Creator marketing agency Influencer has appointed Hayden Bowler as Head of Commerce, establishing a dedicated commerce division as brands increase investments in creator-led sales channels.

The appointment marks the agency’s move to separate commerce operations from its core brand marketing teams. Bowler previously led creator commerce initiatives at TikTok and brings experience in creator partnerships, merchandising, and talent management.

“Commerce is no longer an extension of influencer marketing; it’s a discipline in its own right,” said Jenny Penich, President of North America at Influencer, in a press release. “We identified early that succeeding in this space requires its own leadership, expertise, and operating model.”

Brands now ask how creator-led commerce fits into broader retail and growth plans, rather than treating it as individual campaign experiments, according to Penich.

Platform and Performance Focus

Bowler will oversee strategy, execution, and measurement for the commerce division. His responsibilities include deepening platform partnerships and connecting creator content to commercial outcomes.

“Influencer’s creator-first approach is transforming how we deliver impact for brands across creative, media, and commerce,” Bowler said. “I’ve spent my career supporting creators and helping them build sustainable businesses, so joining an agency founded by a creator really resonated with me.”

He noted that brands are moving beyond experimentation to sustained investment in creator-led growth and social commerce.

Commerce Integration Strategy

The agency positions commerce as an intersection point where creator influence produces measurable performance results. Bowler emphasized that commerce offers more accessible monetization opportunities for everyday creators compared to traditional brand deals.

“Commerce is where creator influence turns into real, measurable results,” Bowler said. “It’s also far more accessible to everyday creators than traditional monetization like large, one-off brand deals.”

The division will operate as a distinct unit while collaborating with Influencer’s brand teams, bringing specialized expertise in retail strategy, platform mechanics, and performance measurement.

Strengthening Commerce

The appointment follows similar moves by Influencer to strengthen commerce capabilities. In October 2025, the agency hired Emily Eldridge as Director of Commerce for its EMEA (Europe, Middle East and Africa) operations. Eldridge, who started on November 1, previously led TikTok Shop UK’s top creator team, generating an eight-figure annual gross merchandise value.

Influencer sees brand and performance marketing budgets converging, with commerce becoming increasingly integrated into how clients fund and measure creator work.

“The significance of commerce within Influencer will only continue to grow,” Penich said. “Not as a standalone capability, but as a core part of how we drive results for brands and creators.”

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