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The first Chief Creator Officer in advertising. A role that did not exist until I built it.
Brands chased follower counts and hoped. No system matched a brand to the creator who could move its audience.
No language existed for the value creators created. Whalar brought me in to build it.
Year one, as Head of Creators, I built the data architecture and creator-archetype formulas behind cohort and ambassador programs for major brands.
Years two and three, as Chief Creator Officer, I led the data-science team that matched the right brand to the right creator. The team closed pitches at a 70% rate.
The work put creators at the center of the story and took a Cannes Lion for social effectiveness. Familia Fuego was the second installment.
The Chief Growth Officer called it in a meeting: a read on the track record, not a title I gave myself.
I did not chase the creator moment. I built the system underneath it.