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Justin Willhite
Senior Marketing Operator · Influencer & Creator Marketing · AI-Driven Strategy
Professional Summary
Senior marketing operator with ten-plus years across gaming, entertainment, ecommerce, and content. Nine of those at Twitch (Amazon), most recently as Senior Influencer Marketing Manager running creator and influencer programs for partners including the NFL, the Olympics, and Amazon Prime Video. Now running an influencer marketing consultancy and a content production agency that's worked with brands including Guinness World Records. Built AI tools inside Twitch's marketing organization and built a proprietary AI-driven creator marketing platform as a non-technical founder. Comfortable owning the full picture from strategy through execution.
Professional Experience
- Lead end-to-end influencer and creator marketing strategy for client brands: brand voice, creator selection, content frameworks, paid amplification logic, and performance reporting.
- Built a proprietary digital platform from scratch using AI tooling: creator CRM with 465K+ profiles, multi-stage AI scoring (content quality, brand safety, engagement authenticity), automated outreach, and client-facing self-service portal.
- Operate as fractional Head of Influencer Marketing for clients needing senior digital leadership without a full-time hire. Pricing tiers $500 to $2,500 per month recurring retainer.
- Own all vendor relationships, tooling decisions, platform roadmap, and commercial model as sole operator.
- Built recurring revenue content production agency working with brands including Guinness World Records, Vasconia, and PROOF Wallets.
- Manage an international team of editors and creators across time zones using Slack, Trello, and Box. Hold a distributed team accountable to brand standards, deadlines, and performance benchmarks.
- Integrate AI tools (ChatGPT, Gemini, Veo) into script development, project tracking, and creative delivery. Reduced turnaround and improved consistency without adding headcount.
- Lead creative direction, performance analytics, business development, and client partnership management.
- Led influencer and creator marketing strategy across Twitch's gaming, entertainment, and live-event ecosystem (30M+ daily active users).
- Owned creator and influencer programs for tentpole brand partnerships including the NFL, the Olympics, and Amazon Prime Video. Multi-channel programs spanning live streaming, social, mobile, and interactive web.
- Built AI-powered creator pricing chatbot used across Marketing, Legal, and Finance for consistent, data-backed negotiation logic. Built automated contract generation system that reduced errors and turnaround across cross-functional teams.
- Managed vendor and agency relationships across production, data, and technology. Scoped work, negotiated contracts, and held partners accountable to commercial KPIs and brand standards.
- Built scalable workflows, documentation, and cross-functional alignment between regional teams. Used to operating in a global product organization with regional market nuance.
- Used data analytics to refine strategy over time: viewership, engagement trends, ROAS, conversion, retention.
- Joined Twitch on the customer-facing side during a period of rapid platform growth. CRM and customer service management. Direct exposure to gamer behavior, creator pain points, and digital platform mechanics that still inform how I think about audience and lifecycle work today.
- Run JDubb Reviews on YouTube (16K+ subscribers): tech-focused long-form gadget and consumer tech reviews. Concept, shoot, edit, write, post, and engage on every piece of content.
- Operate three brands simultaneously with three distinct voices: JDubb (tech), CommQuest (ecommerce performance), Dubb Outdoors (outdoor lifestyle).
- Hands-on with photo and video production, editing, on-camera presentation, copywriting, thumbnail design, audience engagement, and platform optimization.
- Managed customer service tickets across Android and iOS app issues, backend service outages, and billing during a period of fast company growth.
Education
Core Skills
Influencer Marketing|Creator Marketing|Social Media Strategy|Content Marketing|Ecommerce Marketing|Amazon & Marketplace Strategy|Performance Marketing|AI Marketing & Automation|Cross-Functional Leadership|Campaign Strategy & Execution|Photography & Video Production|Data Analytics & KPI Reporting|Partnership Development|Talent Negotiation|AI Tools (ChatGPT, Claude, Gemini, Veo)
Additional
- Lifelong gamer. Nine years inside the gaming industry's largest live platform shaped how I think about audiences, communities, and franchise marketing.
- Daily user of AI tools across marketing, content, operations, and product development. Built production marketing systems with AI as a non-technical founder.
- Long-time Northern California resident based in Santa Rosa. Familiar with the Bay Area, Sonoma County, and Napa Valley business communities.