In this episode, we sit down with Elijah Khasabo, co-founder of Vidovo — a UGC and influencer platform connecting brands with creators — who started his entrepreneurial journey at 17, built a Discord community of 30,000 organically, and is now weeks away from graduating college while running a bootstrapped platform with 300+ brand clients and 25,000+ creators. Elijah breaks down why the creator economy has become a volume game, why creative briefs make or break campaign performance, and what brands consistently get wrong when managing creator relationships. He also shares his honest take on AI-generated content (spoiler: consumers are already calling it out), what inspires his strategy approach, and the two pieces of advice he'd give any entrepreneur just getting started.

Key Takeaways:

// The creator economy is now a volume game. Consumer touchpoints have grown from 8–12 to an estimated 21–24+. Brands that are winning understand that performance marketing requires testing multiple hooks, angles, and creators across platforms — not just finding one or two winning ads.

// The brief is the most important variable. A strong brief with creative freedom will outperform a rigid script every time. Give creators guidelines (do's and don'ts), not a teleprompter — and let them deliver in their own voice.

// Creators are businesses now. The best creators understand performance, rate cards, and why ads work. Elijah hired his top-performing creator as his head of strategy — proof that lived creator experience translates directly into better briefs.

// Don't make it transactional. Brands that lead with communication — getting to know creators before the collab happens — consistently build longer-term partnerships and better-performing content. Pay fairly (Elijah recommends $200–$500 for quality UGC), and don't skip the relationship-building step.

// AI content gets views, but real creators convert. Brands that tested AI content are coming back to real creators because consumers notice and call it out. Use AI for strategy and briefing — not for the content itself.

Connect with Elijah: LinkedIn

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Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collective

Say hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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REWIND EPISODE: What happens when you stop treating marketing as a transaction and start treating it as a 24/7 conversation? Katelynn Ludwig, Director of Brand Strategy at DUDE Wipes, joins the show to break down the "Life Quakes" framework—a strategy for showing up exactly when a consumer needs you most (from potty training to the college dorms). Katelynn shares the raw details of their TikTok Shop success, where top creators are driving six-figure monthly revenues, and explains why they don't look for ROI in the traditional sense when it comes to influencers. Whether you’re curious about social listening, building an irreverent brand voice, or how a "Mini Pooper" stunt landed on TMZ, this episode is a masterclass in staying bold, scrappy, and unapologetically authentic.

Key Takeaways:

// The "Life Quakes" Framework: Identify the 3–4 pivotal transition moments in your consumer's life where your product becomes a necessity, not just a choice.

// Community is a One-Man Show: You don't need a massive team to be "always on." DUDE Wipes’ community engagement is driven by a single person who treats every mention as an opportunity for connection.

// TikTok Shop is a "Test and Learn" Game: Scaling on TikTok Shop requires constant experimentation with affiliate commissions, live shopping agencies, and creator-led content flywheels.

// The "Culture Fit" Influencer Filter: Stop looking at engagement rates. Ask: "Would I hire this person to be my right-hand woman or man?" If they don't fit the brand's soul, they won't drive long-term value.

// Social Listening as Product R&D: Your next big product innovation or PR win is likely sitting in your DMs or a random mention on a show like Hard Knocks. Move fast, trust your gut, and don't wait for "perfect" data.

Connect with Katelynn: LinkedIn

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Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collective

Say hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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What happens when you combine a $59 Amazon printer, a vintage 2005 Toyota, and a deep desire to spend more time with your family? You get Untouched Blooms, a handmade flower and pet accessory brand that has found its way into the hands of the Kardashians, Simone Biles, and Alex Earl—all without a single dollar spent on ads or PR agencies. In this episode, founder Max Gayle Summersett breaks down the "scrappy" blueprint that allowed her to retire her father and scale a viral business from a 400-square-foot apartment. We dive into her "Triangle Method" for influencer outreach, the power of TikTok Live shopping, and why "Consumer Fixation" led her to the product ideas that changed her life. If you’ve ever felt like you didn't have enough capital to start, this conversation will prove that creativity is the ultimate currency.

Key Takeaways:

// Max proves that high-end equipment is a distraction. Starting with a $59 printer and a tricycle wasn't a hindrance; it forced the brand to be creative, resourceful, and deeply connected to the community.

// Don’t go for the celebrity; go for their inner circle. Max explains how gifting to a target’s friends, managers, or even their dog trainer creates a "FOMO" effect that eventually leads to organic celebrity orders.

// You don't need a complex content calendar to stay relevant. Max shares how she "rinses and repeats" organic B-roll of her and her 78-year-old father working together, simply by shifting the camera an inch or changing the story angle.

// TikTok Live isn't just for selling; it's for real-time R&D. By showing up every other day, Max gets instant feedback on new designs and builds a "stickiness" that a static post can't replicate.

// Excellence is the best marketing. By bedazzling packages and doing deep-dive research into a customer’s life (like finding a celebrity's husband's team colors), you turn a simple purchase into a "memento" that people are proud to share.

