Built a Fortune 500 influencer partnerships program from zero.
The approach.
A category-leading consumer brand needed a more structured way to turn influencer activity into a repeatable growth channel. The opportunity was not just to run creator campaigns, but to build the operating system behind them: sourcing, vetting, briefs, approvals, reporting, optimization, and cross-functional alignment.
Program lead. End-to-end ownership.
Justin helped shape the creator strategy, talent pipeline, campaign workflow, and reporting structure, working across social, creative, acquisition, and external partners to connect creator content with broader growth goals.
• Built and organized a creator pipeline across audience, content, and brand-fit criteria
• Supported campaign workflows from sourcing through reporting
• Helped align creator content with paid media and acquisition strategy
• Created a repeatable operating cadence for review, testing, and optimization
The operating model behind the growth.
A structured framework for turning influencer partnerships into a repeatable growth channel, built around audience fit, creator quality, campaign execution, and measurable performance.
1. Audience strategy
Identified the audiences most likely to convert before sourcing creators, ensuring partnerships were built around relevance, not reach alone.
2. Creator pipeline
Built a structured sourcing and vetting process to find creators based on audience fit, content quality, platform strength, and brand alignment.
3. Campaign operations
Moved influencer activity from one-off posts into a repeatable workflow across outreach, briefs, approvals, content review, posting, and reporting.
4. Measurement discipline
Connected creator output to the same performance expectations used across the broader marketing mix, helping influencer partnerships become a measurable growth channel.
What got built, in order.
The program was built in stages, with each layer creating the foundation for the next: operating structure, campaign flow, creative learnings, reporting, and scale.
1. Operating structure
Built the foundation for how influencer partnerships would be sourced, reviewed, approved, launched, measured, and optimized across teams.
2. Campaign workflow
Created a repeatable process for outreach, briefs, approvals, content review, posting, reporting, and performance feedback.
3. Creative feedback loop
Used creator output to identify which messages, hooks, formats, and platforms performed best across organic and paid channels.
4. Reporting cadence
Connected creator activity to weekly reporting so performance could be reviewed alongside broader social and acquisition efforts.
5. Scaling system
Turned scattered influencer activity into a structured program that could be repeated, optimized, and expanded.
Building a measurable influencer growth channel.
A Fortune 500 consumer brand needed a more structured way to turn influencer partnerships into a repeatable growth channel. Paid acquisition was becoming harder to scale, while emerging competitors were gaining momentum through social-first content and creator-led distribution.
The objective was to build the program from the ground up: create the strategy, sourcing process, campaign workflow, reporting cadence, and operating structure needed to make influencer partnerships measurable, repeatable, and useful to the broader marketing engine.
300+
Creators sourced and vetted
100+
Creator activations supported
25M+
Largest creator audience sourced / vetted
$15M+
Monthly digital ad spend connected to acquisition and growth strategy
0 to 1
Program infrastructure built from the ground up
0
Net new headcount needed
Built on existing brand team + partners
“The goal was not to make influencer marketing look exciting. The goal was to make it operational, measurable, and useful to the broader growth strategy.”
Let's build
something real.
