Nick Politi is Director of Partnerships at Kettle & Fire, the brand that made the first shelf-stable bone broth in the US and now sits in Whole Foods, Target and Sprouts. Three years ago their creator program ran on a Google Sheet and cost roughly 50 hours a week between Nick and a full-time VA. Last year they tracked over 17,000 pieces of creator content, up 45% year over year, without growing the team.
Paul and Nick get into exactly how that happened: the three ways Nick sources creators now, why he uses competitive intelligence as a casting tool rather than a competitor scoreboard, and how he turns the data into budget when he asks leadership for more.
He also walks through the workflows his team built on top of Archive's API. A Slack channel that alerts the whole company, CEO included, the moment a creator with 50,000-plus followers posts. And a custom scoring layer built with Claude that reads 17,000 pieces of content and surfaces only the ones that matter to the business.
You'll leave with a sourcing workflow you can copy, two AI workflows you can build, and language for defending creator spend.
