Edward Winters Ronaldson, Founder and CEO of Grail Talent, a creator management company helping creators and brands monetize through influencer marketing, affiliate commerce, and TikTok Shop joins eCommerce Radio.
Listen to host Eric Dye & guest Edward Winters Ronaldson discuss the following:
- For listeners who may not know Grail Talent, how do you describe what you do in a few sentences, and why the TikTok Shop has become such a big focus for you right now?
- You have said that the TikTok Shop is the biggest growth opportunity in creator marketing today. What are you seeing that convinced you this isn’t just a trend, but a real shift?
- For creators listening, what separates creators who make a few hundred dollars in affiliate commissions from those making five or six figures?
- How should brands think about creator selection differently in an affiliate model versus a flat-fee sponsorship model?
- What is the biggest mistake you see brands make in affiliate marketing and one metric brands should obsess over, but don’t?
Edward Winters Ronaldson is the Founder and CEO of Grail Talent, a global talent and social commerce agency representing creators and brands across platforms including TikTok, Instagram, and YouTube. What began as an agency supporting up-and-coming artists has grown into a 200+ person organization spanning creator representation, social commerce, and marketing partnerships for some of the world’s leading brands.
Prior to founding Grail, Ronaldson launched Ringr, a customer service startup that was acquired by GetHuman in 2016. After the acquisition, he departed GetHuman in 2021 to launch Grail as short-form video and the creator economy began accelerating at scale.
As CEO, Ronaldson oversees Grail’s global expansion and its rapidly growing social commerce offerings across TikTok Shop and TikTok Go. Four years ago, he was a solo founder running marketing campaigns for record labels; today, he leads a multinational team operating at the forefront of creator monetization and affiliate-driven commerce.
Ronaldson grew up in the United Kingdom and attended Harvard University, where he studied Economics. Earlier in his career, he was one of the first employees at Jumia, Africa’s largest e-commerce platform, and later an early team member at Adzuna, now the UK’s largest job search engine.
Website: https://grail-talent.com
Social Media Links:
Instagram: https://www.instagram.com/grail.talent
Linkedin: https://www.linkedin.com/company/grail-talent
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