EPISODE 72  | 33:36 min
72 - Silvia Galfo, Armani Beauty

In Ep. 72 of Earned, Conor sits down with Silvia Galfo, general manager of Armani Beauty. We start by talking about influencers: when Silvia first realized their potential, and how the narrative—and budgets—around influencer marketing have shifted in recent years. Silvia describes how important it is for luxury brands to strike the right balance between establishing a brand-led narrative and giving up some control to creators. We also discuss how to divvy up the marketing budget with the increasing number of channels available today, and Silvia shares her test-and-learn philosophy. We then explore the world of fragrance marketing—a historically difficult vertical to market across social media. Silvia emphasizes the importance of entertaining your audience, and shares the success of a recent TikTok activation for Armani’s Acqua di Giò Profondo fragrance. To close the show, we discuss how to adapt your brand’s message to resonate across international markets, and why Silvia’s leadership style prioritizes nimbleness and agility.


In this episode, you will learn:

  1. How luxury brands' approach to influencer marketing has shifted in recent years
  2. The importance of entertainment in fragrance marketing
  3. Why you should adapt your brand's message to resonate across international markets


Key Takeaways

[02:28] Why brands—including luxury brands—should lean into influencer marketing

[10:31] How Silvia divvies up the marketing budget across all of today's new channels

[13:39] How to effectively market fragrance on social media

[18:15] Why brands should adapt their messaging to resonate across different markets and cultures

[25:12] Why Silvia's leadership style prioritizes nimbleness and agility


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About The Show

Earned: Unlocking the Power of the Creator Economy

Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing.


In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!

Conor Begley

Chief Strategy Officer at CreatorIQ & Co-founder of Tribe Dynamics