Gabrielle Moise

MrBeast is hiring a Head of Viral Marketing. Read that again. Not a social media manager. Not a content lead. A senior executive whose entire mandate is to "build engines, not campaigns." The job description: "convert cultural moments into sign-ups, activation, revenue, retention." This isn't about making videos go viral. It's about building infrastructure that turns attention into business outcomes across Feastables, fintech, telecom, and brand partnerships. 𝗪𝗵𝗮𝘁 𝗺𝗼𝘀𝘁 𝗯𝗿𝗮𝗻𝗱𝘀 𝗴𝗲𝘁 𝘄𝗿𝗼𝗻𝗴: They treat virality as luck. A video hits, everyone celebrates, then nobody can replicate it. MrBeast is treating virality as a discipline. Repeatable systems. Measurable outcomes. Engineered growth. 𝗪𝗵𝘆 𝘁𝗵𝗶𝘀 𝗿𝗼𝗹𝗲 𝗶𝘀 𝗮 𝘂𝗻𝗶𝗰𝗼𝗿𝗻 𝗵𝘂𝗻𝘁: I've been asked to refer this exact profile more times than I can count this year. My usual response: "You're looking for a unicorn. Good luck." The best candidate probably doesn't have this title on their resume. They've been stitching together growth, brand, and creator across multiple roles — building the playbook as they go. Why so rare? Most growth people don't understand storytelling. Most storytellers don't understand funnels. This role needs both — plus the instinct to move at creator speed. 𝗪𝗵𝗮𝘁 𝘁𝗵𝗲 𝗷𝗼𝗯 𝗽𝗼𝘀𝘁𝗶𝗻𝗴 𝗿𝗲𝘃𝗲𝗮𝗹𝘀: MrBeast describes himself as "a next-generation consumer and services platform." Not a YouTube channel. A platform. And he's not calling this "Head of Marketing." He's calling it "Head of Viral Marketing." That distinction is intentional. Growth today is audience-led, narrative-driven, and powered by content. It's a feedback loop — test, learn, iterate across platforms. Stories that resonate get amplified. The audience tells you what works. And this isn't a brand awareness play. It ties directly to top-line KPIs — sign-ups, activation, revenue, retention. The same outcomes in the job description. Audience-led storytelling isn't soft. It's the growth engine. Most marketing teams measure impressions. This role measures revenue. That's the difference. This role was posted for a creator-led media company. But brands should be paying close attention. This function — building growth through storytelling, community, and content — isn't optional anymore. The companies that figure this out won't just market. They'll grow like creators. Your move. Does your company think about marketing this way? #NotSponsored #CreatorEconomy #Marketing #CareerGrowth

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In just six weeks after getting laid off, I had three job offers, and interviews lined up with four other organizations. How did I do it? It’s not an overnight success, but it’s a career long journey. If you’re not a fan of tough love, this post isn’t for you. Network and Maintain Good Relationships: When I posted that I lost my job, the amount of people in my network who reached out wanting to help was overwhelming. I was shocked. A while ago, my friend Rachel Pinzur ☔ told me, “you have a network. Use it.” She was right. Why do we build these relationships? It’s in times of need that people are willing to help the most. When your back is up against the wall, and your livelihood depends on it, don’t be proud. Ask for help. Work Hard and Maintain a Good Work Ethic: This ties in to my last point. I like to think I have a strong work ethic. Many members of my network put their reputation on the line to recommend me for a job. They wouldn’t do that if they knew I wasn’t great at what I do. At least I wouldn’t. Be Kind: My last boss had one rule: I don’t hire assholes. After all, who wants to work with one? The media industry, as big as it is, is actually very small. Your reputation will precede you. That likely applies to most, if not, all industries. Do you want to spend 40+ hours with an asshole? Didn’t think so. Don’t be one. Be kind, be fun to work with, be good at what you do, and the doors will open far and wide. You can have the best resume in the world, if people don’t like working with you, you’re not going to make the cut. People underestimate culture - but a good hiring manager will pay close attention to the vibes you’re going to bring to the team. People also underestimate the power of the “backdoor vet.” This is when hiring managers go beyond traditional background checks and use social media and other means to see if they have mutual friends to learn more about you. Unethical? You decide. But it’s reality. Build your network, even when you feel antisocial. Go the extra mile, even when you’re tired. Smile at your colleagues, even when things are going awry behind closed doors. It will make all the difference when you need it most. #hiring #networking #jobs #jobmarket #advice #laidoff

