The Partnership Economy

Search is changing. Data is disappearing. Attribution is harder than ever. So what's a marketer actually supposed to control? In this episode, Dave Yovanno sits down with Nick Wedewer, VP of Growth Marketing at Hims & Hers. Nick shares how he's learned to focus on what's controllable amid constant disruption in partnership marketing, from becoming an expert in one channel early in his career, to building measurement models that triangulate across data sources instead of chasing certainty that no longer exists. He and Dave dig into how growth partnerships create trust when first-party data disappears, why authenticity with creators is non-negotiable, and how generative AI is upending discovery itself. Nick closes with his take on where the marketing job is headed and why doubling down on creative judgment and real human trust may be the most durable strategy when the ground moves beneath you. This podcast episode was produced by Quill .

A People.com feature drives $10,000+ in 24 hours on a $6 product… A moment that sparked a career pivot, a new discipline, and a fresh way of thinking about how brands earn attention and revenue simultaneously. In this episode, Todd Crawford sits down with Kaila O'Connor, Founder of KMO HAUS, to unpack the rise of Growth PR, a hybrid of public relations and affiliate marketing, reshaping how brands get discovered. Drawing on a decade in B2B PR before crossing into affiliate, Kaila shares how to pitch commerce editors like investors, why articles can become compounding revenue assets, and how flexible commission structures unlock premium brand placements and impressive growth. From how AI is reshaping search to why the best people in this industry never stop being students, Kaila and Todd reflect on why the future may still rely on the tools of the past. This podcast episode was produced by Quill .

Authentic. Lo-fi. And at scale. Today's algorithms demand it all from your ad creatives—so, how do you keep up without burning your team out? In this episode, Todd Crawford sits down with Mal Chia, Managing Director & Co-Founder at Ecom Nation, to unpack a creative strategy most brands are sleeping on: hiring UGC creators purely as content producers. With Meta's shift away from manual audience targeting, creative is now doing the heavy lifting — leaving brands with a need for good content, and lots of it. Ready to take advantage of this shift, Mal shares exactly how to work with creators to build a valuable content engine. From budgets and briefings to splicing and testing content, Mal walks through how this function should actually work inside your organization. If you're still relying on a handful of big creators to carry your ad creatives, this episode offers a new strategy… and the playbook to execute it. This podcast episode was produced by Quill .

We're halfway through Season 7 and taking a quick summer break, but more partnership conversations, creator stories, and publisher insights will be back before you know it! We have some amazing content taking shape behind the scenes, and we can't wait to share it with you. Hit follow, turn on your notifications, and drop a comment with what you want to hear next!

The lines between creators, affiliates, influencers, and advocates are blurring fast. But for modern brands, that’s not a challenge — it’s an opportunity to build a smarter growth engine. In this episode, Todd Crawford sits down with Jordan Carter of SharkNinja to explore how one of today’s most recognizable consumer product companies is rethinking creator commerce, affiliate marketing, and social-first partnerships. Jordan shares how SharkNinja’s affiliate program has grown across North America, why creators are now central to the brand’s product launches, and how platforms like TikTok Shop, YouTube Shopping, LTK, and ShopMy are changing the way brands evaluate performance. Together, Todd and Jordan unpack why micro-creators can drive more authentic engagement than massive influencers, and how brands can build stronger bridges between paid social, retail affiliate, and influencer marketing teams. This podcast episode was produced by Quill .

A new frontier is opening in the workplace. It makes the difference between simply using AI as a tool and becoming an AI-native leader who actually builds value. In this episode, Todd Crawford sits down with Keith Posehn, CEO at Zorz, to unpack what this means for the partnership economy and what organizations should be doing now to maximize the value of AI. Together, Todd and Keith explore how AI is driving a bottom-up revolution, empowering individual affiliate managers to build tools and products that once required entire dev teams. They’re building their own career ladder and creating tools that solve the exact problems they face every day. They also dive into how the barrier to entry for innovative partnership models is disappearing, paving the way for a new wave of ‘product-first’ publishers. This podcast episode was produced by Quill .

