My guest this week is Joseph Perello, founder and CEO of Props. Props is a performance-based creator marketing platform built around a simple belief. The best marketing still comes from people, not metrics. Instead of chasing follower accounts, Props uses AI to match brands with creators based on storytelling strength, trust, and audience authenticity. So campaigns are both data-driven and deeply human.
AI does the heavy lifting in the background, brand safety, workflow and precision, while real human creators stay in front and center. Before launching Props, Joe built and ran a digital agency serving brands like Nike, HP, Lowe's Hotels, Betterment, and even Michelle Obama. And earlier in his career, he served as New York City's first CMO under Mayor Bloomberg, helping to revitalize tourism and launching the city's first self-sustaining marketing agency.
Finally, Joe sits at the intersection of brand, policy, tech, and creative. I'm so happy I spent a few minutes with him at advertising week not long ago, and we're gonna continue that great conversation.
What is The CMO Whisperer?
The CMO Whisperer, hosted by former Forbes writer Steve Olenski, is a curated executive platform and marketing leadership podcast where CMOs, brand leaders, and senior operators share candid insights on leadership, brand strategy, and growth. Spanning business, sports, and media, it goes beyond marketing to reveal how top leaders make decisions and perform at the highest levels.