CreatorIQ

In Episode 11 of Earned, Conor chats with David Benayoun and Adam Bohbot, co-founders of fast-growing, carbon neutral jewelry brand <a href= "https://www.analuisa.com/">Ana Luisa.</a> In the episode, Adam and David reveal their fateful meeting sharing a cab to a nightclub in Shanghai while both attending business school at EMLYON. After pursuing different career paths post-graduation (Adam entered the VC  world before joining an influencer marketing software company, while David dove into e-commerce and jewelry design and manufacturing), we learn why the two decided to leverage their complementary skill sets and create Ana Luisa in 2018. Adam and David discuss the challenges of entering a market they did not grow up in, and share their experience taking outside investments. They then give insight into Ana Luisa’s unique weekly product drop strategy, and divulge their product co-creation process with influencers—a pillar of the brand’s DNA. We learn more about how the brand’s YouTube strategy powered hyper growth, the inventory planning challenges that resulted, and why Adam and David prioritize influencer partners’ “value fit” over follower count.

11 - Adam Bohbot & David Benayoun, Ana Luisa

In Ep. 105 of Earned, we sit down with Dan Elton, Senior Director of Customer and Marketing at trendy, fashion-forward online boutique, ASOS. To start, we dive into Dan’s thought process behind “starting at the ground floor” by focusing on stabilizing the brand, rebuilding the balance sheet, and refreshing the leadership team. We learn about ASOS’ goal to be in a position of growth, as well as its unique perspective on styling, which sets the brand apart from fellow industry leaders. Unpacking Dan’s experience in vastly different industries and companies, from Deloitte to Google, we hear what lessons he took from each stop on his journey, and how they shaped him into the executive he is today. Emphasizing his tenure working at Tesco and Sainsbury’s, Dan reveals how the grocery industry’s prioritization of quick execution drew him in, but the quality of leadership he was learning from kept him there. Dan underscores the importance of building internal muscle for branded content, and how a focus on selling a vision is vital. Additionally, Dan shares what he took away from his time working with MADE, an online furniture retailer that revolutionized the way London residents furnish their homes. To close the show, we switch gears and hear about Dan’s post-pandemic and self-proclaimed cliché hobby. In this episode, you will learn:&nbsp;<ol><li>How a brand like ASOS is reinventing its customer journey, focusing on growth, and leveraging influencers for brand building.</li><li>What led ASOS to focus on building long-term relationships with fashion influencers, and how this strategy is shaping their brand and productivity.</li><li>How a career in different industries can make you a more well-rounded leader.</li></ol> Resources:<ul><li>ASOS - <a href="https://www.asos.com/us/" rel="noopener noreferrer" target="_blank">https://www.asos.com/us/</a>&nbsp;</li></ul> Connect with the Guest(s):<ul><li>Dan’s LinkedIn - <a href="https://www.linkedin.com/in/danelton/?originalSubdomain=uk" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/danelton/?originalSubdomain=uk</a>&nbsp;</li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Dan Elton

Chief Marketing & Customer Officer, ASOS

In Ep. 105 of Earned, Conor sits down with Dan Elton, CMO at British fashion-forward e-commerce boutique, ASOS.


105 - Dan Elton, ASOS

Dan Elton, CMO at ASOS, on Why Starting at The Ground Floor and Building Internal Muscle Is Vital to Success 

In Ep. 104 of Earned, we sit down with Carolyn Dawkins, CMO of luxury jewelry company David Yurman. We start the episode by diving into Carolyn’s career trajectory and unpacking her learnings from “finishing school” brands like P&amp;G, L'Oréal, Google, and The Estée Lauder Companies. We explore how Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition, and Carolyn discusses her approach to executing fewer, higher impact brand campaigns (like David Yurman’s Sculpted Cable campaign with Sofia Richie Grainge). Carolyn reveals her mission to balance “heritage and heresy” at David Yurman—honoring the brand’s legacy while also surprising and delighting the modern consumer on platforms like TikTok. Next, Carolyn shares her process for getting to the core essence of a brand, and explains how the key elements of David Yurman are its creativity, innovation, commitment to craft, and family-run roots. To close the show, we discuss David Yurman’s approach to working with creators, before Carolyn shares her advice to others looking to achieve a similar career path. In this episode, you will learn:&nbsp;1. How David Yurman successfully intertwines heritage with heresy to create a compelling brand experience for their modern consumer2. How Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition3. David Yurman's approach to working with creators to bring luxury into the real world Resources:<ul><li>David Yurman - <a href="https://www.davidyurman.com/" rel="noopener noreferrer" target="_blank">https://www.davidyurman.com/</a></li></ul> Connect with the Guest(s):<ul><li>Carolyn’s LinkedIn - <a href="https://www.linkedin.com/in/carolyn-dawkins-b0502330/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/carolyn-dawkins-b0502330/</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Carolyn Dawkins

