This story was originally published on Passionfruit.
We’re sitting down with leaders on the business side of the creator economy to get their best advice for creators looking to launch and develop their careers. This week, we spoke with Lauren Zoltick, Director of Performance Marketing at Storyblocks, about pay transparency for creators, diverse representation in marketing, and why she’s paying attention to YouTube as a fan-favorite platform for creators.
Zoltick is a marketer with over a decade of experience launching social media, digital media, and influencer marketing campaigns for high-profile brands like Marriott International, Kroger, Volkswagen, and the Bill and Melinda Gates Foundation. Now, she’s continuing her career at Storyblocks.
Storyblocks is a company which offers creators a stock media subscription service for video, audio, and image files. At Storyblocks, Zoltick oversees a marketing team which manages paid creator partnerships, executes a social media strategy, runs affiliate programs, and more.
Lauren Zoltick told Passionfruit she first fell in love with marketing at a comedy club. There, she landed her first job as a video producer out of college. Every week, Zoltick would shoot and edit videos of comedy sets to post on YouTube—which soon gained traction and boosted ticket sales.
“This was like in 2011, so it was more of a wild wild west of organic social performance,” Zoltick said. “I was like, okay I like this. There is something about social marketing that is fun to me.”
Zoltick transitioned into a career in social media, digital media, and influencer marketing, launching campaigns for clients like Marriott International, Kroger, Volkswagen, and the Bill and Melinda Gates Foundation. During the pandemic, she became interested in working with a company which catered to creatives like herself—leading her to discover and join Storyblocks.
