Creating content to ideally appeal to both the influencer’s audience (their community) and their clients (the brands) is no easy feat. Please join us for a panel and cocktails discussion brought to you by Billion Dollar Boy in conjunction with Social Media Week NYC where we will explore the path to creativity that the influencers undergo that expresses their unique style and also follows the creative brief and brand objectives. We’ll talk about the importance of truth, individuality, expression while also achieving business goals in all stages of the process while ultimately answering the question: what happens between an influencer receiving a Creative Brief and the content going live on their channel? We have some wonderful panelists lined up (info below) and look forward to seeing you there.
Social Media Week (SMW) is one of the world’s premiere conferences and industry news platforms for professionals in media, marketing and technology. The mission is to give professionals at the intersection of media, marketing and technology the insights, ideas and opportunities they need to advance themselves and their organizations in a globally connected world.
Blender is a leading luxury workspace located in the NoMad neighborhood of New York City. The space was custom built for high-caliber professionals who value thoughtful design and an elevated work experience. Blender Workspace has evolved into a HUB for creative, lifestyle and wellness brands, with several prominent firms calling Blender home.
We graciously thank Blender Workspace for donating their space for this event.
Edward East is the Founder and Chief Executive of Billion Dollar Boy. He started the business In 2014 offering influencer marketing services and rights management services.
In May 2015, he split out the rights management business into a standalone entity, Lasso. In Dec 2017, Ed successfully exited Lasso selling Billion Dollar Boy's stake to Fintage House. At the point of sale Lasso monetised over 350,000,000 views monthly on YouTube and Facebook.
Over the past 3 years, Ed has led Billion Dollar Boy to become a leading Global Influencer Marketing Agency producing and distributing high quality content through a diverse network of Influencers across the world for leading premium brands. In 2017, they produced over 2100 pieces of content for clients including Estee Lauder, L’Oreal, Armani, Dollar Shave Club, Unilever and many more. He oversees the company's overall business strategy.
Recognizing the potential for explosive growth in the digital influencer space, Permele opened Billion Dollar Boy’s first US office in New York in October, 2015. She currently oversees all US operations including brand partnerships, campaigns and creative strategies as well as expanding their service offerings. With her extensive background in beauty and fashion, Permele has ushered BDB into the luxury and lifestyle spaces, leading campaigns for Bentley, The Estee Lauder Companies, Coach, and Armani.
Permele began her career at TOM FORD BEAUTY in Global Communications; supporting the launch of their first cosmetics line in 2010. During her five year tenure with the Global PR team, she lead digital PR for the brand and worked to develop the strategy for their first social media and influencer initiatives.
A Native New Yorker, Permele resides in New York while dividing time between the London and New York offices.
Alexander Atkins started his blog Mr Essentialist in New Zealand, before moving to California and later New York where he is based today. Mr Essentialist is an online destination for the discerning man that recently collaborated with the likes of Mr. Porter, Lab Series and Montblanc. Alongside blogging Alexander continues to pursue a full time career in marketing where he specializes in social media and influencer relations - most recently in luxury technology.
Grace Atwood is the founder of The Stripe (a women's lifestyle blog with a focus on fashion, beauty, and wellness) and the co-founder of the Young Adulting Podcast (a podcast about bad YA novels and good advice). Prior to running her blog full time, Grace has held roles in brand management and social media for Procter & Gamble, Coty, and BaubleBar. When she is not doing Internet things, she loves running, yoga, good books, art museums + a nice glass of red wine. Find her on Instagram here, and see recent press mentions here.
Dina Fierro is a creative thinker and seasoned digital marketer with more than 15 years of professional experience. An early adopter to both social and influencer marketing, she's worked on programming for a wide range of clients ranging from DVF to The Estee Lauder Companies to Amazon Fashion, most recently leading digital communications for iconic Parisian designer Christian Louboutin.
Johanan Merino is the Director of Marketing & Communications for Mulberry North America where he is primarily responsible for building brand awareness by strengthening relevance and visibility within the US and Canada markets. He has spent over 12 years working in the luxury fashion sector holding prior positions at Jimmy Choo and Prada. With a theatre degree from NYU's Tisch School of the Arts, Johanan has a passion for creative story telling and believes that unique collaborations can inspire and engage all audiences in an impactful and meaningful way.
Katie Gray is the new Director of Social and Digital Media for LAB SERIES Skincare for Men of the Estée Lauder Companies. In her previous role with the brand, she oversaw Global Communications and Influencer Relations for the last three years. Her primary responsibilities include generating brand awareness, creating global influencer strategies and executing those strategies within North America and with the International affiliates.
Katie has worked with iconic brands such as Playboy Enterprises, MAC Cosmetics, ESSIE nail polish (L’Oréal) and most recently with LAB SERIES. Katie is a natural-born storyteller with an unparalleled passion for people, brand collaborations and partnerships.
