New role will develop the agency’s market-leading influencer program focused on driving performance outcomes within clients’ larger media mix
NEW YORK, June 14, 2021 — Tinuiti, the largest independent performance marketing firm across the Triopoly of Google, Facebook, and Amazon, is launching a new Influencer Marketing practice and has appointed 15-year veteran Crystal Duncan as SVP of Influencer Marketing to lead and develop the new capability, doubling down on its commitment in the Influencer Marketing space.
With the future of Influencer Marketing having a heavy data and technology focus, Tinuiti will utilize influencers across the entire customer journey. Tinuiti plans to build proprietary influencer technology within Mobius, its suite of AI-enabled marketing intelligence and media activation technology. The future Influencer division will collaborate closely across functions including Acquisition Media, Addressable Media, Earned/Owned Media, Creative, and Analytics to create a larger offering that amplifies the highly competitive space to grow client business. Duncan will report to Tinuiti’s Executive Vice President and Head of Media, Obele Brown-West.
“We are fortunate to have an influencer pioneer like Crystal on the team as we look to make waves and bring a new approach to Influencer to market,” says Obele Brown-West, executive vice president and head of media for Tinuiti. “There is a huge white space in Influencer Marketing as most view this as an awareness-building tactic as opposed to a vehicle that can drive performance outcomes. We look forward to building a full-funnel offering that provides an option for those looking for Influencer Marketing to show a measurable impact within their media mix. We are also excited to continue to work with our Tripoly partners to build this new approach.”
“Companies like to put influencer marketing in a box, where Tinuiti shares my vision of building an integrated offering that will drive true accountability for brands. We’re building a best in class Influencer Marketing program that will actually impact our client’s business in a meaningful and integrated way. Tinuiti is a digital-first results-driven powerhouse where accountability matters. I couldn’t be more excited to be a part of this team and grow the business of our clients,” says Crystal Duncan, SVP of Influencer Marketing.
Duncan has worked with some of the largest consumer and B2B brands in the space including Starbucks, Microsoft, Unilever, TJMaxx, and eBay on Influencer and Social-driven programs. Prior to Tinuiti, Duncan spearheaded the growth and shaped the industry at influencer shop IZEA as one of the first 10 employees and most recently, led parts of the US Influencer business at PR agency, Edelman.
As a sought-after Influencer Marketing thought leader, Crystal has taken industry stages including: Social Media Week, BlogHer, TBEX. Crystal recently participated in the Influencer Marketing Strategies Summit panel “Finding the Right Influencer: How to Find a Long-Term Brand Partner Instead of a One-Off Campaign.”
Tinuiti continues to attract top talent and has won top industry accolades for both culture and performance, including recognition as #1 on Ad Age’s Best Places to Work for two consecutive years and taking home 11 Stevie Business Awards, and the Grand Stevie Award for Most Honored Marketing Agency.
Tinuiti is the largest independent performance marketing firm across Google, Facebook and Amazon, with over $2 billion in digital media under management and 700 employees. With expert knowledge in search, social, Amazon & marketplaces, mobile apps, CRM & email marketing and more, Tinuiti understands success requires both strategy and channel specialization. Each solution is delivered leveraging Tinuiti’s performance planning framework, GAMMA, and enabled by a proprietary suite of marketing intelligence and media activation technology – Mobius. For more information visit http://www.tinuiti.com.