Chief Marketing Officer at David Yurman

In Ep. 104 of Earned, Conor sits down with Carolyn Dawkins, the CMO of luxury jewelry brand David Yurman.




104 - Carolyn Dawkins, David Yurman

David Yurman CMO Carolyn Dawkins On Balancing “Heritage and Heresy” in Luxury Fashion

In Ep. 103 of Earned, we sit down with Natasha Vaquer, SVP of Talent Partnerships and Influencer Strategy at VICE Media—the largest independent youth media company in the world. To start, we dive into the ever-evolving relationship between publishers and creators, and Natasha reveals where she thinks it’s heading next. With a decade of experience in the industry, Natasha sheds light on how editors have now become the talent in their own right, and why she believes these subject-matter experts may become the new focal point in companies’ creator strategies. Switching gears, Natasha, who previously ran the talent partnerships division at Refinery29, recounts being acquired by VICE, and adapting to the publication’s different audience. We discuss VICE’s relationship to different social platforms, and Natasha emphasizes how the “key” is to be nimble with finding what works for your audience. Next, Natasha reveals the mistakes brands often make with talent partnerships, and reiterates the importance of giving creators the autonomy to make content that’s suited to their audience. To close the show, we touch on the current state of affairs with the SAG-AFTRA strike, and unpack how social media creators are being affected. In this episode, you’ll learn:&nbsp;1. How the relationship between publishers, brands, and creators is evolving.2. Why subject-matter experts may become the new focal point in companies’ creator strategies.3. Why brands need to give creators the autonomy to create content that works for their audience. Resources:<ul><li>VICE Media - <a href="https://www.vicemediagroup.com/" rel="noopener noreferrer" target="_blank">https://www.vicemediagroup.com/</a></li></ul> Connect with the Guest(s):<ul><li>Natasha’s LinkedIn - <a href="https://www.linkedin.com/in/natasha-vaquer-a98402/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/natasha-vaquer-a98402/</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Natasha Vaquer

SVP of Talent Partnerships & Influencer Strategy at VICE Media

In Ep. 103 of Earned, Conor sits down with Natasha Vaquer, the SVP of Talent Partnerships and Influencer Strategy at VICE Media. 


103 - Natasha Vaquer, VICE Media

Natasha Vaquer, SVP of Talent Partnerships and Influencer Strategy at VICE Media on the Evolving Relationship Between Publishers and Creators

In Ep. 102 of Earned, we’re back with Lia Haberman: advisor, educator, newsletter publisher, and one of Insider’s “Top Creator Economy Experts.” We start by discussing Lia’s time in the editorial world, and she recounts the shifting ownership of celebrities’ narratives from their PR and management teams to the celebrities themselves. We then discuss the approach Lia’s students take to the social media landscape, and she shares why “creators and social media managers are almost interchangeable at this point,” as well as why hiring savvy social media creators is an asset to any company, not a liability. We switch gears and hear why Lia decided to start publishing her newsletter, along with two key learnings: have a personality and point of view, and respect your audience. Conor and Lia speak to the value of creating and becoming known for recurring content series or franchises in order to make your content easy, interesting, and familiar for your audience. Next, we ask Lia about her monetization strategies as a publisher and brand advisor, and find out whether or not she would consider going back in-house on the brand side. To close the show, Lia shares the influencer marketing strategies she’s seen drive the most success for brands. She emphasizes that there’s no one-size-fits-all solution, and that businesses need to respect creators as business partners, not ad units, and align on what success means for each partnership. In this episode, you will learn:&nbsp;1. Why creators should be treated as business partnerships, not ad units 2. Why it's critical to align internally on what success looks for your creator partnerships3. Why your business should respect and prioritize its existing customer base rather than going after new audiences Resources:<ul><li>UCLA Extension - <a href="https://www.uclaextension.edu/" rel="noopener noreferrer" target="_blank">https://www.uclaextension.edu/</a></li></ul> Connect with the Guest(s):<ul><li>Lia Haberman’s LinkedIn - <a href="https://www.linkedin.com/in/liahaberman/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/liahaberman/</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Lia Haberman

Creator Economy Expert and Instructor at UCLA Extension

In Ep. 102 of Earned, Conor sits down with Lia Haberman, an Insider “Top Creator Economy Expert,” consultant, and influencer marketing instructor at UCLA extension.


