As VP of Marketing & Artist Relations at BVP, I led an influencer marketing campaign that resulted in a 700% increase in listenership for our artists. The key to its success was a strategic mix of influencer partnerships, organic engagement, and targeted promotion.I identified niche music influencers and fan accounts whose audiences aligned with our artists’ genre and style. Instead of focusing solely on high-follower influencers, I prioritized those with strong engagement and a loyal community. We provided them with exclusive pre-release access, encouraging authentic content creation through song previews, reaction videos, and behind-the-scenes storytelling.To amplify reach, we combined organic influencer content with paid social media promotion, testing different creatives and adjusting based on performance analytics. The campaign not only drove listenership growth but also strengthened artist branding and long-term fan engagement. This experience reinforced my ability to craft data-driven influencer strategies that drive measurable results.

When identifying the right influencers for a campaign, I focus on relevance, engagement, and authenticity to ensure they align with the brand and its target audience. First, I look for influencers whose content naturally fits the product—for MacroPlate, this means creators in health, fitness, nutrition, and lifestyle who emphasize balanced eating and wellness.Next, I evaluate engagement metrics over follower count to ensure their audience is genuinely interested and interactive. A high engagement rate with meaningful comments and discussions signals strong influence and trust.I also assess content style and brand alignment to see if their tone, values, and aesthetics match MacroPlate’s identity. Finally, I research past collaborations to ensure they’ve worked with relevant brands and can create authentic, high-quality sponsored content. This targeted approach maximizes campaign effectiveness and brand credibility.

I stay up-to-date with digital marketing and social media trends by combining active research, hands-on experimentation, and industry engagement. I regularly follow top marketing publications like Adweek, Social Media Today, and HubSpot, as well as platform-specific blogs from Facebook, TikTok, and X to track algorithm updates and emerging best practices. I also analyze trending content on social platforms, paying attention to viral formats, audience behavior shifts, and new creative strategies.Beyond research, I stay engaged in marketing communities, attend webinars, industry events, and networking groups, and test new tools and features firsthand. This mix of continuous learning and practical application ensures I’m always adapting to the fast-changing digital landscape.