Creator marketing is no longer just a tactic. It’s becoming a core part of how the world’s biggest retailers reach consumers, build relevance and drive commerce.

Recorded from LTK Con 2026, Amber sits down with Pat Burke, VP of Media at Target, to discuss how Target is building for the future of creator commerce and why creators have become an integral part of its media strategy. Pat shares how Target evolved its approach from a one-size-fits-all creator program to a more sophisticated strategy built around the distinct needs of creators, including the launch of Target Ambassadors with LTK.

They also unpack what makes creator content effective today, why relevance and authenticity matter more than ever, and how Target thinks about matching the right creator, audience and product rather than simply pursuing scale. Plus, Pat shares what Target has learned about moving at the speed of culture, the growing opportunity at the intersection of creators and retail media, and how Target Beauty Studio is bringing creator-led discovery into one of retail’s most influential categories.

Tune in for a look inside how one of the world’s largest retailers is rethinking media, content and creator partnerships for what comes next.

LTK for Creators

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Before Inthefrow became one of fashion's most recognizable blogs, Victoria Magrath was completing a PhD in fashion consumer behavior—researching mobile commerce before most people believed shopping on a phone would become the norm.

On this episode of More To Say, Amber sits down with Victoria to discuss building trust in the creator economy, staying authentic through every stage of a career, and the lessons she's learned launching her beauty brand, byfrow. Together, they explore why founder-led content is reshaping marketing, how community fuels long-term brand growth, and why embracing your authentic self is one of the greatest competitive advantages in business.

Exclusive More To Say Offer

More To Say listeners can receive 15% off byfrow with code BYFROWXLTK15.

The offer is valid from July 28 through midnight August 4 (UK BST) and is available in byfrow shipping regions (UK/EU). One use per customer, with no minimum spend. The code is non-transferable and cannot be combined with any other coupons or offers.

LTK for Creators

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Follow and shop Amber's LTK

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What does it take to turn trust into a business?

On this episode of More to Say, Amber sits down with Sarah Tankel Ellis, Co-founder of We Are Twinset and WAT THE BRAND, to explore how she and her longtime business partner transformed a fashion blog into a thriving creator business and a successful fashion brand.

Sarah shares why community has always been their greatest competitive advantage, how listening to their audience led to the launch of WAT THE BRAND, and why engagement matters far more than follower count when building lasting influence. Together, Amber and Sarah discuss what today's creators and brands often get wrong, how to build an owned audience that grows with you, and why authenticity remains the foundation of long-term success.

Whether you're a creator, founder, or marketer, this conversation is a reminder that trust isn't just something you earn. It's something you can build a business around.

LTK for Creators

LTK for Brands

Learn more about More To Say

Watch on YouTube

Follow and shop Amber's LTK

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Follow Sarah on Instagram

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Follow and shop We are Twinset on LTK

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Follow WAT THE BRAND on Instagram

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