Episode Details

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Are you trying to sell a service so specialized that closing new clients feels like it can only come from you? What do you think about how AI is reshaping your industry and where that leaves the human at the center of it?

Today's featured guest came up through luxury automotive, spent years learning how cultural nuance can derail a campaign that looks perfect on paper, and built a niche precise enough that she can spot from two miles away when someone writing about influencer marketing has never actually run a campaign. In this episode, she'll discuss what makes international influencer work fundamentally different from domestic campaigns and what AI-generated influencers mean for an industry built on human authenticity.

Jeanette Okwu is the founder and CEO of Beyond Influence, an influencer marketing agency based in Berlin. Her background spans social media strategy, brand research, and influencer marketing across luxury automotive brands including Jaguar Land Rover and Mercedes-Benz.

That global scope became the foundation for her agency's core differentiation: running influencer campaigns that actually account for cultural nuance in each market rather than pushing a headquarters strategy downward and hoping it lands.

In this episode, we'll discuss:

• Building international campaigns understanding regional nuances

• How to overcome the expert-owner bottleneck problem

• Can AI influencers replace real ones?

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Early in her career, Jeanette managed 24 markets at Jaguar Land Rover, which helped her understand that what works in one country does not translate by default. A TV spot that runs cleanly in Europe cannot air in the Middle East if it shows upper arms or alcohol. A campaign strategy built at headquarters and handed down to regional teams will get implemented, but it will not perform, because every market has cultura