We noticed that creators were using Baileys to create exciting, new ways to treat themselves on platforms like Instagram Reels and Tik Tok. As Baileys’ brand purpose is the co-conspirator in the pursuit of pleasure, it was the perfect recipe for creator partnerships. But, we needed a strategy and framework in place in order to do so.

My role: Building a comprehensive strategy and framework on how, when and where to work with creators to align with Baileys’ overall digital strategy and brand world, including global and local roles, creative guardrails, implementation and measurement.