When Madison Love started her career, “influencer marketing” was unheard of. Instagram was all about heavily filtered photo-sharing, and TikTok didn’t even exist as its former self, Musical.ly, yet. Her first job out of college was with MTV, scouting intriguing personalities for the reality TV scene. Now, in today’s digital landscape, she’s doing the same thing, just with influencers and modern talent.
As an undergraduate at the University of Connecticut, Madison dreamed of becoming a reporter. She double majored in journalism and communications, which eventually led to one of her first roles as a Production Intern at NBC. There, she helped with the production and coordination of live shows. Madison also worked as a reporter for UCTV, where she found people on campus with interesting stories and perspectives to share. “All of these positions led me to where I am now,” Madison reflects, emphasizing the value of having a “360 view”—gaining diverse experiences that equip you with transferable skills for career success.
Although she didn’t end up in the news reporter position she had once idealized, studying journalism and gaining a deep understanding of the media landscape “set the foundation” for Madison’s post-graduate career. After her time at MTV, she moved to Authentic Talent Management, where she started working to represent talent in brand deals, pitching them for opportunities, and helping to build their careers. The experience of speaking on behalf of clients and working with various personalities opened the door for her next role, where she transitioned to the brand side of talent management and marketing.
In her first official “influencer marketing” role, Madison built the influencer program at SoulCycle, the Manhattan-founded indoor cycling gym. Instead of relying on traditional forms of paid marketing, SoulCycle leveraged influencers to promote new studio openings and share experiences. “I worked with big-name celebrities like Ciara and Emma Chamberlain, all the way down to local hometown bloggers and micro-influencers.” Through social media partnerships and influencer-driven activations, Madison played a key role in accelerating SoulCycle’s growth, significantly boosting its media value and driving record-breaking sales.
After her time at SoulCycle, she joined the furniture company Lovesac, where she partnered with influencers to promote their furniture to people spending more time at home during the COVID-19 pandemic, a strategy that became especially important after showroom closures. From there, she moved to HelloFresh, where she led the Influencer, Athlete, and Celebrity Partnerships team.
Currently, she serves as the Talent Partnerships Lead at Gymshark. Throughout all her experiences, her favorite campaigns have been those that involved collaboration among multiple teams to, in her words, “wrap up a campaign with a beautiful bow.” Notable projects included developing a Hello Fresh recipe with influencer Emily Mariko for her viral salmon bowl, as well as creating a special Minions pizza kit to promote “Minions: Rise of Gru.” For Madison, campaigns that incorporate re-creatable elements of cultural moments have always been extra special. It is truly a full-circle moment—once tasked with finding cultural figures to bring to TV screens, she now helps companies cast influential creators to connect with an audience.
“My current role in influencer marketing is very reminiscent of my days casting talent for shows on MTV—but now, instead of just watching, the audience is part of the story.”
After a decade in the workforce, Madison still reflects on her time at UConn with fondness. From participating in HuskyTHON (“one of my most favorite experiences I ever participated in during college”) to recognizing the value of building connections with professors who could offer networking and career opportunities, she found value in staying engaged on campus, something she credits for her career today. One of the most impactful connections she made was with Professor Steven Kalb from UConn’s Journalism Department, whose guidance played a valuable role in helping her land her first internship position at NBC.
“You are the demographic most brands want to reach. Your instincts, habits, and culture knowledge are an asset, so don’t underestimate what you bring to the table,”
Madison Love
For students aspiring to enter this field, Madison encourages them to embrace their Gen-Z perspective, because in today’s digital world, it’s a unique advantage. “You are the demographic most brands want to reach. Your instincts, habits, and culture knowledge are an asset, so don’t underestimate what you bring to the table,” she says. With real-time engagement shaping how brands connect with consumers, authenticity is more important than ever. “The most effective ambassadors aren’t always the ones with the biggest following—they’re the ones who spark genuine connection.” So, whether you’re tracking the latest trends on TikTok or determining what makes a post resonate, know that these instincts are building blocks for a future career in such a thriving industry.
