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Angie Awadalla Coleman is the Senior Talent Manager and Head of Recruitment at G&B, a digital talent management agency bringing a human touch through passionate storytelling and engagement. 

Angie’s background is primarily in fashion. After graduating in Egypt with a bachelor’s degree in English Literature, she moved to LA to attend the Art Institute and study fashion. After graduating, she worked in fashion merchandising and wholesale, where she met Kyle Hjelmeseth. Kyle went on to create G&B Digital Management. Later, he reached out to Angie about working at G&B, which she said: “was a no-brainer because I loved working with him.”

“I was a talent manager [with G&B], and I’m still managing talent today, but earlier this year, my role has changed, and I became the Head of Talent Recruitment, which is basically in charge of expanding our roster and our talent.”

Angie Awadalla Coleman shares that creators can do as many live streams as they want to increase their potential for how many sales they make. 

Creators can join the program in two primary ways: 

Brands that traditionally hire YouTubers to do a haul or unboxing may earn a lot of initial sales if the YouTuber has many followers or strong engagement. However, many people aren’t on YouTube. 

“I’m kind of hoping that some of our creators would be able to get on some of those opportunities, especially with our mom creators and toys. I think this would be really great for a great program and a great activation to get on, but again, I think not everybody is okay with doing live. Some creators are not comfortable with it.”

Angie explains that she encourages creators to not put their eggs all in one basket by being on many different platforms. This strategy creates more opportunities for growth and diversifying their income. 

Working in the Creator Space

Angie Awadalla Coleman shares that the most exciting part of working in the creator space is “being introduced to different creators that are doing different things that I’ve never heard of before or discovering new creators.”

She also loves introducing her creators to clients and helping them negotiate and charge better rates for campaigns. Education is another vital part of her work that she loves. 

“Just helping them [creators] expand on different platforms and how to grow different platforms is so exciting… We have amazing creators that we work with, and just helping them to be even a better version of themselves is such a joy.”

Closing Thoughts

Angie Awadalla Coleman shares that G&B is continuing to expand by adding more creators to its roster and adding additional verticals beyond the beauty, fashion, and mom spaces. 

“Giving our brand partners a really wide variety of creators that they can work with. I feel like brands always come to us asking for the most random campaigns, but I think they know that G&B has a wide variety of creators. We’re not just locked into fashion and beauty or mom creators.”

She adds that feedback from brands about how they love the wide variety of creators G&B represents inspires her to continue finding diverse talents and expanding G&B into different verticals. 

Amy DeYoung is a freelance blog post writer covering influencer marketing and business topics. As the daughter of two business owners, she’s been fascinated by all things business from a young age, which led her to graduate from college with a bachelor’s degree in business. When she’s not typing away, she spends her time reading nonfiction books and mystery novels, baking scrumptious desserts, and playing with her dog.

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