Influencer marketing works best when it doesn’t feel like marketing.
The right partnership should feel like something a creator would genuinely talk about, not a brand message dropped into their feed.
I’ve seen that relationship from both sides. I manage creator partnerships for brands like Sphere and The Cosmopolitan of Las Vegas, and I’m a creator myself, building my own audience and working directly with brands. That gives me a pretty clear sense of what makes a partnership work: the right person, the right idea, and enough direction to protect the brand without sanding off everything that makes the creator interesting in the first place.
My experience spans the full life of a creator partnership, from strategy and talent selection to briefs, itineraries, on-site experiences, content review, approvals, usage rights, reporting, and everything in between. I care just as much about the relationship as I do the result, because the best work usually happens when the creator feels trusted, the brand feels protected, and the audience never has to wonder why the partnership makes sense.
Case Study
Christina Kirkman× × The Cosmopolitan of Las Vegas
Christina’s upbeat, personality-led storytelling was a natural match for The Cosmopolitan. Her content has the kind of energy, humor, and spontaneity that fits a property built around unexpected experiences, nightlife, dining, and entertainment.
She was also a returning MGM partner, which gave us an opportunity to build on an existing relationship rather than treat the collaboration as a one-off campaign. When we learned she wanted to celebrate her father’s 60th birthday, we shaped the experience around that moment and made the partnership feel personal to her instead of simply checking off a list of property features. We brought Christina’s parents into the trip and built the stay around celebrating her father, including VIP access to qualifying and race events, elevated dining experiences, and exclusive activations throughout the weekend.
That personal angle gave the content more emotional weight. Instead of the property simply being the backdrop, The Cosmopolitan became part of a meaningful family moment she genuinely wanted to share with her audience. We also personalized the room with photos of Christina’s dog, something her audience knows is a big part of her life and content. That detail was small operationally, but meaningful creatively. It showed that we understood who she was beyond the campaign brief and helped make the stay feel tailored to her rather than transactional.
I managed the partnership from briefing and itinerary development through on-site coordination, content review, approvals, and post-campaign reporting. I worked with our influencer agency and teams across the property to coordinate the family experience, align the itinerary with campaign priorities, and make sure the weekend ran smoothly from both the creator and brand side.
Throughout the partnership, I reviewed content and provided feedback while protecting Christina’s voice and the personal nature of the story. The goal was to give her enough structure to showcase the property intentionally without making a meaningful family celebration feel overly branded.
Case Study
Rachael Kirkconnell× × The Cosmopolitan of Las Vegas
Coming out of a highly publicized breakup in January 2025, Rachael was at a moment of heightened audience interest and entering a new chapter personally. Our team saw an opportunity to build a timely partnership around something that felt natural for both her audience and the brand: a girls’ trip to Las Vegas. I worked alongside MGM Resorts’ influencer marketing director and our influencer agency to bring the partnership to life. Rachael was a strong fit for the property because her personal brand could naturally live within the experiences TCOLV is known for: modern luxury, standout dining, nightlife, wellness, and moments worth sharing. Rather than forcing her into a traditional hotel campaign, the goal was to give her a weekend that genuinely fit where she was in her life and let the property become part of the story.
I managed the partnership from briefing and itinerary development through on-site coordination, content review, approvals and post-campaign reporting, working closely with MGM Resorts’ influencer marketing team, our influencer agency and internal property teams throughout the stay. I built Rachael’s itinerary around different sides of TCOLV experience, including penthouse accommodations, Marquee Nightclub, Sahra Spa, Salon & Hammam, and dining at LPM, Amaya Modern Mexican, Scarpetta and Superfrico. The itinerary gave us clear brand priorities and plenty of content opportunities without scripting every moment of her stay. The goal was to create enough structure to showcase the property intentionally while still giving Rachael room to experience it as a real girls’ trip and translate those moments into content that felt like her.
- Talent Selection
- Itinerary
- Content Review
Creator Selection
Follower count tells me how many people might see the content. Fit tells me whether they’ll care.
I select creators based on audience alignment, content style, engagement quality, brand fit, and the role they can play within the campaign. The goal is to build a roster that feels intentional, with the right mix of reach, relevance, storytelling, and long-term partnership potential.
Case Study
Phillip Robert Holmes× × The Cosmopolitan of Las Vegas
Phillip was a strong fit for The Cosmopolitan’s Fashionista creator pillar. His content is quick, playful, style-forward, and built for social, which matched the property’s energetic, design-conscious personality. He also knows how to make polished fashion and lifestyle content feel fun rather than overly produced, which made him a natural fit for a brand that sits at the intersection of style, entertainment, nightlife, and culture. The partnership gave us a creator who could show the property through a fashion and lifestyle lens while still keeping the content fast-paced and approachable for his audience.
He was also a returning creator partner, so there was already an established relationship and a strong understanding of how he worked. That history made it easier to build on what had worked before, give him the right amount of creative freedom, and create an experience that felt familiar without feeling repetitive.
I managed the partnership from briefing and itinerary planning through on-site coordination, content review, approvals, and post-campaign reporting. I worked closely with our influencer agency and internal property teams to coordinate his experience across hotel, dining, and entertainment, making sure the itinerary supported our campaign priorities while still leaving room for Phillip to create in his own style.
Case Study
Nyjah Huston× × The Cosmopolitan of Las Vegas
Nyjah was a strong fit for The Cosmopolitan because his personality and content naturally align with the brand’s playful, high energy side. He brings a sense of movement, spontaneity, and mischief, which gave us a chance to show the property in a way that felt unexpected and true to both him and the brand.
Rather than treating the hotel like a static backdrop, we leaned into who he is and had him skateboard throughout The Cosmopolitan. It turned the property itself into part of the content and gave us a fun way to highlight the hotel, accommodations, and overall atmosphere without making the partnership feel like a traditional hotel tour. We partnered with Nyjah during F1 weekend, including his experience at The Boulevard Experience, which gave the collaboration another strong lifestyle and entertainment angle tied to one of Las Vegas’ biggest weekends.
I managed the partnership from itinerary development through on-site coordination and post-campaign reporting. I worked with our influencer agency and internal property teams to coordinate his stay, hotel coverage, and experience at The Boulevard Experience, making sure the partnership supported our campaign priorities while still leaving room for Nyjah’s personality and content style to lead.