Influencer – the global creator marketing agency founded by Caspar Lee and Ben Jeffries – has announced two new senior appointments to its senior leadership team, as it expands its end-to-end offering across creative, media & commerce.
Emily Eldridge joins as Director of Commerce, and Anastasia Evans joins as VP of Growth – both bringing heavyweight experience from the likes of TikTok, Whalar, Flannels and COS, and a deep understanding of the evolving creator economy. Their arrival marks an exciting next step in Influencer’s mission to humanise brands through creator-first, data-driven marketing.
As an official global marketing partner of TikTok, Snap, YouTube, Pinterest and Meta, Influencer also works with major brands including Spotify, SharkNinja, Amazon, Nike, Coca Cola, Wonderskin, and Monzo. Its 170-strong team spans North America, Europe and the Middle East, delivering measurable outcomes through creative storytelling, proprietary tech, and scalable insight-led campaigns.
Anastasia Evans joins as VP of Growth, EMEA
Anastasia Evans joins Influencer as VP of Growth, EMEA, bringing deep experience in scaling creator-led strategies across commercial teams, products and markets. Over the past four years, she has held several leadership roles at TikTok, initially overseeing commercial and creator partnerships across Europe, and later leading the Creative Solutions function across multiple markets, while sitting on commercial leadership teams across the region.
Before TikTok, Anastasia was an early hire at Whalar London, where she then helped launch Whalar’s APAC presence from Singapore, and later co-founded a venture-backed creator platform – giving her first-hand experience in building creator-first businesses from scratch, across global markets.
At Influencer, Anastasia will lead new business, market expansion and revenue innovation, with a focus on building scalable solutions and opening up new commercial pathways for the agency. Her first priority is building a consultative Growth team that helps brands understand how to best engage with creators across their full product and marketing funnel. She’ll also focus on productising Influencer’s offering, making it easier for clients to see where and how creator marketing can drive business outcomes.
Anastasia said: “More brands are recognising creators as a key growth driver — not just throughout the marketing funnel, but across their entire business.
Anastasia continued: “I’m excited to bring that mindset to more brands through Influencer. My focus will be on helping clients see the full potential of what creator-first strategies can unlock – by making our proposition easier to access, easier to understand, and easier to scale. We’ve got the infrastructure, the talent, and the tools, now it’s about packaging that in a way that drives real commercial impact.”
Emily Eldridge Joins as Director of Commerce
A creator commerce and content strategy specialist, Emily Eldridge brings over 13 years of experience driving digital innovation across fashion, beauty and tech.
At TikTok Shop, she led the UK top creator team, overseeing the platform’s highest-performing affiliates, influencers, celebrities and publishers. Her work generated eight-figure annual GMV through creator growth, brand partnerships, and strategic incentives.
Emily also designed and scaled TikTok Shop UK’s creator onboarding programme, growing the network to 2,500+ active creators, and helped match top creators with brands including The Hut Group, L’Oréal, SharkNinja and ASOS. Her team also amplified celebrity partnerships through shoppable livestreams with talent like Jamie Laing, Gemma Collins, Patricia Bright and Idris Elba.
Previously, Emily held senior digital and social roles at Flannels and COS. At Flannels, she redesigned the brand’s social channels and launched Flannels Beauty, executing creator-led campaigns with ambassadors including Melissa’s Wardrobe, Nikki Wolff, Jamie Genevieve and Victoria Magrath. At COS, she led the global social strategy across 30+ markets and launched the brand’s Instagram presence, growing it to 2.2 million followers.
At Influencer, Emily will lead the commerce and affiliate offering – driving strategy, client delivery, revenue growth, product development and thought leadership.
“The creator economy is constantly evolving, with micro-creators scaling, communities expanding, and shoppable content on the rise. In an industry that moves this fast, it matters who’s ahead of the curve and Influencer has always had its finger on the pulse. Its clients are loyal, its platform relationships are strong – something I saw first-hand during my time at TikTok – and it brings a human element to everything it does. I’m excited to join such a dynamic team and lead its Commerce proposition, integrating it into an already powerful offering,” said Emily.
Emily continued: “There’s a clear shift towards more honest, informed and human content – and that’s something Influencer truly understands. The opportunity now is to help creators and brands deliver this at scale, using data, seamless discovery, and creative that actually connects. With tools like Impact Studio, in-house amplification and proprietary tech like Waves, Influencer has the infrastructure to make it happen.”
Comment from Luke Barnes, President
“Our new hires aren’t just about adding more names to the team, showing that we’re a growing business – they’re about helping brands access more of what the creator economy can offer. Emily’s depth in commerce and affiliate, and Anastasia’s experience building growth engines for creator-led businesses, allow us to offer clients something they genuinely need right now: human, scalable, strategic ways to work with creators that actually cut through the noise.
Brands are under more pressure than ever to deliver measurable impact – not just through engagement on social media, but real business outcomes. Creators can absolutely drive that, but only when strategy, execution and infrastructure are aligned. That’s been a core part of our approach from the start, and with Emily and Anastasia on board, we’re even better positioned to help brands harness the creator economy as a lever for meaningful growth – both commercially and culturally.”
For more information on Influencer, visit their website.
