The Influencer Marketing Factory Podcast

Why Brands Are Shifting to Community & IRL Experiences w/ Kirby Kennedy (Sargento)

May 13, 2026

In this episode of The Influence Factor, Alessandro Bogliari speaks with Kirby Kennedy, Social Media Manager - Strategy & Influencer Management at Sargento, about influencer marketing, co-creation, authentic brand relationships, and the evolving role of influencers as brand ambassadors.

The conversation explores strategies for effective collaboration, long-term partnerships, and innovative marketing formats.

Show Notes:

(01:32) Introduction to Kirby

(03:35) Co-Creation and Collaboration with Influencers

(05:10) Balancing Brand Guidelines and Creator Authenticity

(10:50) Experiential Marketing and Brand Ambassador Trips

(15:38) Managing Campaigns and Metrics Effectively

(17:50) Integrating Influencer Marketing into Broader Strategies

(19:03) Future Trends in Influencer Marketing

(21:02) Building Community IRL

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How SHEIN Uses Creators to Drive Trends (Not Follow Them) w/ Lisa Zlotnick

April 22, 2026

In this episode of The Influence Factor, Alessandro Bogliari speaks with Lisa Zlotnick, Head of Brand PR, US Marketing at Shein, about her experience in brand transformation and the growing importance of creator partnerships.

She shares why brands need to move beyond transactional relationships with creators and focus on more authentic collaborations that reflect cultural relevance and integrity.

The conversation also explores how brands can better engage Gen Z through community-driven initiatives like campus ambassador programs, and why creators are increasingly becoming involved in product development - shifting their role from simple amplification to true authorship.

Show Notes:

(01:05) Introduction to Lisa

(06:15) The Evolution of Creator Partnerships

(09:15) Balancing Authenticity and Scale

(11:48) Cultural Relevance and Collaboration

(15:27) Engaging with Gen Z and Campus Ambassadors

(19:30) The Shift to Authorship in Creator Marketing

(22:40) Future of Brand-Creator Partnerships

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Costco’s Word-of-Mouth Strategy: Turning Customers Into Creators w/ Robin Ross

April 1, 2026

In this episode of The Influence Factor, Alessandro Bogliari chats with Robin Ross, AVP of Corporate Marketing at Costco, shares insights into the company's marketing journey, the evolution of social media strategies, and the importance of community engagement.

He discusses his mission to amplify employee ideas, the challenges of navigating customer feedback, and the balance between brand identity and current trends. Robin emphasizes the significance of user-generated content and the need to adapt to various social media platforms while considering the future of long-form content.

Show Notes:

(01:20) Introduction to Robin Ross

(03:07) Robin's Mission, Achievements, and Purpose

(06:58) The Emergence of Social Media at Costco

(11:11) Navigating Customer Feedback and Engagement

(14:34) The Balance of Brand Identity and Trends

(17:10) Content Strategy: UGC and Employee Contributions

(18:40) Adapting to Different Social Media Platforms

(21:15) The Future of Long-Form Content

(24:05) Conclusion and Future Insights

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How to Build a High-Performing Affiliate Influencer Program w/ Sarah Grosz (Allbirds)

March 4, 2026

In this episode of The Influence Factor, Alessandro Bogliari chats with Sarah Grosz, Head of Influencer Strategy at Allbirds, to explore the world of affiliate marketing and creator communities.

Sarah shares her approach to building scalable influencer strategies, offers key do’s and don’ts for brands, and highlights the importance of balancing performance goals with creator autonomy.

She also dives into affiliate incentive strategies, selecting the right influencers, and navigating evolving consumer expectations in today’s digital landscape.

Show Notes:

(01:05) - Introduction to Sarah

(03:45) - Do's and Don'ts in Affiliate Creator Communities

(09:22) - Balancing Performance and Creator Autonomy

(11:18) - Incentive Strategies for Affiliate Engagement

(18:00) - Selecting the Right Influencers for Your Brand

(21:30) - Adapting to Consumer Expectations in Influencer Marketing

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Revolutionizing Digital Comedy w/ Alessandra Catanese (Smosh's CEO)

February 18, 2026

In this episode of The Influence Factor, Alessandro Bogliari chats with Alessandra Catanese, CEO of Smosh, to discuss the brand’s evolution from a single website to a major force in the creator economy. She shares Smosh’s mission to create comedy rooted in friendship, reflects on milestone achievements - including Guinness World Records and awards - and highlights the power of community in shaping content.

Alessandra also explores the merging of traditional and digital media, how Smosh is investing in premium content, and how she balances creative freedom with business strategy to keep the brand relevant in a fast-moving industry.

Show Notes:

(00:56) - Introduction to Smosh and Alessandra

(06:23) - Celebrating 20 Years of Smosh

(08:27) - Evolution of Digital Entertainment

(10:12) - The Merging of Traditional and Digital Media

(13:35) - Engaging with Audience Feedback

(21:26) - A Day in the Life of a CEO at Smosh

Check out some of our previous episodes!

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Latest Episodes

Why Brands Are Shifting to Community & IRL Experiences w/ Kirby Kennedy (Sargento)

How SHEIN Uses Creators to Drive Trends (Not Follow Them) w/ Lisa Zlotnick

Costco’s Word-of-Mouth Strategy: Turning Customers Into Creators w/ Robin Ross

How to Build a High-Performing Affiliate Influencer Program w/ Sarah Grosz (Allbirds)

Revolutionizing Digital Comedy w/ Alessandra Catanese (Smosh's CEO)