Brands don’t own their audiences anymore. Consumers do. So what happens when the category is one of the most regulated in marketing?
In this episode of Collectively Verified, host Natalie Silverstein sits down with Marissa Solan, Director of US Earned and Social Media at Haleon, the company behind Advil, Centrum, Tums, Sensodyne, Flonase, and a dozen other household health brands. Marissa shares how she built a creator marketing program from the ground up inside a company bound by legal, medical, and regulatory review, and why those guardrails have made the work more creative, not less.
The conversation covers what happens when brands hand creative control to lifestyle and healthcare professional creators, why lived experience is starting to outweigh credentials in consumer trust, and how Reddit and LLM visibility are reshaping where health conversations actually happen. Marissa also shares her boldest prediction yet: that creators won’t just be partners to brands, they’ll also beco…
There’s no shortage of hot takes, trends, and “next big things.” Creator marketing moves fast, but we’re interested in what actually holds up for brands, creators, and their audiences. Collectively Verified is a creator marketing podcast hosted by Natalie Silverstein, Chief Innovation Officer at Collectively, featuring the leaders shaping the industry and the firsthand experience behind the ideas getting attention. We make sense of what matters now, and what’s worth carrying forward. Not everything deserves your attention. We’re here to help verify what does.
