Creators, Community & Customer Obsession

Few people know influencer marketing inside and out like Monica Caponigro (Khattar). She’s built programs at top agencies, scaled influencer strategy in-house at @Nordstrom (where she helped create their influencer “center of excellence”), and helped start a new agency Bobbie, which she now runs alongside Donetta Allen.

From her focus on creators and community to her take on TikTok SEO and why Gen Z sees influencers as friends, Monica shares insights every marketer should hear.

Isha: You’ve had such a cool journey in influencer marketing, from PR beginnings to building out teams and now launching your own agency. How did it all come together?

Monica: I started my career in PR but quickly realized media pitching wasn't my passion. Luckily, I joined the industry just as influencer marketing started booming. I raised my hand for every influencer campaign, and over time, I became the go-to person for that work. I went on to build and scale influencer teams at agencies like Hunter, then moved in-house to Nordstrom to create their centralized influencer marketing team.

Most recently, I launched Bobbie, an agency built on the belief that creators can help brands form real, friend-like bonds with their audience. Whether it’s launching a product or building community, we focus on authenticity, trust, and long-term love.

Isha: That’s a full-circle career moment! How did the experience differ between building at agencies versus working in-house?

Monica: Agency life taught me how to think big, brainstorm creatively, and constantly stay curious. It also gave me exposure to multiple categories, from healthcare to CPG to fashion, helping me discover what I truly loved.

In-house was eye-opening in a different way. At Nordstrom, for example, I learned just how many internal stakeholders are involved in even small decisions, and how essential it is to play the long game. Influencer marketing was relatively new territory, so it required a lot of persuasion and internal education.

Both roles have their strengths. But the common thread is the need for agility, curiosity, and the ability to move quickly.

Isha: Nordstrom is legendary for customer experience. What did working there teach you about putting customers first?

Monica: Nordstrom is unmatched in how they obsess over the customer. Working there really emphasized the importance of listening, especially via social media. Customers constantly share their true thoughts online, so we actively leveraged creators and UGC to amplify those voices.

Early on, we tested creator content versus traditional polished editorial imagery. Creator content consistently outperformed editorial because it was relatable and resonated authentically. It reinforced that everything we did had to pass one question: "Does this genuinely serve the customer?"

Isha: You helped build Nordstrom’s "center of excellence" for influencer marketing. Can you break down what that entailed?

Monica: Nordstrom’s affiliate and influencer programs drove huge sales, but primarily at the lower funnel. My task was to expand influencer marketing into upper and mid-funnel activities like brand awareness and affinity.

We consolidated all influencer activity into one central team to create consistency and a cohesive strategy across the brand. That structure allowed us to integrate influencer content throughout all channels.

It’s part of what inspired me to launch Bobbie. Brands now realize influencer marketing deserves its own dedicated focus and budget.

Isha: Switching gears, what are your thoughts on UGC? How does user-generated content fit into your strategy now when consulting brands?

Monica: UGC is powerful because it represents your actual customers and their real experiences. At Nordstrom, we began leaning into UGC heavily, especially around major moments like the Anniversary Sale. We’d use platforms like Kale to scale authentic, customer-driven content.

One huge opportunity is TikTok SEO. Consumers, especially Gen Z, increasingly use TikTok as a search engine. Having a steady stream of positive UGC ensures your brand appears authentically when people search. In my opinion, every brand should double down on TikTok SEO right now.

Isha: Speaking of Kale, how does a tool like that help brands scale creator content?

Monica: Kale makes sourcing and scaling UGC easy and cost-effective. Rather than relying on big, costly influencer posts, Kale activates everyday customers at volume. It’s authentic and relatable, which is exactly what resonates on platforms like TikTok and Instagram.

We’ve found that everyday creator content outperforms polished, editorial-style images almost every time. Kale helps identify and amplify the most engaging, relatable content. That’s exactly what brands need.

Isha: What’s been your biggest marketing "aha" moment recently?

Monica: Realizing just how much Gen Z sees influencers as actual friends rather than celebrities or distant figures. Our research at Bobbie showed nearly half of Gen Z views influencers as trusted friends. That completely changes how brands should approach influencer partnerships. It’s no longer just entertainment. It’s deep trust and influence.

Isha: How is the current economic climate affecting influencer marketing?

Monica: Interestingly, influencer marketing isn’t slowing down the way some other marketing spend has. I think it’s because influencer campaigns can be flexible and highly measurable. However, we’re definitely seeing influencer inflation. Creator rates are going up, making platforms like Kale even more appealing because they’re affordable and scalable.

Isha: Which brands are doing social well right now?

Monica: Summer Fridays does a fantastic job of seamlessly combining brand-owned, influencer, and UGC content into one beautiful, cohesive social feed. Skims also stands out with their brilliant celebrity partnerships and engaging content around big launches.

Starface World , the acne-patch brand, also nails their bright, expressive branding by effectively mixing UGC and influencer content to maintain authenticity and fun.

Isha: What advice would you give brand marketers trying to build genuine communities?

Monica: Listen first, talk second. Ask your community what they care about, what they need, and how they see themselves within your brand. Then reflect that back in your content.

Use creators as a built-in focus group. They have deep trust and direct insight into your audience, so leverage that for real-time feedback and trends. True community isn’t something you build for your audience. It’s something you build with them.

Isha: Finally, any advice for someone looking to break into marketing?

Monica: Take opportunities that scare you. It's the best way to grow. Also, stay relentlessly curious. Marketing evolves rapidly, so being adaptable is critical.

Lastly, don’t be too hard on yourself. Every mistake is a learning opportunity.