In this episode of The Business of Modelling, Tessa Dewing sits down with Chrissy Mangan, an Irish-born influencer marketing specialist whose work is shaping the way brands connect with audiences. From a law degree in Dublin to launching campaigns for leading fashion and lifestyle companies, Chrissy shares her insights into one of the fastest-growing and most dynamic sectors in the industry.

 

She explains how influencer marketing evolved from glossy celebrity endorsements to today’s data-driven, personality-led content. Chrissy breaks down how to find the right creators, what real engagement looks like, and why trust is more valuable than reach. With warmth and wit, she also discusses campaign disasters, the rise of AI influencers, and why models must now think like digital entrepreneurs.

 

Essential listening for models, content creators, and anyone curious about the business of digital influence.

 

Chrissy Mangan is proof that combining creative instinct with strategic thinking can shape an entire industry. As an influencer marketing specialist, she has helped brands across fashion, beauty and lifestyle sectors navigate the often chaotic but always powerful world of digital influence.

 

I sat down with Chrissy for The Business of Modelling podcast to talk about everything from engagement metrics to career pivots, and her story is as sharp as it is inspiring.

 

Chrissy grew up in Ireland and studied law, but quickly realised her passions lay elsewhere. “I became fascinated with how people make decisions and engage with products,” she told me. That curiosity led her to London, where she completed a master’s in luxury brand marketing and eventually found her niche in influencer strategy.

 

Her first major agency role combined data with creativity – “a rare mix in this industry” – and set the stage for a career that now puts her at the forefront of a booming global field.

 

Chrissy walked me through the journey of influencer marketing – from the days of celebrity “It” bags in the tabloids, to YouTube bloggers in messy bedrooms, to today’s polished Instagram feeds and raw TikTok storytelling.

 

“We used to see these glossy, aspirational posts,” she explained. “Now people crave realness. They want to see creators in their rollers, making tea, dropping things. That unfiltered energy works.”

 

She believes the shift reflects a bigger cultural appetite for authenticity. “The best campaigns feel like a conversation, not a sales pitch.”

 

One of Chrissy’s most memorable campaigns involved a macro-influencer who couldn’t skate – despite claiming she could – and named the wrong brand on camera. “We were horrified, but we salvaged it,” she laughed. “It taught us everything about the importance of communication and clear briefs.”

 

She stressed how vital vetting is, from audience demographics to values alignment. “You’re not just choosing a face. You’re choosing a voice that will speak for your brand. Get that wrong, and it can backfire fast.”

 

Chrissy is passionate about helping models think beyond static imagery. “Looking pretty isn’t enough anymore. We want to know who you are, what you stand for, and how you speak to your audience.”

 

She encourages models to start sharing their personalities, interests, and routines – especially those in fashion or beauty. “Talk. Create. Don’t wait to be discovered. If you’re smart about how you show up online, brands will find you.”

 

We also touched on AI influencers, faceless creators, and the legal grey areas of the digital world. Chrissy believes regulation is only just catching up, and that creators and brands need to be hyper-conscious of transparency. “It’s your job to make sure audiences know what’s real. Otherwise, you lose their trust – and that’s the most valuable currency we have.”

 

Despite the rise of tech, she thinks human connection will always win. “We crave relatability. There’s a reason people still want a real person saying, ‘I love this, it works for me.’ That’s never going away.”

 

Chrissy ended with practical advice for models and aspiring influencers: post consistently, be authentic, and don’t obsess over numbers. “We will find you. Platforms now act like a Yellow Pages for talent – we’re constantly searching.”

 

And once you get booked? “Be easy to work with. Be collaborative. The influencer might be the face of the campaign, but the agent, the strategist, the client – they’re all part of the relationship. It’s a team effort.”

 

Chrissy’s approach is equal parts creative vision and strategic savvy. Whether you’re a model, brand, or influencer-in-the-making, her insights offer a clear roadmap for navigating the wild world of digital influence.

 

We’re thrilled to share her story.