Influencer, the global creator marketing agency founded by Caspar Lee and Ben Jeffries, announces two strategic senior appointments to strengthen its leadership team as the company expands its end-to-end services. Emily Eldridge joins as Director of Commerce and Anastasia Evans as VP of Growth, both bringing experience from TikTok and other major platforms.

Anastasia Evans steps into the VP of Growth role for EMEA after holding several leadership positions at TikTok over the past four years. She initially oversaw commercial and creator partnerships across Europe before leading the Creative Solutions function across multiple markets.

“More brands are recognizing creators as a key growth driver – not just throughout the marketing funnel, but across their entire business,” Evans says. Her first priority involves building a consultative Growth team to help brands understand how to effectively engage with creators throughout their product and marketing funnel.

Before TikTok, Evans was an early hire at Whalar London, helped launch Whalar’s APAC presence from Singapore, and later co-founded a venture-backed creator platform. This background provides her with firsthand experience in building creator-first businesses across global markets.

Commerce Division Strengthens Offering

Emily Eldridge joins as Director of Commerce, bringing more than 13 years of experience in digital innovation across fashion, beauty, and tech. At TikTok Shop, she led the UK top creator team that generated eight-figure annual Gross Merchandise Value (GMV) through creator growth, brand partnerships, and strategic incentives.

“The creator economy is constantly evolving, with micro-creators scaling, communities expanding, and shoppable content on the rise,” Eldridge notes. Her responsibilities include driving strategy, client delivery, revenue growth, product development, and thought leadership for Influencer’s commerce and affiliate offering.

Eldridge previously designed and scaled TikTok Shop UK’s creator onboarding program, growing the network to more than 2,500 active creators. Her team also matched top creators with brands including The Hut Group, L’Oréal, SharkNinja, and ASOS, and amplified celebrity partnerships through shoppable livestreams with talent including Jamie Laing and Idris Elba.

Strategic Integration of Commerce and Creator Marketing

Luke Barnes, President EMEA at Influencer, emphasizes that these appointments extend beyond company growth to creating new opportunities for brands. “Emily’s depth in commerce and affiliate, and Anastasia’s experience building growth engines for creator-led businesses, allow us to offer clients something they genuinely need right now: human, scalable, strategic ways to work with creators that actually cut through the noise,” Barnes says.

The company positions these hires as strategic moves to help brands deliver measurable business outcomes through creator partnerships. “Brands are under more pressure than ever to deliver measurable impact – not just through engagement on social media, but real business outcomes,” Barnes adds.

Agency Background and Market Position

Influencer, founded in 2015, works with brands including Spotify, SharkNinja, Amazon, Nike, Coca-Cola, Wonderskin, and Monzo. The agency maintains official global marketing partnerships with TikTok, Snap, YouTube, Pinterest, and Meta.

With 170 team members spanning North America, Europe, and the Middle East, the agency focuses on delivering measurable outcomes through what it describes as a “people power meets platform power” philosophy. The agency’s technology includes proprietary tools such as Impact Studio and Waves to help scale creator marketing initiatives.

CEO Ben Jeffries, a Forbes 30 Under 30 entrepreneur, continues to lead the company’s growth as a multi-market agency focused on helping brands connect with creators in ways that are both human and scalable.

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