By: Joshua Finley

Digital creators face a challenging reality: while anyone with a phone can start posting content, building a sustainable business is a significantly more complex undertaking. Behind the scenes, a former Disney and Essence executive is helping creators navigate this shift from content to commerce. With over a billion dollars in revenue generated across major media companies, Pauline Malcolm-Thornton now applies her corporate expertise to helping digital talents build lasting brands through her company, BrandStory Architech. Her approach? Viewing creators as not just influencers but as potential media companies in their own right.

Understanding Marketing’s Appeal

A childhood fascination with brand messaging sparked Pauline’s marketing journey. While interning at Kraft Foods during college, she got her first taste of big-brand marketing working on household names like Kraft Macaroni and Cheese and Maxwell House Coffee. Her corporate path eventually led through B2B sales and into major media companies.

“Back then, I would say there were tens of thousands of creators,” Pauline recalls about her early days in the space, working at Maker Studios before its billion-dollar acquisition by Disney in 2014. “Now, with mobile technology lowering the barriers to entry, there are millions of creators.” This explosion of digital talent brings a host of new opportunities and challenges. With so many competing for attention, creators need more than just good content—they need sustainable business models. That’s where Pauline’s corporate background offers invaluable insights.

Building Sustainable Creator Businesses

“We help creators understand how to create a much longer lifespan around their content,” Pauline explains. With most creators’ earning potential lasting just three to five years, she pushes them to think bigger. “You have to constantly evolve, exploring new revenue streams outside of content—such as live events, books, or even a TV series.”

Her company approaches creator content like traditional media programming. “Now, especially with younger audiences, traditional TV is often bypassed. They’re going straight to Instagram or YouTube for news and entertainment,” she notes. Pauline encourages creators to structure their content like TV channels, complete with regular programming schedules and seasonal content.

Data-Driven Partnerships

BrandStory Architech leverages AI tools to match brands with creators who authentically align with their goals. For example, “If Target comes to us and says, ‘We’re looking for Black and Hispanic beauty creators who genuinely engage with Target,’ we use AI tools to identify creators that make the most sense,” Pauline shares.

The company backs partnerships with measurable results. Recent campaigns have generated over a million dollars in sales through strategically selected creator collaborations. One notable success involved Khaby Lame, TikTok’s most-followed creator, in a campaign that made Bad Boys 4 resonate with a younger audience.

Moving with Consumer Behavior

Pauline’s career has always followed shifting consumer habits. From MySpace’s early social media days to YouTube’s creator boom and now TikTok’s dominance, she’s stayed ahead by observing where attention goes. Today, that includes embracing AI’s growing role in business. “AI is increasingly integral to how businesses operate,” she asserts. While current AI applications focus on routine tasks, Pauline foresees greater transformations ahead. “This first generation of AI is streamlining mundane tasks, but future iterations could significantly reshape industries.”

Her latest project underscores the power of digital influence. BrandStory Architech recently partnered with Pastor Keion Henderson and Shaunie Henderson, who have a combined social reach of 8 million followers, to expand their Cry Out conference in Houston. The event, focusing on entrepreneurship and personal development, illustrates how digital reach can drive real-world impact.

To learn more about her work with creators and brands, check out Pauline Malcolm-Thornton’s LinkedIn profile.

Published by Mark V.