Today we’d like to introduce you to Bette Ann Fialkov.
Hi Bette, please kick things off for us with an introduction to yourself and your story.
I have been working in influencer marketing before influencer marketing was even a career. After graduating from Duke University, I migrated to Miami, where I worked in advertising at Crispin Porter + Bogusky for a few years and in marketing at a tech startup, before making my way to Google where I was hired to lead local influencer outreach for Google+ in Miami, which was a startup within Google at the time.
This was my first foray into influencer marketing. I was responsible for bringing influential people to the Google+ platform. This role quickly morphed after 2 months into me leading all of lifestyle, fashion, and beauty across Google+ nationally. As the product grew and changed, so did my role. Instead of focusing on building community on the platform, I worked with influencers to create epic content on the platform. From live streaming MADE Fashion Week in NYC on Google+ to partnering with the CFDA (Council of Fashion Designers of America) to launch (and patent) a product called Shoppable Hangouts, I was able to dream big and do a lot of exciting things while working on Google+.
During that time, Google took my talents to NYC and I ended up switching teams to run celebrity & influencer partnerships across the Google Hardware team. I built the first-ever micro-influencer community for Google, which has turned into Team Pixel today. I got to work with some of the most incredible artist partners from Jeff Koons and Skrillex, to FriendsWithYou and Jen Stark. I built out Google’s hardware seeding strategy foundation, which is still operating today and I produced some incredible events with the sole purpose of putting hardware products into the hands of influencers. One of my last big projects before I left was working with John Legend to film a music video entirely on Pixel 2.
After 6 years at Google, I jumped over to Lyft where I became the Director of Influencer Marketing and Entertainment Experiences. I built out Lyft’s influencer strategy as well as their strategy of how they showed up at cultural moments, such as Sundance, The Emmys, and Coachella. I lead Lyft’s Pride initiatives and got to work with incredible people like Bobby Berk of Queer Eye and Sasha Velour of RuPaul’s Drag Race. After 3.5 years at Lyft, moving back to Miami during COVID, and having my son, I jumped to Hims & Hers to become Head of Entertainment & Culture. I built out the brand’s influencer ambassador strategy as well as launched their first-ever mental health ambassador, actress Kristen Bell.
After being at Him & Hers for just over a year, I decided it was time to rip the bandaid off and work for myself. I had had an LLC for side work for almost 3 years, but I had never consulted full-time. As of March, I began consulting full-time, working for big brands like Chase, Bombas, Eventbrite, and then some exciting startups. I help brands build and implement influencer marketing, celebrity partnerships, and strategic brand partnership strategies.
I also am a higher education teacher at Parsons – The New School, teaching a class on influencer marketing & celebrity partnerships.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
It has not always been a smooth road, but I am a true believer in the saying “When one door closes, another opens”. I have been laid off in my career, as the roles I have always required a budget. When brands start to cut costs, myself and my teams are always the first to go. I was laid off from my first 2 jobs after college- the first in advertising and the second in marketing at a tech startup. If it was not for these 2 doors closing, the opportunity at Google would never have happened.
I also have struggled with my voice along the way, which is surprising if you know me! Early in my career, I did not have the confidence to speak my mind and stand up for what I believed in. An old manager at Google once asked me why I was so quiet in meetings. Shocked and upset by that question, a flame was sparked in me and I vowed that I would always speak my mind from that day forward.
Appreciate you sharing that. What should we know about BA Fialkov?
Bette Ann is an expert in influencer marketing, celebrity partnerships, entertainment marketing, and strategic brand partnerships. She has spent over 13 years working brand side for brands like Google, Lyft, and most recently Hims & Hers building and executing strategies centering around storytelling & growth with influencers & celebrities.
Bette Ann has a track record of launching & scaling influencer programs and executing PR-worthy celebrity partnerships. Within her consultancy, she has worked across many verticals from fitness to fintech to help operationalize influencer strategies. She puts brands at the center of culture & subcultures by executing thoughtful campaigns and partnerships. Additionally, Bette Ann teaches a higher ed class at Parsons on influencer marketing and celebrity partnerships.
What sets Bette Ann apart from others is that she is a true marketer, going beyond being able to secure talent, Bette Ann is a strategic thinker who understands how to work with the influencer & entertainment world as well as brands, ensuring both sides are getting what they desire out of partnerships.
What matters most to you?
Family. No matter what, your family comes first. As crazy as work and life get, family is always there.
Balance. It’s challenging to achieve balance in life. I struggled with finding balance in being a working mom. There is always one side of the scale that is getting slightly more/slightly less of you, but every day I try to find as much balance as I can.
Learning & Education. I always know that it is time for my next venture when I stop learning. I love challenging myself to learn something new be it in my work or personal life.
Contact Info:
- Instagram: https://www.instagram.com/just_call_me_ba/
- Linkedin: https://www.linkedin.com/in/betteann/
