About
About Kseniia Petrina
Influencer marketing expert. Builder of owned creator distribution. CEO & Co-Founder of Holy Marketing.
I'm Kseniia Petrina — most people call me Ksusha. I run Holy Marketing, a full-cycle influencer marketing agency working across the United States and Latin America. My work sits at one stubborn idea: brands shouldn't rent audiences forever. They should build creator distribution they own.
That idea has a name — the Creator Factory — and it's the lens for everything I do.
What I actually do
Every year, my team runs 8,000+ creator collaborations out of a database of 400,000+ vetted creators. We've executed campaigns for KFC, L'Oréal, inDrive, Yango, Nickelodeon, and Treinta, across the U.S. and four distinct Latin American markets — Mexico, Brazil, Colombia, and the Dominican Republic.
But scale isn't the point I'm known for. The point is structure. Most brands treat influencer marketing as a series of one-off rentals: pay a creator, get a spike, watch it evaporate, repeat. I help brands flip that model — recruiting, training, and retaining cohorts of creators on brand-owned accounts so the distribution compounds instead of disappearing. One client scaled this to 800+ brand-owned creator accounts. That's the Creator Factory in practice.
What I believe (and will argue with you about)
A few positions I hold strongly, because the data backs them:
- Owned beats rented. Rented attention evaporates the day you stop paying. Owned creator infrastructure compounds — and the three-year break-even math usually wins. → The Creator Factory method
- AI influencers generate reach, not sales. They're a real tool for awareness, but the conversion story doesn't hold up yet. I don't soften this one. → AI influencers: reach, not sales
- LATAM is not one market — it's 20+. "Testing Latin America" as a single block is how U.S. brands burn budget. Mexico isn't Colombia isn't Brazil. → Marketing to LATAM from the U.S.
- The founder is the most underused influencer a company has. In 2026, buyers trust faces over logos. → Founder-led marketing
Where you may have seen my work
I write a column on the creator economy for Campaign US and a column on AI and marketing for The AI Journal. I've been quoted on generative AI in the creator economy by Digiday and on marketing strategy by Inc.
Beyond the agency, I serve as President of AMID (the Dominican Republic's Association of Digital Marketing & Innovation) and I'm the founder of Fábrica 818, a boutique cacao and coffee factory in the Dominican Republic.
Work with me
If you're a brand trying to stop renting reach and start building it — or a founder who wants to become the distribution — there are two ways in:
— Kseniia Petrina