Shanika Hillocks: The Future Of Intentional Influencer Marketing

Shanika Hillocks by Nora Varcho
Shanika Hillocks by Nora Varcho

Shanika Hillocks (@shanikahillocks) is a food & beverage multi-hyphenate redefining what it means to be a luminary in this space. By day, she leads influencer marketing strategy at the largest winery in the country. Her F&B, home lifestyle, and travel writing can be found on outlets including Domino, Condé Nast Traveler, Healthyish, and Wine Enthusiast. Most recently, Shanika has taken her love of storytelling to the podcast space as the Season 2 of host Pineapple Radio.

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We discuss: 

  • Reclaiming your mornings
  • Developing rituals 
  • Balancing a 9-5 with side projects 
  • The silver lining of the pandemic
  • The power of intention
  • How Shanika got into influencer marketing as a publicist 
  • The current state and the future of influencer marketing 
  • How do brands choose influencers for paid campaigns?
  • Being a voice for black and brown luminary voices in the digital space 
  • URL vs IRL
  • Freedom as a creator
  • Bringing humanity into influencer marketing 

Mentioned: 

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Quotes by Shanika Hillocks: 

  • “Lean into joy unadulterated and learn along the way.”
  • “The goal [of influencer marketing] should never be to make a sale… It should be to inspire.” 
  • “How is it going to not just put money in my pocket, but help my audience learn something?”  
  • “Quality and value first. [Not numbers].”
Shanika Hillocks influencer marketing interview

Transcript of the episode:

 

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