Influencer Marketing · Toronto
CMO at Influencer Advisory — a creator-marketing agency cutting customer acquisition cost by 25–60% with vetted influencer partnerships. I write here about what works, what doesn't, and where money gets lit on fire.
What I work on
Influencer marketing sounds simple until you've watched a $40k brief flame out because the wrong creator said yes. Most of my job is keeping that from happening.
Audience overlap, sponsored-post performance, repeat-brand history, comment authenticity. We score every creator before we pitch them — never on follower count alone.
The brief is the deal. Most brands send creators a feature list and wonder why nothing converts. We rewrite briefs so the creator can sell the way they already sell — not read a press release.
Flat fee, performance, hybrid, affiliate, ambassador. The wrong structure is why most influencer campaigns lose money. Get this right and CAC drops the same week.
Where you'll find me
If you searched my name and landed here, here's where the real work lives.
Recent writing
Short essays from the agency floor. No platitudes, no listicles padded for word count.
The vetting framework we use before a single email goes out.
Paid channels saturate. Creator relationships compound. Here's the math.
Deal-structure cheat sheet — flat, hybrid, performance, affiliate, ambassador.
What we score before a creator gets pitched.
Not either-or. A two-axis test for picking the right channel.