Her Story
About Tyra
I love working with brand partnerships within influencer marketing, whether that's two brands partnering together to create a new product, or if an influencer is partnering with a brand to specialize in a product. I think finding different ways for brands to enter social media and create noise in such a different way is very hard, very difficult to cut through everything, but tapping into trends is what I love to do. I handle influencer marketing campaigns end-to-end, so everything from sourcing creators - I find influencers that brands want to work with - all the way through casting and contracting influencers, which means negotiating rates and contracts. I also complete the campaign itself, so that means content reviews and going through the briefs, editing briefs, making briefs, and figuring out how to meet in the middle of what the influencer wants to create and what the brand wants to create, and finding a product that works in the end. One of the biggest campaigns I've worked on was when we worked on a partnership with Degree Deodorant and Giannis, the basketball player. They had a specialized Degree Giannis collab, limited edition deodorant, and we had an event where we had 3 creators go and create content with him. By far, it was one of the coolest things I've done. I've also worked on stuff for FIFA World Cup, March Madness, COPA America, and lots of sports things.
Her Interview
Ten minutes with Tyra
01What do you attribute your success to?
I attribute my success to my parents, for sure. My gosh, I would not be where I am today without them. Also, my friends, definitely. I mean, every single time I feel like I've hit a rough point, whether it's in my career or personal life, they've always picked me back up, so there's no way I could do what I do without them.
02What’s the best career advice you’ve ever received?
The best career advice I've ever received is don't be afraid to start over. I think when I got laid off, I genuinely thought - I had just moved to New York, I was like, I'd only lived in New York for maybe six months, and I was like, gosh, I'm gonna have to start over. I never realized it wasn't the end of the world for me. I remember thinking back then, this is the end of the world for me, I'm gonna have to move home, I'm not gonna be able to afford this. But I mean, it all worked out in the end. I was able to find a new job within a month. Had I not made that TikTok, and had I not posted about it, I would have never gotten my job at Victoria's Secret afterwards, and I never would have figured out how much I loved influencer marketing. So, I mean, everything truly happens for a reason.
03What advice would you give to young women entering your industry?
I always say don't be afraid to send a DM. You really never know who's on the other side of that Instagram account, you never know who's on the other side of that, managing that account, what they might be able to help you with. And also just reaching out, asking questions. That's one of my biggest things - never be afraid to ask a question, even if you think the question is dumb. My manager's always said nothing is ever a dumb question.
04What are the biggest challenges or opportunities in your field right now?
I would say there's always small budgets, but with small budgets, you gotta do what you can do. So, definitely that. But I mean, also, there's so much opportunity, there's so many people who are willing to work and do anything, any opportunity to collaborate with brands. I think finding connections is such a struggle, that's what people struggle with the most - how can I even get in contact with people? There's so many content creators in New York, and the industry has boomed insanely, even in the past year, I would say. I think, especially when it comes to Black content creators and people of color, finding ways to inspire other people - I wouldn't be able to do what I do if it weren't for people who came before me, so that's always been something that's inspired me as well.
05What values are most important to you in your work and personal life?
I would say I'm a very organized person. I love spreadsheets. Email me, I do love a spreadsheet. I always say try your best to find a way through, not finding a way to say no, we can't do that. That's been something I've learned, I think, especially in the past couple years - not just saying no, it's not possible, it's always let's find a way. And if we absolutely can't, let's find a way first before we just say no right off the bat.
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