Grow Traffic, Capture Emails + Sell More Stuff: grocerslist.com

Erica shares how she went from food creator to agency founder to CPG operator, and breaks down what actually makes creator marketing work today. From story-view benchmarks and pricing frameworks to retail awareness and DTC performance, this episode is a masterclass in how modern food brands can use creators to drive measurable growth.

In this episode, you’ll learn:

1. Why story views matter more than follower count when evaluating creator influence
2. The benchmark Erica uses for creators, and why 10% story reach is her minimum threshold
3. How brands should think about ROAS, CPM, CAC, and LTV across DTC and retail campaigns
4. A practical way creators can price partnerships based on performance
5. How Flavor City launched from creator demand and scaled into national retail at Target
6. Why the most effective creators are often the most raw, real, and impossible to replicate
7. How Echo balances brand KPIs with securing top rates for creator talent

Guest:

Erica Eckman — Founder & CEO of Echo, Co-Founder of Flavor City

Instagram: @everythingerica

LinkedIn: Erica Eckman

If you’re building a food brand, scaling a creator business, or trying to understand how influencer marketing really converts, this episode offers a clear framework for creator-led growth in modern CPG.