Whalar’s Ashley Rudder champions equitable pay for creators

Ashley Rudder, Whalar's chief creator officer, knows a thing or two about creators—she’s one herself. “Being a creator has opened up doors that I never could have imagined,” Rudder said. “I see it from the paid and marketing side, as well as the creative expression side. It keeps me plugged in on the ground level.” One of her proudest moments of the last year was helping Clé de Peau Beauté find new fans on TikTok. The beauty brand knew it wanted to work with Martha Stewart, but turned to Whalar to ensure they were approaching the app the right way as a brand. Rudder’s team helped shoot five successful brand videos starring Stewart for TikTok. Rudder is also an advocate for diverse casting and equitable pay in the creator economy. “There is still a lack of knowledge around what a creator brings to the table,” Rudder said. “They have their own personal brand and a trusted following. That’s a chance for a brand to serve a community, especially among marginalized groups. With that comes a need for a conversation around compensation.” See all of Ad Age's 2023 Leading Women here What advice would you give your younger self? I would tell my younger self that it’s all right to question authority—respectfully of course. As a future pioneer and futurist, understand that you’ll often venture into uncharted territory, and not everyone will understand or believe in your vision—and that’s OK. Being a futurist can be a lonely and misunderstood path, but it is this very ability to push boundaries and envision possibilities beyond the present that drives meaningful change in the world. Recognize and celebrate your neurodiversity as a strength, not a limitation. Embrace your uniqueness and never doubt your abilities, even when faced with challenges that stem from being neurodivergent. Remember, your distinct perspective and approach to problem-solving are valuable assets. Lastly, as a woman, wife and mother, abandon the fear that family makes you a less desirable employee. Never hide your commitment to your family and establish healthy boundaries around that immediately. Prioritize self-care, advocate for accommodations when needed and maintain a healthy work-life balance, because your well-being is the foundation for your success. What’s the biggest risk you’ve ever taken? Taking the leap to leave a brand I had been with for 19 years was undoubtedly the biggest risk I’ve ever taken. The thought of walking away from my equity, title, close bonds and team was daunting, and I wrestled with questions like, “Would anyone understand my résumé? Would I command the same respect elsewhere?” These fears consumed me and kept me thinking small for far too long. However, I am proud to say that I managed to relegate those fears to the back seat and took control of my destiny. I’ve learned that genuine bonds and relationships don’t have to end when you leave a job—if they are truly meaningful, they last forever. As a result, my career transition has not only deepened my connections but has also allowed work friends to become true friends. The fulfillment I have found in this new chapter of my career is unparalleled, and the sense of purpose I now experience is like nothing I’ve felt before. It’s akin to going from swimming in a pool to being immersed in the vast, limitless ocean of joy and potential. This journey has taught me the importance of taking risks, embracing change, and recognizing that sometimes stepping out of our comfort zones is what enables us to truly flourish. If you weren’t doing your current job what would you be doing and why? As a descendant of sharecroppers and a child of educators with an Air Force background, I would use these influences to build a business dedicated to sustainable farming practices, responsible aquaculture and self-sufficient living. We would focus on providing engaging, hands-on learning experiences through workshops, online courses and immersive programs that empower individuals and communities to grow their own produce and farm fish using innovative, eco-friendly techniques. Incorporating advanced vertical farming, aquaponics and permaculture concepts, we would help participants create robust, efficient food systems that minimize waste and reduce their environmental impact. By enabling individuals and communities to become self-sustaining, our approach would contribute to easing the burden on the worldwide food supply and addressing the challenges of increasing food costs. Ultimately, our enterprise would cultivate a culture of resourcefulness, independence and environmental consciousness, setting the stage for a greener, more equitable future where access to healthy food is available to everyone. What should the industry do to encourage more women and people of color into its ranks? The industry must shift its focus from mere encouragement to tangible actions that drive change. One critical step involves the role of sponsors. Sponsors are instrumental in breaking down systemic barriers and cultivating an inclusive environment that values diverse perspectives. The power of sponsorship is transformative, as it allows influential individuals to leverage their networks to endorse and create opportunities for women of color, both internally and externally. Speaking from personal experience, having a sponsor can be a game-changer. The industry should prioritize the development of sponsorship programs and encourage senior leaders to become sponsors, fostering a culture of allyship and support. In tandem with sponsorship, investing in education and training programs that address unconscious bias and promote diversity, equity and inclusion is essential to advancing women of color. Creating a safe and inclusive work environment where employees feel comfortable expressing their ideas and concerns is key to attracting and retaining diverse talent. I firmly believe in the adage “What is measured is achieved.” Therefore, the industry must integrate diversity and inclusion metrics into performance evaluations and business objectives, holding leaders accountable for fostering a diverse and inclusive workforce. By implementing these actionable steps, the industry will pave a sustainable path for the advancement of women of color and drive meaningful change within its ranks. How do you expect emerging tech like Web3 and AI to impact your job in the future? This is an exhilarating time for the creator economy, and as a proactive leader, I’m excited to roll up my sleeves. My goal is to leverage groundbreaking technologies like Web3 and AI to empower creators and brands, driving sustainable growth and innovation within the industry. Web3 offers creators unprecedented control over their content, revenue streams and online identities, fostering a more equitable value distribution. New monetization models, such as royalties from secondary sales and token-based incentives, will strengthen creators’ connections with their communities. I’m committed to ensuring creators and brands understand these opportunities and know how to capitalize on them. AI, meanwhile, is revolutionizing content creation and curation, optimizing creator work for engagement and discoverability. AI-powered tools offer advanced analytics, personalization and automation, streamlining workflows and democratizing access to creative resources. By harnessing these technologies, we can shape the future of the creator economy and make it a vibrant, inclusive and dynamic space for all. See all of Ad Age's 2023 Leading Women here

Whalar’s Ashley Rudder champions equitable pay for creators

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