Within my first year at TXST, I launched and scaled Texas State University’s first student influencer (affiliate-style) program to increase reach, authenticity, and engagement through creator-led content.
The Opportunity:
Traditional brand content wasn’t resonating with Gen Z or A audiences at the same level as peer-created content. There was no existing influencer or affiliate infrastructure across the university. We needed a scalable way to drive engagement and reach through trusted voices.
Built and launched a creator-led program focused on authentic, student-driven storytelling, positioning influencers as an extension of the brand rather than one-off promotional partners. I developed the full program infrastructure, including securing stakeholder buy-in across leadership, legal, HR, and procurement, establishing budget and contracts, designing branding and guidelines, and recruiting a cohort of five student creators. I led content strategy and production, including planning and executing a media day, while managing ongoing talent partnerships through content briefing, approvals, performance tracking, and continuous optimization. This approach drove consistent engagement rates of 3–12% (above industry benchmarks) and established a scalable model for integrating creator content into broader social and campaign strategies, ultimately strengthening reach, authenticity, and brand trust.
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