Associate Spotlight: Corinne Travis' Content Expertise is a Magical Power

Named one of the top 50 industry players in influencer marketing in 2019 by Talking Influence, Westborough, Massachusetts-based Director of Influencer and Brand Partnerships, Corinne Travis, has a passion for content that she's been cultivating for longer than her 7 years at CJ. We caught up with Corinne about to do lists, overcoming fears, and why her content expertise is a magical power.

Q: Have you worked in any other roles or departments at CJ besides the one you’re in now?

I've been on the Publisher Development team since I joined CJ, but I started as a Publisher Representative for emerging media publishers. Affiliate links within content (on blogs, media sites, and within social media) always made sense to me, so I would gravitate towards the content publishers in my emerging media role. I moved over to focus on content publishers full time when Publisher Development launched the dedicated Content Team in 2013.

Q: Describe your career trajectory. Where did you work before CJ and how did you come across the opportunity to work here?

Looking back at my past jobs after college, they all aligned with content in some way, shape or form. My first job as a research analyst at PR software company, Cision, was geared towards measuring the impact of earned media on a company or organization. So, for example if a company is mentioned in the first paragraph of an article, 5+ times throughout the article, and was accompanied by a photo, the impact (positive or negative) would be stronger than if they were only mentioned one time in the last paragraph of an article. This was before social media, but I did have a hand in integrating a social media monitoring system to get ahead of that trend.

Next, I went to a B2B company and designed branded content lead generation campaigns for B2B brands. I worked with publishers in my role there, so when I started looking for my next job and recognized the word publisher in an open “Publisher Development” role at CJ, it stood out to me, I applied and here I am!

Q: What does your average workday look like in your role?

My day always starts with coffee and reading an industry related article. Then there's the typical email catch-up. From there, though, it differs every single day! I may be researching content publishers and influencers for a brand’s VIP Campaign, formulating a campaign strategy, analyzing metrics and creating a recap report in PowerPoint, taking a call with a content publisher to better understand their offerings, pitching and/or reviewing a campaign with a client, or talking to someone internal about how to frame content and VIP for their client.

Q: What’s your favorite part about your job/working at CJ?

Working at CJ: the people 100%!

My job: influencer marketing + commerce content can seem mysterious and magical to many in our industry, so I love demystifying it for our clients and partners.

Q: Tell us about a project or accomplishment that you consider to be the most significant in your career.

Launching CJ's VIP Influencer Campaign service was a highlight—I have the first “yes” email we ever received printed out and hanging in my cube! More recently it was speaking at the Sandals SMOTS (Social Media on the Sand) conference in Turks and Caicos! Speaking at CJU19 was pretty powerful too. I have a pretty legit fear of public speaking, so tackling that at two major conferences was a true accomplishment (both professionally and personally).

Q: If Hollywood made a movie about your life, who would play you?

Growing up I was often told that I look like Julia Roberts, so probably her. Outside of looks though, Julia Roberts can go from stoic and serious to a big ol’ laugh pretty quickly and that's me in a nutshell.

Whether you think you can or think you can’t, you're right.

Q: What’s the best advice you ever received?

Whether you think you can or think you can’t, you're right.

Q: Do you have any habits or routines that you’ve purposely built to maximize productivity for yourself?

To do lists…for everything and updated often. And I add things I have already done to check them off so I feel accomplished from the start. #mindset

Q: What 3 things can you not live without?

Wine, coffee, my family (not in that order lol!)

Q: On a Sunday morning at 11 am, we’d find you…

I'm still in my sweats and glasses with my second cup of coffee (although it's probably cold) on the floor playing with my kids.

Q: If we’re sitting here a year from now celebrating what a great year it’s been for you in this role, what did you achieve?

Our influencer campaign team has grown, enabling us to support more white glove content strategies for our advertiser clients!!!