Learn More About Untouched Blooms: Website | Instagram

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Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collective

Say hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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What happens when you trade the traditional 9-to-5 ladder for a "choose your own adventure" career in the New York City media scene? In this episode, we sit down with Emma Sheehy, owner of Emma Sheehy Photography and a powerhouse freelance creator. Emma takes us through her journey from being an executive assistant in TV news to finding her creative voice through layoffs, side hustles, and a "yes first, figure it out later" mentality. We dive deep into why your Instagram is the new GPA, how to stay ahead of TikTok trends without losing your mind, and the importance of "Consumer Fixation" when drawing inspiration.

Key Takeaways:

// Your Social Media is Your Resume: In the creative and digital marketing world, proof of work beats a GPA every time. Emma shares how she’s navigated high-level interviews where her Instagram feed was the portfolio.

// Listen to the "Nudge": If you keep getting pulled toward a specific creative outlet or side project, it’s there for a reason. Emma discusses how lean times and career pivots are often the best opportunities to chase those instincts wholeheartedly.

// The 50% Freelance Shift: We discuss the rising trend of the freelance workforce and why specializing in a niche now—whether it’s day-of wedding content or boutique hotel photography—is a hedge against future career instability.

// Speed Over Perfection on TikTok: Emma breaks down why "making it pretty later" is the key to trend fluency. She shares a humbling lesson on why posting a raw clip today is often more impactful than a highly edited masterpiece two days late.

Connect with Emma: Instagram

____

Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collective

Say hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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Is partner marketing the missing link in your growth strategy? This week, we sit down with Molly Shunney, Director of Partner Marketing & Operations at CNN, to explore how she navigated a career path from scrappy tech startups to some of the world’s most iconic media brands. Molly breaks down the "startup instinct"—the ability to solve problems without a playbook—and how she uses that agility to drive digital subscriptions in a legacy corporate environment. We dive deep into the "Nucleus Effect" of partner marketing, the enduring power of owned media, and why your ability to build authentic internal relationships is a high-performance superpower. If you’ve ever felt "job-hop shame" or wondered how to pivot your skill set into a new niche, Molly’s perspective on "collecting the dots before you connect them" is exactly what you need to hear.

Key Takeaways:

// How to maintain a "bias for action" and creative problem-solving skills when moving into a large-scale, structured organization.

// Understanding the role of a partner marketer as the bridge between brands and internal cross-functional teams (Creative, CRM, Legal).

// Why email and lifecycle marketing remain the "luxurious" testing grounds for revenue and retention compared to the surgical constraints of paid media.

// The tactical value of becoming a "subject matter expert" on your partners to build deeper trust and more aligned co-marketing strategies.

// Re-framing a non-linear career path not as "job hopping," but as an essential period of gathering diverse skills that make you a more versatile leader.

// Why authenticity and genuine rapport are the only ways to get complex deals done and maintain internal support for new initiatives.

Connect with Molly: Instagram

____

Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collective

Say hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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What happens when you take a centuries-old, traditional industry and inject it with vibrant color? This week, Cassie sits down with Alice Carroll, Co-Founder of Foxes Bow Irish Whiskey, to discuss the art of strategic disruption. Alice breaks down her journey from "stealthily stealing secrets" at major whiskey multinationals to launching an independent brand that refuses to play by the rules. We explore how being the "only woman at the table" became her greatest creative advantage, the tactical data she used to get retailers to say "yes" to a non-traditional design, and why she believes distinctiveness is more valuable than differentiation in 2026. Whether you're an entrepreneur in a "stiff" industry or a marketer struggling to find your authentic voice on camera, Alice’s "warts-and-all" approach to brand building is the shot of inspiration you need.

Key Takeaways:

// Why looking at adjacent industries (and what your target audience follows on Instagram) is more effective than looking at your direct competitors when designing a brand.

// How Alice leveraged her perspective as an "outsider" in a male-dominated category to spot the massive white space that legacy brands were too risk-averse to touch.

// How to use consumer research and "hard facts" about audience pain points to convince conservative stakeholders to approve bold, eclectic designs.

// The secret to building a brand that is instantly recognizable on any shelf or social feed, regardless of the context.

// Why Alice is betting on a 2026 trend toward vibrancy, color, and "social middle-ground" wellness over the beige, minimalist extremes of recent years.

// Why "boring" behind-the-scenes failures (like 20 misprinted billboards) often drive more engagement and trust than polished, high-production brand content.

// Advice for the "camera-shy" on how to park your ego and let your audience’s engagement dictate your content strategy.

Connect with Alice: Instagram

Learn More About Foxes Bow: Website

____

Join the MHH Collective! The MHH Collective is a community for marketers and business owners to connect, ask real questions, and grow their careers together. Join for access to live Q&As with industry experts, a private Slack community, and ongoing resources: https://www.marketinghappyhr.com/mhh-collective

Say hi! DM us on Instagram and let us know what content you want to hear on the show - We can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

Join the MHH Collective: ⁠Join now⁠

Get the latest marketing trends, open jobs and MHH updates, straight to your inbox: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join our email list!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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