Brands don't own their audiences anymore. Consumers do. So what happens when the category is one of the most regulated in marketing?

In this episode of Collectively Verified, host Natalie Silverstein sits down with Marissa Solan, Director of US Earned and Social Media at Haleon, the company behind Advil, Centrum, Tums, Sensodyne, Flonase, and a dozen other household health brands. Marissa shares how she built a creator marketing program from the ground up inside a company bound by legal, medical, and regulatory review, and why those guardrails have made the work more creative, not less.

The conversation covers what happens when brands hand creative control to lifestyle and healthcare professional creators, why lived experience is starting to outweigh credentials in consumer trust, and how Reddit and LLM visibility are reshaping where health conversations actually happen. Marissa also shares her boldest prediction yet: that creators won't just be partners to brands, they'll also become employees.

Highlights:
(00:00) Meet Marissa Solan
(00:36) Introducing Marissa Solan and Haleon
(02:19) From Edelman to Haleon: Marissa's path in-house
(06:23) How constraints spark better creative work
(09:03) Inside the US Soccer Federation partnership
(11:22) Building the infrastructure behind the program
(16:34) The 69% stat and the power of lived experience
(19:18) Reddit as social listening and an LLM influence engine
(23:22) The brands winning culture: Emergen-C, Benefiber, and Flonase
(29:57) Marissa's bold prediction: creators becoming employees

Connect with the guest:
Marissa Solan https://www.linkedin.com/in/marissa-florindi-solan-b162869/
Haleon https://www.linkedin.com/company/haleon/

Connect with host and Collectively:
Natalie Silverstein https://www.linkedin.com/in/nataliesilverstein/
Collectively website https://collectivelyinc.com/
Collectively on LinkedIn https://www.linkedin.com/company/collectively-inc/