Creator marketing agency Influencer has appointed its first Global Chief Marketing Officer, elevating North American President Jenny Penich into a dual role that signals a more unified global strategy as the creator economy accelerates toward a projected value of up to $500 billion by 2027.
The move comes at a time of sustained growth for creator marketing, with the sector estimated to be worth $250 billion in 2025.
Penich will continue to lead North America while taking responsibility for global marketing strategy across EMEA and the Middle East. The remit includes building a cohesive marketing engine that connects local expertise with a unified brand narrative.
Founded in 2015 by Ben Jeffries and Caspar Lee, Influencer has expanded across key hubs including London, New York, Los Angeles, Berlin, Riyadh and Dubai and reported 34% YoY revenue growth.
Penich’s promotion follows a period of rapid expansion in North America, where she led the business launch in 2023. Under her leadership, the region scaled dramatically and helped shift Influencer from a Europe-led operation into a more balanced global player.
“Jenny was the clear choice for Global CMO because she is already driving how we win,” said Ben Jeffries, co-founder and CEO of Influencer. “She has been central to the growth of our North America business, not just bringing in new logos, but sharpening how we position Influencer and converting that into revenue. At our scale, that connection between commercial performance and narrative is critical, and Jenny operates at that intersection.”
The company has also tied the leadership change to its broader mission to “humanise brands” while delivering significant value back to creators, including a stated ambition to pay out $1 billion to the creator ecosystem.
For Penich, the focus now is on applying the same growth principles globally, with particular attention on product marketing, standardisation and scalable solutions for partners navigating a more complex digital landscape.
“Our vision is to define what modern marketing looks like through the lens of being a creator-founded business,” Jenny said. “We are focused on strengthening our position at the intersection of creativity, culture, and measurable business impact, while doubling down on our investment in technology to deliver smarter, more data-driven solutions and help brands navigate an increasingly complex landscape with clarity and confidence.”
“This shift marks a significant step in Influencer’s evolution as a global leader in creator marketing,” added Jenny. “We are raising the bar for what brands should expect in terms of performance, accountability, and measurable impact, and unlocking even greater influence and partnership value across markets.”
