Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
Why CMOs Are Building In-House Influencer Programs
Episode 41 of The CMO Podcast. Lucas and Luna examine why CMOs are shifting from paying influencer middlemen to building their own in-house influencer programs. They break down the math: how a mid-size DTC brand saved $1.2 million annually by cutting three influencer agencies and hiring five internal creators. They discuss the trade-offs—loss of scale vs. gain in authenticity and speed—and how brands like Glossier and Duolingo have quietly moved this way. Plus: the role of AI in managing creator relationships at scale, and why some CMOs are creating 'creator-in-residence' roles. If…
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