We sat down with Amanda Acevedo, Director of Talent at G&B Digital Management, for a closer look at how talent management is evolving on the other side of the Atlantic.
Since joining G&B in 2019, Amanda has helped facilitate more than $14 million in brand partnerships and played a key role in shaping the systems and relationships that turn one-off campaigns into long-term ambassadorships with brands like HomeGoods, Starbucks, and IKEA.
From the shift toward more collaborative, IRL relationship-building to her advice for the next generation of talent managers, Amanda gives us an inside look at what it really takes to deliver for talent and brands alike in today’s US market.
You joined G&B in 2019. How has the day-to-day reality of talent management changed since then, and what has been the biggest shift in how campaigns are structured and delivered?
The sky is truly the limit now compared to 2019. I feel like when I started the brand deals were pretty straight forward. So much has changed, brands are so open to our cold and warm pitches, they want to build campaigns around organic milestones and moments in our talents lives. It feels much more collaborative now!
You've helped facilitate more than $14 million in brand partnerships. At that scale, what does the operational infrastructure behind a successful campaign look like, and what tends to go wrong when those systems aren't in place?
I think the biggest key to successful brand partnerships is being organized, responsive, and solution-oriented. When you’re organized and timely, brands notice and they keep coming back because you’ve built trust. Proactively flagging timeline concerns, potential conflicts, or anything that may not work before it becomes an issue is invaluable. It’s equally important to be honest when a creative or deliverable type isn’t likely to perform well, while also providing thoughtful alternatives that will. And when challenges arise, don’t just identify the problem, come with a solution. That mindset makes all the difference.
At G&B, we love a well-organized Google Drive, a clearly labeled folder, and systems that make our clients’ lives easier. Above all, clear, honest, and proactive communication is unmatched. In such a fast-paced industry, it’s one of the most valuable things you can bring to every partnership. Don’t just chase the dollars, build that solid foundation for long term success with meaningful relationships.
G&B has built long-term partnerships with brands such as HomeGoods, Starbucks and IKEA. How do you cultivate relationships that develop into ongoing ambassadorships rather than one-off campaigns?
To me, an ambassadorship (and those in particular that you mentioned) are not about delivering a scope of work, it’s about the creator becoming a true extension of the brand and a part of their planning process. The best long-term partnerships happen when both sides feel invested in each other’s success. That means bringing ideas to the table without being asked, thinking strategically beyond the requirements/SOW, and having the confidence to say, “I know this goes against the brief but I truly believe this approach will resonate with my audience better”.
Just as important is how you handle the moments that aren’t perfect. If you need more time, communicate early. If something isn’t going to perform the way the brand hopes, be honest and explain why, then come prepared with a better solution. Transparency builds credibility, and credibility builds longevity.
At the end of the day, the best ambassadorships are rooted in mutual trust, open communication, and shared goals. They’re partnerships where everyone is working toward the same outcome, celebrating wins together, navigating challenges together, and constantly looking for ways to create more value than what was originally asked. That’s what transforms a one-time collaboration into a years-long relationship. These connections have become so much more than business, these brands and agencies are our friends. They have evolved into trusted partnerships where ideas are shared openly and we will always lend an ear/ our knowledge even if that doesn’t put more dollars in our own pockets.
What's one thing you wish brand partners better understood about the work that goes into delivering a creator campaign from the agency side?
Let’s stop overthinking briefs and having so many rigid themed requirements sent before a conversation has really even happened. The biggest piece of advice I can give: listen to the talent. No one understands their audience better than the creator themselves.They know what their community responds to, what feels authentic and the small nuances that can turn a piece of content from something that just simply performs well data wise into something that truly connects and creates impact on a deeper level.
This trust could turn a basic ad into a viral movement across socials. The more we can move away from rigid creative where the creator has no say and lean into collaboration where the creator is part of the process earlier, the more authentic, impactful, and successful the work will become.
What skills, knowledge or mindset does the next generation of talent managers need that perhaps wasn't as important five years ago?
When I started as a talent manager, the role was much more centered around being online. Heavy email days, google meets and lots of phone calls. While those skills are still incredibly important and of course still part of the norm, the industry has evolved, and the role today is much more rooted in being IRL.
Because of that shift, I think social skills are more important than they have ever been. Being successful as a talent manager is not just about knowing the business anymore, it’s about knowing how to build genuine relationships, read a room and communicate effectively. Listen, make eye contact and express yourself with your own unique personal style!
The ability to walk into a room and make people feel comfortable, build connections with brands / agencies, advocate for your talent, and understand the nuances of different personalities is unmatched in my opinion.
Our industry is built on relationships, and the managers who can foster those relationships both online and in real life will continue to thrive! Our G&B managers are proof of this, we will never say no to a coffee, lunch or an event!
A huge thank you to Amanda for such a thoughtful look behind the curtain of modern talent management.
Her insights are a reminder that, however much the tools and systems evolve, the industry still runs on trust, communication, and genuine relationships – online and off.
We look forward to bringing you more conversations like this from across the industry.
