Chris Burt-Allan has been appointed to the role of creator director at The Influence Group's Social Soup.
Burt-Allan brings 15 years’ of corporate and marketing experience to Social Soup and its clients across Australia and New Zealand.
Social Soup managing director, Katie Palmer-Rose, said the creation of the new role for Burt-Allan reflects a key shift in influencer marketing.
“As the world demands greater authenticity, there is a shift from transactional influencer to creators who are connecting with their communities. For brands to be able to leverage this change in an impactful way, they need to think about influencers and how they engage with them differently.”
Burt-Allan is responsible for supporting and educating creators; creative ideation and solutions; client and talent relationships; and platform partnerships.
The Influence Group director and Social Soup founder and CEO, Sharyn Smith, said: “As Australia’s #1 influencer marketing business, we have a responsibility to invest in content creators."
Social Soup is part of the fast-growing marketing and strategic consulting business, The Influence Group, which also owns the strategic consulting and insights company Pollinate.
Social Soup and Pollinate employ 50 people around Australia and have recorded revenue growth of 30% a year over the past five years.
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