Hi, I’m Serina. I’ve spent the last 5+ years figuring out who the right people are, how to bring them into a brand, and what makes a partnership actually work. Right now, I’m building creator marketing at rag & bone. Before that, I helped scale Shopbop’s program from 18 creators to more than 1,000.
A great creator program should feel personal, but it can’t be random. I’ve built the relationships, programs, events, paid campaigns, and measurement behind numbers like these.
rag & bone already had incredible organic creator love, but no formal seeding program. I built the first one: a more thoughtful approach to who gets what, stronger relationship management, and a clearer role for creators across launches, paid media, PR, retail, and e-commerce.150+ creators reached each month, plus paid programs built around priority product and talent that actually feels right for the brand.
I joined when the program had 18 active creators. By the time I left, it had grown into a global community powered by real relationships, affiliate, paid partnerships, events, and brand moments that creators genuinely wanted to be part of.18 → 1,000+ active creators · 25% YoY creator-sales growth · 700+ partnerships negotiated.
A good partnership shouldn’t have to choose between feeling right and performing. For Halley Kate, we matched the right talent, product, creative, and paid support—and it did both.1,285 purchases · $379K in demand · 9.2× Meta ROAS.
Some of my favorite work has happened off the feed. I’ve produced everything from major fashion moments to intimate dinners, previews, and pop-ups—the kind of events where the content happens because people are actually having a good time.15+ large-scale activations · 20+ intimate events · 500M+ impressions across programs.
There’s no perfect formula, but there are a few things I think make creator work much, much better.
The biggest creator isn’t automatically the best one. I care about taste, trust, timing, and whether someone makes sense in the world of the brand.
The best partnerships get better over time. Gifting, events, paid work, and affiliate should all feel like parts of one relationship—not four different people making four different asks.
When the brief is clear, usage is handled, paid and organic are talking, and everyone knows what success means, the creative has room to be much better.
A running list of things I want to write about—creator strategy, fashion marketing, and what brands are getting right, wrong, or making way too complicated.
Close Friends started because my friends and I are constantly sending each other the places, outfits, songs, and random things worth knowing about. It’s part travel guide, part group chat, and part excuse to make things look cute.