August 22, 2025
Overherd on Social: Milly Goldsmith and Jay Richards on Founder-Led Marketing
Goat’s Overherd on Social podcast is a marketer’s go-to for Trends, Creators, and Culture! Dive into the latest social media and pop culture phenomena with industry experts and top creators.
In this episode, we’re joined by Milly Goldsmith, Influencer & Founder of SULT, and Jay Richards, Content Creator and Founder of Imagen Insights, to discuss the rise in founder and influencer-led brands, successful ways that brands are leveraging community-led marketing, and forecasting the future of influencers as brand builders.
Available on Spotify, Apple Podcasts and YouTube.
From building a following online to launching their own brands, influencers are stepping into the founder role and redefining what it means to lead a business in the social-first era.
But is building a personal social presence the new price of entry for success?
Hosted by:
- Jo Hughston, Head of Marketing at The Goat Agency
- Matt Wyatt, Senior Video Producer at The Goat Agency
Chapters:
- Introductions: 00:00 – 02:45
- Brand origin stories: 02:45 – 10:42
- Changes they would’ve made launching their brands 10:42 – 14:16
- A moment of success – 14:20 – 16:11
- Trying Sult – 16:11 – 19:43
- Leveraging LinkedIn as a Founder – 19:43 – 27:16
- Do founders now need to be social media influencers? 27:16 – 29:18
- Standout influencer brands 29:18 – 33:16
- The worries surrounding connecting personal brands to business – 33:16 – 38:48
- What have they learnt about sales and investment? 38:48 – 39:59
- Have people underestimated them? 39:59 – 47:51
- SULT’s move to B2B – 47:51 – 49:40
- What’s next for their brands? 49:40 – 51:19
