#828: From eTail: Building a long-term creator strategy with Wendy Wildfeuer from Motom

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 16 March 2026

⏱️ 23 minutes

🔗️ Recording | iTunes | RSS

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Summary

In a world of fleeting social trends, how do you build a creator strategy that drives measurable, long-term revenue instead of just chasing momentary spikes in engagement? Agility requires not just launching campaigns, but building systems that can learn and adapt in real-time based on actual consumer behavior and sales data. Today, we're going to talk about the evolution from influencer marketing to true creator commerce. This isn't just about paying for posts anymore; it's about building scalable, data-driven ecosystems where creators become a genuine extension of your sales and merchandising teams, directly impacting the bottom line. We are here at eTail Palm Springs, and to help me discuss this topic, I'd like to welcome, Wendy Wildfeuer, Co-Founder at Motom. About Wendy Wildfeuer Wendy Wildfeuer is a leading expert in the creator economy and social commerce, helping brands and retailers turn creator marketing into scalable, sustainable revenue through Motom’s white-label creator storefront solution, Anchor. Wendy’s career spans leading marketing and monetization for iconic teen brands such as dELiA*s, Alloy, and Gossip Girl. She also played a pivotal role in the rise of YouTube influencer networks and spearheaded NBCU’s first original digital IP production deal for brands with Broadway Video, creators of Saturday Night Live. A recognized innovator at the intersection of retail, tech, and media, Wendy brings extensive expertise as brands look to take back control of the shopper journey in a rapidly evolving digital landscape, where social commerce is a critical pillar of a unified commerce strategy. Resources Motom: https://company.motom.me Take your personal data back with Incogni! Use code AGILE at the link below and get 60% off an annual plan: https://aglbrnd.co/r/c43e68ce5cfb321e The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile Brand
0:02.3	Welcome to Season 8 of the Agile Brand podcast.
0:10.1	This season we're going all in on expert mode
0:12.7	MARTEC, AI, and customer experience, talking with the people and
0:16.8	platforms behind the brands you know and love.
0:19.4	I'm Greg Kilstrom, your host, and I help
0:21.7	Fortune 1000 companies make sense of Martec, AI, and marketing ops. Hit subscribe or follow to make
0:28.1	sure you always get the latest episodes and leave us a rating so others can find us as well. And make
0:33.1	sure you check out our sponsor, Tech Systems, an industry leader in full-stack technology services,
0:38.4	talent services, and real-world application. For more information, go to teK-systems.com. Now let's dive in.
0:48.4	In a world of fleeting social trends, how do you build a creator strategy that drives measurable
0:53.0	long-term revenue instead
0:54.4	of just chasing momentary spikes in engagement?
0:57.7	Agility requires not just launching campaigns, but building systems that can learn and adapt
1:01.6	in real time based on actual consumer behavior and sales data.
1:06.2	Today we're going to talk about the evolution from influencer marketing to true creator
1:09.7	commerce. This isn't just about
1:11.7	paying for posts anymore. It's about building scalable, data-driven ecosystems where creators
1:16.9	become a genuine extension of your sales and merchandising teams directly impacting the bottom line.
1:22.7	We're here at Eitel Palm Springs, and to help me discuss this topic, I'd like to welcome Wendy Wildfuer from Modem. Wendy, welcome to the show. Thanks for having me. Good to see you. Should I say welcome back to the show? That's right. That's right. So before we dive in, why don't you give a little background on yourself in your role at Modem? Great. My name is Wendy. I am one of the co-fenders of Modem. We are a social commerce technology and managed services company that enables any brand or retailer to build their own creator commerce solution so that they can solve some of the challenges tied to customer journey from social media, first party data ownership, and direct
2:02.9	relationships with creators. Great. Love it. So let's dive in here and want to start from the
2:09.8	strategic level, kind of high level here. So Modem recently did a creator commerce report. And in that report, you draw a clear line between traditional influencer marketing and
	...

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