When G&B Digital Management opened its doors in 2015, the idea of a “digital creator” was still undefined. Founder and CEO Kyle Hjelmeseth started the company by helping his partner and her friends navigate early brand collaborations. Today, ten years later, G&B oversees more than 100 creators and has driven nearly $100 million in brand deals with partners including Chanel, Dior, Target, Estée Lauder, Wal-Mart, and Disney.

For Vanan Nguyen, previously a Senior Talent Manager and now promoted to Associate Director of Talent, the transition marks a natural progression in her work at the company. “G&B helped build the creator economy into what it is today,” she says. “Ad dollars and audience attention are moving rapidly toward creators, and our business has grown over 30% year-over-year because of it.”

Nguyen’s story mirrors that path. Born and raised in Santa Clara, she credits the Bay Area’s culture for shaping her love of the arts and appreciation for diverse perspectives. After earning her degree in International Development Studies from UCLA, she began working in talent management at a time when digital creators were still carving out legitimacy. “I immediately fell in love with the blend of creativity, strategy, and advocacy,” she recalls.

Before joining G&B, Nguyen spent nearly eight years at Rare Global, where she managed top-tier creators and executed partnerships with brands such as Dior, Google, Netflix, Samsung, and Fendi. 

When she met Hjelmeseth, she says, “It felt like kismet. Kyle was a titan in the digital media space – a visionary who helped pioneer this industry from its earliest days. From day one, he’s championed my growth with acute generosity.”

That partnership now defines her next chapter: helping G&B shape the future of creator management through what she calls a “human-first” approach that turns campaigns into careers.

Defining G&B’s Human-First Talent Strategy

Vanan’s promotion comes at a pivotal moment for G&B. The agency’s success has long rested on what she calls its “human touch.” 

“Because of Kyle’s more personal relationship with the first talent he worked with, he built systems that always put them first, the people behind the social media handles,” Vanan explains. “Those are the same systems we use today, evolving with the same intention. We don’t just book campaigns; we put our hearts into it.”

She believes that a people-first approach is what differentiates G&B in the industry. “Our mission is to champion creators as full-fledged entrepreneurs and cultural leaders, and to guide them in developing sustainable, long-lasting careers in an industry that moves incredibly fast.”

Her work reflects that philosophy through her own roster, which includes photographer David Suh, men’s fashion influencer Hunter Vought, and beauty creators Léanne Ansar and Via Li. Recent wins include Suh photographing the cast of Marvel’s “Thunderbolts,” Vought’s campaign with Aston Martin, and Ansar’s jewelry capsule collection with Jennifer Behr.

Career Architecture and the Next Era of Creator Management

Stepping into the Associate Director role expands Vanan’s focus from managing moments to shaping trajectories. 

“It feels incredibly energizing,” she says. “I’m excited at the chance to shape talent strategy at a higher level, not just for the creators I manage, but for how our team collectively shows up for talent in an industry that’s ever-evolving.”

Her first-year priorities center on what she calls “long-term career architecture,” which means “helping each creator identify their north star, expand into new verticals, build multi-stream revenue models, and pursue partnerships that feel meaningful and sustainable.”

One case study she cites is David Suh’s enduring partnership with Canon. “We’re incredibly proud of that relationship and excited to continue growing it into its third consecutive year,” she says. “My goal is to cultivate that same longevity across my roster and throughout G&B.”

Internally, Vanan is working to strengthen transparency and communication. “As the creator space matures, managers need sharper frameworks. I’m focused on building systems that make us even more proactive, more aligned, and more confident in the way we advocate for talent.”

A Partnership of Strengths

Vanan’s new role also means working closely with Amanda Acevedo, G&B’s Director of Talent Management, on the company’s broader strategic direction. 

“Amanda is quick, creative, culturally fluent, and fearless; an incredible mentor with a gift for seeing the big picture,” Vanan says. “Her strength lies in identifying cultural moments and shaping vision. Mine lies in operational clarity and turning big ideas into sustainable systems. Together, we’re aligned on elevating creators and strengthening G&B’s overall talent strategy.”

That partnership, she adds, is a microcosm of G&B’s collaborative culture. “At a human level, I want to continue fostering a culture where managers feel supported and inspired. Our work is relational and high-touch. When our managers feel strong, our talent feels strong.”

What Makes a Creator Built for Longevity

When it comes to factors that separate enduring creators from those who fade, Vanan believes that “the most successful talent all share consistency and real self-awareness.” According to her, “they know who they are and what they stand for, and they show up with that identity every single day, even when the algorithm isn’t rewarding them.”

She highlights Ansar, known for her fashion and beauty content and for partnerships with brands including Valentino Beauty, Prada Beauty, Longchamp, and Delta. “She shows up as both a business and creative partner, invested in helping brands hit their marketing goals while staying firmly rooted in her creative vision,” Vanan notes. “That balance is what has built her such a strong, loyal community.”

Discipline and curiosity, she adds, are equally vital. “The best creators experiment, stay culturally aware, and evolve without losing their core. They treat their work like a business, not a fun ride.”

Adapting to an Industry in Motion

From Vanan’s view, the creator economy in 2025 demands more from talent managers than ever before. 

“Creators today need far more strategic, high-touch support than they did even 18 months ago,” Vanan notes. “They’re managing multiple platforms, an inordinate number of projects, and diverse revenue streams simultaneously.”

She’s seen the shift firsthand: “The biggest needs are clearer long-term direction, more help shaping cohesive brand identity, support in prioritizing workload, and more transparent communication.”

To meet that challenge, G&B has doubled down on its core advantage. “We’re offering stronger strategic planning, robust support systems, and more hands-on guidance, not just executing deals, but helping our talent make smart, sustainable decisions,” she explains. “Today, creators don’t just need management; they need partnership, and that’s where we’re investing.”

That mindset has fueled Vanan’s track record of high-profile partnerships and, she argues, is reshaping what brands look for. “Brands who see the value in creator partnerships want creators who feel intentional, authentic, and aligned,” she says. “They’re looking for clear POVs, strong audience trust, and narrative-driven storytelling that integrates the brand naturally into the creator’s world.”

Vanan’s approach? Sharpen the brand identity, refine the voice, and “shape partnerships that feel custom and creatively true to who they are.” She believes that alignment drives G&B’s high return-client rate. “We show up as true business partners to the brand, not just as a deliverable.”

Partnership, Purpose, and Levity

As Vanan helps guide G&B into its second decade, she’s clear about what the next phase of creator management will require: deeper partnership and strategic foresight. 

“Creators don’t just need deal support anymore,” she says. “They need someone who understands their goals, identity, and the full scope of their business.”

According to her, that will define the next generation of creator-manager relationships. “The transactional model is fading; creators need true thought partners. G&B is fully prepared for that future by strengthening the systems that help us guide lasting career arcs.”

As for her guiding principle, Vanan smiles. “My North Star is to lead with intention, heart, and levity,” she concludes. “Intention keeps us aligned with a clear long-term vision. Heart ensures we stay human-first in everything we do. And levity reminds us to bring joy, creativity, and ease into a space that moves fast and can feel overwhelming.”

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