Building an Influencer Marketing Strategy that Converts

Recorded live at SocialWest 2025, this episode of the Marketing News Canada podcast, hosted by special guest host Laila Hobbs, Co-Founder of Social Launch Labs, features a conversation with Umair Tazeem, Founder of Embold, a Canadian-based influencer marketing platform. Umair shares what it really takes to run influencer marketing that performs, from building an in-house strategy and choosing quality creators to setting KPIs you can actually measure. He also breaks down the shift beyond one-off posts into a smarter mix of UGC, ambassador programs, and amplification that supports your promo calendar year-round.Plus, hear Umair’s take on how AI is changing the game, what it can automate today, where humans still need to stay in the loop, and what to make of AI influencers. If you want influencer marketing that feels authentic and drives real results, this one’s for you.