Unlocking the Power of Strategic Partnerships with Sarina Lowe

Sarina Lowe

Unlocking the Power of Strategic Partnerships with Sarina Lowe

In the latest episode of The Makeup Insider, we’re joined by partnership specialist Sarina Lowe, whose career journey from account management to creative marketing at Carlton Football Club is nothing short of inspiring. Sarina lifts the curtain on what it really means to build strategic partnerships, offering up a toolkit of knowledge for makeup artists, freelancers, and creatives looking to collaborate more intentionally.

From Sponsorships to Strategic Brand Collaborations

Sarina shares how traditional sponsorships—once purely transactional—have now evolved into brand partnershipsrooted in shared values, mutual benefit, and creative synergy. Instead of just exchanging cash for brand exposure, today’s partnerships involve co-creation and long-term alignment, offering much richer outcomes for both parties involved.

This evolution is central to Sarina’s business, which is designed to guide professionals and businesses through the entire partnership lifecycle, helping them craft strategic, sustainable collaborations that elevate brand credibility and personal fulfilment.

Understanding Cash vs Contra: The Basics

A key takeaway from Sarina’s insight is the importance of understanding the difference between cash and contra deals. Contra partnerships—where services or products are exchanged rather than money—can be incredibly valuable if executed strategically. Sarina encourages creatives to evaluate the worth of what they’re offering, ensuring every exchange still serves their broader business goals.

Building Authentic Connections Online

Sarina also unpacks how platforms like Instagram and LinkedIn can become powerful tools for forming partnerships. But it’s not about generic DMs or cold emails—she emphasises the value of genuine, tailored communication. Being clear about what you’re offering and why you want to work with someone lays the foundation for trust and long-lasting collaboration.

Her advice? Lead with your “why”. Whether you're approaching a photographer, stylist, or brand, explain how your vision aligns with theirs. This authentic approach to connection-building will set you apart.

Micro-Influencers: More Than Just Numbers

A standout part of the conversation is Sarina’s take on micro-influencing. She points out that having a smaller, highly engaged audience can often provide more partnership value than a large but disengaged following. Makeup artists, freelancers, and content creators are encouraged to identify their unique strengths—whether that’s content creation, product testing, or audience trust—and use these to build strong, aligned brand collaborations.

Know Your Boundaries and Brand Values

Finally, Sarina speaks to the importance of boundaries, values, and risk assessment. Before entering a partnership, ask yourself: Does this opportunity align with my personal and professional values? Is there mutual respect? Do both parties have clearly defined goals?

When done right, partnerships become more than a growth tactic—they become a meaningful expression of your brand.

Listen to Sarina’s Podcast Episode

Action Plan: How to Start Building Strategic Partnerships

1. Clarify Your “Why” and Brand Values

• Reflect on what you want to achieve with partnerships.

• Define your personal and professional values—what do you stand for?

• Make sure any potential partnership aligns with your goals and identity.

2. Identify Your Unique Offerings

• List your skills, services, and what makes you stand out (e.g. makeup artistry style, content creation, engaged audience).

• Understand your value beyond just follower count—think trust, engagement, expertise.

3. Research Potential Partners

• Look for complementary creatives such as photographers, stylists, or brands whose values align with yours.

• Use Instagram, LinkedIn, and industry networks to discover professionals with similar audiences or goals.

4. Craft a Clear, Genuine Outreach Message

• Personalise your message—explain why you want to collaborate and what mutual benefits exist.

• Highlight how your partnership can add value, not just what you want to gain.

• Avoid generic, mass outreach; aim for meaningful connection.

5. Understand Partnership Types: Cash vs Contra

• Decide if you prefer paid partnerships or contra deals (exchanging services/products).

• Assess the value of contra offers carefully to ensure they support your business objectives.

• Set clear terms and expectations upfront to avoid misunderstandings.

6. Use Digital Platforms Strategically

• Engage authentically on Instagram and LinkedIn by commenting, sharing relevant content, and building relationships over time.

• Showcase your expertise and values through your posts and stories.

• Keep your profiles professional and aligned with your brand.

7. Focus on Engagement Over Followers

• Prioritise building trust and active engagement with your audience.

• Showcase testimonials, collaborations, or content that reflect your relationship with your community.

• Use this engagement as leverage when pitching partnerships.

8. Set Boundaries and Conduct Risk Assessments

• Before committing, consider the partnership’s impact on your brand and time.

• Clarify deliverables, timelines, and potential risks.

• Be prepared to say no if the partnership doesn’t align with your values or goals.

9. Develop a Partnership Lifecycle Mindset

• Treat partnerships as ongoing relationships, not one-off transactions.

• Maintain communication, provide feedback, and explore ways to evolve the collaboration.

• Keep track of outcomes to refine your approach for future partnerships.