Influencer marketing firm BENlabs announced on LinkedIn a restructuring focused on three core areas: product placement, influencer marketing, and the creator-analytics platform TubeBuddy.

The company stated the change will enable it “to concentrate on how we can uniquely assist both brands and creators in reaching their target audiences more effectively and efficiently through content and entertainment.”

As part of the restructuring, BENlabs appointed Ted Sheffield as the new CEO, replacing Ricky Ray Butler, who had led the company since 2018. Sheffield joined BENlabs over 12 years ago and previously served as COO and general counsel. The firm also reduced its workforce, though it did not disclose how many employees were laid off.

The restructuring established Erin Schmidt as general manager of product placement, Jake Maughan as general manager of influencer marketing, and Tyler Folkman as general manager of TubeBuddy and chief technology officer.

BENlabs utilizes AI technology to match brands with content creators. In 2020, it acquired TubeBuddy, a platform YouTube creators use to grow channels.