Creator Partnerships Lab
The influencer marketing playbook for CPG brands that are doing it themselves. I've run 1,000+ creator partnerships. Now, I teach you how.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 36 | Founded | 8 months ago | Last Issue | 5 days ago |
| Active | |||||
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creatorpartnershipslab.substack.comLatest Issues
Before You Hire an Influencer Agency
It’s Q4, and chances are your leadership team is looking at 2027 budgets and asking the question a lot of marketing departments hear this time of year: should we bring in an agency to help us scale our creator program?
It’s a fair question...
Beware of The Gifting Trap
Every Q4, I watch the same thing happen. A brand’s creator budget gets cut. Leadership wants to “do something with influencers” without committing impactful spend. Someone suggests gifting. Boxes get packed. Product goes out the door.
And...
From Paycheck to Profit: What Six Months at CPL Has Taught Me
The Jump
April 20th, 2026, was the first morning I woke up without a job or a paycheck. I’d spent over fifteen years in corporate marketing, most recently as the Cold Portfolio Lead for Integrated Social and Communications at Keurig Dr...
What Ad Week Told Me About Where Creator Marketing Is Heading
The Conversation Has Shifted. The Infrastructure Hasn’t.
I’ve been attending marketing conferences for a long time. And for most of that time, the creator marketing conversation at events like these was some version of: should we be doi...
Q4 Is the Best Time to Test with Creators
Most brands treat Q4 as an execution sprint. This year, consider treating it as a learning lab, allowing you to head into 2027 with data, benchmarks, and a proven strategy.
The Q4 Trap Most Brands Fall Into
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The writers behind this newsletter.
I simplify creator marketing for in-house brand marketers.
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