Call it the C(reator) suite.<\/p>\n
This year alone, T-Mobile made Druski its chief switching officer. Candy company Katjes named Jake Shane as its chief creative officer. And the NFL dubbed Dhar Mann its chief kindness officer for the Super Bowl.<\/p>\n
As influencers take on founder roles at their own companies and business executives get under the social media spotlight, some brands seem happy to tap internet personalities to fill executive-level positions\u2014or at least executive-sounding positions. It\u2019s a continuation of a trend that Lily Comba, founder and CEO of creator agency Superbloom, said can be smart for any brand looking to stand out and build stronger ties with creators beyond traditional partnerships.<\/p>\n
\u201cInfluencers have real input, and they\u2019re not just faces on the internet,\u201d Comba told us. \u201cBrands that are doing it are taking it to the next level, as they should be.\u201d<\/p>\n
Why opt for a creator over a more traditional hire? In a word, impact. Earlier this month, creator-turned-reality-star Whitney Leavitt of The Secret Lives of Mormon Wives<\/em> was named chief creative and brand officer of the New York soft-drink-shop chain Cool Sips; Andrew Moger, CEO of Cool Sips, told us that the brand opted to bring on Leavitt instead of a seasoned executive because of her social capital, which he hopes will help it scale and turn \u201cviral interest into real-world demand\u201d for dirty soda.<\/p>\n \u201cDirty Soda didn\u2019t start in a boardroom, it grew through culture and social momentum,\u201d Moger said in an email. \u201cAs one of the original drivers of that movement, Whitney has an authentic connection to the audience and a proven understanding of what resonates.\u201d<\/p>\n But it\u2019s not always simple bringing a creator into the boardroom, actually or metaphorically. We spoke with marketers about the ins and outs of creator executive deals and what to consider before any big promotions.<\/p>\n Kristen Hollingshaus, known also by her handle, @HausKris, has long been a fan of Diet Coke, sharing videos of her daily Diet Coke breaks and tips like how to \u201cmarinate\u201d the beverage to achieve maximum flavor potential. As soon as the brand became aware of Hollingshaus\u2019s content, it didn\u2019t take long for it to amplify it through a more formal arrangement, Morgan Bullock, the North America brand lead of Diet Coke, told us.<\/p>\n For the last two years, Hollingshaus has posted on behalf of Diet Coke\u2014and in September 2024, she announced that she was assuming the role of director of Diet Coke breaks.<\/p>\n Bullock said Coca-Cola decided to give Hollingshaus an official title as part of an effort to make \u201cDiet Coke breaks\u201d a well-known thing while establishing that their work together goes beyond a traditional creator\/brand relationship.<\/p>\n \u201cIt solidifies that this is not just a transactional partnership,\u201d Bullock said. \u201cIt\u2019s a way for us to provide honorary titles to acknowledge the role beyond a moment in time and [as] more of an ongoing relationship, emphasizing creative direction, cultural consultancy, and how the brand shows up and attaches to its community and consumers.\u201d<\/p>\n Bullock classified Hollingshaus\u2019s role as \u201cmore of an integrated consultancy,\u201d meaning she\u2019s not technically in the Coca-Cola staff directory, though she is currently the only brand ambassador with an official title. As part of the Diet Coke team, Bullock said Hollingshaus frequently participates in briefings, sharing insights on how her audience is consuming the beverage and coming up with new product ideas.<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n Since Hollingshaus\u2019s role was announced, Bullock said Diet Coke\u2019s followership and engagement have increased, as have organic mentions of Diet Coke breaks. There have been other meaningful contributions: Hollingshaus helped develop a merch line for the brand, and her habit of putting lime flavoring in her Diet Coke was part of the impetus to bring back a lime-flavored version of the beverage, which she, of course, helped roll out.<\/p>\n It\u2019s a similar story at Cool Sips, where Leavitt not only came up with a signature drink (\u201cThe Whitney\u201d) but is also \u201cactively leading creative direction and menu innovation,\u201d Moger said. At the financial services company SoFi, Vivian Tu, who became the brand\u2019s chief of financial empowerment last November, has direct input on the financial company\u2019s products and features based on insights from her audience, she told us.<\/p>\n Overarchingly, Bullock said having a director of Diet Coke breaks has given the brand a new way to connect with its consumers.<\/p>\n \u201cHaving it be a two-way street where we can learn about how consumers are enjoying our brand [and] talking about our brand takes traditional marketing and research to a more granular level and allows us to think more broadly outside of the four walls in which we typically would operate,\u201d she said.<\/p>\n Elevating a creator to an executive role can also have brand-lift benefits. The NFL\u2019s decision to make Dhar Mann its chief kindness officer during the Super Bowl drove more than 10-point positive sentiment lift for the league, according to data from the measurement platform Swayable.<\/p>\n When deciding whether the move is right for a brand, Comba said it\u2019s important for marketers to check that a creator\u2019s audience cares and fits a brand\u2019s target demo and its overall strategy. There can also be brand safety risks, which is why Comba said it\u2019s important to do one\u2019s due diligence and be ready to support creator partners\u2014in addition to having contract terms that protect both parties.<\/p>\n \u201cHave a backbone, have some conviction, and really mutually invest into this person,\u201d she added.<\/p>\n One way to signify that a creator executive partnership goes beyond a traditional arrangement is through equity deals, Comba said. Tu is an equity holder of SoFi stock through her deal with the brand, and she said that it has made her feel \u201ccompelled to make sure that anything that I do\u201d with the brand is \u201cto the absolute best of my ability.\u201d<\/p>\n As for what to call the new executive creator? Comba said it often makes sense to personalize the title, as Diet Coke did with Hollingshaus and SoFi did with Tu.<\/p>\n \u201cPeople don\u2019t expect them to be full-time, W-2 employees,\u201d she said. \u201cSo have some fun with it.\u201d<\/p>\n<\/div>\nMeet me in the break room<\/strong><\/h2>\n
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