Watch · The Crib Around the Corner — Cannes Lions case film
Whalar made me the first Chief Creator Officer in advertising, a role that did not exist until I built it. I wrote the data and the archetypes that matched brands to the right creators, and the work it produced took a Cannes Lion for effectiveness in social.
Watch · The Crib Around the Corner — Cannes Lions case film
The creator economy was exploding, and brands were guessing.
They chased follower counts and hoped. There was no system for matching a brand to the creator who could actually move its audience, and no language for the value creators created.
Whalar brought me in to fix that. So I built the first Chief Creator Officer role in advertising, and the operating system underneath it.
Year one I ran creator strategy as Head of Creators, building the data architecture and creator-archetype formulas behind cohort and ambassador programs for major brands.
Years two and three, as Chief Creator Officer, I led the data-science team that paired the right brand with the right creator on evidence, not vibes. Our team closed pitches at a 70% rate.
The proof was Crib Around the Corner, the program that put creators at the center of the story and took a Cannes Lion for social effectiveness. Familia Fuego was the second installment.
→ Invented the CCO role, first of its kind
→ Built creator-archetype + cohort data models
→ Led the brand-to-talent matching engine
→ 70% pitch-to-win close rate
→ +43% creator-network growth
→ $3M+ new business influenced
Watch · The Crib Around the Corner — installment one
The Chief Growth Officer called it in a meeting: "You're a rainmaker." The label was a read on the track record, not a title I gave myself.
I did not chase the creator moment. I built the system underneath it.