Behind the Screen: The Influencer + Brand Manager Behind Some of Your Favorite Beauty Brands
Interview with Macy Boe, Brand and Influencer Marketing for Beauty + Lifestyle Brands
Behind the Screen is a series on Following Up, featuring the minds behind brand’s influencer + community strategies. We often forget that there is a person or team behind the paid partnerships we consume, so I wanted to bring these people in front of the camera for a change.
Where do you live?
I currently call Texas home, splitting my time between San Antonio and Austin. I originally moved to Austin at 18 to attend The University of Texas, and it’s a city that always pulls me back, but I work with brands located across coasts.
And which brands are working across?
I’m currently working with Crown Affair and Summer Fridays and previously worked with Sofie Pavitt Face and Salt & Stone.
How long have you been freelancing for beauty brands and how has it evolved since starting?
I’ve been freelancing for beauty brands for about a year and a half, and it’s been incredible to see how much the landscape has evolved since I began. This industry is ever-changing, and staying ahead of trends, uncovering emerging influencers, and adapting to new platforms keeps the work exciting and dynamic.
What were you doing before you decided to go out on your own?
I’ve been immersed in the influencer space for about six years! My career began at Outdoor Voices, where I focused on events and guerilla marketing, and as the industry grew rapidly, my role naturally evolved into influencer marketing. From there, I took full-time positions at Olive & June and Sunday Riley before venturing out on my own. Since then, I’ve freelanced for brands like Salt & Stone and expanded my portfolio to include a range of beauty and lifestyle clients.
Has the industry changed since you first started your career?
Absolutely, the influencer marketing industry has evolved significantly since I first started my career.
Authentic Connections
Initially, the focus was primarily on follower count, with brands prioritizing influencers with the largest audiences. Over time, the industry has shifted toward valuing engagement rates and the quality of an influencer's relationship with their audience, recognizing that authentic connections often drive more impactful results than sheer numbers.
Type of Content and Platforms
When I began, static Instagram posts were the standard, but now short-form video content like TikToks and Instagram Reels dominate, requiring influencers to be more dynamic and creative.
Measurement and Transparency
Brands expect detailed performance metrics, such as conversion rates and ROI, rather than relying solely on vanity metrics like likes and comments. This has also led to the rise of affiliate links and tracking tools to directly tie influencer efforts to sales.
Legitimacy
Contracts, exclusivity clauses, and FTC compliance are now standard, ensuring that collaborations are clear and ethical. Overall, influencer marketing has grown from an experimental strategy to a sophisticated and data-driven cornerstone of many brands' marketing efforts.
Is your role the same across all the brands you are working on or do your responsibilities vary?
Each brand is a little different! Currently, I’m supporting Summer Fridays with several events planned for the first half of 2025. I’m collaborating closely with my dear friend, Kloe Kmiec, who owns White Label Agency, and she’s brought me onboard to help plan and execute these events. Always a pleasure to work with her!
Additionally, I’m working with the Crown Affair team on paid influencer campaigns, ShopMy initiatives, and paid ads. Their team is amazing, and it’s been a dream to partner with a brand I’ve admired since Dianna launched in 2020!
Most recently, I was managing paid influencer campaigns for Sofie Pavitt Face, as well as handling ShopMy gifting and campaigns for the brand.
All three brands are a regular part of my routine! I really loved Sofie Pavitt Face’s moisturizer launch event at Russ & Daughter’s this week. What’s your briefing philosophy for influencers?
I believe in fostering collaboration by meeting with the influencer or their manager after they’ve received the brief and product. This practice has been instrumental in my work at Crown Affair and during my time freelancing for Salt & Stone. These meetings serve multiple purposes: they establish a personal connection with the influencer and the brand, provide an opportunity to clarify any key questions about the brief, and open the door for the influencer to share their creative ideas—particularly around the main hook and how to make the content feel authentic to them.
I find this collaborative approach ensures alignment with brand guidelines while allowing the influencer the creative freedom to produce content that feels personal and engaging. Building genuine partnerships through meaningful interaction is essential to creating content that resonates, while avoiding a purely transactional dynamic.
