Dennis Ksendzov

I have worked every side of the creator business. I sold sponsorships for creators first, now I buy them for brands, and I coach YouTube channels on the side. That order matters, because sitting on the creator side first is why I price and brief the way I do now.

At Influencer Advisory I helped build the agency from nothing to more than 50 brands, and I built the database we price our deals from, which holds hundreds of thousands of sponsorships across tens of thousands of brands. Brands I have run programs for include Rumble Wallet, doola, TacPack, Foreo, MUD\WTR, SafetyWing and Plaud. I find the creators, close the deals, and track sales per creator against a code.

On Rumble Wallet, a public company, I ran the creator program to breakeven on acquisition cost and then we scaled ad spend behind the creators that worked. I picked the roster, wrote the read structure, and set up the affiliate tracking so we saw the number every week instead of at the end.

The old math was broken. Brands were paying $30,000 for a single sponsored video that didn't move a single sale. We work from a different idea, don't pay creators like billboards, pay them like partners whose value compounds. I wrote the scoring system we use before anyone gets pitched, so audience buying power, whether a creator repeats with sponsors, whether the comments are real people, and a 5 percent regular viewer floor. It is why most of the brands we sign are still with us well past 90 days.

I do the negotiating too, so rate, deliverables, 90 day usage rights, exclusivity, and revisions. Flat fee, hybrid, performance, affiliate or ambassador. Creator budgets run from four figures a month up into six. I also own compliance, which is a large part of why brands pick us: supplements, telehealth, CBD, sexual and hormonal health, alcohol and nicotine.

Two other things run alongside it. I coach YouTube channels into businesses, building a high ticket offer off the audience they already have, and I am rated 5 out of 5 by every creator who has reviewed the work over the last year, advising channels doing tens of millions of views a year including Football Fundamental, The Behavior Panel and Myles RVs. And through Travoyce I ran translated channels for creators including Mentour Pilot and Anna Cramling, across a dozen or more languages, reaching five figures a month in extra revenue at the top end.

Before all of this I did direct response work with agencies, so paid social, SEO and lifecycle email. I studied civil engineering at Toronto Metropolitan University and left after three years, because the client work I already had going was worth more than the fourth year.

I'm based in Toronto, and I put what I learn on camera instead of leaving it inside the agency. Two channels, The Brand Growth Podcast for creator interviews and Dennis K for how the agency side works.