102 - Lia Haberman, Creator Economy Expert

Creator Economy Expert Lia Haberman’s Advice for Working With Creators in Today’s Digital Landscape

This week on Earned, we're revisiting our incredible episode with Katie Welch, CMO of Selena Gomez’s smash-hit makeup brand Rare Beauty! We kick off the episode by hearing about how Katie uses her own TikTok platform (that now boasts over 96k fans!) to mentor young professionals interested in the beauty industry, and how Katie herself broke into the space. We then walk through Katie’s enviable marketing career, as she shares how the lessons she learned at communications firm Weber Shandwick—particularly, the power of storytelling—have been invaluable to her work with brands including Bliss, Hourglass, Honest Beauty, and of course, Rare Beauty. Next, we dive into Rare Beauty, and Katie recalls how Selena Gomez’s mission to create a space where everyone feels welcome drew her to the brand. We discuss the challenges that come with building a brand from scratch—in the middle of a pandemic no less—and the innovative ways Rare Beauty kept its community connected and prioritized mental health in the time of COVID-19. Finally, Katie reveals her top three influencer marketing philosophies. Resources:<ul><li><a href="https://www.rarebeauty.com/collections/shop-all?gclid=CjwKCAjwysipBhBXEiwApJOcuxxSwv5JsrEjqxpB1hmsha1gcwVIidFd5tM3AuQLWK-O-vEFlV9inBoC4f4QAvD_BwE&amp;gclsrc=aw.ds" rel="noopener noreferrer" target="_blank">Rare Beauty</a>&nbsp;</li></ul> Connect with the Guest(s):<ul><li>Katie Welch’s LinkedIn - <a href="https://www.linkedin.com/in/welchkatie/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/welchkatie/</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Katie Welch

CMO of Rare Beauty

REPLAY - Katie Welch, Rare Beauty

In Ep. 101 of Earned, we sit down with Avi Gandhi—prolific LinkedIn creator and Founder of the creator economy’s hit newsletter Creator Logic. To start, we dive into Avi’s vast experience building and leading creator-facing teams. Avi reveals that after 15 years of working in the creator economy, he’s worn nearly every possible hat. This experience led him to start his educational, data-backed newsletter Creator Logic, which helps bridge the gap between creators and brands. Together we unpack the future of the creator economy, and Avi shares his predictions for what’s next in terms of social networks, systemic shifts, and business models. Avi touches on the mistakes made by “outsiders” of the industry, and explains how 2020 was a learning period for everyone as the idea of creator-led marketing came to the forefront of consumer strategy. We explore the differences between reaching creators and consumers, and Avi shares that no matter these differences, the need is the same: to connect with people. To close the show, Avi reveals how he built up his (fast-growing) LinkedIn following, before leaving us with a few pieces of insightful advice for success in an ever-changing social world. In this episode, you will learn:&nbsp;<ul><li>How Avi's Creator Logic newsletter helps creators and brands better understand each other</li><li>The diversity of ways creators can monetize in today's creator economy</li><li>How Avi built his fast-growing LinkedIn community of over 15k followers</li></ul> Resources:<ul><li><a href="https://www.thecreatorlogic.com/" rel="noopener noreferrer" target="_blank">Creator Logic</a></li></ul> Connect with the Guest:<ul><li>Avi Gandhi’s LinkedIn - <a href="https://www.linkedin.com/in/avigandhi/" rel="noopener noreferrer" target="_blank">@AviGandhi</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Avi Gandhi

Content Creator and Founder of Creator Logic

In Ep. 101 of Earned, Conor sits down with Avi Gandhi, Founder of Creator Logic and avid LinkedIn Creator.


101 - Avi Gandhi, Creator Logic

Avi Gandhi, Founder of Hit Newsletter Creator Logic, on How Brands and Creators Can Better Understand Each Other

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Strategy Guides

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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!

11 - Adam Bohbot & David Benayoun, Ana Luisa

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