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They are not your quintessential content-makers of the creator economy, unless you call anyone who posts 140 characters on Twitter a “creator”.
Simply put, their day jobs have turned them into influencers on the internet. But being an influencer is not their job.
Content creators who turn influencers over time make a significant part of their income through brand collaborations. There’s no surprise there. You would appreciate it if they were upfront about their sponsored posts, but you generally assume they will all do brand promotions eventually.
However, you don’t necessarily associate CXO-types with influencer marketing campaigns you don’t expect them to shill for brands.