Vamp Appoints New CEO as APAC Influencer Market Hits $24B

Influencer marketing platform Vamp has appointed Gillian Findlay as CEO, the company announced, coinciding with its recognition as Best Influencer Marketing Platform in the Technology category at the AiMCO Awards.

The leadership change arrives as the global influencer marketing industry reaches a projected US$24 billion by end of 2024, up 46% from US$16.4 billion in 2022, according to Vamp's own published analysis.

Appointment Comes Amid Rising Platform Accountability Pressure

Vamp's leadership transition coincides with a measurable shift in how Asian brands are buying influencer marketing services. Outcome-driven campaigns now represent 42.47% of APAC influencer marketing activity in 2025, up from 30.67% in 2024, a 38% increase in one year.

APAC Influencer Campaigns Shift to Performance: 42% Now Measured by Sales

Performance-driven influencer campaigns in APAC jumped from 28% to 42% in two years. AnyMind Group data shows nano/micro-creators now outperform macro-influencers on ROI across 10 markets.

Mission MediaMission Media

That shift means brands are demanding proof of results, not just audience reach. Platforms that cannot demonstrate clear performance measurement tools face growing pressure from clients and investors alike.

Vamp has not publicly disclosed the circumstances of the leadership change, the departure of its previous CEO, or the timeline of Findlay's appointment.

Independent Platforms Face Growing Competition From Commerce Giants

The competitive environment for standalone influencer platforms has intensified sharply. TikTok Shop generated US$45.6 billion in gross merchandise value across Southeast Asia in 2025, representing 71% of its global total, with creator base growth of 1,267% in Q3 2025 alone.

TikTok also retained 39% of influencer marketing budgets even when brands cut overall spending, functioning as the default platform for many marketers across the region. Shopee processes US$4 billion in monthly transactions through its affiliate and influencer programs.

These figures establish a competitive baseline that independent influencer marketplaces must respond to. The Southeast Asian creator economy is currently valued at US$55 billion and projected to reach US$1.2 trillion by 2030.

For context, AnyMind Group, which has analyzed more than 7,000 campaigns across 10 APAC markets including Indonesia, Japan, and Singapore, has reported no leadership disruptions during its regional expansion.

Compliance Costs Add Another Layer of Pressure for Platform Operators

Platform operators also face new financial compliance requirements. Visa's Acquirer Monitoring Program, launched April 1, 2025, tightens fraud and dispute thresholds for digital marketplace operators. The merchant Excessive dispute ratio drops from 2.2% to 1.5% by April 2026.

For influencer platforms that process brand payments and creator payouts at scale, these thresholds add operational cost and compliance complexity to an already pressured business model.

False declines cost digital businesses US$308 billion globally in 2023, a financial risk that applies directly to platforms managing high-volume creator transactions.

Market Dependency Runs Deep Among Brands

The stakes for platform stability are high. 90% of marketers report that influencer partnerships are successful for their organizations, indicating deep operational dependency on platform vendors. Over 60% of APAC marketers plan to increase creator budgets in 2026, with AI-powered creator matching and outcome measurement identified as top priorities.

Vamp has not publicly stated its plans for Asian market expansion or product development under Findlay's leadership.