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New city, new gig! Two weeks ago I moved to NYC and joined The Wall Street Journal to start a Talent Lab. The talent? The journalists. The Talent Lab will be a strategic driver that equips WSJ journalists with the modern skills required to connect with new audiences and deepen connections with existing ones. I'll be helping writers strengthen their personal IP, hone their individual voice, and show up with confidence beyond the byline--whether in broadcast interviews, podcasts, events, reporter-led social video, or other emerging formats. A few truths that underscore the importance of journalists showing up individually: 1. 76% of U.S. adults aged 18-29 get their news from social media (cc Pew Research Center Young Adults And The Future of News). 2. Young adults are less likely to follow the news, with only 15% of those surveyed by Pew Research Center saying they follow the news all or most of the time. 3. Algorithms favor people over brands. 4. Young adults favor people over brands in their feeds. Legacy media has a long way to go to win the trust of the younger population, but it's crucial for sustainability. If you have thoughts or comments on ANY of the above, please reach out! I'd love to hear from you as we launch this exciting new venture.

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Once upon a time... Zynga was unstoppable. The year was 2009. FarmVille had 80 million monthly users. The company was worth billions, heading toward an IPO. Their entire business was built on Facebook's platform. They had mastered the social graph. Growth on Facebook was down to science. The strategy was brilliant, using viral notifications and other techniques to construct a massive, low-cost distribution channel. Then Facebook changed the rules. Overnight, ALL the viral channels that helped FarmVille spread were gone. Facebook changed how apps could notify users. They modified the news feed algorithm. Zynga's value cratered, forcing a hard pivot to mobile. They eventually went public, but as a shadow of what they could have been. Facebook didn't do this to hurt Zynga. They were optimizing their own platform to improve monetization before going public. Zynga's success or failure wasn't even part of the calculation. And that's the lesson. Platform risk boils down to this: If you're building your castle on rented land, and the landlord can change the zoning laws overnight. The only real hedge is diversification across platforms and building owned channels of distribution, email, direct relationships, and your own platform, from day one, even when platform distribution is working beautifully. Zynga survived, but left billions on the cutting room floor. Companies that truly thrive use platforms for initial growth while obsessively building moats that transcend any single distribution channel.

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Hot take: We don’t need more influencer coordinator positions. We need a formalized creator operations function. As creator programs scale, the work has quietly outgrown the job titles we’ve assigned to it. Today, many companies rely on ��coordinator” roles to handle: • Creator onboarding • Contracts and payments • Briefs and timelines • Content tracking • Reporting and renewals That’s not coordination. That’s operations. Other functions have operational roles: - Marketing has MarketingOps. - Sales has SalesOps/RevOps. - And many enterprise social teams even have Social Media Ops. Creator programs need to follow the same path. Formalizing CreatorOps does a few important things: • Acknowledges the complexity of running creator programs at scale • Creates ownership over process, governance, and measurement • Improves cross-functional alignment with Legal, Finance, Sales, and Marketing This isn’t about title inflation. It’s about matching the role to the reality of the work. This is what creator operations actually looks like, through the eyes of Luna. #influencermarketing #creators #creatoreconomy #b2bmarketing

