Mallory Willsea sits down with Emma Jamieson, Marketing Manager at Centennial College, to explore how her team has operationalized user-generated content (UGC) into a full-fledged strategy—not a side hustle. Emma reveals how UGC isn’t just performing well; it’s outperforming traditional branded ads in engagement, conversion, and trust. In a world flooded with AI-generated polish, this episode is a must-listen for higher ed marketers looking to prioritize credibility, human-centered storytelling, and results-driven social strategy.