New CTO for CreatorIQ

In Los Angeles, creator marketing and benchmarking specialist CreatorIQ has appointed former Meta, Verifone and Xperi engineering leader Senthil Kumaran as Chief Technology Officer.

Creator marketing combines influencer marketing and promotion via more niche and less commercially-focused online content generators. CreatorIQ provides a platform and operating system for companies looking to exploit this rapidly-growing channel, tapping more than a decade of data and machine learning expertise and partnerships with social media brands including Meta, TikTok, YouTube and Snapchat. Its Creator Graph software processes more than 123 million social posts daily across more than 15 million creators worldwide. Last Spring the company added benchmarking capabilities for creator marketing performance, including a purpose-built framework to measure impact, justify spend and drive business outcomes.

Kumaran brings more than two decades of experience scaling global engineering organizations, integrating complex platforms, and building predictive machine learning systems on first-party data. He has overseen global teams of more than 1,000 engineers, and integrated technology stacks, enterprise systems and products across multiple companies post-acquisition. Most recently he was CTO of Digital Turbine, and before that he held engineering leadership roles at Meta Reality Labs, Verifone, Yahoo! and Xperi Inc.

In his new role, Kumaran's remit includes pushing forward the firm's AI-powered execution layers, strengthening data infrastructure and expanding integrations. CEO Chris Harrington states: 'AI is transforming marketing from campaign management into intelligent systems that orchestrate entire ecosystems in real time. Nowhere is that shift more visible than in the creator economy, where brands are managing thousands of creator relationships across global markets. CreatorIQ is building the AI-native platform to power that future - turning creator partnerships into always-on growth engines for the world's leading brands. Senthil brings the technical vision and leadership to accelerate this transformation and help define the next generation of creator marketing.'

The firm is online at www.creatoriq.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.