Gen3 Marketing Welcomes Betsy Lemaire Vice President of Influencer

Former CEG CEO and 25-year growth executive joins to expand Gen3’s influencer practice as brands recognize influencer as a performance driver across the full funnel

Gen3 Marketing is thrilled to announce the addition of Betsy Lemaire as Vice President of Influencer. Lemaire will lead Gen3’s influencer strategy and creator partnerships, connecting influencer programs with the affiliate and partnership channels Gen3 has built for top brands for 20 years.

Lemaire brings more than 25 years of growth strategy and partnership leadership for consumer brands in health, wellness and beauty. She joins Gen3 from CEG, A Precise Influence Company (formerly Creators Entertainment Group), where as CEO she repositioned the creator agency and led it through a successful acquisition. Earlier, she was CEO of women’s health brand Femmistry, SVP of Growth & Partnerships at Birchbox, VP of Partnerships at Signature Analytics, and Director of Partnerships at Cox Media, where she led brand strategy and promotions across more than 30 markets.

Lemaire is known for changing how brands measure creator media, moving the benchmark from return on ad spend (ROAS) to profit on ad spend (POAS). That discipline perfectly aligns with Gen3’s performance-driven approach to partnerships.

“Influencer is no longer a side bet for awareness. It’s a growth channel that brands expect to perform,” said Micheal Tabasso, CEO of Gen3 Marketing. “Betsy has spent 25 years turning brand partnerships into profitable growth, and she has pushed the industry to judge creator media on profit, not just spend. Pairing her expertise with Gen3’s performance and affiliate depth gives our clients a connected strategy, from first impression to final conversion.”

Lemaire’s appointment reflects a shift in how brands view influencer marketing. Once treated mainly as a top-of-funnel awareness play, influencer programs are now understood to strengthen every stage of the customer journey. Creators build awareness and trust with new audiences, guide consideration through authentic product content and reviews, and drive conversion through tracked links, codes and commissionable partnerships. When influencer runs alongside affiliate marketing, brands can measure creator impact on revenue, not just reach.

In her new role, Lemaire will:

• Lead Gen3’s influencer strategy and creator partnership programs for clients worldwide
• Integrate influencer with Gen3’s affiliate, content and partnership programs so creator activity is tracked and optimized against business outcomes
• Grow Gen3’s network of creators and publishers across social, video and content platforms
• Build the team and processes that help brands scale creator programs across markets