Welcome to Team Sociable Sessions!
At The Sociable Society, we’re more than just a team — we’re a dynamic group of professionals who share a common mission: empowering creators to thrive. Team Sociable Sessions is a series that brings you closer to the talented individuals behind the scenes.
Each week, we’ll introduce you to someone new who plays an essential role in the ever-evolving world of influencer marketing. Through their stories and insights, you’ll gain valuable knowledge that shapes the future of the creator economy.
This week, we’re excited to introduce Madison Bertini, Head of Creator Management at TSS. With years of experience in the industry, Madison has honed a unique approach to creator management — one that blends empathy, transparency, and a human-centered focus. She’s been a key player in TSS’s growth, guiding both creators and fellow managers to success. If you’re looking to learn from a true leader in creator management, this is the interview you don’t want to miss!
Meet Madison Bertini: Head of Creator Management at The Sociable Society
Madison’s journey into the creator industry began with a deep passion for helping creators grow and navigate the business side of their creativity. Having worked in the industry for over 7 years, she knows the ins and outs of managing talent, building relationships, and driving strategic partnerships.
As the Head of Creator Management, Madison is responsible for overseeing a team of creator managers, mentoring them, and ensuring that creators receive the support they need to succeed long-term.
In this interview, Madison shares her leadership philosophy, the lessons she’s learned from creators, and what it takes to build sustainable partnerships in the fast-paced world of influencer marketing.
Read on to gain valuable insights from Madison’s experience in creator management and her approach to building authentic relationships with creators and brands.
Navigating the Creator Economy: Insights from Madison Bertini on Leadership, Authentic Relationships, and Long-Term Success
What specific skills or qualities do you believe are often overlooked but are essential for succeeding in a creator management role?
One of the most overlooked yet critical skill sets in creator management is the ability to solve problems empathetically and transparently.
Creator management isn’t just about campaign deadlines or analytics — it’s about people.
Behind every brand brief or deliverable is a creator navigating pressure, creative blocks, and audience expectations.
The ability to approach challenges with a solution-oriented mindset, while maintaining open and honest communication, builds trust and ensures sustainable partnerships.
Humanness — being real, approachable, and understanding — is often underestimated in an industry that moves fast and thrives on polish. But when a creator feels like they’re being seen and heard as a person, not just a platform, it changes the dynamic.
Transparency — whether it’s about timelines, rates, or deliverables — reduces friction and strengthens relationships with both creators and brands.
And ultimately, when things go sideways (as they sometimes do), your ability to calmly problem-solve, be transparent about what’s happening, and lead with empathy is what makes you invaluable.
What made you join the creator industry? Did you always know you wanted to be in it?
I actually started out wanting to be a music manager. I was drawn to the idea of helping artists build their careers and navigate the business side of their creativity.
But as the creator industry began to emerge, I saw a shift — creators were becoming the new wave of storytellers, community builders, and cultural drivers.
At the same time, I’ve always been fascinated by brands — how they position products, create emotional connections, and turn marketing into art. So when I realized the creator space was this perfect intersection of brand strategy and talent management, I knew I had to be a part of it.
I didn’t come into this with a blueprint — I worked my way up from a coordinator to head of creator management, learning through experience, observation, and a lot of trial and error. It’s been incredibly rewarding to be in a space that constantly evolves and challenges me to grow, both creatively and strategically.
What key lessons have you learned from creators you work with?
One of the biggest lessons I’ve learned from working with creators is just how powerful it is to feel seen and supported.
At the core, creators want to know that someone is genuinely in their corner — not just when things are going well, but especially when they’re not. It’s not just about managing deals; it’s about building real relationships and being that steady presence through the highs and lows.
I’ve also learned that what might feel like the end of the world in a moment — whether it’s a brand pulling out or a post not performing — almost always works itself out. Creators remind me every day that creativity thrives when there’s trust, patience, and someone reminding you that one hiccup doesn’t define your whole journey.
What advice would you give to someone entering the creator industry today who wants to stand out and build a successful career?
If you’re coming into the creator industry today and want to stand out, my biggest piece of advice is: start from the ground up.
There’s so much value in experiencing the different layers of this space first hand — whether that’s working across platforms, managing different types of creators, troubleshooting unexpected challenges, or navigating the nuances of brand relationships.
Every role, every campaign, every conversation teaches you something. The more hands-on experience you gain, the stronger your instincts become — and those instincts are what set great talent managers and strategists apart.
Plus, along the way, you naturally build a network that becomes one of your most valuable assets. It’s a space that rewards curiosity, consistency, and relationships — lean into all three.
What’s the most misunderstood aspect of creator management, and how do you address it in your role at TSS?
One of the most misunderstood aspects of creator management is just how much level-setting and expectation management goes into it. There are constantly moving parts — from shifting timelines to evolving brand goals to creators juggling multiple commitments — and it’s our job to keep everyone aligned.
