This week on Earned, Brit Starr sits down with CreatorIQ’s newest leaders: Jennifer Cho, chief customer officer and Brig Graff, SVP of services.
Jennifer and Brig are bringing a wealth of knowledge and experience to the CreatorIQ team, and we’re excited for you to get to know them too!
In Ep. 176 of Earned, CreatorIQ CMO Brit Starr sits down with Jennifer Cho, CreatorIQ’s new chief customer officer, and Brig Graff, our new SVP of services. To start, Jennifer and Brig dive into the dynamic world of creator marketing. With Jennifer's extensive experience in brand marketing across music, sports, and entertainment, the episode offers a fresh perspective on the transformative power of creators in today's digital landscape. Having previously run global e-commerce at major retailers and a global solution architecture team at Adobe, Brig touches on the importance of analytics and operational rigor, aligning creativity with impactful business outcomes in today’s creator economy. As ad budgets increasingly shift towards creator-led content, we explore the pivotal role AI plays in helping brands meet consumers’ evolving needs and build trust within their creator networks. Jennifer and Brig also discuss proactive brand safety and crisis management strategies, before underscoring the importance of empowerment and diverse perspectives in leadership. Tune in to discover the innovative strategies and leadership insights that are shaping the next wave of digital influence.
Check out highlights from the episode below, or or tune into the podcast on Spotify, Apple Podcasts, or wherever you listen!
The following interview has been lightly edited for concision.
Brig Graff on creators, AI, and how they intersect: “What we're seeing now is consumers fracturing where they get their information from.”
Brit Starr: What is your philosophy on AI and its role in what we're here to do, and how do you see your experience accelerating the outcomes we're trying to drive?
Brig Graff: AI is changing a lot of what we're doing and what's happening in industry. I personally have built a lot in agentic AI and what we're seeing now is consumers fracturing where they get their information from. Previous marketing media modeling simply took into account your paid media, your earned media, your own media. Now there's also people who are deriving their purchasing decisions directly from their interactions with AI, and that's a totally different operation to get visibility there. But [consumers] trust creators and humans to a higher degree, so oftentimes they are also supplementing that with the reaction and direction from creators.
Jennifer Cho on building mutual trust with her teams: “It's really important to me to ensure that my people have the safety in order to have that trust go both ways.”
Brit Starr: What values do you hope to bring into the company? What is your foundation? What guides you in the way you show up every day?
Jennifer Cho: More than just values, I think as a leader, it's really important to me to ensure that my people have the safety in order to have that trust go both ways. A lot of that is being able to approach leadership from an etiquette perspective. We're not going to fight each other in the office. How do you create a language and a culture code where people feel empowered to bring different opinions to the table, where they feel safe in expressing those conversations, their thoughts, their lived and learned experience? How do we bring that all together so that we can all learn and grow in a way that lifts the entire ship? So I think that's the guiding principle in how I inherit teams, how I enable them, and how I empower them in order to be their best selves.
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