New York, New York, January 7, 2025
Props, the performance-based creator marketing platform, announced that Lee Sosin has joined the company as Chief Client Officer. With more than two decades of experience in media, marketing, and brand strategy, Sosin will play a pivotal role in helping clients unlock greater business outcomes by combining creator content with paid media, driving Props’ next phase of growth.
Sosin’s distinguished career spans leadership roles at Hearst, Yahoo, and Time Inc., where he shaped branded content, video strategies, and marketing solutions for some of the world’s most recognizable brands. Most recently, he served as Chief Marketing Officer at Green Roads, where he transformed the CBD pioneer into a human-centric wellness brand through a strategic and creative overhaul.
At Props, Sosin will run sales, marketing, and client support, leading a seasoned team of experts, many of whom have been with the company since its founding. Having served as an advisor to Props since its inception, Sosin brings deep knowledge of the company’s unique and proven approach to combining creator content with paid media. Leveraging years of Props’ performance data, he will help clients uncover powerful insights, drive measurable results, and unlock new audiences. His leadership will enhance client relationships and attract new enterprise partners across industries such as consumer banking, insurance, travel, financial services and e-commerce.
“In many ways, Lee has been part of Props since the beginning, advising us from the start and helping craft our unique approach of combining the humanity of creator content with the precision of paid media,” said Joseph Perello, Founder and CEO of Props. “He is an extraordinary leader with a proven track record of crafting innovative strategies and delivering results for global brands. Lee’s expertise and ability to distill complex data into actionable insights will help our clients see even greater value from Props’ performance-based approach to creator marketing.”
Sosin shared his enthusiasm about joining Props, stating, "Brands today are holding their marketing partners more accountable for business results, and that’s where Props shines. I love that we’ve created a way for brands to use creators to drive performance, and it’s exciting to help our clients find new audiences and greater success. In 2025, the conversation with brands can no longer be about vanity metrics—it’s about results that matter."
Sosin holds an MBA from Columbia University, an MFA in Motion Picture Producing from University of Southern California and a BA in English and American Literature from Brandeis University.
Since its formal launch in 2019, Props has pioneered the use of creator content combined with paid media to deliver tangible business results. The company collaborates with leading brands such as AAA, College Ave Student Loans, Hertz, Shell, Bread Financial, AAA Life Insurance and others to attract and convert audiences into customers.
About Props
Props is a performance-based creator marketing platform. We combine the attraction of creator content with the performance of paid media. Props takes responsibility to deliver our clients actual business outcomes - like new leads and customers - and not vanity metrics. Learn more at www.props.co.
For regional banks, advertising is fraught with some of the most stringent rules in marketing. Laws such as the Truth in Lending Act (TILA) and Equal Credit Opportunity Act (ECOA) require specific disclosures in promotions for loans, credit cards, and other financial products. Adding to these legal mandates, platforms like Facebook and Google impose “Special Ad Categories” for financial services, restricting the use of advanced targeting tools like lookalike audiences or detailed demographic segmentation.
The impact is clear: compliance-heavy messaging disrupts engagement, creativity is stifled, and marketing costs rise as cost-per-click (CPC) and cost-per-lead (CPL) escalate. For many regional banks, this combination of constraints makes reaching their ideal customers a frustrating and costly endeavor.
Props offers a transformative way for regional banks to overcome these challenges through a unique combination of creator-driven storytelling, strategic paid media promotion, and robust compliance solutions. Instead of promoting financial products directly, Props shifts the focus to authentic, lifestyle-oriented stories that resonate with audiences and inspire them.
These stories are published on the bank’s website (or a special landing page) and, critically, promoted through the creators’ social media handles. Publishing lifestyle content through creators’ handles bypasses the restrictions of “Special Ad Categories,” drives more engagement and click-throughs, and unlocks advanced targeting options. This allows banks to connect with high-intent audiences more effectively while reducing costs.
For example, rather than running a traditional ad for a home equity line of credit (HELOC), Props might collaborate with a creator to share a story about how homeowners can fund renovations—building trust and engagement without triggering compliance-heavy disclosures.
One of Props’ greatest advantages lies in its ability to sidestep disclosure requirements by avoiding direct product claims. Instead of advertisements laden with legal disclaimers, Props content centers on engaging narratives that educate and inspire. These stories provide value to audiences without overwhelming them, creating a cleaner, more effective path to engagement.
A creator might share how they used home equity to remodel their kitchen, illustrating a real-life application of financial tools while staying free from the burdens of compliance-heavy messaging. This approach not only eliminates the need for complex disclosures but also keeps content relatable and audience-focused, fostering trust and credibility.
Audiences are more likely to trust people over brands, and Props ensures this trust by selecting creators based on their expertise and storytelling ability, not their follower count. Creators are chosen for their ability to craft genuine, relatable narratives that resonate with specific audience segments.
Whether it’s a business owner sharing entrepreneurial insights or a parent discussing family finances, Props focuses on the quality of the story rather than the creator’s popularity. By publishing these stories directly on the client’s website, Props ensures that the bank owns the engagement and benefits from first-party data collection. Paid media promotion guarantees that these stories reach the most relevant audience with precision and scale.
Brand safety is paramount for financial institutions. Strict regulatory standards and a heightened need to maintain trust often prevent banks from collaborating with creators. Recognizing these challenges, Props developed Ollie—a proprietary AI-driven brand safety tool that ensures campaigns remain compliant, transparent, and aligned with institutional values.
Ollie reviews years of creator content history, continuously monitors posts in real-time, and flags potential risks using advanced AI. Its capabilities include detecting if a financial offer is being made or if financial advice is being given—two critical triggers that can complicate compliance for creators in regulated industries. By categorizing flagged content as low, medium, or high risk, Ollie empowers banks to avoid pitfalls while enabling creators to craft compelling yet compliant narratives.
This innovative approach ensures banks can confidently embrace creator storytelling, knowing that campaigns will uphold their values and meet regulatory standards. By bridging the gap between brand safety and creative freedom, Ollie empowers financial advertisers to connect authentically with audiences while navigating one of the most regulated industries in marketing.
Props has consistently delivered impressive results for its financial clients across consumer banking, mortgage lending, credit cards, secure cards, life insurance, auto insurance, and wealth management. Props takes responsibility for delivering actual, measurable business outcomes—a key reason for its rapid growth.
For regional bank CMOs, Props offers an unparalleled opportunity to navigate advertising regulations while driving measurable results. By avoiding restrictive ad categories and using creator-led storytelling, Props enables access to advanced audience targeting tools that improve reach and engagement.
Its compliance-friendly strategies reduce advertising costs and create cleaner, more effective campaigns. With Ollie’s oversight, banks can run creative campaigns confidently, knowing that regulatory standards are being met. Props’ focus on authenticity builds trust with audiences, while its full-funnel strategy ensures seamless progression from awareness to conversion.
By leveraging paid media through creators’ handles, Props ensures that each story achieves both the reach and relevance needed to deliver measurable results. For CMOs seeking to transform their marketing strategy and connect authentically with their audience, Props offers a proven path to sustainable growth and success.
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