Creator agency NewGen has added two senior hires to its New York office, expanding a U.S. talent department that the company began building in 2025 with the appointment of Dana Pirkle as EVP of Talent.

Joowon Lee joins as Associate Talent Director. She previously served as VP of Talent Management at The Kinetic Group, where she developed campaigns for brands including UFC and Activision and led live events programming. Earlier in her career, she held roles at Press X and Addition LLC, supporting projects such as NASCAR’s live on-site digital program and The CW’s Batwoman campaign. Lee arrives with an existing creator roster that includes the Baka Bros, Jalon, and Brandon.

Mark Sharman joins as Senior Talent Manager. He spent over five years at Bad Moon Talent, where he scaled the agency’s talent division around short-form content creators and tier-one esports broadcast talent. Sharman brings creators, including Lena Lemon, Loochy, Harry Kenya, TonyCeno, Atarabyte, and SquishyMuffinz, with a focus on brand deals and long-term career management across gaming, lifestyle, automotive, and tech verticals.

“The U.S. has always been central to our ambition as a business, and the hires of Joowon and Mark signal our intent,” Will Mollett, VP of Talent at NewGen, said. “They don’t just join with incredible rosters, they bring years of experience and relationships that will strengthen the wider ecosystem we’re building at NewGen.”

Lee added: “NewGen’s approach to talent management and their commitment to scaling in the U.S. made this the perfect move for me.”

Founded in 2015 and rebranded from Kairos Group in June 2024, NewGen operates offices in London, Manchester, New York, and Paris, and counts PepsiCo, Samsung, and Activision Blizzard among its brand clients.

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