Becky Owen, Billion Dollar Boy

The Challenge

The creator economy has long lacked principled, visionary leadership. For brands navigating the space, the gap between genuine expertise and surface-level influence strategy has been a persistent obstacle. At the same time, creators themselves have lacked meaningful institutional support to build sustainable careers and businesses.

The Strategy

As Billion Dollar Boy's first-ever CMO, Becky Owen set out to redefine what leadership in the creator economy looks like. Rather than simply managing campaigns, she built a framework for how global brands can work with creators in ways that are ethical, data-informed, and genuinely impactful. In parallel, she founded FiveTwoNine, a business designed to invest directly in creators' careers and ventures, extending her mission well beyond the agency walls.

The Work

Becky led influencer strategies grounded in proprietary research, with whitepapers on topics including generative AI and trend-based marketing attracting over 2,000 global downloads. She co-created with leading social platforms, launched creator funds to help creators thrive in business, and led global campaigns championing underrepresented voices.

Results

Becky's influence extends far beyond BDB's client roster. Her research has been widely adopted across the marketing industry, and FiveTwoNine has created tangible new pathways for creators seeking business support. Her campaigns have driven meaningful growth for global brands while simultaneously nurturing the social communities around them.

The Judges' Verdict

“Her research, advocacy, and willingness to build initiatives that uplift others, including creators, underrepresented communities, and the next generation of talent, marked her out as a leader genuinely shaping the future of the space.”