eBay: The Cast
From one-off influencer deals to a fully integrated ambassador program with storefront attribution, brand lift tracking, and a million dollars in results.
MY ROLE
Senior Social and Influencer Manager — Strategy, Architecture, Casting, Execution
PLATFORM
Social, CRM, Onsite, Experiential, PR/Comms, Branded Content, Digital, Audio/Podcast, OOH, Display, Affiliate
OUTCOME
Co-branded product, launched 2020, still on shelves in 2026
$1M+
Estimated first-year sales for the co-branded product
6yrs
Years on shelves since launch, still selling in 2026
0
Dollars spent to generate the original consumer insight
1
Tweet that started a multi-year brand partnership
THE INSIGHT
A list of influencers is not a program.
When I stepped into the Senior Social and Influencer Manager role at eBay Fashion, the influencer program was transactional: a roster of creators contracted for one-off Instagram posts and stories with no consistent brief, no tiered structure, no affiliate attribution, and no way to measure which creators were actually driving business outcomes versus vanity metrics.
Consumer behavior, observed organically
Real Instagram posts of consumers combining Outshine bars with Tajín, unprompted, well before any brand involvement.
@thischicmayra
Organic post celebrating the flavor combination, part of the earned cultural momentum that validated the insight in the Hispanic market.
THE ACTION
Built for commerce. Designed for culture.
I built The Cast end-to-end: defining the program structure, writing the casting criteria, handpicking the 22-creator roster (11 of whom were prior eBay collaborators with authentic, long-standing relationships with the brand), developing briefing standards, building affiliate storefront attribution into the program from day one, and integrating the program across every relevant marketing channel.
The integration was the differentiator. This was not an influencer program that lived only on Instagram. The Cast connected to onsite eBay storefronts, CRM email campaigns promoting creator inventory, paid social amplification of top-performing organic content, branded content campaigns with Condé Nast (Vogue, Teen Vogue, and GQ), and experiential activations at the Teen Vogue Summit, the Vogue Vintage Market in New York, and The Hollywood Edit.
Nava Rose starred in Teen Vogue's Watchlist Campaign. Enya Umanzor, Albert Muzquiz, Emma Chamberlain, and Aimee Kelly starred in Vintage Obsession Confessions, a branded content series with Vogue. And the program's most culturally significant moment came at the Met Gala.
THE RESULT
22 creators. Every tier. Every audience segment.
The roster was built to cover distinct fashion audience segments and commerce behaviors: resale enthusiasts, luxury collectors, streetwear communities, sustainable fashion advocates, and style-forward Gen Z audiences. Highlighted names were featured in Condé Nast branded content, earned press, or major brand activations.
COMMUNITY RECEPTION
Attribution infrastructure that proved it.
Every metric was trackable to the individual creator level because I built the measurement framework before the program launched. Creator-attributed GMV, Average Order Value among creator-referred buyers, Earned Media Value by tier, brand perception lift, and Top of Mind Awareness were all tracked and reported quarterly to marketing leadership.
Every metric was trackable to the individual creator level because I built the measurement framework before the program launched. Creator-attributed GMV, Average Order Value among creator-referred buyers, Earned Media Value by tier, brand perception lift, and Top of Mind Awareness were all tracked and reported quarterly to marketing leadership.
