Overview

The Challenge

As Director for Creator Marketing at Edelman, I took ownership of Texas Instruments’ influencer program - a highly technical, B2B-focused brand that was skeptical about creator partnerships. The challenge wasn’t just execution; it was belief. TI needed proof that creator and social marketing could be credible, effective, and worth scaling for engineers, students, and technical professionals.

My Role

Led the redesign and scaling of TI’s creator marketing program end-to-end - including strategy, creator sourcing, content workflows, measurement, and executive reporting.

Strategy

Adapting Social to a Technical Audience

TI’s products aren’t lifestyle-driven; they power electric vehicles, AI systems, and industrial infrastructure behind the scenes. A traditional influencer approach wouldn’t work.

I partnered closely with TI stakeholders to deeply understand product lines, audiences, and real-world use cases - translating complex technology into clear narratives that creators could explain credibly on social.

From there, I defined the right platforms and formats, focusing on long-form and educational content where depth and trust matter.

Creator Selection

Credibility First

Creator selection was critical. I combined hands-on research with tools like Traackr (an influencer marketing tool) to identify creators who were already trusted voices in technical spaces.

This led to partnerships with creators like:

• Foolish Engineer, an engineering YouTuber (featured above)

• Waseem Alkhayer, a hardware design LinkedIn creator

• Other technical experts on LinkedIn, YouTube and X speaking directly to engineers and builders

The goal wasn’t reach for reach’s sake - it was authority, clarity, and trust.

Execution

Building Systems That Work for Creators and Brands

Creators came with varying levels of experience. Some were seasoned content producers; others were subject-matter experts who had never partnered with a brand before.

To bridge that gap, I built:

• Structured creator briefs

• Clear workback timelines

• A streamlined review and feedback process

This gave creators the guidance they needed while ensuring TI felt confident in the accuracy, tone, and quality of the content.

Measurement & Buy-In

Making Impact Visible to Leadership

Demonstrating ROI in a technical category can be challenging, so I implemented automated reporting through Traackr to measure:

• Reach and engagement

• Sentiment

• Conversion signals

This gave TI’s executive stakeholders clear, consistent visibility into performance and made the impact of creator content tangible.

Results

From Experiment to Core Strategy

• 250% growth in TI’s creator marketing program

• ~20% increase in engagement across campaigns

• 10–15% lift in conversion rates

• Strong executive buy-in and long-term program adoption

What began as an experiment became a core part of TI’s marketing strategy - with creators recognized as credible voices in a technical ecosystem.