Influencer initiative for New York magazine
Influencer marketing has problems: We all know this. And still, brand studios get requests every day to feature influencers in content campaigns. To manage that need while staying true to what makes The Cut so special — its ability to champion independent-minded women — I created the "Friends of The Cut" group. This shortlist of remarkable women, some of today's most interesting innovators who happen to be stylish and influential, has become our go-to talent group for branded campaigns. The initiative was so successful, a "Grub Club" foodie offshoot soon followed. It's the antidote to influencer fatigue.