Completely aligned with this approach! That one on one face time ahead of content creation makes a huge difference. How do you stay on top of trends that could impact briefing and content creation?
Staying on top of current social conversations and trends requires a mix of active engagement and constant learning. I regularly monitor social platforms, trending hashtags, and emerging creators to identify patterns and moments that align with a brand’s voice. I also subscribe to industry newsletters, attend webinars, and follow thought leaders in the marketing and influencer space to stay informed.
We’re also exploring new and emerging channels. Substack, for example, is a platform we’re currently testing to tap into niche, highly engaged audiences. It’s an exciting way to lean into long-form, community-driven content that aligns well with broader brand storytelling.
How do you measure success for your campaigns?
Success is measured differently for each brand, depending on their specific goals and priorities. For instance, when Sofie Pavitt Face launched at Sephora, we collaborated with five influencers to promote the launch and evaluated ROI through social metrics such as reach, engagement, and earned media value (EMV). On the other hand, Crown Affair places a stronger emphasis on conversion metrics, focusing on how well campaigns drive actual sales. Tailoring success metrics to each brand’s objectives ensures we’re delivering meaningful and impactful results.
Are there any influencers you have loved working with?
Absolutely—there are so many! Hailey Polk, Manana Arakelyan, Mada Graviet, Ella McFadin, and Hannah Chody come to mind as standouts. A key reason they’re such a joy to work with is the exceptional managers they have, which truly makes all the difference. Beyond that, they’re incredibly kind, collaborative, and reliable. They consistently deliver high-quality content and perfectly align with the briefs every single time!
Who would you love to work with?
I would love the opportunity to work with Paige Lorenze. I’ve admired her for years and truly respect the intentionality she brings to brand partnerships. She only collaborates with brands she genuinely loves and uses, which makes her content feel effortlessly authentic and relatable.
Is there a campaign or influencer post that you’re particularly proud of?
I’m incredibly proud of Taryn Lamb—she’s a dear friend and has truly excelled over the past two years. She only takes on brand partnerships with products and brands she genuinely uses, which adds so much authenticity to her content. Not to mention, she’s just the kindest person! We worked with her on a Salt & Stone ad when the brand was launching at Sephora, and she absolutely nailed it.
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Now for a few final, fun questions:
Favorite products from Sofie Pavitt Face, Crown Affair, and Summer Fridays?
From Sofie Pavitt Face, Nice Ice is my absolute favorite—it’s become an essential part of my morning routine! I honestly couldn’t live without Crown Affair’s Dry Shampoo. I once ran out of it while traveling and made a special trip to Sephora just to make sure I had it for the rest of my trip! And as for Summer Fridays, the Dream Lip Oil is incredible. It keeps my lips feeling hydrated and soft all day long.
Book, podcast or music on your morning commute?
I like to kick off my mornings with an iced matcha and dive into my daily substacks:
by , by , and by .
If you were on the other side of the business as an influencer yourself, what brands would you want to partner with?
I would love the opportunity to work with Momofuku or Brightland Olive Oil. My fiancé owns a restaurant, so we’re always cooking, and Momofuku and Brightland’s products have become staples in our home. The best partnerships are those that feel genuine, and it’s clear when an influencer has truly used a product. This one would be a no-brainer for me, as we use their products every day. *if you find yourself in San Antonio, you must go to Macy’s fiance’s restaurant, Reese Bros Barbecue. It’s the best BBQ in Texas!
Can you also share the last item you bought based off of an influencer's post and who the influencer was?
I recently bought a stunning dress from LPA after seeing it posted on Sarah Walker’s broadcast channel. I also picked up the Saie Tinted Moisturizer after watching Hannah Chody rave about it on her TikTok.
You can stay in touch with Macy on Instagram & if you aren’t already, give Crown Affair, Sofie Pavitt Face and Summer Fridays a follow! Highly recommend the Sofie Pavitt Cleanser, Summer Fridays Lip Butter Balm and Crown Affair Cleansing Scrub.
Love this, hoping one day to go freelance in beauty marketing.
This was so fun to read as someone who works behind the scenes in influencer marketing as well. So inspiring!