Whalar, an influencer marketing agency that matches up thousands of creators with upwards of 300 brands globally, is beefing up its talent management division, Whalar Stars.

Whalar has hired Victoria Bachan as managing director of Whalar Stars, which works with creators on all aspects of their careers beyond brand deals, including traditional and digital entertainment projects and ecommerce extensions for their self-started brands.

Bachan is the longtime manager of social phenoms like Doug The Pug, Michelle Khare, and artist/author Adam J. Kurtz. She will continue to work with this roster as part of Whalar, and will be based out of the company’s New York headquarters. Prior to joining Whalar, Bachan served as talent manager for digital and crossover talent at Authentic Talent & Literary Management. She has also held roles at CAA and Sony Music Entertainment, and has facilitated global merchandising and licensing deals for her clients.

Whalar Stars currently reps more than 50 creators, including multi-faceted duo The Wilking Sisters, multimedia artist Natalia Seth, and visual effects creator Caleb Natale.

“Now more than ever, top digital talent have the opportunity to think strategically about their passions, and partner with like-minded companies to sustainably build their businesses across all platforms,” Bachan said of her hire in a statement. “I was drawn to Whalar’s mission to liberate the creative voice and its vision for building a more equitable and representative creator ecosystem, as well as the opportunity to expand our talent management offering.”

Bachan follows several notable hires at Whalar, including Karyn Spencer, who joined the company in February as SVP of partnerships from her previous role as head of influencer marketing at Target. Influencer marketing vet Lindsay Fultz was also named SVP of brand partnerships at Whalar in August.

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