Jenny Heinrich

Over the past 20 years, JENNY has brought dozens of brands to life through digital and social content, including McDonald’s, Nike, Coca-Cola, P&G brands, Comcast, Motorola, General Mills, and more.

Jenny has extensive experience in both the consumer and B2B sectors, activating digital and influencer programming with cultural content creators and reputational thought leaders and experts in niche categories and industries. Her specialty is developing meaningful and sustainable relationships and strategic marketing programs that engage, excite, and inspire consumers.

Jenny is currently a Senior Partner, Global Digital and Influencer lead for FINN Partners. Prior, she developed and led the influencer practice at Edelman, working across consumer, B2B, corporate, and health practices, where she developed influencer marketing strategies, frameworks, and program activation; acted as lead for the execution team; and trained internal and client teams on how to best execute their influencer content strategy in the digital space.

Prior to Edelman, Jenny led the digital practice at MSLGroup in Chicago and was the social/digital lead for Motorola, Nabisco, and Nestle at Weber Shandwick.

Jenny is also an Influencer Relations professor at DePaul University, guest lectures at The University of Chicago and Northwestern University, and has been featured on numerous panels, podcasts, and global webinars on the topic.

8:45 am–9:30 am PT — Friday, June 11, 2021

Panel: Finding the Right Influencer: How to Find a Long-Term Brand Partner Instead of a One-Off Campaign

In this panel, you’ll hear both brand and agency perspectives on what it means to build a long-term brand partnership with an influencer.

Discussion topics include:

• How to identify influencers that align with your brand ethos, rather than a singular campaign idea, to produce authentic, on-brand, evergreen content
• Why your influencer partnerships should be treated as a branded community that you cultivate, nurture, and tap into regularly
• How to vet influencer partnerships during long-term collaborations to ensure brand safety
• Things to remember when budgeting for long-term partnerships (exclusivity costs, usage costs, etc.)
• The benefits of leveraging your influencer relationships for product research/development through focus groups and questionnaires