Meet Grace, Vice President of Strategy at Fohr

In this episode, I’m joined by Grace, the Executive Vice President at Fohr—an award-winning influencer marketing agency behind campaigns for Sephora, Dyson, Unilever, Marriott, and more. Grace leads Fohr’s strategy department and works closely with their client services team to deliver some of the most effective creator-led campaigns in the industry today.

We dive into how influencer marketing is evolving and why Grace believes it will become the dominant form of brand communication in the next five years. You’ll hear us discuss:

• What makes a creator stand out to top brands like Sephora and Dyson
• How influencer content is outperforming traditional brand content across paid media, email, and even OOH
• Why creators are being tapped earlier in the campaign strategy process
• The future of influencer marketing—from content formats to emerging technologies like AI
• Grace’s best advice for creators navigating the 2025 landscape

Whether you’re a full-time content creator, aspiring influencer, or marketing professional, this episode offers a behind-the-scenes look at what’s working in influencer marketing right now—and what’s next.

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