Why CMOs Are Building In-House Influencer Programs

Episode notes

Episode 41 of The CMO Podcast. Lucas and Luna examine why CMOs are shifting from paying influencer middlemen to building their own in-house influencer programs. They break down the math: how a mid-size DTC brand saved $1.2 million annually by cutting three influencer agencies and hiring five internal creators. They discuss the trade-offs - loss of scale vs. gain in authenticity and speed - and how brands like Glossier and Duolingo have quietly moved this way. Plus: the role of AI in managing creator relationships at scale, and why some CMOs are creating 'creator-in-residence' roles. If this episode sparked an idea you could use, support the show at buy me a coffee dot com slash fexingo. #InHouseInfluencer #InfluencerMarketing #CMO #MarketingStrategy #CreatorEconomy #DTCBrands #Glossier #Duolingo #MarketingROI #CreatorManagement #AIMarketing #MarketingLeadership #MarketingPodcast #FexingoBusiness #BusinessPodcast #CMOPodcast #Fexingo #InHouseAgency Keep every episode free: buymeacoffee.com/fexingo

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