PMA Council Spotlight: Influencer and Creator
FollowWe recently launched a new series to help everyone get to know our councils. The councils are our PMA member groups that meet monthly to talk about industry issues and create resources such as whitepapers, blog posts, and webinars.
Today we are spotlighting the Influencer and Creator Council. Click here to read more about the council, including its goals and a list of all of its members.
Mission: The Mission of the Council: The Influencer and Creator Council recognizes the critical role creators play in a diverse and evolving affiliate ecosystem. The council will highlight the importance of performance-based, brand awareness, and creator-driven content while supporting both creators and brands with education and strategies to maximize impact and scale successful partnerships.
This council is chaired by: Laurie Cutts, Everflow
Some of the things the council has discussed in the last year:
- Webinar: Affiliate Meets Influencer: Strategies for Growing Affiliate Sales with Creators
- Tracking and reporting on FTC disclosure cases
- Influencer lawsuits against toolbar companies
- Amazon policies for their Creator and Associates programs
- Getting influencers more involved in the PMA and industry events
- Compiling influencer conferences
- Whitelisting and UGC
Some words from our council members:
- Laurie Cutts, Head of Agency & Strategic Partnerships, Everflow, “I enjoy working with the PMA Influencer Council because it brings together smart, collaborative leaders who are shaping where influencer marketing is headed. I value the open dialogue, data-driven insights, and the chance to help elevate best practices across the industry.”
- Stephanie Robbins, Director of Affiliate Services, Right Side Up, “As consumers turn to creators for discovery and communities shape AEO, I value collaborating with top affiliate minds on this council from diverse backgrounds and industries to explore meaningful, respectful creator engagement and optimization. I always leave inspired with fresh ideas to apply in our clients.”
- Casey Brown, Affiliate Marketing Manager, eAccountable, “I love getting the opportunity to connect with like-minded individuals in the industry and discuss new and shifting trends. It’s a chance to workshop any challenges and think outside the box.”
- Mike McElhaney, COO, Round Barn Labs, “This council has been a great opportunity to share ideas and learn about what other professionals are seeing in an emerging category. Because this is a new council we have really had an opportunity to set a specific path and build a solid foundation for this council.”
- Alex Stanford, Director, Marketing & Growth, SOVRN, “This council provides a real pulse-check on what’s happening in the creator and influencer space, and what resources people need. I enjoy the candid conversations with this thoughtful group — sharing practical insights and market trends, and collaborating on resources for the PMA and broader marketing community. Favorite part: no fluff, no BS.”
- Cassandra Scarbeck, VP of Brand Partnerships, InfluenceLogic, “Influencer partnerships have become a critical growth driver in performance marketing. Serving on this council allows me to collaborate with fellow leaders, share perspectives, address evolving challenges, and contribute to the continued advancement of an industry built on measurable impact through blog posts, webinars panels and in person events.”
- Ali Crayger, Dentsu, Associate Director, Affiliate & Performance Partnerships, “The mix of perspectives across industries and platforms helps me break out of my own company bubble and look at things through a new lens. It’s especially insightful to talk through how shifts in the Influencer & Creator world may impact what we consider best practice in Affiliate.”
My personal favorite thing about this council: Not even a year old yet, this council has jumped in with both feet to create content and hold webinars. They were full of ideas from the very first meeting and have been turning them into action items quickly.
Find out how you can get more involved with the PMA and its councils!
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