RUBY TURTON // NEXT WAVE
Handle: @rubymara_
Job Title: Head of Strategy (Creators)
Workplace: ICON Management
Location: Sydney, Australia
What’s one skill someone should learn before applying for a role like yours?
The ability to think both strategically and creatively. This role requires you to use both sides of your brain, from understanding a brand’s objectives to working with talent on content that feels authentic to them. Building strong rapport with talent is a huge part of that, as it allows you to navigate their goals more effectively. No two talent are the same, so having a strong understanding of both the industry and the people within it, from clients to creators, is incredibly valuable.
What does a day in your life look like?
What I love about my role, and the industry in general, is that every day is different. I always start with at least 2 coffees (a weak oat latte please and thank you), tackling the inbox, submitting campaign content for approvals and checking in with my roster and team. The day flies from there between Creator Strategies, team catch ups, coffee meetings with brands, agencies and overseeing our amazing Incubator Program.
What does strategy actually mean in your world, and how does that come to life when working with creators?
Strategy when it comes to talent management is a big word with so much to unpack. It's essentially our creators' bread and butter and something we come back to consistently to reshape and reinvent as required. A creator strategy will likely include things like an overall brand persona, key content pillars, a target audience breakdown and have a clear and actionable space for goals. I love to think big picture with these and work backwards from there on what we can achieve each month. Overseeing ICON's Incubator Program is one of my favourite elements of my role, as we dig deep into strategy here with emerging creators and really work through the basics to lay a strong foundation before we start pitching out to brands.
What’s one podcast, book, page, Substack or resource you’d recommend to someone trying to get their foot in the door?
A Substack I've been loving is Rolodex Media, who translate culture into business. Mufaro Mutowembwa writes some incredibly insightful posts here on the Creator economy and what that looks like in this current climate. An IG account I love is 'Because of Marketing'. It dives into current marketing campaigns and trends and is a great page to follow to keep yourself in the loop of this everchanging industry!
What makes a creator stand out to you beyond just having a following?
I love this question and to be honest there's probably no one size fits all answer. I think the industry is changing and really starting to recognise the power of nano and micro creators who are building engaged and genuine communities, and this is something I'm constantly on the lookout for. I love a creator who understands their niche - how and why their content resonates with their followers and how to consistently execute that. Whether they have 5,000 followers of 500,000 followers, I always come back to this.
For someone who wants to work in creator strategy one day, what should they start paying attention to now?
There are so many resources at our fingertips in 2026 that it can be hard to work out where to start! I'd say that social media is still your best friend when it comes to learning the ropes of the industry - following creators you see longevity in, talent agencies, PR agencies and brands that are cutting through the noise is a great place to start. This will really help you discover who and what you're passionate about.
