Creator marketing delivers its biggest results when it connects product, brand, and culture, and DIME is putting that idea to work. In this episode of Earned, CreatorIQ Global Head of Strategic Services Joy Osinloye talks with Bernice Merlini, who leads product development, brand creative, creator social, and product marketing at DIME. Bernice has worked across the full beauty life cycle, from founding teams at new brands to six years at L'Oreal, and under her leadership DIME's creator community has more than tripled in a single year, climbing to No. 77 on CreatorIQ's beauty leaderboard. Together, Joy and Bernice unpack what drove a record $3.6M EMV month in August 2026, why DIME built its creator team in-house, how briefs flex between skincare and fragrance, and what it takes to stand out during a crowded holiday season.
In this episode, you'll learn:
Why building an in-house creator team rather than outsourcing to agencies is critical for brands that want to foster authentic, long-term creator relationships at scale
How brands can use creator feedback as a strategic loop across product development, brand marketing, and paid growth, treating creators as beauty super-users and experts, not just content producers
Why giving creators the freedom to interpret broad briefs and live with products over time produces better content than rigid, brand-scripted instructions
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