Whereisbillnow.com / Creatorbeach

In today’s e-commerce landscape, creators have become one of the most powerful forces driving customer trust and conversion. Yet too often, brands lose opportunities by mishandling briefs, underestimating usage rights, or treating creators like disposable freelancers.

In this session, former UGC creator turned consultant Bill Thurston will share hard-won lessons from working on 1,000+ brand collaborations - including both horror stories and gold-standard practices. You’ll learn:

•	What creators really expect (and what turns them off instantly)
•	How to write briefs that deliver results without micromanaging
•	Payment and usage rights practices that protect both sides
•	Communication techniques that strengthen long-term partnerships
•	How to build a reputation as a “creator-friendly” brand

This is a no-fluff, straight-talking session designed to help e-commerce leaders and marketers not just use creators, but become the kind of brand that creators rave about working with.