Influencer & Audience Marketing

I’ve seen influencer and audience marketing from a lot of different angles.

Sometimes, I’ve built niche communities from scratch. Other times, I’ve worked to reach and engage existing audiences through creative influencer campaigns and detailed briefings. For example, at Snuggs, I work closely with influencers and agencies-sharing creative briefs, listening to their insights about their communities, and making sure expectations are clear on both sides. It’s important to me that influencers feel valued and get a great first impression of Snuggs, but I also know how to negotiate for the best results and close deals that work for everyone.

Community building is something I’m passionate about. I’ve spent a lot of time connecting people in smaller, focused groups-like helping international students bond at my university, or building a fan community for the musician LIE NING. One of my favorite projects was developing a concept to engage a niche community of queer, trans, and intersex people of color living in the UK. I learned that understanding your audience, listening to their needs, and creating space for genuine connection is what really makes a community thrive.

Overall, I know how to reach and engage niche communities, listen to what they need, and plan strategically so everyone’s goals are met-from the brand to the influencer to the audience.