Session Replay Building a Brand Story
Summary:
In our Brand Marketing session we heard from industry leaders who emphasized the abundance of influencers in niche communities, and highlighted the importance of looking at platforms that cater to the creator economy, such as TikTok for discovery and YouTube for monetization. The panel also discussed the challenges of managing an influx of creators and the need to tailor the platform choice based on the product and business strategy. The conversation addressed the evolving landscape of influencer sourcing and the rise of UGC content in the post-TikTok era.
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Jessie Young
Director, Consumer Marketing, Eventbrite
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Michelle Miller
Senior Vice President Global Marketing, K18
Michelle Miller is a seasoned beauty marketer with experience at today’s hottest brands—both online and off. Currently the SVP of Global Marketing at K18—the biomimetic haircare brand that’s taken social media by storm—Michelle has previously led the marketing teams at Kosas, IGK Hair, and Too Faced. Her passions are leading high-growth teams, marketing strategy, and driving conversations around the future of beauty, which she believes is biology and biotech.
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Lexie Barnhorn
Head of Influencer Marketing, Notion
Lexie Barnhorn is the former Director of Influencer Marketing at Curology and the current Head of Influencer Marketing at Notion. With a passion for working and growing in small businesses, Lexie has proven how successful her strategies can be by bringing in nearly a billion views of #Notion on TikTok.
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MODERATOR
Amanda Perelli
Creator Economy Reporter, Business Insider
Amanda Perelli is a Creator Economy Reporter at Business Insider, where in four years she has climbed the ranks to Senior Reporter. Recognized as a Top Voice on LinkedIn and informing over 7k followers, Amanda produces newsletters that bring the latest and greatest in the creator economy to light.