February is Black History Month, and The Influence Agency is celebrating Black professionals who are changing the game and making influencer marketing more accessible, inclusive, and creative. We sat down with Kaela Johnson, founder of TIVE Marketing and Consulting, to discuss highlights from her impressive career, strategies for aspiring freelancers and content creators, and the importance of community.
Q&A with Kaela Johnson
Could you tell us a bit about your career background and how you got started in influencer marketing?
I studied public relations at the University of Guelph-Humber, graduating in 2020. It was a tough job market—COVID was happening, and the Black Lives Matter movement was really shifting the industry landscape. I had experience, but I wasn’t hearing back from PR companies.
That’s when I pivoted to influencer marketing. I did an internship with Shine Talent Group in 2019. I was pitching talent to agencies, planning socials, and learning the ropes of influencer marketing. After I graduated, I interned with Viral Nation in 2020, managing campaigns for clients like TikTok, Canon, and Anheuser-Busch.
From there, I joined The Influence Agency (TIA) in late 2020 as an Account Coordinator. Within 10 months, I was promoted to Client Success Manager, working on campaigns across influencer marketing and social media for brands like Staples, Knix, Well.ca, Jamieson Vitamins, and PUMA just to name a few. TIA really solidified my career path and gave me the confidence to pursue freelancing.
What inspired you to start your own business, TIVE Marketing and Consulting?
The idea actually started as a school project. I chose the name “TIVE” because it’s inspired by the last four letters of adjectives I want to embody—creative, communicative, and innovative. Back then, I didn’t feel ready to launch it, but in 2023, I finally took the leap.
I left my corporate role, needing a mental health reset. Simone Biles was a big inspiration for me—seeing her prioritize her well-being on the Olympic stage made me realize it’s okay to do the same. Now, I’m running TIVE Marketing as a one-person freelance operation, and I’ve been lucky to work with some great clients like Cineplex and Sobeys.
What was your experience like transitioning from working at agencies to freelancing?
Freelancing has been both rewarding and challenging. On the one hand, I love the creative freedom—if I have an idea, I can execute it without waiting for feedback. On the other hand, I’ve had to learn every aspect of running a business, from invoicing to managing influencer payments to pitching myself to new clients.
Business development is probably the hardest part. Reaching out to potential clients can feel uncomfortable—I never want to come across as annoying. But I keep reminding myself that if I don’t advocate for myself, no one else will.
What strategies have helped you connect with major brands as a freelancer?
LinkedIn is one of my top platforms. I’m always scrolling and keeping an eye out for opportunities. For example, last year, I landed a client after commenting on a LinkedIn post about a brand needing freelance support. I had my portfolio ready to send, and after a couple of calls, I was able to land that client.
Networking has also been key. I met a representative from Cineplex at BFUTUR, a Black tech conference in Toronto. We had already connected on social media, so when we met in person, it felt natural to introduce myself and mention my freelance services. A few follow-up emails and a proposal later, they signed me on to launch their first always-on influencer marketing campaign.
From your perspective, how has social media created opportunities for Black professionals in influencer marketing?
Social media has given Black professionals a platform and a place to share cultural insights that aren’t always accessible. I’m seeing there are more real-life events coming up that are tailored to Black marketers and creators across North America, like CultureCon in New York, BLAXPO in Toronto, and Black Influencer Weekend in Atlanta.
That being said, there’s still work to do. I want to see influencer marketing become more inclusive, especially when it comes to Black creators. I’ve witnessed campaigns where Black influencers didn’t receive the same treatment as their non-Black counterparts, whether it was delays in payments or differences in itineraries for brand trips. These discrepancies need to be addressed.
What can brands do to better support diversity and inclusivity in campaigns?
I think brands are starting to make progress. With recent DEI pullbacks in the U.S.—which can have a global ripple effect—I hope brands stay committed to diversity and representation, both in the workplace and the creator economy. Having diverse voices in the room isn’t just the right thing to do; it helps brands avoid major missteps and authentically connect with a wider audience.
That said, there’s still more to be done. I’d like to see genuine efforts to include influencers with disabilities or bring everyday consumers onto brand trips—it makes campaigns feel more authentic and relatable. Diversity needs to go beyond race; it should also include body types, abilities, and other perspectives.
What were some milestones that helped you solidify your career in influencer marketing?
Working at TIA was a game-changer. It was one of my first experiences in a supportive work environment where I could bounce ideas off a great team. My time there taught me a lot about influencer marketing and helped me develop skills in campaign management, client communication, and strategy.
Another major milestone was landing Cineplex as a freelance client. Meeting their rep at a conference really drove home the importance of showing up, even when you’re tired or hesitant. That face-to-face interaction opened the door to a fantastic opportunity.
You’ve mentioned transparency around rates in the industry. Why is that so important?
It’s critical. I’ve spoken with fellow freelancers, especially Black women, who were surprised to learn what’s possible when it comes to rates—simply because no one had ever told them they could ask for more. Sharing rates isn’t taking anything away from me. It’s helping others advocate for fair compensation.
The same goes for creators. If you feel like an offer is too low, connect with other creators to get a sense of standard rates and confidently advocate for yourself. We won’t achieve true equity unless there’s transparency.
For Black creators who feel underrepresented or overlooked, what advice do you have?
Remember there’s space for all of us. It can be hard when you feel like there’s only room for one Black creator in the campaign lineup, but the goal should be collaboration, not competition. Share insights, connect with others, and don’t be afraid to speak up for yourself.
Who are some Black professionals in marketing or content creation that inspire you?
There are so many! I love Jayde Powell on LinkedIn—she’s bold, authentic, and not afraid to break stereotypes of what a corporate marketer “should” look like. I also admire Clarke, a Black influencer who creates educational and lifestyle content while tackling important topics like politics.
Another person I admire is Christina Westley, who not only brings brands and creators together through her events but also amplifies Black influencers daily on her LinkedIn through the Black Influencer Spotlight. There are so many talented Black professionals out there, and I love seeing them push the industry forward.
👀Check out our list of 145 Black Influencers to Follow on Social Media
Looking ahead, what’s your vision for the future of influencer marketing?
I’d like to see a greater focus on authenticity, inclusivity, and making space for diverse voices. Whether it’s Black influencer marketing experts, Black creators, disabled influencers, or everyday consumers, there’s so much value in showing the full spectrum of real experiences.
For clients and agencies, I hope there’s a continued push for pay transparency and fair treatment for all creators across the board. And for freelancers, I’d say there’s power in community—when we collaborate and share knowledge, we make the industry better for everyone.
Any final words of encouragement for aspiring freelancers or Black professionals in marketing?
Don’t be afraid to advocate for yourself and claim your space. It’s not about taking anything away from others—there’s enough room for all of us. And once you’ve created an opportunity for yourself, leave the door open for others. Collaboration over competition – always.
Faith has been a guiding force for me, reminding me that what’s meant for me will always find its way. With the right balance of persistence, transparency, and community support, you can create a career path that’s true to you.
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Kaela Johnson’s story is a testament to resilience, creativity, and the power of prioritizing yourself. As we celebrate Black History Month, voices like hers remind us that diversity makes the industry stronger, not just during February, but every day. Connect with Kaela on LinkedIn to see how her work as a freelancer is pushing the industry forward.