She started
when no one
believed yet.
Joy began her career when "influencer" was still something marketers had to explain, defend, and prove. She spent the decade since making sure they don't have to anymore.
She didn't wait for the industry to take creators seriously. She started proving it herself.
Joy Osinloye has spent more than a decade helping build the creator economy from the inside out and more than $100 million in influencer investment later, she is still focused on the same passion that defined the beginning of her career: making the creator economy more credible, measurable, and accessible for the brands investing in it, the creators building businesses within it, and the next generation of talent entering it.
Today, Joy is Vice President of Customer Success, North America at CreatorIQ, the leading operating system for creator marketing, where she is responsible for the success of more than 1,400 customers and, ultimately, the creator programs behind them. But her career began much closer to the ground floor of influencer marketing at a time when "influencer" was still something marketers had to explain, defend, and prove.
10+
Years building the creator economy
11
Roles across agency, platform, brand & consulting
200+
Episodes co-hosted on Earned
60K+
TikTok followers built from scratch
The Career
Journey.
Every role built on the last. A decade of working in creator marketing from every seat at the table: content, talent, agency, brand, and platform.
Dec 2025–Now
VP, Customer Success — North America
CreatorIQ
Leads CreatorIQ's North America business, responsible for the success of more than 1,400 customers and the creator programs behind them. Continues moving the industry from proving that influencer marketing works to building the infrastructure it needs at scale, developing curriculum and best-practice frameworks that help brands build their teams, strategies, and measurement from the ground up.
May 2025–Now
Founder
The Feed HQ
Founded The Feed HQ, an independent venture built on more than a decade of creator economy expertise, applying that experience directly to how brands and creators navigate the space today.
Jul 2024–Sep 2025
VP, Brand Partnerships (Social & Influencer)
Creator Deck
Led brand partnership strategy across social and influencer for L'Oréal's portfolio (Maybelline, IT Cosmetics, Redken, YSL Beauty, Youth To The People, Urban Decay, Kiehl's, Armani Beauty, Prada, and Valentino), P.F. Chang's, and Open Farm Pet.
Jun 2023–Aug 2024
Director, Influencer Strategy
Weber Shandwick
Led influencer strategy out of Los Angeles for Huggies, Airbnb, and Kellanova (formerly Kellogg's). She pioneered Huggies' first long-term creator ambassador program, hand-selecting the ambassadors, building the strategy from scratch, and coining the name "We Got You Baby Crew." On Kellogg's Rice Krispies Treat Sleepover, she helped move creators from amplifying brand messages to the center of the brand's cultural story.
Oct 2021–Jun 2023
Director, Content Partnerships
Frederator Networks, Inc.
Directed content partnerships at one of YouTube's earliest original studios, managing creator and network relationships during a formative stretch for the company.
Aug 2020–Sep 2021
Creator Partnerships, Manager
Influential
Managed creator partnerships out of New York for national brands including Amazon Studios, the NBA, Sephora, McDonald's, Behr, and CAVA, negotiating campaigns across categories from beauty to QSR to automotive.
Jun 2020–Aug 2022
Sr. Manager, Influencer (Contract)
Golin
Led influencer strategy on Adobe's business, including Adobe MAX and Adobe Education, managing campaign operations when the flagship in-person conference went digital-first during COVID, then later consulted on social strategy for Match Group's portfolio of dating brands.
Jun 2018–Aug 2025
Influencer Strategy Consultant
The House of Joy
Ran an independent influencer strategy consultancy alongside her full-time roles for seven years. She guided growth strategy for talent like Indiedreamlove, curated and hosted The Housewarming, an influencer community event in Dallas, and led the digital campaign strategy behind DJ Charlie B & Roy Woods' single "Speeding."
Jul 2017–Sep 2020
Marketing Operations, Team Lead
Carvana
Led marketing operations during Carvana's rapid growth phase, including the Vending Machine Tour and the "Pioneers of 100% Online Car Buying" national TV campaign. That work drove a 52% increase in vehicle detail page views and more than 43 million total campaign views.
May 2015–May 2017
Social Media Marketing Associate
Best Buy
Started her marketing career managing social media for one of the country's largest electronics retailers, building the brand voice and community management foundation that carried into her creator economy work.
May 2012–Feb 2016
Marketing Specialist
MDJ Medical Supplies & Services, Inc.
Began her career in marketing, developing social media content and promotional materials for a medical supplies and services company.
How Joy
Works.
01
Specificity Over Scale
Joy has worked with more than 60,000 creators, and she'll still tell you the most important thing is understanding which one is right for this brand, this brief, this moment.
02
Infrastructure, Not Just Ideas
The creator economy doesn't just need great campaigns. It needs the teams, frameworks, measurement systems, and institutional thinking to make those campaigns repeatable.
03
Community Over Placement
When Joy built Huggies' first ambassador program, she didn't treat it as a media buy. She built a community of trusted voices around the brand, one that could grow over time.
04
Opening the Door
Joy guest lectures at USC, mentors emerging professionals and creators, and has built a TikTok community of 60,000+ people around honest, data-informed insight into the business of influence. She is deliberate about access.
Joy has helped build the creator economy, professionalize it, and create pathways for others to participate in its future.
Work with Joy.
Speaking, brand consulting, media features, and mentorship. Joy reviews all inquiries personally.