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Episode 15: Building Brands Before The Blueprint
Evolution of Influencer and Brand Marketing with Kristin McClement and Kirby Smith
Episode Overview
In this inspiring episode of Founders & Fortitude, host Audrie Dollins sits down with Kristin McClement, President of Arden St. Clair, and Kirby Smith, branding and marketing strategist, to reflect on the early days of influencer and brand marketing.
At a time when there was no clear blueprint, these trailblazers worked within public relations, influencer management, customer service, and marketing growth to curate an ecosystem that shaped today’s creator economy. Together, they share stories of navigating brand negotiations, learning from both successes and setbacks, and building companies that helped define how brands and influencers collaborate today.
Listeners will gain insight into how an undefined industry grew into a thriving marketing channel that continues to evolve, along with the lessons learned from those who were there at the very beginning.

Key Takeaways
Building Without a Blueprint: How influencer and brand marketing emerged before clear processes existed.
The Power of Collaboration: Why aligning PR, influencer voices, social media, and customer service created long-term growth.
Lessons from Negotiation: The reality of structuring partnerships between brands and creators in the early stages.
Growing with the Industry: How setbacks, adjustments, and persistence led to sustainable campaigns and thriving companies.
Influencing the Future: The role professionals like Kristin and Kirby played in shaping today’s creator economy.
Notable Quotes
“Influencer marketing wasn’t written down in a handbook when we started. We built it as we went.” – Kristin McClement
“The best campaigns weren’t just about sales. They were about connection, story, and growth for both brand and creator.” – Kirby Smith
“Every misstep became a roadmap for the future. Success comes from learning, adjusting, and trying again.” – Audrie Dollins

Links & Resources
Connect with Kristin McClement
Email: [email protected]

Instagram: @kristin_mcclement

LinkedIn: Kristin McClement

Kristin’s Recommendations
How to Win Friends and Influence People by Dale Carnegie
Podcasts: Aspire with Emma Grede, Building Brand Advocacy
Newsletters: Marketing Brew, Girlboss Daily
Connect with Kirby Smith
Email: [email protected]

LinkedIn: Kirby Smith

Kirby’s Recommendations
#Girlboss by Sophia Amoruso
Normal Gets You Nowhere by Kelly Cutrone
Leave Your Mark by Aliza Licht
Guests
Kristin McClement – President, Arden St. Clair
Kirby Smith – Branding and Marketing Strategist
Host
Audrie Dollins – Founder & CEO of AD Media Group, Marketing Strategist
Final Note
This episode is a masterclass in building before a blueprint existed. Whether you’re an influencer, brand founder, or marketer, Kristin and Kirby’s stories will inspire you to approach challenges with creativity, persistence, and vision. Their experiences remind us that the creator economy wasn’t given to us, it was built, and it continues to evolve with those willing to lead the way.