The Community Management division is also responsible for strengthening talent and agency relationships, improving the industry experience for creators and clients and unlocking new opportunities to optimise campaign collaborations.

Crowther joins BDB with over eight years’ industry experience across the APAC and EMEA regions, following previous positions as Head of Talent at Brave Bison for over six years and, most recently, as Senior Influencer Marketing Manager at MediaMonks. Having worked with content creators worldwide and across a range of verticals, Crowther offers in-depth knowledge of the global creator economy and the value of creators within it.

Crowther is supported by Tatum Greig, appointed as European Senior Community Manager  following more than 18 months’ experience at BDB in account management. Greig’s appointment to the division adds over five years’ industry experience and an operational understanding of the agency’s account teams.

Reporting directly into European CEO and co-founder, Thomas Walters, Crowther’s hire bolsters BDB’s senior leadership team and will support the agency’s objective to improve the standard of creator advertising. The appointment follows a period of rapid growth for the industry, which has doubled in size since 2019 to a global value of $16.4 billion, and Billion Dollar Boy, which has outgrown the market by 62% despite the number of competitors growing by 235% since 2016.

Thomas Walters, European CEO and co-founder of Billion Dollar Boy, said: “BDB is brimming with talent, and we’re thrilled for Sophie to join the ranks. She brings years of experience across a range of global markets and sectors, and has an instinctive drive to improve the industry and champion the value of creator talent."

With new appointee Sophie Crowther, adding, "Too often, the brands and agencies have a transactional relationship with creator talent. Strengthening those connections is crucial to creating a healthier and more sustainable industry, with better outcomes for all.

“BDB’s decision to build a community management team and focus on enhancing its relationships with industry leading talent agencies like Insanity Group represent a resounding commitment to that vision of humanising creator relationships and providing a more personalised service."