This week, we sat down with a content creator, social strategist, and founder to talk about bridging the gap between brands and creators, and building a career on your own terms.
FEATURED CREATOR LEADER OF THE WEEK
Libby Amber Shayo
Founder, Libby Amber Shayo Creative ∙@libbyambershayo
Before most brands knew how to speak to online audiences, she was already bridging the gap between both sides. A New York-based creator and founder of Libby Amber Shayo Creative, she operates at the intersection of content and strategy, helping brands and creators tell authentic stories that actually convert.
"Don’t wait for the industry to define your role — build it yourself."
Tell us about yourself and what you do in the creator economy?
I'm a New York–based content creator, social strategist, and founder of Libby Amber Shayo Creative. I create lifestyle, beauty, and comedy content across platforms (65K+ on TikTok) and work with brands to tell authentic stories that resonate with online audiences. My background includes both the creator side and the agency side of the creator economy. I previously worked in content creation at Dentsu, supporting brands like TUMS, ChapStick, Sour Patch Kids, Emergen-C, Trident, and Nutter Butter, which gave me a deep understanding of how brands and creators collaborate. Today I focus on creating content, consulting on social media strategy, and capturing behind-the-scenes moments for brands, events, and creators. I love partnering with brands that value authentic storytelling and community-first content.
What’s a career moment that changed everything for you?
One career moment that changed everything for me was realizing that I didn't have to choose between being a creator and working in social strategy. Early on, I was creating content while also working on the agency side, helping brands build social campaigns. Seeing both sides of the creator economy made me realize there was a gap — brands had teams and strategy, while many creators were figuring it out alone. That realization led me to start Libby Amber Shayo Creative, where I combine content creation, social strategy, and behind-the-scenes storytelling. It allowed me to build a career that sits at the intersection of creator and strategist, which ultimately changed the way I approach partnerships and my work.
What’s one thing the industry gets wrong about women in this space?
One thing the industry often gets wrong about women in the creator space is assuming the work is "easy" or purely aesthetic. In reality, many female creators are running full creative businesses. We're strategists, producers, editors, marketers, and community builders all at once. The creativity people see on screen is usually backed by a lot of planning, analytics, brand understanding, and business negotiation behind the scenes. Women in this space are often driving trends, shaping brand narratives, and building highly engaged communities — but that strategic side of the work doesn't always get the same recognition as the content itself.
What advice would you give to a woman just starting out?
Start before you feel ready and focus on building your voice, not just your following. It's easy to get caught up comparing numbers, but what actually builds a lasting career is having a clear perspective and point of view. Also remember that being a creator is a business. Learn how to negotiate, understand your worth, and don't be afraid to ask questions or advocate for yourself. And finally, stay curious. The platforms, trends, and tools will always change, but the people who succeed long-term are the ones who keep learning, experimenting, and evolving.
What’s next for you? What are you most excited about right now?
Right now I'm really excited about continuing to grow Libby Amber Shayo Creative and expanding the work I do at the intersection of content creation, social strategy, and behind-the-scenes storytelling. I love helping brands and creators think more intentionally about how content is captured and shared, especially around events and real-life moments that translate well to social. At the same time, I'm continuing to grow my own platforms and build meaningful partnerships with brands that align with my lifestyle, beauty, and community-focused content.
Want to nominate someone or be featured next week?
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