We’re excited to welcome Emily Eldridge to Influencer as our new Director of Commerce – bringing her creator‑commerce leadership, fashion and beauty expertise, and deep platform knowledge to our growing global team. As Influencer continues expanding its end‑to‑end creative, media and affiliate marketing offering, Emily joins at a pivotal moment for our business and the wider creator economy.

With over 13 years of experience driving digital innovation, Emily has helped shape the future of creator‑led commerce, working across some of the world’s most influential fashion, beauty and tech brands.

Emily is a creator commerce and content strategy specialist, known for her ability to connect brands with creators in ways that drive measurable commercial outcomes.

“The creator economy continues to evolve at pace – micro-creators are scaling, communities are strengthening, and shoppable content is rapidly expanding. Influencer has always had its finger on the pulse, and its strong platform partnerships and human approach immediately stood out to me.

Emily continued “I’m thrilled to join such a dynamic team and to help shape the future of Influencer’s commerce offering. There’s a huge opportunity to help creators and brands connect in more meaningful, honest and scalable ways – powered by data, discovery and creative that truly resonates.”

Most recently at TikTok Shop, Emily led the UK’s top creator team, working with the platform’s highest‑performing affiliates, influencers, celebrities and publishers. Her work drove eight‑figure annual GMV, fuelled by creator growth, brand partnerships and strategic incentive programmes.

She also built and scaled TikTok Shop’s UK creator onboarding programme to more than 2,500 active creators, helping match talent to brands including The Hut Group, L’Oréal, SharkNinja and ASOS. Her team also powered high‑impact shoppable livestreams with talent such as Jamie Laing, Gemma Collins, Patricia Bright and Idris Elba.

Before TikTok, Emily held senior digital and social roles at Flannels and COS. At Flannels, she redesigned the brand’s social channels and launched Flannels Beauty, leading creator‑first campaigns with ambassadors including Melissa’s Wardrobe, Nikki Wolff, Jamie Genevieve and Victoria Magrath.

At COS, she developed and scaled the global social strategy across 30+ markets, launching the brand’s Instagram presence and growing it to 2.2M followers.

In her new role, Emily will lead our commerce and affiliate proposition, shaping strategy, client delivery, revenue growth and product innovation as we deepen our investment in scalable, creator-led commerce solutions

Luke Barnes, President of EMEA said “Emily brings exceptional depth in commerce and affiliate strategy, and we’re delighted to welcome her to the team. Her experience will help brands unlock the full potential of creator‑led commerce in a more strategic, scalable and impactful way.

Creators are increasingly driving real business outcomes – not just engagement – and having the right strategy and infrastructure in place is essential. With Emily on board, our clients will be even better positioned to tap into the commercial and cultural opportunities of the creator economy.”

We’re thrilled to have Emily join us – and we can’t wait for what’s ahead.”

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