You built an audience.
Monetizing it shouldn't cost you.
Brand deals are arriving. Platforms are calling. Maybe a book feels possible for the first time. But without someone who knows how publishing, podcasting, and brand partnerships actually work — from the inside — you're making decisions with incomplete information.
Lasso was built for this moment.
The podcast creator who has done the hard part and now needs the business side to match.
SERVICES
Social to Podcast — From scroll to Subscribe
You've built something real on social. The audience is there, the trust is there, and the timing feels right for a podcast. But podcasting is a different medium with different rules, and the creators who make the jump successfully are the ones who plan the show around their audience instead of figuring it out after launch.
I've spent years evaluating podcast launches from inside SiriusXM, Acast, and Audacy, working with influencers like DEUXMOI and Comments by Celebs on their podcast strategy, which means I know exactly what makes a social creator's transition into podcasting work, and what makes it stall. I've seen what brands look for when a creator brings a following into podcasting, and what networks want before they'll back a show. You don't have to learn any of that by trial and error.
Podcast format and positioning strategy built around your existing audience
Platform selection and distribution planning
Launch strategy: timing, rollout, and first-90-days roadmap
Brand and sponsorship readiness from day one
Network and platform partnership evaluation
Content strategy for cross-platform audience conversion
Podcast Audit — Find out where you actually stand
Before you pitch brands, negotiate deals, or plan your next move, it helps to know exactly what you're working with. A Lasso podcast audit gives you an honest, experienced read on your show: what's working, what's holding you back, and where the real opportunity is.
I've evaluated hundreds of shows from the platform and revenue side during my time at three of the biggest podcast networks. I know what makes a podcast attractive to brands and networks — and what gets undervalued.
Overall show assessment: format, positioning, and audience fit
Monetization readiness: are you ready for brand conversations?
Distribution and discoverability review
Competitive landscape: how you sit relative to shows in your space
A prioritized action list so you know exactly what to work on next
Brand Deal Advisory — Get paid what you're worth
Most podcast creators undercharge because they don't know what brands are actually willing to pay and what they actually value. Lasso does.
I've spent fifteen years on all sides of the deal — negotiating on behalf of the brand, platform, and creator — which means I know what the real budget is, where the rate card has room, and what terms you should never accept.
Rate card development based on platform, audience size, engagement and industry CPM expectations
Deal review and negotiation coaching before signing
"Is this a good deal?" audit for inbound brand opportunities
Contract red-flag review: exclusivity, usage rights, kill fees
Counter-offer strategy and brand communication scripts
Network & Distribution Advisory — Know what you're signing
The podcast creators who get hurt most aren't the ones who can't sign with a network. They're the ones who sign with a network when they should have remained independent. Lasso started to help creators understand the agreements they are signing and what they're giving up: exclusivity, ownership, creative control, upside.
I've been in the room negotiating with networks on the creator’s behalf and at Audacy, where we decide whether to sign a podcast and what terms to offer. I know how networks value a creator's audience, what they're looking for in a deal, and — crucially — what most creators forget to ask for, from marketing commitments to promotional deliverables to exit rights.
Network deal structure and term review
Exclusivity and IP ownership negotiation
Revenue split benchmarking
Exit clause and contract term strategy
Independent vs. network tradeoff analysis
Marketing and promotional deliverable negotiation
Creative control and brand safety boundary setting
Creator Business Strategy — Run it like a brand
The podcast creators who build something sustainable treat their work like a business from the start. That means knowing what their value is and never selling themselves short. Knowing who to target, how to pitch, and when to say “no” is what makes a show into a brand.
My career has been built at the intersection of talent and commerce, from the literary department at WME to revenue leadership at some of the biggest names in podcasting, closing deals with brands like AirBnB, Anthropic, and American Express. I know what a sustainable creator business looks like because I've helped build them.
Revenue diversification planning across brand, owned, and earned channels
Brand partnership pipeline: who to target and how to pitch
Media kit and one-sheet development
Positioning and niche refinement to attract better-fit brands
Ongoing advisory retainer for deal flow and strategic decisions
IP Expansion — Build beyond the feed
A podcast is never just a podcast. The creators who build holistic careers are the ones who know how to take what they've built and extend it into books, newsletters, speaking series, courses, and licensable IP.
Most podcast consultants can't help you here. Before podcasting, I spent a decade inside the publishing and events world — in the literary department at WME, as Director of the Hachette Speakers Bureau, and leading brand partnerships and events at Rizzoli Bookstore. I know what a book proposal needs, which agents are right for which voices, how speaking careers get built, and how to position a creator's existing audience as the asset it actually is.
Book deal readiness: proposal, platform, and publisher fit
Substack and newsletter strategy for audience monetization
IP packaging: turning a content niche into a licensable brand
Speaking and events strategy
Long-form editorial voice development
You built the audience. Let's make sure the business catches up.