In this episode, Mae Karwowski, founder and CEO of Obviously, offers an insider’s perspective on the rapid evolution of the creator economy and its growing influence within retail media. Mae traces her journey from launching Obviously in the early days of influencer marketing—when campaigns were simple “post for product” exchanges—to building a sophisticated agency now acquired by WPP and partnering with Walmart Connect. The conversation explores how creators have matured into true entrepreneurs who understand their value, negotiate for more, and build careers that rival traditional media personalities. Mae discusses how large CPG, DTC, and even B2B brands are leveraging creator content for both brand-building and measurable performance, including the integration of affiliate programs and the use of JBP credit within retail media networks.

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She highlights the operational challenges and unique opportunities for brands on platforms like TikTok Shop, and explains how advanced targeting and data analytics are enabling more personalized, scalable campaigns than ever before. Listeners will come away with a clear sense of how retail media, influencer marketing, and the broader creator economy are converging—and why this shift is redefining the future of digital marketing. Connect with Mae Karwowski on LinkedIn

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