CreatorIQ, a provider of creator marketing software for global brands and agencies, has named Chris Harrington its new CEO. Harrington, a software-as-a-service (SaaS) expert, brings three decades of experience to the role as the creator economy’s total addressable market nears $500 billion.

Harrington’s track record includes significant growth at several tech companies. At Omniture, he served as President of Global Sales and Client Services, growing revenue from $3.5 million to over $500 million in seven years. Adobe later acquired Omniture for $1.8 billion. At Domo, Harrington spearheaded revenue from $7 million to over $150 million in under four years.

Harrington succeeds Igor Vaks, CreatorIQ’s founder and former CEO, who transitions to a board member role. Jon Namnath, who served as Interim CEO and co-founder of Tribe Dynamics (acquired by CreatorIQ in 2021), remains on the executive leadership team and board of directors.

According to the announcement, the appointment follows the creator economy’s momentum. CreatorIQ cites research showing that 72% of young people in the U.S. follow a creator, and over half have purchased a product from someone they follow. Gen Z’s global purchasing power currently stands at $450 billion and is projected to control 17% of global retail spend by 2030.

Industry leaders express support for creator-driven strategies. Scott Friedman, CEO of Rare Beauty, credits the creator community for the brand’s rapid success. Michelle Crossan-Matos, Chief Marketing Officer at Ulta Beauty, emphasizes the creators’ role in bringing authentic connections to life. Noel Mack, Chief Brand Officer at Gymshark, notes that creators have been instrumental to the brand’s success.

Alexa Tonner, Co-Founder and COO of Collectively compares the current state of creator marketing to digital marketing 20 years ago, describing it as “critical for all marketers and central to all consumer touchpoints.”