"Never expect that you have the answers. Talk to the creators themselves—they’ll write your whole strategy for you." – Lucrece Loeb, Amazon Europe
Lucrece Loeb is the latest guest on Visionary Voices. As Head of Creative Marketing at Amazon Europe, she is shaping the way brands connect with creators across ten European marketplaces.
Lucrece is at the forefront of helping marketers collaborate with creators to inspire, educate, and drive business growth thanks to over a decade's worth of experience spanning e-commerce, affiliate marketing, and brand strategy.
One of Lucrece’s proudest achievements is her team.
“The biggest highlight of my career is my team,” she says. “Building teams from scratch isn’t easy, especially when people are learning new skills. But hearing them say, ‘wherever you go, I’ll go,’ is an amazing feeling.”
A founding member of the Global Influencer Council, Lucrece is passionate about building the future of the industry. She says:
“What excites me about Influencer Marketing is that it changes every day. We’re inventing what tomorrow looks like – learning from creators, social media platforms, and our consumers.”
Lucrece shares clear advice for brand marketers:
“Don’t try to do it all at once. Set clear goals, track the right metrics, and put creators at the heart of your strategy.”
Whether you’re just starting in Influencer Marketing or scaling a global program, Lucrece’s insights remind us that creators are brands’ essential partners in shaping experiences, building trust, and driving measurable results.
Watch the full episode now!
