Tara McNulty, Strategic Partnerships Manager at YouTube Shopping, on the paradigm shift from traditional marketing to partnerships

After witnessing the digital transformation in the early 2010s through her work in retail, Tara McNulty made a career pivot to focus on the e-commerce and affiliate space. Today, she manages strategic partnerships at YouTube Shopping- a new program from the video giant. Commerce existed on YouTube long before partnerships were standard, with creators doing reviews, unboxings and hauls beginning in the early days of the platform. Today, creators and brands are both empowered to monetize this content and drive significant business revenue. Tara and Dave discuss how YouTube Shopping is helping creators and brands create long-term partnerships that move the needle, the power of YouTube as a search engine, and what Tara sees as the future of commerce on the platform. This podcast episode was produced by Quill.