The strongest brand ambassador programs feel less like a string of paid posts and more like a long relationship between a brand, a person and the audience who trusts them.
I see talent marketing from three angles. As a Partner at Symbols PR in Los Angeles, I match creators and talent with fashion, beauty and lifestyle brands and negotiate the partnerships. As a creator with a 2.5M+ community across Instagram (@brightonmaia) and TikTok (@brightonsharbino), I am the talent on the other side of the brief. And as an actress since 2012, from AMC's The Walking Dead to HBO's True Detective, I know how celebrities and their reps think about a brand deal. Here is how I approach talent marketing and brand ambassador programs that last.
Start talent marketing with the brand story, not the follower count
Every strong program begins with a clear answer to one question: what should this person help the brand say? A seasonal campaign, a product launch and a cultural moment each call for different talent. I translate the brand priority into a short profile of the voice we need, the audience we want to reach and the feeling the content should leave behind. Only then do I start building a list. Reach matters. Audience alignment, credibility and a natural fit with the product matter more.
Build a talent roster in tiers
A durable influencer and ambassador roster usually mixes a few anchor voices with a wider bench of creators. Anchor talent brings cultural relevance and earned buzz. Mid-tier and emerging creators bring consistency, fresh formats and the everyday proof that a product works. When I build multi-creator packages across Instagram, TikTok and YouTube, I plan each tier for a different job across the funnel, from awareness to consideration to conversion.
Negotiate celebrity and creator partnerships with the whole year in mind
Talent deals live or die on the details. I negotiate rates, deliverables, usage rights and whitelisting with talent, reps, talent agencies and agency partners, and I try to structure each agreement so the content can travel. If a brand wants to put creator content into paid media, on e-commerce pages or into retail moments, that belongs in the conversation from day one. Clear terms protect the talent, protect the brand and keep the relationship warm enough to renew.
Make creator commerce part of the ambassador program
Ambassadors are most valuable when their audience can act on what they see. On my own channels I run ShopMy, LTK, TikTok Shop affiliate and an Amazon Storefront, so I see firsthand how gifting, commissions and shoppable links turn storytelling into traffic and sales. Pairing a long-term ambassador with an affiliate layer gives the brand an always-on signal of what resonates, alongside the bigger campaign moments.
Connect talent to live experiences and earned media
Talent marketing works best when it reaches beyond the feed. I pitch talent for gifting suites and hospitality experiences, and I led creator recruitment, briefing and event logistics for a NordicTrack creator activation. On my own channels, an Omnia Dayclub (Tao Group) experience in Las Vegas reached 1M views and a Moxy Hotels NYC hosted stay reached 412K. Pair those moments with a well-written press release and strong media relationships, and one activation can earn attention across paid, owned and earned channels.
Measure talent marketing like a business channel
I track views, engagement rate, likes and saves on every campaign, then turn the results into clear recommendations: who to renew, which formats to scale and what to test next. My Sephora x Benefit Cosmetics concealer launch reached 17.2M views with 14.2% engagement and 1.4M likes, and a Fashion Nova haul reached 1.2M views at 10.4% engagement. Numbers like these are what turn a one-off post into a long-term ambassador relationship, and they belong in every executive recap.
Let's work together
I'm based in Los Angeles and actively relocating to New York City. I'm open to roles in talent marketing, influencer and creator partnerships, social strategy and brand communications, and I always welcome brand ambassador and creator campaign opportunities. See my work on my media page or reach out through my contact page.