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Imma say it. I hate this micro vs mega Influencer talk on this app. People posting "you're wasting money on mega Influencers when you can hire more micro influencers who have better engagement..." blah blah blah. Baby, you don't understand the complexity of influencer marketing - just say that. Every ad campaign has an objective and goal: * Awareness campaigns benefit from reach (hello, mega influencers) * Conversion campaigns might need targeted authenticity (micro influencers shine here) * Brand building requires consistency across partners regardless of size * Product launches might need the instant visibility only larger creators provide As marketers, it is our job to find the best partner(s) for that specific goal. Then we test, read data and iterate. Sometimes that's 1 mega influencer. Sometimes that's 20 micro influencers. Sometimes it's a strategic mix of both. It's not black and white. It's about understanding audience demographics, content alignment, platform expertise, and which metrics actually matter for YOUR campaign objectives. So please, stop with the blanket statements about which is "better" - the answer is always going to be "it depends." Real marketers understand nuance.

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PSA re: Meta interviewing process- Literally everyone I've connected with who has done the full loop with Meta recently has left the process empty-handed. One person "succeeded" but was told that they're not actually hiring. If you are preparing for the full loop, please manage your expectations. Meta is in a constant process of interviewing talent, but that doesn't mean you're getting an offer. Do not let another prospect go in the hopes of getting an offer. Spread the word, we've gotta have each other's backs in this economy #uxresearch #userresearch #designresearch

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💼 Job hunting in comms right now? It’s not for the faint of heart. The market is brutal. But it’s not broken. - Yes, you're up against stacked resumes, AI-filtered systems, and hiring managers playing it safe. - Yes, interviewing feels like shouting into the void some days. - Yes, what got you interviews before might not work now. But here’s what’s still true: 📌 The right role can still find you but not by accident. 📌 Spray-and-pray won’t cut it anymore. You need precision. 📌 And you need to shine like the solution, not just the candidate. Here’s what I’ve learned from watching who’s landing roles and who’s posting “still looking” updates: ✨ The professionals standing out have a clear lane and they stay in it. ✨ They know their impact, not just their titles. ✨ They tailor, they target, and they talk like business partners, not just comms pros. This is a seller’s market. Employers want more for less AND they’re getting it. That means: 🔹 They’ll choose the candidate who can flex into strategy and execution. 🔹 They’ll go with the one who’s already done 80-90% of the job. 🔹 They’ll favor polish, precision, and purpose. So before you hit “apply” 40 more times today, ask yourself: - Do I know what kind of role I actually want (and can succeed in)? - Am I ready to do more with less AND still thrive? - What patterns am I carrying from my last role (or layoff) that I haven’t healed yet? REMEMBER: A new job may solve your financial stress. But it won’t fix your burnout. It won’t silence your inner critic. And it won’t automatically feel like a better fit just because it’s next. So pause. Refocus. And be strategic, not just visible. Because the market is tough. But you, my dear, are tougher.

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Everyone's been freaking out about Meta performance lately... Andromeda this, Andromeda that. There's something clearly going on at Meta right now as September & October (so far) had a noticeable falloff after a strong July & August. 👇 Here's what our data is showing YoY... 🔽 July & August: Spend +61% ROAS -2% CPM +53% CTR +38% CVR +9% In summary, we scaled spend aggressively YoY at virtually the same ROAS as last year (same timeframe) despite a massive spike in CPMs. 🔽 September - October 8: Spend +71% ROAS -24% 🚨 CPM +36% CTR +11% CVR -1% In summary, we continued to spend aggressively YoY, HOWEVER- at a much lower ROAS than last year (same timeframe). What's interesting is that CPM growth (YoY) decelerated from July-August... but CTR growth (YoY) fell off a cliff... This is clear evidence Meta is toying with new models in the auction. Whatever they're tinkering with is clearly impacting their ability to serve the right ad to the right person at the right time... something they've been absolutely dominating at for the past year. Could it also be that consumers are more fragile right now and holding out for Nov-Dec sales? HIGHLY POSSIBLE. I remember this time last year I already started seeing BFCM ads. This year? Nope. Bc of last year's sales dynamics, Q4 also pulled forward a TON of revenue that led to a weaker Q1 this year than anticipated. Thoughts? 🤔

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