Search is evolving, AI is reshaping discovery, and consumers are relying on creators more than ever to guide their decisions. So how do the BEST brands make the most of this shift? In this episode, Dave Yovanno sits down with Seth Hagerty, Senior Director of Performance Marketing at Best Buy, to explore how one of retail’s most iconic brands is adapting to a new era of customer discovery. Seth shares how Best Buy is approaching creators, affiliates, AI, attribution, retail media, and more — and why partnerships are no longer just a lower-funnel tactic, but a foundational part of the modern marketing mix. Seth explains why today’s most effective brands are shifting from control to influence, learning to let trusted partners help tell their story in more authentic ways. He also breaks down how Best Buy thinks about measurement, incrementality, and customer acquisition in a world where the path to purchase is more fragmented than ever. Discover why leading brands stay ahead by evolving with their customers and redefining when and where discovery happens. This podcast episode was produced by Quill .

AI just used your best content to make a recommendation. Then, took all the credit. Now what? That’s exactly what inspired Hunter Capobianco, Director of Business Development & Partnerships, Commerce at CNN. In this episode, he sits down with Todd Crawford to share how his team is tackling the attribution challenges facing modern digital marketers. Hunter breaks down the product they built to keep shoppers on-platform, and why traditional affiliate optimization still matters if you want to drive meaningful revenue. He also reveals an opportunity hiding in plain sight, creating an opening for publishers to win brand budgets by packaging their commerce inventory like retail media. Together, Hunter and Todd hypothesize about the future of monetization and why, at the end of the day, it still comes back to content, content, content! This podcast episode was produced by Quill .

Generative AI is quietly reshaping how people shop — 39% of consumers have already used it, from chatbots to visual search, and 53% more plan to join them this year. As product discovery moves from search bars to AI conversations, marketing teams have one urgent question to answer: How do we get AI to pick us? In this Season 7 premiere, Dave Yovanno sits down with Brian Stempeck, CEO and Co-Founder of Evertune, a company focused on helping brands understand how they appear in AI-powered discovery. Together, Dave and Brian explore the realities brands must confront—from a growing loss of narrative control to the rise of personalized, context-aware AI search that is reshaping how consumers discover products. They unpack what determines brand mentions inside LLMs and why creator-, community-, and affiliate-driven content now play an outsized role in AI visibility. So, if you’re wondering how your commerce brand will compete as AI becomes the new front door to the internet, this episode is your starting point. This podcast episode was produced by Quill .

As the creator economy, AI, and consumer behavior are evolving faster than ever before, are you keeping up? Welcome to season 7 of the Partnership Economy. Hosts Dave Yovanno and Todd Crawford are back alongside an exceptional lineup of industry leaders who are navigating these shifts in real time—sharing the strategies, insights, and partnerships shaping what comes next. From brand trust to AI-driven discovery, this season explores the forces redefining growth in today’s digital landscape. Follow along and get ready, this season brings the conversations you need to stay competitive and ahead of the curve! This podcast trailer was produced by Quill .

Once upon a time, ad agencies ruled with glossy spreads and TV spots. Then came social, creators, and platforms rewrote the rules. So what can you learn from this dramatic evolution? In this episode, Dave Yovanno sits down with Sam Kimmel, Senior Director of Co-Marketing Partnerships at Hello Sunshine, for a conversation on the evolution of advertising and what it means for the future of partnerships. With a career that started in the agency world and later took her to Pinterest and TikTok, Sam offers a firsthand look at how these platforms operated, the metrics that mattered, and what it took to make content resonate. Now at Hello Sunshine, Reese Witherspoon’s mission-driven media company, she shares their unique approach to brand partnerships, where experiential marketing comes into play, and why creating a sense of belonging is a brand’s best practice. Tune in for insights on today's top platforms, the underrated social metric that matters more than likes, and why the most impactful partnerships are the ones built to last. This podcast episode was produced by Quill .

