Behind The Influence: A New Spotlight Series From The Sociable Society
Introducing TSS’s Behind The Influence: a new spotlight series dedicated to the people behind The Sociable Society’s success. While our Creator Spotlights and Talks With TSS video series celebrate the talent and drive of the creators on our roster, Behind The Influence will take you behind the scenes to highlight the industry experts who empower our creators and shape TSS’s thriving community.
These interviews offer a rare glimpse into the journey, values, and expertise of TSS’s top-tier professionals who support and uplift our creators daily.
From Intern To Creator Management Director — Meet Sara Williams
Kicking off the series, we are thrilled to introduce Sara Williams, our Director of Creator Management. With over six years at TSS and a decade of experience in the creator industry, Sara exemplifies the passion and dedication that drive our team. Her background in sales and relationship management, paired with her deep commitment to understanding each creator’s unique goals, has made her a cornerstone of TSS’s creator-first approach.
Known for her creativity, adaptability, and relentless work ethic, Sara’s journey from intern to Director is both inspiring and insightful. In her interview, she shares the lessons, challenges, and rewarding moments that define her career in creator management. Don’t miss the chance to read her full story and discover what it truly takes to succeed in this ever-evolving industry.
What is your full name and current title?
Sara Williams, Director, Creator Management
How long have you worked in the creator economy industry?
5-10 years
How long have you worked at The Sociable Society?
6.5 years
What skills are essential for thriving in the creator economy today?
Flexibility, determination, attention to detail, creativity, multi-tasking, excellent time management
What made you join the creator industry? Did you always know you wanted to be in it?
Before joining the creator industry, I was always in sales + relationship-based roles.
Many of my jobs prior to Creator Management centered around identifying a want or need of a customer and tailoring an experience to helping them obtain that — ultimately, selling them a good or service that fit their wants and/or needs.
Did I ever have any idea I would be in the role I am currently in? Absolutely not!
I wanted to be a fashion buyer when I started college, but ultimately majored in Marketing which led me to an influencer marketing internship in early 2018… and the rest is history.
In order to identify a customer’s needs, you have to 1) be a people person, 2) get to know them, 3) understand them, and 4) then provide a solution. Creator Management, brand partnerships, and/or negotiating on the behalf of a creator all work in the same thread.
When bringing on a new creator to TSS, we need to identify what their wants, needs, and goals are for management, their channels, and the trajectory of their careers in the Creator Economy and then formulate a plan to provide the support to get them there.
When working with brand partners, we need to identify the campaign needs, and creators’ needs and then work with the creator to bridge the gap between a brand’s campaign objective plus the goal with a Creator’s content style and execution of product promotion.
What key lessons have you learned from creators you work with?
That authenticity is the most valuable asset they have. Most creators have built an audience sharing things, people, or places that they love. Continuing to evolve and grow within their space is critical but staying true to themselves and sharing what is important to them will allow them longevity in this industry.
What is one piece of advice for someone entering the creator economy?
Ask as many questions as possible, and absorb as much knowledge as you can.
Our industry is still in its infancy and there is still much that needs to be standardized so asking questions, seeking solutions, opportunities and knowledge will take you far.
How has TSS changed your perspective on influencer marketing?
Before joining TSS, I had no idea the possibilities and opportunities that influencer marketing could hold for so many people. TSS showed me that it does not need to be about dollar signs and we have to put people first, always.
Building true, genuine relationships with creators and brand partners will allow success to easily follow.
Describe your journey at TSS in one word and explain why.
Unbelievable.
I feel so lucky to be where I am today. When I started at TSS, I knew little to nothing about influencer marketing.
What I did know was how to work hard, and everything else Jay and Emily have taught me and allowed me to grow and learn on my own. You don’t often see people go from an unpaid intern to a Director of a division at the same company.
With TSS, my hard work has always been rewarded, my questions have always been allowed to be asked, and the flexibility I have needed within my personal life to be successful has always been accepted. I think that’s pretty unbelievable.
What made you choose to work at TSS, and what is your favorite part of your job?
When I started at TSS as an unpaid intern, I had no intention of being here 6.5 years. I was looking to get a college credit and graduate.
What has kept me at TSS is the people, the opportunities it has provided me, and the encouragement I have been given to stretch my wings, be creative, and find a workflow that allows me to be the most successful for myself and my creators.
What is a unique skill you bring to your role?
I try to play the devil’s advocate often, and also be a good listener. My job is to be “the middle man”, in many instances, and if I can help all parties to see the other’s POV on what is important, then we will be successful.
This is applicable to executing a campaign where the brand and creator have their own perspective on creatives and success of content but also in managing a team when troubleshooting workflows and policies.
Describe an ‘a-ha’ moment that has shaped your career.
I will not get my inbox to 0 each day, I may not even complete all of my tasks each day, but I can prioritize tasks, goals, and responsibilities to help everyone get what they need in a timely manner and be okay with an ever-evolving task list.
What productivity hack do you rely on during busy campaigns?
Basecamp notifications, email filters, and labels.
How would you describe the TSS culture to someone considering joining?
Be excited to be a team player.
While we all work independently with our own rosters, campaigns or tasks, TSS is very intertwined with each other on a daily basis and thrives off of the support we give one another.
What is the biggest misconception about influencer marketing?
It’s easy, anyone can be a creator.
Creators may “work from wherever” but they work 24/7 and 365. They do not get weekends or holiday breaks, they have to show up everyday to be successful, and also open their lives up to public opinion.
What advice would you give brands entering creator partnerships?
LISTEN.TO.THE.CREATOR.
Allow room for the Creator to tell you what they know will work for their audience, how the product should be integrated into their content, and what talking points will reach the most people for them.
What do you prioritize when picking creators for your roster?
- Responsiveness
- Relatability
- Brand friendliness.
What is your favorite TSS Team moment?
Literalllllllllly any time we are all together — at dinner, an Airbnb in Palm Springs, working together at a coffee shop, riding in Ubers.
We truly have the best team and have so much fun together. Literally any time we spend IRL is my favorite moment.
How has TSS supported your personal or professional growth?
Professionally, TSS has allowed me to hold a position I didn’t think possible at 33 with a team of incredible individuals.
Personally, TSS has supported me to be home with my kids, work strange hours after they are asleep if needed, and be with my family during important times without penalization.
What is your favorite TSS tradition… or any ideas for new one 😉
Team trips!
Describe TSS team in three words!
Hilarious, hard-working, dependable.
If you could switch roles with anyone for a day, who would it be and why?
Ella because I love making PowerPoints, Canvas, and creative things but I cannot shoot content for shit so I would need to take her skills for the day as well.
What is your secret sauce as a creator manager? What makes you unique as a manager?
Being their friend.
Investing in creators who I like as people, who I can have open, honest conversations with and be excited when they have big wins but also invested to want to help them through losses.
What is the most common misconception about your job?
It’s all fun and games.
There is a LOT of work that goes on behind the scenes of creator partnerships, a lot of deadlines, rules, and obligations. While fun, it is a serious industry with many major players and needs each party to show up ready to be professional and work.
What is the most rewarding part of your job?
Growing with a creator, whether that is the size of their channel, helping them with the evolution of their content or hearing they have started making a life changing income since joining TSS.
Where is your preferred place to work? Desk, Couch, Bed, Coffee Shop?
Coffee Shop, co-working space.
What is your fav mid-day bev to get you through a long work day?
Iced coffee
What is your best secret talent?
Multi-tasking!
