In this episode of Earned, CreatorIQ Chief Customer Officer Jennifer Cho sits down with Katie O'Reilly, Executive Vice President and Managing Director of North America at KIKO Milano, to explore how Italian beauty heritage scales in the American market while staying culturally relevant. Drawing on a career spanning nearly every major function in beauty, including roles at Macy's, MAC, and now KIKO Milano, Katie shares how leadership requires the same authenticity she asks of creators, why calculated risk-taking has defined her biggest career moves, and how one creator's unscripted "straw test" video became a driver of Earned Media Value (EMV) and sales. Together, Jennifer and Katie unpack how KIKO selects creators based on genuine audience affinity rather than reach alone, how the brand translates its Italian identity for U.S. consumers through moments like Madonna's debut as global brand ambassador, and how the upcoming Soho flagship is designed to turn physical retail into an ongoing content engine.
In this episode, you'll learn:
Why building trust and long-term investment with creators beats one-off campaigns
How treating creators as strategic partners drives business results
Why customer-led creator fit, not reach, is what makes the relationship sustainable
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