I don't run campaigns.
I build programs.

The Problem

When I came on board, the influencer program existed in name only. A previous agency had run just four campaigns in nine months — no consistent strategy, no segment structure, no measurable growth. Their approach leaned on macro influencers with audiences of 700K–1M, but the relationships were transactional, the content felt forced, and nothing was scaling. There was no infrastructure: no vetting framework, no contract templates, no logistics process, no KPI tracking.

What I Built

I rebuilt the program from scratch — launching 12 campaigns in the same six months the previous agency had launched four. I segmented the budget across four brand categories, each with dedicated strategy, spend, and creator rosters. This made performance measurable for the first time.

The strategic shift that changed everything: moving away from macro influencers entirely. Instead of chasing reach with creators who had weak community ties, I targeted passionate mid-tier influencers — authentic voices with deeply engaged niche audiences. More deliverables per dollar, better usage rights, lower CPMs, and relationships that extended well beyond campaign dates. Many creators were re-contracted multiple times, accelerating turnarounds on future campaigns because the groundwork was already laid.

A major operational challenge was equipment logistics — every brand had specific product specs, meaning campaigns couldn't move until the right equipment reached the right creator. I built a product intake process from scratch and implemented CreatorIQ as the program's influencer CRM, completing the full six-week certification. Standardized briefs, contracts, reporting, and communication all centralized in one system. What had been manual and fragmented became a documented, repeatable operation.

Beyond execution, I drove strategic program design: restructuring the creator tier strategy (shifting from macro to mid-tier influencers), modernizing the KPI framework, implementing CreatorIQ as the program's CRM after completing full certification, and updating contract non-compete terms to remain creator-friendly in a competitive market.

I also expanded the program's impact cross-functionally. By negotiating whitelisting and usage rights into every contract, I enabled the internal paid media team to build ads directly from creator content — including a dedicated campaign for a separate business unit (service centers) that I had no prior relationship with. This required collaborating with a new internal stakeholder team, developing new creative briefs, and delivering assets that worked for both organic and paid channels. Paid social CTRs hit 4.02% against a 1.5% platform benchmark. To deepen creator loyalty, I hosted an influencer happy hour at a major industry trade show, bringing 15 key creators together in person.

The Results

Year one delivered over 1M impressions — built from zero. Year two: 27 creators, 141 content pieces, 1.03M views, 1.45M engaged views, 77.4K engagements, across a cumulative creator audience of 7M+. The audience skewed 56% female, ages 25–44 — exactly the upgrade-ready consumer the brand needed.

The clearest signal the program was working: an 80% budget increase heading into 2026 — a direct result of demonstrated performance. That's what a client does when results earn their trust.

Beyond campaign performance, the program created a lasting structural asset: a vetted, relationship-tested creator roster that the brand drew from directly for ambassador selection. The influencer program didn't just produce content — it became a talent pipeline, giving the brand ongoing access to proven creators whose audiences and values were already aligned.