Talent & creator strategy
Kyra Nikole
Tyra Mae
Overview
I have an instinct for identifying what audiences want from talent without being too polished. Across two different companies, I’ve conceptualized franchised series built around that insight, and managed creator relationships end-to-end to make sure the strategy actually lands.
How I Work With Talent
The Franchise Instinct: Behind the Lyrics & Truth Be Told
At Refinery29 Unbothered, I conceptualized a digital franchise, Behind the Lyrics, where we focused on spotlighting Black women in music and the personal stories behind their newly released songs. This was during the pandemic, and audiences didn’t just want to hear the music; they wanted to know more about the moments that inspired the tracks. Years later, at BET Networks, I applied that same strategic thinking to Truth Be Told, a franchise series designed to give audiences intimate access to talent coming through the BET office. That instinct and core idea led this concept to garner +755% enagement, +123% views, and +229% minutes watched, with Taraji P Henson and Ciara videos being top performers.
End-to-End Creator Management
For four months, I served as a full talent strategist and manager for influencer Tyra Mae (500K+ followers across Instagram, TikTok, and YouTube), identifying brand partnership opportunities, negotiating contracts, and managing end-to-end deal execution. I secured partnerships with Shea Moisture, RevAir, and Amika, generating over $65K in brand deal revenue, ensuring every partnership aligned with her audience and creator identity.
Creator Brand Positioning
Partnered with signed creator Kyra Nikole to reposition her brand strategy for platform growth, designing repeatable series formats, building out a consistent YouTube presence, and developing a long-form content framework rooted in what her audience responded to most. The goal was to elevate her on-camera personality beyond her beauty ASMR.