I’m Candice Bee, a social, creator, partnerships, and integrated strategist based in New York.
I work across culture, influence, and complex categories. That has meant shaping patient education before it enters review, rebuilding creator and affiliate programs around what each partner is actually responsible for, deciding who can credibly explain a product, and turning corporate partnerships into a function the whole organization could sell and support.
I help teams make the decisions that determine whether the campaign or program can be understood, trusted, approved, funded, and used.
My background
I’ve shaped creator, affiliate, ambassador, expert, patient, advocacy, retail, community, and corporate partnership programs across healthcare, consumer health, clinical beauty, premium consumer, nonprofit, and agency teams.
My experience spans founder-led, agency, embedded, fractional, in-house, and independent roles. That includes work connected to Pfizer, Motrin, Kimberly-Clark, Organon, Thinx, Caraway, Ford, Aerie, Nordstrom, Macy’s, Dermstore, Sephora, Kohl’s, PERIOD, and others.
Attribution matters to me, especially when the campaign or program is sensitive. Some work is named publicly. Other cases stay intentionally anonymous.
How I think
I start by asking what needs to change.
What does the audience need to do, understand, or believe?
Who already has their trust?
What is each partner responsible for changing?
What can each source credibly carry?
What does the campaign or program need to prove?
What has to hold up across the offer, claims, review path, and investment?
Those answers shape the partner plan, brief, investment, creative direction, review path, and measurement.
What is influencing people, and what that changes about the work.
WIP is where I write about what is influencing people and what that changes about marketing strategy, creators, affiliates, platforms, casting, claims, review, partner roles, and campaign decisions.
Panels, podcasts, and workshops.
I speak with teams and audiences about how influence actually works now, and about the decisions that shape a campaign long before anything is produced.
Invite me to speak →- What is influencing people right now, and what it changes about the work
- Creator, expert, and advocacy programs in claim-sensitive categories
- Partner roles: who is responsible for changing what
- Creative within bounds: making strong work when the rules are serious
- Building partnership and ambassador programs that hold up year round
Recent appearances and interviews are listed on request.
Let’s talk.
Get in touch about speaking, partnerships, advisory opportunities, collaborations, or other opportunities.