Influencer, an influencer marketing platform co-founded by YouTube vet Caspar Lee (who serves as the firm’s ‘chief visionary officer’) and his business partner, Ben Jeffries, have onboarded a new creative strategist.

In his new role, ad exec Danny Crutchley will oversee Influencer’s creative team in helping to conceive campaigns, and will work closely with Lee, CEO Jeffries, and Influencer’s client services head Nik Speller, The Drum reports. Most recently, Crutchley oversaw commercial partnerships for — a company formerly known as Playbuzz that helps publishers add interactive components to their articles, including polls, quizzes, lists, and slideshows. He previously held creative-focused roles at Native Design and Bauer Media.

“We are so proud of the creative campaigns that the Influencer team has delivered over the past year, and we are excited to bring Danny on board to propel these even further,” Lee and Jeffries told The Drum in a joint statement. “Danny’s proven experience in similar roles will be invaluable as Influencer continues to champion a new era of creativity within the influencer marketing industry.”

London-based Influencer, which launched in 2015 and saw its presence bolster following Lee’s investment in 2017closed a $3.6 million funding round in September led by U.K venture firm Puma Private Equity. At the time, the company said it would harness funds to double its headcount by year’s end. The company is also in the process of opening its first U.S. offices in New York, per The Drum, with expansion on the West Coast to follow.

Influencer’s tech platform provides global advertisers like McDonald’s, Starbucks, Badoo, and Alibaba with a network of 6,000 macro and micro creators who have been vetted for authenticity, quality, and creativity, according to the company. The platform also provides brands with creator discovery, creator relationship management, campaign management and reporting, and other insights.

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