Building Creator Programmes for Long-term Love with Gen Z
Our panel of influencer experts talk about the out-of-the-box strategies used to build creator programmes that maintain authentic relevance with Gen Z and turn influencer marketing into a sustainable growth engine.
This session will explore:
• What Gen Z values from brands & creators - and how expectations are shifting
• How to design smarter, more strategic programmes that prioritise impact over volume
• Ways to build authentic, long-term relationships with creators & communities
• How to get creative with creator campaigns and how to cut through the noise and drive engagement
Ruby is an influencer marketing specialist with over 18 years' experience across agencies, publishers and brands. She is dedicated to ethical marketing practises and mentoring others.
As Senior Performance Marketing Manager at Urban Outfitters Emily leads the paid media strategy across Paid Social, Paid Search, Affiliates, and Influencer Marketing. The focus is on driving measurable ROI, particularly through performance-led creator campaigns that leverage affiliate partnerships, tracked links, and gifting strategies. Creator and UGC content are key pillars of UOs marketing approach, serving not only as part of influencer campaigns, but also as high-performing assets across our paid social channels. Emily is passionate about bridging brand storytelling with performance marketing to deliver both engagement and commercial impact.
Chrissie Hoolahan is Head of Creator & Influencer Content Partnerships at DAZN, the world’s leading sports entertainment platform. She leads DAZN’s global creator and social content strategy across the group’s extensive multi-sport portfolio, creating innovative ways to connect fans with the athletes and moments they love.
In her role, she has spearheaded a variety of standout creator and content initiatives - from producing DAZN’s first women’s football show to leading the digital content strategy for the NFL’s international games to running a creator programme at the FIFA Club World Cup. More recently she has spearheaded DAZN's latest creator campaign for the FIFA World Cup- the DAZN48, looking to partner with 48 creators, one from every participating nation, to tell the story of the World Cup through the eyes of the fans.