I focus heavily on being transparent from the start.
Whether it’s about timing, deliverables, budget, or creative direction, setting clear expectations early allows us to stay proactive instead of reactive. It helps build trust on both sides and keeps things moving smoothly, even when the inevitable curveballs come our way.
Over communicating isn’t just helpful — it’s essential.
Describe an ‘a-ha’ moment that has shaped your career.
One of the biggest “a-ha” moments in my career was realizing that nothing is ever as serious as it feels in the moment.
When I first started out, I used to get really stressed over setbacks — missed deadlines, last-minute changes, or things just not going according to plan. It felt like everything was make or break.
But over time, I learned that with transparency and proper communication, most people are way more understanding than you’d think. A quick check-in, a clear update, or a bit of honesty goes such a long way.
We’re all human, and at the end of the day, we’re just trying to make things work the best we can — together.
What productivity hack do you rely on during busy campaigns?
During busy campaigns, my go-to productivity hack is setting aside two to three days a week to go through my roster one by one.
It’s so easy to get caught up in the non-stop flow of emails, but intentionally checking in on each creator helps me stay grounded and fully in tune with everything happening — brand updates, timelines, content status, all of it.
It’s like a reset that keeps me ahead of the chaos and ensures nothing slips through the cracks, especially when there are so many moving pieces in play.
Aside from “letting creators have more creative freedom”, what advice would you give brands entering creator partnerships?
One of the most valuable things a brand can do is come in with a clear understanding of the creator’s audience and what actually draws people to their content.
Some creators are incredible storytellers, others drive strong ROI through product-focused content — and knowing that distinction helps set the partnership up for success. When brands are transparent about their campaign goals and open to aligning those goals with the creator’s unique strengths, it becomes a true collaboration.
In my experience, longer-term partnerships tend to deliver the best results. They allow creators to show up consistently, build trust with their audience, and communicate that they’re genuinely fans of the brand or product. It also gives more touch points for that message to land with their community in an organic, effective way.
What do you prioritize when picking creators for your roster?
The creators I’m most inspired by are the ones whose content I’m genuinely a fan of as a consumer. It makes the work feel so much more meaningful when I already trust their voice and value their perspective.
I really admire creators who are firm about only promoting products they truly align with — it builds long-term trust with their audience and makes a huge difference in campaign performance. That kind of integrity shows.
Beyond that, what really stands out to me is a strong work ethic, clear communication, and a willingness to collaborate on strategy.
When a creator is not only talented but also open to feedback and focused on the bigger picture, that’s when the real magic happens.
How has TSS supported your personal or professional growth?
I’ve been in Creator Management for 7 years now, working closely with talent and building rosters. What’s been really exciting about my time at TSS is that it’s allowed me to expand beyond just managing creators — I’ve also had the opportunity to mentor and lead a team of Creator Managers.
It’s been incredibly rewarding to take what I’ve learned over the years and use it to support others in their growth.
What is your secret sauce as a creator manager? What makes you unique as a manager?
My secret sauce as a creator manager is really understanding what makes each creator on my roster unique — their tone, their audience, their strengths — and using that to advocate for them in a way that truly reflects their value.
I’m intentional about making sure they’re getting paid what they deserve, knowing when to push rates higher and when to scale back strategically to create long-term value on both sides. It’s not just about closing deals — it’s about building partnerships that feel aligned and sustainable.
And at the core of it all, I lead with a very human approach to management. I treat my creators like people, not products. That trust and transparency creates the kind of working relationship where everyone thrives.
What’s the one book, podcast, or resource you’ve found most valuable in shaping you (and/or your career), and why?
While there are plenty of great books and podcasts out there, the most impactful resource in shaping me and my career was my very first boss.
She played a huge role in shaping how I’ve approached the last 7 years as a Creator Manager. Watching her navigate the industry with integrity, clarity, and care gave me a real-life blueprint for what it means to run your business in a genuine and thoughtful way.
I learned so much just from being her coordinator — lessons in communication, leadership, and strategy that I still carry with me every single day.
What is your fav mid-day beverage to get you through a long work day?
I can’t survive past 3pm without an Olipop.
What is your best secret talent?
I’m basically a treasure trove of random knowledge.
I’m podcast and documentary obsessed, so I’ve deep-dived into the most niche and unexpected topics — you name it, I probably have a fun fact about it.
Is it the most useful skill in the world? Probably not!
But since I can’t sing, I will take this instead.
Series Conclusion:
Thank you for joining us for this week’s Team Sociable Session with Madison Bertini!
Madison’s unique approach to creator management — focusing on empathy, transparency, and strategic leadership—shows us just how powerful human-centered management can be in a fast-paced industry. Her insights into building trust with creators and fostering sustainable partnerships are key takeaways for anyone in the creator economy.
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