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Sally Phelps

Senior Influencer Marketing Manager
Free People

Sally Phelps is the Senior Influencer Marketing Manager at Free People, part. of URBN (Urban Outfitters, Anthropologie, Nuuly, etc.). As a graduate of the Whitman School of Management at Syracuse University, Sally started her career at SHADOW PR where she worked on the influencer and celebrity division supporting strategy for a multitude of brands including American Eagle, Aerie, Champion, and Herschel Supply. Notable achievements include working with influencers like Addison Rae and Charlie D'Amelio at the peak of their careers. She then moved to Steve Madden where she led and developed a new influencer strategy for the brand with a focus on conversion driving influencers via viral TikTok content & affiliate platforms. Now at Free People, Sally leads up the brands influencer & celebrity strategy where she gets to work with a wide range of talent. She prides herself on finding the next rising stars across both social media & entertainment, while also determining who can sell product or drive brand awareness authentically. Sally currently resides in NJ and works out of both NYC and Philadelphia.

Sally Phelps’s Session

10:45 a.m.–11:30 a.m. Pacific Time —

Panel: Developing an Influencer Strategy For Every Level of the Marketing Funnel (Awareness to Conversion)

Influencer marketing has proven to be a beneficial component of a holistic marketing strategy, providing value at various stages of the funnel. During this panel, tech, hospitality, and retail industry marketers will share examples of high-impact campaigns they’ve launched that have driven results from awareness to conversion. 

Topics include:

  • Strategies for integrating influencer marketing into a larger marketing mix
  • A review of the best types of campaigns and considerations for different stages of the funnel
  • Using influencers to launch new products and drive traffic to e-commerce
  • The benefits of paid and organic influencers and when/how to leverage them
  • Best practices to extend the life of your influencer campaign content and maximize results
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