Influencer Marketing Partnerships
THE WORK:
Over my career, I've architected high-impact influencer programs for both B2B and B2C brands, ranging from niche micro-creators to celebrity level talent. My approach is rooted in rigorous vetting where I look beyond vanity metrics to evaluate content quality, follower sentiment, and backend analytics to ensure authentic brand alignment. By managing the full lifecycle of these partnerships including strategic sourcing, contract negotiation, and campaign optimization, I have built self-sustaining advocacy flywheels that drive measurable growth.
B2C Product Focus Influencer Content:
Case Study 1 : The Always-On Adventurer
Brand: OtterBox
Objective: Solidify category leadership by integrating rugged phone protection into the daily lives of active consumers.
The Strategy: Built a continuous content engine centered on three core personas: The Sports Enthusiast, The Backpacker, and The Urban Commuter. This shift demonstrated that rugged durability is a lifestyle essential, moving the brand beyond niche mountain use to high-activity everyday situations.
Execution & Operations:
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Creator Scale: Managed a diverse roster of 60+ creators to ensure a steady stream of authentic, platform-native content.
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Content Pillars: Focused on high-utility storytelling across popular sporting destinations, trailheads, and daily commutes.
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Community Growth: Scaled a library of high-quality Influencer content, reducing traditional production lead times and costs.
Impact & Results:
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2.4M Impressions generated through 100% organic-style placements.
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4.5% Average Engagement Rate, significantly outpacing industry benchmarks.
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Scalable Advocacy: Established a vetted creator pool that drove consistent brand affinity and lowered cost-per-content-piece.
Case Study 2: iPhone 17 Launch & Category Expansion
Brand: OtterBox
Objective: Drive launch-week buzz for the iPhone 17 by positioning OtterBox as a premium lifestyle accessory across new verticals.
The Strategy: Pivot from "tech specs" to "lifestyle essential." We partnered with a strategic mix of Tech Advocates, Style Influencers, and Culinary Creators to showcase the iPhone 17 lineup in high-aesthetic, vlog-style environments.
Execution & Operations:
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The "Power 5" Squad: Managed five high-profile, recognizable influencers to spearhead a concentrated launch window.
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Vertical Expansion: Successfully entered the Style and Culinary spaces, reaching non-endemic audiences who prioritize both design and durability.
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Authentic Storytelling: Leveraged first-person vlogs to integrate the product into high-energy, real-world settings (professional kitchens and fashion).
Impact & Results
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500K Impressions achieved during the critical launch period.
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5% Engagement Rate, outperforming standard lifestyle benchmarks.
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New Vertical Validation: Proved the brand’s ability to disrupt new categories beyond traditional tech and outdoor markets.
B2B Software Focused & Thought Leadership Influencer Content:
Case Study 3: B2B Creator Program Foundations.
Objective: Launch the inaugural influencer program for Homebase to drive brand awareness and website traffic among small business owners (SMBs).
The Strategy: Humanize B2B software by leveraging Founder-Creators. We partnered with a mix of traditional SMB owners and full-time digital creators to demonstrate how Homebase streamlines operations through a blend of relatable comedy and high-utility use cases.
Execution & Operations
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Zero-to-One Launch: Developed the end-to-end framework for the company’s first-ever influencer marketing initiative.
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Content Diversification: Balanced technical demonstrations with viral-style storytelling to disrupt the traditionally "dry" B2B landscape.
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Dual-Persona Targeting: Reached both established physical storefront owners and the emerging class of professional content entrepreneurs.
Impact & Results
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10M Impressions generated, marking a record-breaking organic reach for the brand.
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Measurable Brand Lift: Successfully shifted perception from a utility tool to a community-centric SMB advocate.
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Traffic Growth: Drove a 20% uptick in website visits and 10% increase in new user inquiries.