We all know the creator economy is evolving — but when done right, what does it look like in its ideal form? In this episode, Dave Yovanno is joined by Lindsey Gamble, an Influencer Marketing Advisor, Founder of Lindsey Gamble Media, and creator himself. Lindsey puts on his consultant hat to offer advice to both brands and creators, drawing from his first-hand experience on both sides. From the brand perspective, he outlines how the struggle to maintain control is a hurdle companies must overcome, why diversification will always be a winning strategy, and tackles industry myths. Shifting focus to creators, Dave gets Lindsey’s take on the importance of a personal touch and fair compensation, with Lindsey’s ideal structure being a blended model designed for scalability. Finally, they cover the top trends: TikTok Shop, modern metrics, algorithms, and why great content will always be king. Tune in to take notes and get inspired by Lindsey’s dual perspective. This podcast episode was produced by Quill .

AI this, AI that… but what about the creator economy!? With all the buzz around artificial intelligence, it’s time to connect the dots to creator marketing. In this episode of The Partnership Economy, Todd is joined by Brian Klais, Founder of URLgenius, to explore how AI is transforming the creator landscape. Brian kicks things off with a holistic view of the industry, reflecting on the trends he’s observed across his 20+ years in digital marketing. He shares how those trends helped shape the mission behind URLgenius and how their mobile-first approach to commerce set the stage for the company’s breakout success. From there, the conversation turns to AI. While many creators are embracing automation for administrative tasks, Brian highlights the very real concerns around using AI for content creation. Still, he shares the huge potential: from brand-creator matching to optimizing campaign structures and even enabling dynamic commission models based on performance. If you're ready to blend trends, tech, and the creator economy, this one's for you! Mentioned in the episode: Creators Tap AI Superpowers to Thrive in a Changing Economy, Finds New URLgenius Survey What Brand Marketers Look for When Partnering with Creators

Understanding Gen Z might feel like navigating uncharted territory, but what if your brand's success depends on it? In this episode, Dave Yovanno sits down with Ben Harms, Chief Growth Officer at Archrival, a creative agency built to help brands truly connect with Gen Z and Gen Alpha. Ben shares what it takes to meet these audiences where they are, from understanding their behaviors and mindset to embracing community-led storytelling, active social listening, and bold, culture-driven risks. Drawing from his experience at Tommy Hilfiger, and working with brands like Abercrombie & Fitch and Adidas, Ben explains why traditional tactics no longer cut it, and how legacy brands can pivot, if they’re willing to evolve. He and Dave cover everything from Gen Z’s distrust of institutions and the power of peer-driven content to finding the right creators and letting go of control. This episode is a masterclass in building trust with the next generation and why it just might be time to rethink the old playbook. Check out Archrival’s latest thought leadership pieces here: Gen Z broke the marketing funne l State of Community Loving this show? Explore impact.com 's other podcasts packed with insights: The Publisher's Playbook The Advocacy Channel

In the agency world, your ability to drive success for a brand is make or break. The best in the business have sifted through various options to land on the perfect formula for a winning brand strategy. One of those pros is Amanda Mount, Director of Affiliate Marketing at Monks. In this episode, Todd Crawford is on a mission to learn how Amanda does it, balancing brand authenticity, content strategy, cost-effective partnerships, and the perfect ratio of influencers to affiliates among a myriad of other tactics! They cover a wide range of topics, from the cost-efficiency and built-in trust of nano and micro influencers to the unique value agencies bring through quickly testing and refining strategies for clients. Finally, they explore the foundational values that define standout programs: trust and relationship-building, emphasizing that when it comes to partnerships, that’s what it’s all about! This podcast episode was produced by Quill .

