Coolr is putting more senior leadership behind its influencer marketing business.
The independent social media agency has promoted Emma Roffey to head of influencer while appointing Natalie Stagnaro as director of influencer. Both roles will support the agency’s efforts to grow its creator offering, strengthen client relationships and handle rising demand for influencer-led campaigns.
This is more than a routine reshuffle.
Creator marketing now sits much closer to the centre of brand strategy. Clients want social content that feels credible, travels across platforms and can do more than collect a few likes. Coolr appears to be preparing for that shift by dividing its influencer leadership across campaign delivery, strategy, commercial growth and creator partnerships.
Emma Roffey Steps Up as Head of Influencer
Emma Roffey will lead the continued development of Coolr’s influencer marketing offering.
Her responsibilities include overseeing campaign delivery across the agency’s client portfolio and helping shape the strategic direction of the department. That means keeping the work moving, but also deciding what Coolr’s influencer practice should become as creator-led marketing takes up more space in client briefs.
Roffey joined Coolr in 2024 as influencer strategy lead. Since then, she has worked on campaigns for brands including Compare the Market, Deliveroo and Starling Bank. She also contributed to major pitch wins involving John Lewis and Müller.
Her promotion makes sense. She already understands the agency, its clients and the kind of creator work it wants to build.
Before joining Coolr, Roffey held roles at creator commerce platform LTK and financial technology company Klarna. Altogether, she brings more than seven years of experience across influencer marketing, social media, consumer marketing and brand partnerships.
Natalie Stagnaro Joins as Director of Influencer
Natalie Stagnaro arrives with a slightly different brief.
As director of influencer, she will focus on senior client relationships, creator partnerships and the commercial expansion of Coolr’s influencer practice. Her role places her closer to the business-building side of the operation, including how the agency scales its services without losing the cultural instincts that made the work attractive in the first place.
Stagnaro has more than 13 years of experience in influencer marketing. Her background includes senior roles at Dentsu and Gleam Futures, as well as Fanbytes, Brainlabs and influencer marketing company Influencer.
She has helped agencies build creator marketing capabilities, expand teams and run programmes for major global brands. Coolr is not bringing her in simply to manage existing accounts. The agency wants someone who has already seen influencer marketing grow from a specialist service into a serious communications discipline.
That distinction matters.
Plenty of agencies can arrange creator posts. Fewer know how to build an influencer department that works across strategy, production, paid distribution, client service and long-term creator relationships.
Coolr Is Treating Creators as Part of the Strategy
Coolr describes itself as an integrated social-first agency operating across social media, influencer marketing and content.
Its approach places creators inside the wider social strategy instead of treating them as last-minute additions to a campaign. The agency says it works with creators as storytellers rather than viewing them only as media placements.
That thinking helps explain the new appointments.
Influencer marketing becomes harder to manage when it grows. More creators mean more contracts, approvals, brand-safety decisions, performance reporting and usage-rights discussions. Add paid media and multi-platform distribution, and the work starts to resemble a full marketing operation rather than a collection of sponsored posts.
Coolr needs senior leadership that can handle both sides of that equation: the creative relationships that make creator content believable and the commercial systems that make it scalable.
Roffey and Stagnaro appear to cover those two areas.
Client Demand Is Pushing Influencer Marketing Forward
Coolr UK Managing Director Olivia Blairman said influencer marketing is becoming increasingly central to how brands appear on social media.
According to Blairman, the agency is seeing creator-led content appear more often in client briefs as brands look for work that can build trust, relevance and stronger connections with specific audiences.
There is a practical reason behind that demand.
Traditional branded social content can feel overly polished or disconnected from how people actually use platforms. Creators already understand the pacing, language and formats of those feeds. They also know when something feels forced.
Brands want access to that understanding. They also want it delivered consistently, safely and at scale.
That is where agencies such as Coolr see an opportunity. The value is no longer limited to finding a popular creator. It comes from building a complete system around the partnership, from strategy and creative development to production, distribution and measurement.
Influencer Marketing Is Becoming an Agency Discipline
For years, influencer marketing often sat somewhere between public relations, social media and talent management. Nobody seemed entirely sure who should own it.
That uncertainty is fading.
Agencies are now creating dedicated leadership roles, specialised teams and separate commercial targets around creator marketing. Influencer work has become large enough and complicated enough to require its own structure.
Coolr’s appointments fit that pattern.
The agency is giving influencer marketing a clearer leadership layer while keeping it connected to its wider social and content operation. This could help Coolr compete for larger briefs in which creators support product launches, paid campaigns, brand storytelling and ongoing social programming rather than isolated activations.
Not every creator campaign needs a complicated framework. Some ideas should stay simple. Still, brands spending serious money in the space increasingly expect more than talent sourcing and a campaign report.
They want strategy. They want reliable delivery. They want creator relationships that can last beyond one post.
Coolr Prepares for Its Next Stage of Creator Growth
Coolr’s leadership changes suggest that the agency expects influencer marketing to keep expanding.
Roffey brings internal knowledge, campaign experience and strategic continuity. Stagnaro adds senior industry experience, commercial leadership and a background in scaling creator-focused teams.
Together, their appointments give Coolr a stronger structure for handling both the day-to-day work and the larger growth opportunity.
Creator marketing is having a moment, as Roffey noted, but moments can disappear quickly. Agencies still need to prove that creator-led campaigns can produce consistent work, stronger audience connections and measurable business value.
Coolr is now building the leadership team it believes can do exactly that.