shifting strategy and KPIs.

[00:31:26] The power of social sharing.

[00:33:33] Shifting creator landscape and support.

[00:38:36] Starting the Change Process.

[00:43:26] Working with a spouse.

[00:46:23] Niche cookbook for couples.

[00:49:53] A wonderful book coming out.

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Today we’re speaking with Jessy Grossman of WIIM, Taylar Barrington-Booker of Agency Cliquish, Ayomi Samaraweera of Canopy, and Christie Childers of Best Day Ever

After spending 3.5 years working in the Creator Economy, first at TikTok as the Global Head of Internal Communications and then at Jellysmack as Chief of Staff to the President, Ayomi is now a full-time startup founder building Canopy – an anonymous-but-verified platform for creators to crowdsource information and spill the tea in a safe space. As a TikTok Creator herself she has experienced the lack of transparency in the Creator Economy and is on a mission to democratize access to information and create a level playing field for Creators. She has been featured 5x in Business Insider as both a Founder and Creator.

Christie Childers is an Influencer Marketing and Brand Partnerships consultant based in New York City (and sometimes beyond) under her company entity, Best Day Ever. She plays all sides of the space managing a roster of 12 influencers, strategizing campaign activations for brands, as well as building her own fitness studio capitalizing on influencer marketing to drive foot traffic and new clientele.

As an early adopter of the creator-focused vertical, Christie’s expertise has evolved specifically to focus on creative directorial strategies, negotiating and upselling content usage packages and licensing deals, and using campaign performance data to draw conclusions about audience behaviors. This has extended her many opportunities to work with world-leading companies offering industry education, specifically rooted in trend-focused strategies where brands are often missing the mark in activating influencers and creators.

She is a global agencies alumni, an in-progress debut author, and overall a multi-hyphenate pursuant of creative endeavors that make people feel good. Her work ethic is honest, tenacious, and detail-oriented, and her goal is to make sure clients always have the best day ever!

Taylar is the Founder and Head of Talent and Partnerships at Agency Cliquish, a talent development and management agency dedicated to world-class representation for Black digital talent founded in Chicago, IL.

Agency Cliquish’s roster of compelling personal brands boasts a daily reach of 7.5 million across digital platforms. Under Barrington-Booker’s leadership, the agency has penned contracts for influencer marketing partnerships with brands like LVMH, Givenchy, YSL, Amazon, ULTA, Lincoln, Nordstrom, Nike, L’Oreal, Fenty, Neutrogena, Netflix, and hundreds more.

The strategically curated talent being managed by Agency Cliquish’s team of diversely-skilled Black women can be found across global streaming platforms like Hulu, Netflix, and TEDx, and featured in national outlets including CNN, Buzzfeed, PopSugar, 21Nintey, ESSENCE, and more!

Taylar is also a fierce advocate of diversity and inclusion in influencer marketing, a co-author for the published diversity charge #CreatorsforEquality, and a member of the diversity committee for Women In Influencer Marketing.

Timestamps:

[06:16] Biggest hurdle building in the creator economy.

[08:42] Things you wish you knew from the beginning

[12:48] Changing/Solving a problem in the creator economy.

[21:39] Impact of person branding on business.

[25:32] White space primed in the creator economy.

[29:40] Smaller brands have a place at the table with influencers.

[31:35] Future of influencer marketing.

[33:37] Starting Business Ideas.

[36:43] Influencer marketing getting to a performance-driven channel.

[38:47] Structuring day.

Connect with the guests:

Ayomi: LinkedIn

Taylar: LinkedIn

Christie: LinkedIn

Check out Oversubscribe

Connect with Jessy:

LinkedIn

Instagram

Chicago Meet Up - September 14

More Events - members.iamwiim.com/events

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Don't forget to ...

Today we’re speaking with Elizabete Ludborza of Kaveat.
Head here and mention Jessy at WIIM to get a free trial.
https://calendly.com/elizabete-ludborza/meet-kaveat?month=2024-01

Kaveat is an AI-powered contracting platform that simplifies and automates the contract lifecycle for media & entertainment companies, empowering businesses to efficiently process contracts and gain a competitive edge through data-driven insights, industry benchmarks, and automatic AI-redlined contracts. Our clients include an Endeavor group company and other leading talent management agencies.
Connect with her and Kaveat https://www.kaveatapp.com/ https://www.linkedin.com/company/kaveatapp/ www.instagram.com/kaveatapp/ https://www.instagram.com/kaveatapp/

Elizabete Ludborza
https://www.linkedin.com/in/elizabeteludborza/
https://www.instagram.com/elizabetel/
https://www.tiktok.com/@elizabetel

Timestamps

[00:02:01] AI-driven contract review tool.
[00:05:19-00:05:29] Influencer marketing and networking.
[00:08:58] Interest in marketing and economics.
[00:11:47] The influencer marketing industry.
[00:16:02] Access to legal advice.
[00:19:09] Contracts and legal jargon.
[00:23:17] Financial stability and entrepreneurship.
[00:26:35] Resiliency in entrepreneurship.
[00:30:44] Raising money for startups.
[00:34:20] Leveraging networks for success.
[00:39:14] Female founder communities.
[00:41:18] The power of community.
[00:46:26] Celebrating wins in entrepreneurship.
[00:49:01] Building for what they needed.
[00:54:34] A cool product offer.

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