Wondrlab Names Adtech Veteran Shidush Contractor as Influencer COO
Wondrlab appoints adtech veteran as influencer COO amid Asia's $26B creator economy. Signals shift to leadership combining data optimization with talent management.
Marketing network Wondrlab has appointed Shidush Contractor as Chief Operating Officer for Influencer Marketing, signaling the industry's shift toward leadership that combines adtech expertise with creator ecosystem management. Contractor will oversee OPA and Opportune, managing strategy, operations, and growth across Wondrlab's influencer business.
The appointment comes as Asia's creator economy reaches US$26.16 billion in 2025, with 207 million creators active across the region and global creator ad spending hitting $37 billion, growing 26% year over year.
Cross-Functional Background Positions New Strategy
Contractor brings experience spanning multiple disciplines within the creator and adtech sectors. He previously served as Business Head for Middle East and North Africa at Qoruz, leading regional expansion and helping brands scale influencer intelligence and measurement tools.
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Before Qoruz, he was Chief of Staff to the Group CEO at Collective Artists Network, one of India's largest creator-first organizations. There he worked across talent management, content development, and brand partnerships.
His appointment aligns with Wondrlab's launch of its "Power of Total Influence" approach, which moves beyond single influencer campaigns toward connected systems designed for measurable impact throughout the consumer journey. The strategy operates across three stages: driving discovery through mass storytelling at the top of the funnel, building relevance via micro and nano creators in the middle, and converting action through performance-focused paid creator campaigns at the bottom.
Regional Market Demands Integrated Leadership
The appointment reflects broader changes in how agencies staff their creator commerce operations. As 37% of Asia-Pacific creators now view content as full-time careers, agencies need leaders who understand both talent relationships and data-driven campaign optimization.
"Brands today don't need more influencer campaigns, they need influence that works across the funnel and compounds over time," said Vandana Verma, Co-founder and Managing Partner of Wondrlab Network. She described Total Influence as an operating system combining storytelling, credibility, and performance, noting Contractor's experience across talent, technology, and execution positions him to scale OPA and Opportune into platforms delivering sustained brand value.
Regional initiatives like the Creators Association of Southeast Asia, which unites agencies across Indonesia, Philippines, and Vietnam to standardize creator monetization, demonstrate the industry's move toward professionalized systems. Southeast Asia's digital advertising market is projected to reach $63.89 billion by 2031, growing at 14.52% annually.
Performance Focus Drives Hiring Priorities
Contractor emphasized building influence as a connected system using creators, data, and ideas coordinately. "Influence has evolved into a serious business lever. Total Influence is about consistency, precision, and outcomes over time," he said.
The appointment follows patterns across the region, where agencies are prioritizing leaders with operational experience in measurement and commerce integration. Trip.com's Trip Community platform achieved 45% monthly activity growth in 2025 through creator commerce integrations, demonstrating the commercial potential of data-driven creator systems.
Wondrlab will deploy Contractor's expertise across its influencer marketing units as brands increasingly demand measurable returns from creator partnerships. The Asia-Pacific creator economy is projected to reach $75.28 billion by 2032, growing at 16.3% annually.
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