Pack your bags, we’re heading across the pond! In this episode, Todd Crawford sits down with Graeme Boase, Account Director at Growth HQ, to explore how to build an affiliate A-team and the key differences between affiliate marketing in the U.S. and the U.K. To start, they break down how the maturity of each market is shaping the role, influencing everything from affiliate manager salaries to partnership dynamics. Then, Graeme shares what it takes to succeed in the affiliate space today, highlighting essential skills like data fluency and creative content strategy. He also explains why not all affiliates should be compensated equally and how performance analytics can be leveraged to ensure fair and effective partnerships. Todd and Graeme also dive into best practices for agency and in-house collaboration, emphasizing the importance of transparency, adaptability, and avoiding a blame-game culture. To wrap up, Graeme shares his take on career growth in the affiliate industry and the growing opportunities for those who can balance both the analytical and human sides of the role. This podcast episode was produced by Quill .

When it comes to trust, it can take years to build and seconds to break. While this might feel like common sense when it comes to consumer-brand relationships, it's possible to overlook how crucial trust is in the brand-creator relationship. With a passion for this topic backed by a deep understanding, Brianna Doe, founder of Verbatim, joins Dave to share her take on building brand-creator trust and how it’s shaping the broader creator economy. As someone who’s worked on the brand, agency, and creator side, she provides a unique perspective on the dynamic between these groups. The conversation begins with a look at content saturation and how promotional overload has amplified the need for authenticity. Dave and Brianna unpack the evolving balance of control in these partnerships as more brands begin to loosen their grip. They also explore how this shift in control is influencing compensation models, with creators now leveraging content control as a bargaining chip. With trust and control so tightly linked to performance, Brianna emphasizes the importance of aligning on KPIs before a campaign begins and why choosing a primary and secondary success metric is a great call. Finally, they close the loop with language. Brianna shares why the words we use can signal how much a brand truly respects its partners and why that distinction matters more than ever. This podcast episode was produced by Quill .

Need to transform your performance partnerships channel, or more dauntingly, build it from the ground up? A certainly big task, but one Natasha Scholnick , Director of Global Partnerships & Influencers at VistaPrint knows incredibly well. In this episode, Todd sits down with Natasha, to explore how the brand has evolved its influencer marketing strategy and integrated it into its broader partnership ecosystem. Natasha shares how VistaPrint structured its program from the ground up, offering practical and unique incentives that kept influencers engaged for the long term. From managing leadership’s expectations to leveraging influencer-generated content across channels, Natasha provides her strategies for brands looking to scale their creator initiatives. Looking ahead, Natasha and Todd conclude with how VistaPrint plans to refine its program, tap into high-priority categories, and turn influencer marketing into a major revenue driver. If you're looking to build, optimize, or scale an influencer program, this is an episode you won’t want to miss! This podcast episode was produced by Quill .

A one-dimensional partnership program won’t cut it anymore. In this episode, Todd sits down with Stephanie Harris , CEO of PartnerCentric , to explore how brands can build a stronger, more diverse partnership strategy by integrating affiliates, creators, and customer advocates. They discuss the opportunities of converging creators with affiliates, the impact of different commission models, and why your most authentic brand advocates might already be your customers. They also discuss how agencies can help optimize and scale these partnerships and why accurate attribution is key to proving ROI across different partner types. Tune in to learn how a diversified, well-attributed partnership mix can maximize growth! To read the survey created URLgenius & impact.com click HERE . This podcast episode was produced by Quill .

Seamlessly integrating a service into the customer journey is the ultimate goal for most businesses, but finding the right way to do it is key. The best way to reach your audience might be through a partner already in their path, creating a win-win for both brands and the customer. In this episode, Dave sits down with Peter Orlowsky , Senior VP of Strategic Partnerships at Getty Images, to explore how the company has been creating successful partnerships. With nearly 27 years at Getty Images, Peter shares how the company has stayed ahead of digital transformation. He breaks down how Getty Images integrates into popular platforms like Squarespace, Canva, and TikTok, turning strategic partnerships into critical customer touchpoints. Dave and Peter discuss the evolving role of AI in the imagery space and how Getty Images is prioritizing responsible content use. With so much change on the horizon, this episode is a masterclass in building partnerships that keep your customers at the core. This podcast episode was produced by Quill .