No creators, no audience
I have built creator programs from both sides of the platform: the side that needs creators to show up, and the side that needs audiences to stay.
At Amp, I built the creator marketing function end to end — onboarding, education curriculum, in-person creator camp — and drove 98% positive creator sentiment while launching the platform itself. At Twitch, I developed the Sports Creator Program, the model for long-term athlete and creator partnerships. At Ripper GC, creator collabs and repeatable formats grew a golf team's audience 53% in a year, organically. At X Games, athlete-led story rebuilt relevance with an audience that had stopped watching.
The thinking underneath is consistent: audiences do not convert through reach, they convert through belonging. Creators are how a brand earns belonging at scale — and how the content pays for itself. Ripper GC's creator collabs — influencer marketing with a system behind it — helped double branded content revenue. Twitch's NFL creator program returned $4M and 4x viewership. I have backed the thinking with primary research too: a three-market Gen Z creator study across the US, UK, and India on what creators actually need, not what platforms assume they want.
Engagements: creator program design, creator education and enablement, athlete and creator partnership strategy, creator ecosystems, and the content systems that turn casual audiences into devoted ones.