Corporate Natalie launches creator-led agency Expand Co-Lab
Fortune profiles Natalie Marshall, known as Corporate Natalie (1.4M Instagram, 827K TikTok), who is launching Expand Co-Lab — a creator-led influencer marketing agency she says will 'overhaul a system that is fundamentally broken.' Marshall started with a $500 Twisted Tea brand deal and now runs three full-time employees. The agency is built on her belief that creators understand the influencer marketing space better than traditional agencies and can negotiate and structure deals from a position of lived experience.
THE BREAKDOWN
The creator-led agency model is gaining momentum, and it is worth understanding what that means for representation. When a creator with 1.4M followers decides to become an agent for other creators, they are competing directly for talent and for brand relationships. The angle that traditional agencies are 'broken' resonates with creators who have felt underrepresented or mispriced. The best response is not defensiveness — it is demonstrating that full-service representation, legal protection, and cross-platform deal strategy is worth more than a fellow creator with connections.
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