APAC creator marketing and technology platform Fabulate has announced the appointment of media and creator marketing specialist Gabrielle Lawton as its first New Zealand commercial lead.
Lawton comes from New Zealand state-owned media company TVNZ , where she held the role of content partnerships strategist for almost six years.
The appointment marks another significant milestone in Fabulate’s continued expansion across the Asia-Pacific region, establishing the company’s first dedicated, on-the-ground commercial presence in the Aotearoa market as demand for creator-led marketing continues to accelerate.
Based in Auckland, Lawton will lead Fabulate’s commercial growth across New Zealand, working closely with brands, media agencies, creator talent and platform partners to help organisations scale smarter, more measurable creator marketing through Fabulate’s end-to-end technology platform and AI-powered solutions.
“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 Ben Gunn, chief revenue officer at Fabulate.
“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’s helping brands scale creator marketing across APAC.”
Through its platform, Fabulate currently tracks more than 180,000 New Zealand creators, including approximately 114,000 TikTok creators, 56,000 Instagram creators and 12,000 YouTube creators, giving marketers access to one of the country’s most comprehensive creator ecosystems alongside AI-powered discovery, campaign management, measurement and brand safety tools.
“I’m incredibly excited to be joining Fabulate at such an exciting stage of its growth,” said Gabrielle 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.”
The company currently operates across Australia, New Zealand, Singapore, Malaysia, Philippines, Vietnam, Thailand, Indonesia, South Korea and Japan.
