I've sat on both sides of the influencer marketing table. Most people only get one seat.
I spent eight-plus years brand-side, building and measuring influencer programs at national companies. I know how leadership judges these programs: against revenue, not reach. I also execute creator-side: sourcing, briefing, and directing creators to produce content that converts.
Most consultants do one well. Brand-side strategists build plans they've never executed. Creator-side operators produce content with no read on business impact. I do both, so the strategy I hand you comes from someone who's actually delivered it.
The track record
Co-founded and scaled a business to seven figures, so I understand the buyer's side of a P&L, not just the marketing side.
Walt Disney Studios and LocaliQ, two very different environments that both demanded rigor at scale.
Why most influencer marketing underperforms
Most influencer programs fail quietly: a slow drift into gifted posts, vanity metrics, and no one able to say if it moved revenue. That happens when the person running it has only done strategy, or only done execution, never both.
I run programs the way I'd want them run if I were reporting results upward: a plan tied to revenue, creators chosen for fit over follower count, and reporting that tells the truth.
That's the whole difference. Judgment built from having done both jobs, applied to a program that's actually accountable to your growth.
What colleagues and clients say
"Karen brings great energy and a passion for execution to an organization... I'd gladly hire her again in the future."
"'Go-getter' is the phrase that comes to mind when I think about Karen... her suggestions were creative and thoughtful."
"I am constantly blown away by her project management and leadership skills... a high performer who puts a lot of energy into the success of the company."
8+ years of brand-side experience, including roles at Disney and LocaliQ, is where I learned to run programs the way leadership actually judges them.
Outside of work
I'm a mom of four living in Dallas, Texas. My husband is a US Navy veteran, and outside of work you'll find me on the yoga mat, cooking, cannonballing into the pool with my kids, playing Barbie with my girls, or doing absolutely nothing with my husband on the couch, Netflix and chill, no plans required.
I'm drawn to home and wellness brands because I use the category. I care how a product fits into a real routine, and it shows in the content I direct. I don't recommend anything I wouldn't put in my own home.
Let's see if this is the right fit for your program.
A working together conversation is a plain conversation, not a pitch.
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