Influencer, the London-headquartered creator marketing agency, has appointed Tom Cooper-Smith as Vice President of Creative Operations for EMEA, marking a major return for the industry figure who previously held senior roles at both Influencer and TikTok.
Having most recently served as Generative AI Creative Product Lead at TikTok, Cooper-Smith was responsible for launching Symphony Creative Studio in Europe—TikTok’s suite of generative AI tools designed to transform branded content creation. He also helped build out the TikTok Creator Marketplace across EMEA, scaling partnerships between brands, creators, and agencies.
His return to Influencer signals the agency’s continued commitment to marrying platform fluency with strategic, insight-led creative. In his new role, Cooper-Smith will oversee client strategy, media, production, measurement, and insights across the region.
“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.”
Founded in 2015 by entrepreneur Ben Jeffries and YouTuber Caspar Lee, Influencer is known for helping global brands navigate the creator economy. With official partnerships in place with TikTok, Meta, YouTube and Snap, the agency has developed campaigns for clients including Spotify, Google, Amazon and SharkNinja. Its mission is to humanise brands through creator-led storytelling that resonates across platforms.
Ben Jeffries, 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.”
The appointment comes during a period of continued growth for Influencer, which now employs more than 170 staff across North America, Europe and the Middle East. With Cooper-Smith back on board, the agency plans to double down on creative innovation and deliver more scalable, effective solutions for brands operating in a fast-evolving digital landscape.
Luke Barnes, President EMEA, added: “Tom is one of the few leaders in the space who truly understands how to connect tech, strategy and creativity to deliver real client value. We’re thrilled to welcome him back.”