• by Fern Siegel , 6 hours ago

Creator-marketing agency Influencer appointed Hayden Bowler as head of commerce.

Bowler will oversee the development of Influencer’s commerce capability by enhancing platform partnerships and helping brands connect creator-led storytelling to real commercial outcomes.

Previously, Bowler was head of operations for TikTok Shop. He also worked as head of creator partnerships at Spring and head of sales/business development at Crowdmade.

His hire reflects Influencer’s decision to establish commerce as a dedicated division, bringing specialized experience across retail strategy, performance metrics and creator monetization.

Jenny Penich, president of North America at Influencer, said: “We identified early that succeeding in this space requires its own leadership, expertise and operating model. Hayden brings the experience and perspective needed to build this capability at scale, without compromising the quality or integration our clients expect.”

Founded in 2015, the agency has global partnerships with TikTok, YouTube, Meta, Twitch and Pinterest. Its campaign work includes Spotify, Nike, McDonald's H&J and Coca-Cola.

“Commerce is where creator influence turns into real, measurable results. For brands, it unlocks a scalable, performance-driven channel that still feels human and authentic. Getting that balance right is what excites me most,” said Bowler.