LTK Creators Ty Hill and Becky Hillyard (Cella Jane) share two very different paths to creator success, from breaking through as a newer creator to evolving a content business over more than a decade.

First, Ty joins Amber during New York Fashion Week to share the “lock in” mindset that transformed her approach to content creation, how she turned consistency and strategy into meaningful growth, and why she ultimately left a 15-year career in banking to become a full-time creator.

Then, from LTK Con, Becky reflects on 12 years of growing Cella Jane from a blog into a creator business with 1.7 million Instagram followers. She shares why adapting to new platforms and content formats has been critical to her longevity, how she approaches repurposing content, and why letting go of likes and views helped unlock a new stage of growth.

From breaking through to staying relevant, Ty and Becky offer two perspectives on what it takes to find success and longevity in the creator economy.

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What happens when you bet on yourself before anyone else believes in you? LTK Creator and entrepreneur Allie Eklund joins Amber on this week’s episode to share how she turned her passion for content creation into a thriving business. From walking away from corporate banking to landing major brand partnerships and tripling her income in just six months, Allie shares the lessons behind her decade-long career. Plus, she gets candid about dating as a successful woman, navigating relationships with men who wanted her to give up her career and building a life on her own terms.

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Creator marketing is no longer just a tactic. It’s becoming a core part of how the world’s biggest retailers reach consumers, build relevance and drive commerce.

Recorded from LTK Con 2026, Amber sits down with Pat Burke, VP of Media at Target, to discuss how Target is building for the future of creator commerce and why creators have become an integral part of its media strategy. Pat shares how Target evolved its approach from a one-size-fits-all creator program to a more sophisticated strategy built around the distinct needs of creators, including the launch of Target Ambassadors with LTK.

They also unpack what makes creator content effective today, why relevance and authenticity matter more than ever, and how Target thinks about matching the right creator, audience and product rather than simply pursuing scale. Plus, Pat shares what Target has learned about moving at the speed of culture, the growing opportunity at the intersection of creators and retail media, and how Target Beauty Studio is bringing creator-led discovery into one of retail’s most influential categories.

Tune in for a look inside how one of the world’s largest retailers is rethinking media, content and creator partnerships for what comes next.

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