Building Cultural Relevance Through Influencers and Celebrities | Bette Ann Fialkov, Fractional Head of Influencer Marketing Bette - Marketing Happy Hour

In this episode of Marketing Happy Hour, we’re joined by Bette Ann Fialkov, Fractional Head of Influencer Marketing and Professor at Parsons, who has led influencer and celebrity partnership strategies for powerhouse brands including Google, Lyft, and Hims & Hers. With nearly 15 years of experience, Bette Ann shares the playbook for building and scaling influencer programs, the lessons she’s learned moving between brand and consultancy roles, and the secret to creating partnerships that put brands at the center of culture. Whether you’re just getting started with influencer marketing or looking to elevate your program to the next level, this episode is packed with insights you can apply right away.

Key Takeaways:

// What it really takes to scale an influencer program from test-and-learn to fully operational.

// How major brands like Google and Lyft leveraged influencers and celebrities to tell cultural stories.

// The biggest lessons Bette Ann has learned from moving between in-house brand roles and consultancy work.

// Where influencer marketing is headed next — and the shifts brands need to prepare for.

// The surprising questions her students at Parsons are asking about the future of partnerships.

Connect with Bette Ann: LinkedIn

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