Team Sociable Sessions: Getting to Know the Faces Behind The Sociable Society
At The Sociable Society (TSS), we believe that our team is the heartbeat of everything we do. In our Team Sociable Sessions series, we spotlight the talented individuals who drive our success in influencer marketing and creator management. Each week, we sit down with a different team member to discuss their journey, insights, and expertise in the creator economy.
From the strategies that shape groundbreaking brand partnerships to personal career inspirations, these interviews offer a behind-the-scenes look at the passion and innovation that fuel TSS.
This week, we’re excited to introduce Tye Gomez, Lead Account Manager — a strategic thinker with a passion for authentic brand partnerships and the ever-evolving world of influencer marketing.
Meet Tye Gomez: Lead Account Manager at The Sociable Society
With over three years of experience in the creator economy and two years at TSS, Tye Gomez has honed a keen eye for impactful brand-influencer collaborations. Her journey from public relations to influencer marketing was fueled by a love for digital storytelling and trend-driven strategy.
Tye believes that authenticity, trust, and creative freedom are the cornerstones of successful brand partnerships. At TSS, she’s constantly learning and adapting, ensuring that brands and creators build relationships that go beyond transactions to deliver real value.
Read on to discover Tye’s insights on thriving in influencer marketing, the biggest misconceptions about creator campaigns, and her favorite moments at TSS!
What skills are essential for thriving in the creator economy today?
The key to thriving in the influencer marketing space today is by adopting a combination of creative, analytical, and strategic skills.
Continuous learning about new platforms, tools, and audience behaviors is also essential for staying ahead in a fast-paced and competitive space.
What made you join the creator industry? Did you always know you wanted to be in it?
After graduating from college, I initially pursued a career in public relations; however, I soon realized that I wasn’t passionate about the space.
Drawing from a prior internship in influencer marketing, I decided to re-explore that avenue, and I am grateful for that decision.
Consuming influencer content and keeping on top of current trends aligns with my personal interests, making it immensely fulfilling and fun to engage in this work professionally.
What key lessons have you learned from brands you work with?
Brands succeeding in influencer marketing share key lessons for future campaigns.
Successful strategies include finding genuine brand advocates, allowing creative freedom, clear communication, focus on storytelling — not just promotion, tracking important metrics, and being open to experimentation.
Staying flexible, ethical, and building trust are essential for resonating with audiences.
What is one piece of advice for someone entering the brand partnership side of the creator economy?
The influencer marketing space is built on trust, authenticity, and mutual respect.
Successful brand partnerships aren’t just transactional — they’re about creating value for both the brand and the influencer over time.
Instead of simply seeking quick wins or short-term campaigns, invest in understanding the influencers you work with, align your brand with their values, and collaborate on content that feels authentic and resonant with their audience.
How has TSS changed your perspective on influencer marketing?
I wouldn’t assert that TSS has altered my perspective on influencer marketing; however, it has allowed me to fall more and more in love with the space.
Each campaign has offered new insights, showing me how creativity and strategy can create creative and compelling content.
Describe your journey at TSS in one word and explain why.
My journey at TSS has been transformative because it’s been a continuous process of learning, adapting, and growing within an ever-evolving industry.
From navigating new trends in influencer marketing to helping brands understand how to authentically connect with their audiences, every experience has broadened my understanding of what makes a successful partnership.
Whether it’s adjusting to the dynamic nature of social media or learning from the feedback and data-driven insights from campaigns, the journey has been one of constant evolution, innovation, and impact.
What made you choose to work at TSS, and what is your favorite part of your job?
I greatly appreciate the flexibility and sense of community within our workplace. My favorite part is collaborating with intelligent and respectful colleagues!
What is a unique skill you bring to your role?
Organization.
How would you describe the TSS culture to someone considering joining?
I’d describe the TSS culture as collaborative, flexible, and innovative.
What is the biggest misconception about influencer campaigns?
A common misconception in influencer campaigns is that a larger reach guarantees better results. Brands often believe that partnering with mega+ influencers will lead to higher engagement and conversions.
However, successful campaigns frequently involve micro- and nano-influencers, who have smaller but more engaged audiences. These influencers tend to foster trust and connection, making their ability to influence purchasing decisions more effective than just having a large following.
What advice would you give brands entering creator partnerships?
My advice for brands entering creator partnerships would be — focus on building authentic, value-driven relationships with creators, not just transactional ones.
When entering creator partnerships, it’s easy to get caught up in the allure of big followings or flashy influencer statistics.
However, long-term success comes from genuine, aligned partnerships that resonate with the creator’s audience and feel authentic.
What is your favorite TSS Team moment?
NYFW was a fun-filled few days!
How has TSS supported your personal or professional growth?
TSS has been instrumental in my growth by offering a collaborative working environment, encouraging creativity and innovation, providing autonomy, and fostering a supportive culture.
These elements have all contributed to my development as a well-rounded influencer marketing professional, giving me the skills, confidence, and perspective to excel in the space.
What is your favorite TSS tradition… or any ideas for a new one 😉
Secret Santa is always a fun tradition!
Describe the TSS team in three words!
Collaborative, Innovative, Supportive.
What is the secret to a successful brand-creator collaboration?
The secret to a successful brand-creator collaboration is about building a genuine connection, respecting each other’s expertise, and creating a mutually beneficial relationship. By aligning on values, giving creators the freedom to do what they do best, and communicating openly, both the brand and the creator can work together to create authentic, compelling content that resonates with the audience and delivers results.
What metrics matter most in evaluating brand partnerships?
The most important metrics to track will depend on your campaign objectives, but in general, engagement rate, conversions, ROI, and sentiment provide the most valuable insights into the effectiveness of brand-creator collaborations.
What is your dream brand to do a campaign with?
Rhode
Where is your preferred place to work? Desk, Couch, Bed, Coffee Shop?
Desk
Stay Connected with Team Sociable
That’s a wrap on this week’s Team Sociable Sessions! We hope you enjoyed getting to know Tye Gomez and gaining insight into the ever-evolving world of influencer marketing from her perspective.
At The Sociable Society, we’re passionate about fostering authentic brand-creator relationships and staying ahead of industry trends. Want to keep up with the latest insights, strategies, and exclusive content from our team? Subscribe to our Creator Newsletter for expert tips, industry news, and a behind-the-scenes look at the future of influencer marketing.
