Why Brands are hiring creators as C-level officers to seize algorithmic capital
Blenders Eyewear just named TikTok star Jordan Howlett its first Chief Content Officer, and agencies from Whalar to Edelman have rolled out Chief Creator Officer roles. The moves reflect a pivot from one‑off sponsorships to embedding creators’ algorithmic capital—organic reach and trust—directly into brand leadership, reshaping how companies win the social feed.