About the speaker
Alexander Schlüter is an entrepreneur and social media strategist with a strong operational background. At just 19, he received a sports scholarship to the U.S. and played in the second-highest college soccer league. After launching his first startups—ranging from a vintage e-commerce site to a scaling tutoring business—and working in management consulting, he transitioned into social media management. There, together with his partner Emma Svenningson, he grew her account from 4,000 to over 500,000 followers and helped other creators achieve six-figure reach within just a few months. Today, he is a co-founder of the Melrose Coffee brand, whose products regularly sell out, and demonstrates how reach can be translated into real businesses.
Alexander Schlüter at OMR
Brand deals are out, building your own brand is in. Successful creators have long realized how risky it is to rely solely on brand deals. If you want to last, you have to build something of your own. The fact that most creators fail at this is something we see time and time again in headlines. Together with Melrose Coffee founder Emma Svenningson, we’ll break down the dos and don’ts of building a successful creator brand. This masterclass will show what it really takes and how six key steps can make the difference between a PR disaster and long-term success.
Is it too late to start social media in 2026? Emma and Alex say: No — but the rules of the game have changed. Today, reach is built faster than ever before, yet few manage to turn it into a real business. This is exactly where the wheat is separated from the chaff: creators vs. entrepreneurs. Emma and Alex show how to turn attention into value—and why social media is just the beginning today.
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