How SHEIN Uses Creators to Drive Trends (Not Follow Them) w/ Lisa Zlotnick

In this episode of The Influence Factor, Alessandro Bogliari speaks with Lisa Zlotnick, Head of Brand PR, US Marketing at Shein, about her experience in brand transformation and the growing importance of creator partnerships.

She shares why brands need to move beyond transactional relationships with creators and focus on more authentic collaborations that reflect cultural relevance and integrity.

The conversation also explores how brands can better engage Gen Z through community-driven initiatives like campus ambassador programs, and why creators are increasingly becoming involved in product development - shifting their role from simple amplification to true authorship.

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Show Notes:

(01:05) Introduction to Lisa

(06:15) The Evolution of Creator Partnerships

(09:15) Balancing Authenticity and Scale

(11:48) Cultural Relevance and Collaboration

(15:27) Engaging with Gen Z and Campus Ambassadors

(19:30) The Shift to Authorship in Creator Marketing

(22:40) Future of Brand-Creator Partnerships

Check out some of our previous episodes!

• ⁠How to Build a High-Performing Affiliate Influencer Program w/ Sarah Grosz (Allbirds)⁠
• ⁠⁠⁠⁠⁠Inside Etsy’s Creator Ecosystem w/ Monty Montalto⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠AI’s Impact on the Creator Economy w/ Alexander Frolov (HypeAuditor)⁠⁠⁠⁠⁠
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