eBay: The Cast
From one-off influencer deals to a fully integrated omnichannel ambassador ecosystem spanning 14 channels, with storefront attribution, brand lift tracking, Conde Nast integration, CTV, OOH, eBay Live hosting, product testing, and a million dollars in attributed commerce revenue. Built end-to-end with no playbook.
MY ROLE
Senior Social and Influencer Manager — Strategy, Architecture, Casting, Execution
PARTNERS
JOAN Creative, DEPT, Edelman, Condé Nast
PLATFORM
Social, Paid Social, CTV, OOH, Display, Print, Branded Content, CRM, Affiliate, eBay Live, Experiential, Audio, PR/Comms, Product
PROGRAM SIZE
22 creators across micro, mid, macro and celebrity tiers
$1M+
Directly attributed social commerce revenue
+45%
Higher AOV among creator-referred buyers vs. category average
+291%
Growth in brand mentions
+16%
Average brand lift across consideration, trust, and familiarity
$1M+
Earned Media Value from 300+ pieces of creator content
THE PROBLEM
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.
The opportunity was clear. eBay Fashion had deep creative and partnership assets: Conde Nast, a growing experiential presence, an emerging live commerce platform, and a paid media engine. But creators were operating in a silo. Nobody had built the architecture to connect them.
THE ARCHITECTURE
Built for commerce. Designed for culture. Integrated across everything.
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 Cast was not a social influencer program. It was an omnichannel ambassador ecosystem: the only creator program of its kind at eBay, where creators were genuinely integrated into the business across 14 distinct touchpoints rather than contracted to post on a single platform.
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. Margherita Maccappani Missoni and Wisdom Kaye joined the judges panel for eBay's Circular Fashion Fund. Wisdom Kaye served as creative collaborator on eBay's 2025 Endless Runway. Multiple Cast members modeled in the campaign. And the program's most culturally significant moments played out on red carpets and at the Met Gala.
THE INTEGRATION
Every channel. Every touchpoint.
Most influencer programs live on Instagram. The Cast lived everywhere. Here is how 22 creators were integrated across 14 distinct marketing channels simultaneously.
THE ROSTER
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. 11 of the 22 creators were prior eBay collaborators with authentic, long-standing relationships with the brand.
Cast members went on to be recognized by Time, Forbes, and GQ during and after the program, reflecting the caliber of creators The Cast was built around.
BUSINESS RESULTS
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.
The measurement framework The Cast introduced was adopted as standard infrastructure across all US eBay brand teams. The program architecture was adopted as a template by the UK and German markets.
EARNED PRESS AND BRAND PARTNERSHIPS
From the pages of Vogue to the Met Gala red carpet.
WHY IT MATTERED
A program architecture others could build on.
The Cast was not a one-cycle influencer campaign. It was a system: casting criteria, briefing standards, affiliate attribution, measurement infrastructure, and cross-channel integration that could be optimized, replicated, and scaled. The measurement framework it introduced became standard infrastructure across the eBay US brand team. The program architecture was adopted as a template by the UK and German markets.
The quality of the roster reflected a philosophy I hold about creator programs: the best ambassador relationships are built on authentic affinity, not transactional reach. When Nava Rose sources pieces from eBay for a dress she wears to the Time100 Creators event without being asked to. When Chappell Roan wears eBay-sourced accessories to the Rock and Roll Hall of Fame and the Grammys. That is what genuine brand alignment looks like at work.
Project Gallery
