$100M in
influencer spend.
60,000 creators.
A decade of doing the actual work, from the ground floor of influencer marketing to running creator programs at enterprise scale for some of the world's most recognized brands.
From proving the concept to building the infrastructure.
As VP of Customer Success, North America at CreatorIQ, Joy owns the strategy behind more than 1,400 customer relationships — the teams, frameworks, and creator programs of brands like Airbnb, Huggies, L'Oréal, Adobe, and Kellogg's.
Her career has taken her through agency, platform, and brand-side roles, giving her a vantage point on creator marketing that few people in the industry have earned.
12
Global brand partners
1,400+
Customers at CreatorIQ
3
Sides of the business: agency, platform & brand
10+
Years in the creator economy
Brands Joy has built creator programs for
- Airbnb
- Huggies
- L'Oréal
- Adobe
- Kellogg's
- Amazon Studios
- JBL
- Behr
- NBA
- P&G
- NARS
- CAVA
01
Building Programs That Last
When Joy built Huggies' first long-term creator ambassador program, she didn't treat it like a media buy. She hand-selected the ambassadors, developed the strategy from the ground up, and coined the program's name: "We Got You Baby Crew." Instead of rotating creators through one-off placements, she built an ongoing community of trusted voices around the brand.
- Long-term ambassador program design
- Creator sourcing and vetting at scale
- Community-driven creator strategy
02
Creator Marketing in Uncharted Territory
When Adobe MAX went digital-first during COVID, Joy led campaign operations for creator engagement in an environment that had no playbook. She also led Adobe Education initiatives and later consulted on social strategy for Match Group's portfolio of dating brands.
- Digital-first event creator programs
- Education and platform-specific strategy
- Social strategy across brand portfolios
03
Building the Infrastructure to Scale
At CreatorIQ, Joy has shifted from proving that influencer marketing works to defining what it takes to make it work at scale. She has built the data-driven curriculum and best-practice frameworks that help less mature creator-marketing teams build their strategy, structure, and measurement from the ground up.
- Creator program curriculum and frameworks
- Team and agency ecosystem strategy
- Measurement and maturity model development
Ready to collaborate?
Enterprise creator programs, brand partnerships, or consulting engagements. Joy reviews every proposal personally.