Popfly, a creator platform for adventure brands, appointed Demitra Carter as its new Director of Influence following a competitive selection process that evaluated more than 500 applicants.

Carter, who previously served as Global Social Media Manager for Swiss sportswear company On and worked with the United States Olympic & Paralympic Committee, brings experience in sports content creation and digital strategy to the position.

In her role, Carter becomes the central personality behind Popfly’s social channels and will set the creative vision for the company’s digital presence. Unlike conventional social media managers, the position includes the creative freedom and resources to build influence in the creator economy.

“Her authentic approach and eye for digital storytelling will drive home our focus with active and adventure brands as well as expand to new audiences in sports and lifestyle,” Taylor Hoekstra, founder and CEO of Popfly, said in a statement.

Content Creation Through Global Travel

The position includes travel responsibilities, with Carter planning to visit locations throughout the United States and internationally over the next year. These trips will facilitate collaborations with other creators while producing content for marketing professionals, social strategists, and outdoor enthusiasts.

Carter’s background includes founding “Tiny Talks on the Track,” an Instagram series that secured partnerships with Under Armour, Crocs, On Running, and BodyArmor. Her previous work with the Olympic Committee generated over 15 million impressions.

“Popfly’s mission aligns perfectly with my passion for elevating authentic stories and expanding opportunities for creators,” Carter stated.

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