Later has appointed Dena Upton as Chief People Officer, expanding its executive leadership team as the company continues to grow across Influencer Marketing, creator commerce, and artificial intelligence.

Upton joins from a background in people leadership at high-growth technology companies, including Advisor360°, Drift, and LogMeIn. In those roles, she developed organizational cultures and raised talent standards through periods of growth. At Later, she will lead the company’s global people strategy.

CEO Scott Sutton described talent development as central to the company’s next phase. “The next chapter of growth at Later will be driven by the talent we attract, develop, and empower across the organization,” Sutton said in a press release. “Dena brings the experience and mindset needed to help us scale thoughtfully while we build the strongest team in Influencer Marketing.”

Upton outlined the organizational approach she plans to bring to the role. “The companies that win the next decade won’t just have the best technology,” she said. “They’ll have the highest talent density. That means fewer layers, faster decisions, senior judgment closer to the work, and high-growth people who thrive. Later is building exactly that kind of team, and I’m here to accelerate it.”

The hire comes as Later reports momentum on multiple fronts. The company says it recently surpassed a $2.9 billion annual gross merchandise value run rate. Later also launched creator AEO, an answer engine optimization product designed to help brands improve visibility, recommendation, and share of voice in AI-powered search.

The Boston-based company positions its platform as drawing on a decade of creator, content, and commerce data from billions of social interactions, alongside integrations with Meta and TikTok.

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