Meet Grace, Vice President of Strategy at Fohr

In this episode, I’m joined by Grace, the Executive Vice President at Fohr—an award-winning influencer marketing agency behind campaigns for Sephora, Dyson, Unilever, Marriott, and more. Grace leads Fohr’s strategy department and works closely with their client services team to deliver some of the most effective creator-led campaigns in the industry today. We dive into how influencer marketing is evolving and why Grace believes it will become the dominant form of brand communication in the next five years. You’ll hear us discuss:What makes a creator stand out to top brands like Sephora and DysonHow influencer content is outperforming traditional brand content across paid media, email, and even OOHWhy creators are being tapped earlier in the campaign strategy processThe future of influencer marketing—from content formats to emerging technologies like AIGrace’s best advice for creators navigating the 2025 landscape Whether you’re a full-time content creator, aspiring influencer, or marketing professional, this episode offers a behind-the-scenes look at what’s working in influencer marketing right now—and what’s next. Follow us on Instagram: @creativeeditionpodcast Follow Emma on Instagram: @emmasedition | Pinterest: @emmasedition And sign up for our email newsletter.