At Hatch, I rebuilt the influencer and creator program into a primary driver of ecommerce growth after the existing approach proved inefficient and difficult to measure.

When I joined, the program was heavily discount-code driven and transactional. Creators were posting, but engagement was inconsistent, paid amplification was unstructured, and leadership lacked confidence in how influencer spend connected to demand or sales.

I redesigned the program as a paid-plus-organic creator system. A key shift was introducing one-on-one briefing calls with every creator to align on the customer, the product, and the intent behind the content, while still allowing creators to lead with their own voice. Creatively, we moved away from brand-led messaging and leaned into creator-native formats such as routines, POVs, humor, and culturally relevant moments.

Organic creator posts were treated as live tests. We tracked early engagement signals within the first 24 to 48 hours, then selectively amplified top-performing content into paid influencer ads across Meta and TikTok. Measurement focused on a full signal chain, tracking engagement and cost per view, monitoring Google search lift, and overlaying those signals with sales data and post-purchase surveys.

As a result, influencer became the number one reported sales driver according to post-purchase surveys. During key moments like Sleep Week, influencer ads helped reduce CPA from roughly $70 to the low $40s, and creator content accounted for the majority of TikTok paid spend. The program scaled into a repeatable, full-funnel growth engine supporting both launches and evergreen ecommerce performance.