Q&A: Sarah Nesheim of Crafted
Sarah Nesheim
Co-Founder and COO
Crafted
Main job responsibilities: I lead Crafted's go-to-market strategy, overseeing marketing, sales and revenue growth to ensure we're delivering value to the right brands and agencies.
As the founder, my role spans everything from client success to channel partnerships to refining the playbook for brands to activate influencer marketing in a way that drives measurable retail impact.
How you help clients win during uncertain times: In a time when every marketing dollar needs to prove its worth, we help brands bridge the gap between social engagement and in-store purchases. Instead of relying on vanity metrics or incomplete data, we provide real-time, campaign-level attribution — tracking how social interactions translate to verified in-store sales. This ensures brands optimize their marketing spend with confidence, focusing on strategies that truly drive incremental growth rather than wasted impressions.
New marketing tactic that you use: This past year, I leaned heavily into educational short-form LinkedIn videos as a way to build community and spark conversations among brand and shopper marketers. Instead of relying solely on traditional sales outreach, we've been building an audience by breaking down complex industry challenges into digestible, engaging content. It has sparked high-value conversations with exactly the right brands and decision-makers, and it's something I'll continue refining.
Best career advice you've received: "Never eat alone" from Keith Ferrazzi (direct advice, and also his book title). Opportunities don't just fall into your lap. You have to show up, contribute and build genuine relationships to create them. Hosting dinner parties and making the most out of conferences expands your network, increasing your chances of magic happening.
Memorable aha moment in your career: Our initial focus at Crafted was helping brands generate beautiful, high-quality recipe UGC. But as we worked with more clients, we noticed a shift.
Brands weren't just looking for great content — they needed that content to move product off of shelves. Retailers were asking for co-marketed content, and brands struggled to connect social engagement to in-store sales. That was the turning point. We built Crafted to bridge this gap, evolving from a UGC platform into a full-fledged retail marketing solution that ties social discovery to verified purchases, helping brands optimize their spend and prove real ROI.
What you're listening to and watching right now: I'm a big podcast and Audible listener. My favorite show right now is "Diary of a CEO" with Steven Bartlett. My guilty pleasure is "Love is Blind" on Netflix.
Travel plans: Bentonville, Chicago, Miami and Las Vegas for industry travel. Then Mallorca with other female founders in the fall!
