We’re very excited to welcome back Tom Cooper-Smith as Vice President of Creative Operations, EMEA, bringing platform, product and agency-side expertise to a role focused on supercharging our strategic and creative output. As part of his new role, he will oversee client strategy, media, production, measurement and insights. 

Tom re-joins Influencer after several years at TikTok, where he most recently served as Generative AI Creative Product Lead. While there, he led the European launch of Symphony Creative Studio - TikTok’s end-to-end suite of generative AI tools for brands and agencies - placing the platform at the forefront of AI-powered advertising in the region. He previously ran the client success function for TikTok One Creator Marketplace, building programmes to help scale the ecosystem of creators, brands and agencies across Europe and the Middle East.

His move back to Influencer - where he previously held the role of Client Services Director - comes at a pivotal moment for us, as we double down on our creator-led, insight driven strategy in a bid to humanise brands. 

“I’ve made the jump from platform to partner because I’m bullish about where Influencer is going,” said Tom. “From the outside, during my time at TikTok, I saw first-hand just how strong their creative work was - they stood out consistently as one of our best-performing and most innovative Creative Partners.”

He continued: “This isn’t just a return to an agency I know well, it’s a chance to build something truly meaningful. Influencer is at the centre of how brands connect with culture, and now we’re in a position to scale that with even stronger insight, strategy, content, media and measurement.”

Tom’s experience spans the creator economy, entertainment, and performance marketing, having worked at Whalar, Universal Pictures, and TikTok. His appointment reflects our commitment to delivering authentic and impactful work that’s not only driven by data, research and analytics, but truly trusted by our household-name clients.

Luke Barnes, President EMEA, said: “Tom is one of the few people in the industry who understands how to bring tech, strategy and creativity together to drive real client value. He’s already played a major role in shaping our previous work, and we’re thrilled to have him back to lead this next chapter - especially as he is returning from working for one of our biggest clients.”

Ben Jeffries, our CEO and Co-Founder, added: “As the creator marketing space matures, the role of creative operations becomes even more important. We believe creators have the power to humanise brands, but that only works if the strategy is rooted in real insights and cultural understanding. Tom gets that instinctively, and he brings the right mix of platform fluency, creative leadership and operational rigour to help us raise the bar.”

Tom’s appointment comes at a time of continued momentum for the agency, with global client growth and a renewed focus on building scalable, effective creator marketing solutions across EMEA and beyond.

For any press enquiries or hi-res imagery, please contact Tristen Louise Lee at The Pod London via tristen@thepod.london