Fabulate appoints Gabrielle Lawton to lead New Zealand expansion

Creator marketing platform Fabulate has appointed media and creator marketing specialist Gabrielle Lawton as its first New Zealand Commercial Lead, marking the company's first dedicated on-the-ground commercial presence in the market.

Based in Auckland, Lawton will be responsible for driving commercial growth across New Zealand, working with brands, agencies, creators and platform partners as demand for creator-led marketing continues to grow. 

The appointment forms part of Fabulate's broader Asia-Pacific expansion strategy.

Local leadership for a growing market

Fabulate Chief Revenue Officer Ben Gunn said the company had deliberately invested in local expertise as it expanded across the region.

"As our business has grown across APAC, we've made a conscious decision to invest in people who are genuinely part of the markets they serve. Technology gives brands the ability to scale, but it's relationships that create the best outcomes," said Gunn.

"Gabrielle brings exceptional commercial experience, deep relationships across New Zealand's media and marketing industry, and a genuine passion for helping brands innovate. Having her lead our New Zealand business means we can combine local expertise with the world-class technology and AI capabilities that are helping brands scale creator marketing across APAC."

Lawton joins Fabulate with experience spanning media, digital and commercial leadership roles, having worked with brands on integrated marketing strategies, partnerships and audience-focused campaigns.

Demand for creator marketing accelerates

Fabulate said the appointment reflects increasing demand from New Zealand marketers for more sophisticated creator marketing solutions, with brands seeking greater measurement, campaign management and discovery capabilities.

The company currently tracks more than 180,000 New Zealand creators across TikTok, Instagram and YouTube through its platform, providing marketers with access to creator discovery, campaign management, measurement and brand safety tools.

Lawton said she was looking forward to helping New Zealand brands make greater use of creator-led marketing.

"I'm incredibly excited to be joining Fabulate at such an exciting stage of its growth," said Lawton.

"Fabulate has proven that the right combination of technology, AI and expertise can help brands scale creator marketing more effectively. As brands continue to invest more heavily in creator-led strategies, I'm excited to help Kiwi marketers harness those capabilities to build smarter creator partnerships and achieve even stronger business outcomes."

Expanding across APAC

The New Zealand appointment is the latest step in Fabulate's regional expansion, with the company now operating across Australia, New Zealand, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Indonesia, South Korea and Japan.

Over the past two years, Fabulate has expanded its AI-powered product suite, including the launch of SparQ, and has been recognised in the Deloitte Tech Fast 50 for two consecutive years and named Best Influencer Marketing Platform by MARKETECH APAC.