Influencer Marketing Agency CreatorIQ Hires Adobe Exec As CEO, Targets Growth

Posted: July 15, 2024

Influencer marketing company CreatorIQ has appointed Chris Harrington, a marketing software and web analytics executive, as its new CEO, according to Digiday. Harrington’s hiring marks a strategic move as the organization seeks to drive its next phase of growth and solidify its position as a leading influencer marketing agency.

Previously serving as chief revenue officer at property management software company Entrata, Harrington focused on customer operations. He also led InsideSales, developing sales processes for major clients like Dell and American Express. Harrington replaces interim CEO Jon Namnath, who held the role for six months after CreatorIQ founder Igor Vaks stepped down to focus on family at the end of 2023. Namnath, who cofounded Tribe Dynamics (acquired by CreatorIQ in 2021), will remain on the company’s board.

Harrington acknowledged the company’s robust enterprise infrastructure, noting its importance in meeting enterprise customers’ demands for scale, brand protection, and data security. His appointment comes as influencer marketing agencies and platforms increasingly invest in talent and technology. CreatorIQ, which manages both creator discovery and platform development, aims to blend these aspects effectively.

CreatorIQ’s core business revolves around its influencer marketing platform, offering campaign management and technology services. The platform provides metrics and creator discovery, focusing on enterprise-level infrastructure, data compliance, and AI and analytics to enhance influencer marketing campaigns. The company serves thousands of brands, including Logitech, Sephora, Ulta, Gymshark, and Unilever.

Harrington’s track record of driving revenue growth is notable. He helped grow analytics firm Omniture (acquired by Adobe for $1.8 billion) from $3.5 million to $500 million in revenue over seven years. At cloud platform Domo, he played a key role in increasing revenue from $7 million to $150 million over four years.

This year, CreatorIQ integrated with Snap’s creator API to enhance creator discovery and activation on the social platform. In 2023, the company developed new metrics to help advertisers measure the return on creator campaigns against traditional digital marketing. Harrington emphasized the central role of data in CreatorIQ’s services, particularly in the context of the AI boom. He stated that data would be the currency driving professional lives, feeding AI in unprecedented ways.

Other influencer marketing firms are also investing in AI. Open Influence, for example, uses AI to improve efficiencies, analytics, and ROI generation for clients. The agency has been incorporating AI in its operations since 2017, utilizing it for analytics, predictions, creator matching, and content analysis.

Harrington plans to further develop CreatorIQ’s platform capabilities, invest in leadership and training, and refine the messaging of Tribe Dynamics as the platforms continue to merge. He aims to aggressively push revenue growth and expand the partner ecosystem, which includes agency customers like Movers+Shakers and Dentsu.

Scott Friedman, CEO of cosmetic brand Rare Beauty, a client of CreatorIQ, highlighted the importance of a robust creator strategy in building a strong brand in the beauty space. CreatorIQ’s influencer marketing strategy, backed by advanced analytics and AI, positions it as a key player in the industry, driving innovation and efficiency for its clients and influencers alike.