Later Welcomes Ryan Bonnici as Chief Marketing Officer, Strengthening Their Leadership in Influencer Marketing
On April 3, 2025, Later, a prominent name in the influencer marketing and social media management domain, made a significant announcement regarding the appointment of Ryan Bonnici as Chief Marketing Officer (CMO). Bonnici, who has built a formidable reputation in the marketing world over nearly two decades, joins Later with an impressive track record from notable companies such as Salesforce, HubSpot, and Wellhub.
Bonnici’s credentials are stellar; he has been honored twice by Forbes as one of the 50 World's Most Influential CMOs, reflecting his impact and influence in the industry. His extensive experience spans high-growth global Software-as-a-Service (SaaS) companies, where he has played pivotal roles in launching new market categories and reshaping brand identities. Notably, his background includes creating billion-dollar demand generation strategies from the ground up, demonstrating a rare blend of strategic foresight and executional skill that sets him apart as a leader.
This appointment comes at a crucial time as Later seeks to cement its leadership position in the rapidly evolving landscape of creator marketing. As brands increasingly pivot from traditional advertising methods towards influencer-led campaigns, Bonnici’s expertise aligns perfectly with Later's mission to enhance brand engagement and drive substantial revenue through innovative social media strategies.
Scott Sutton, the CEO of Later, expressed confidence in Bonnici’s capabilities, stating, "Ryan's unique blend of strategic vision and executional excellence immediately stood out. His extensive experience in both B2B and B2C marketing, coupled with a proven track record of driving growth across various stages of a company's evolution, makes him well-suited to lead marketing efforts at Later."
Bonnici's responsibilities will encompass a wide array of functions including brand strategy, communications, product marketing, demand generation, content creation, and community engagement. His plan is to amplify Later’s core strengths while identifying new growth avenues to ensure the company remains at the forefront of social media influence. He remarked, "I'm beyond excited to lead and build a team of world-class marketers who are committed to working hard, having fun and delivering exceptional results. Later already has every building block of the ultimate social revenue engine... the future of marketing is here, and we're ready to lead it."
The rise of creator marketing from a supplementary tactic to a central pillar of brand strategy presents substantial opportunities. Creators now hold a unique power to engage their audiences authentically, and Later leverages this ability to enhance customer engagement and drive conversions effectively. The company recently reported notable milestones, achieving $1.5 billion in revenue and generating 136 billion impressions for its clients over the past year, showcasing its adeptness in navigating the dynamic landscape of creator marketing.
As Bonnici embarks on his new journey with Later, the potential seems boundless. With the backing of a robust executive team, he is positioned to lead the charge in redefining the social revenue experience for brands that engage with audiences through influencers and social media. What sets Later apart is not just its sophistication in technology but also its commitment to creativity and measurable results, ensuring it remains a trusted partner for brands like Crumbl, Kylie Cosmetics, and ESPN that seek to harness the power of social media effectively.
In conclusion, Ryan Bonnici's arrival at Later marks a promising chapter in the company’s trajectory. His past achievements promise to enrich Later's marketing strategies, further establishing the firm as a leader in the influencer marketing arena, effectively bridging the gap between creators and brands in the creator economy.
Bonnici’s credentials are stellar; he has been honored twice by Forbes as one of the 50 World's Most Influential CMOs, reflecting his impact and influence in the industry. His extensive experience spans high-growth global Software-as-a-Service (SaaS) companies, where he has played pivotal roles in launching new market categories and reshaping brand identities. Notably, his background includes creating billion-dollar demand generation strategies from the ground up, demonstrating a rare blend of strategic foresight and executional skill that sets him apart as a leader.
This appointment comes at a crucial time as Later seeks to cement its leadership position in the rapidly evolving landscape of creator marketing. As brands increasingly pivot from traditional advertising methods towards influencer-led campaigns, Bonnici’s expertise aligns perfectly with Later's mission to enhance brand engagement and drive substantial revenue through innovative social media strategies.
Scott Sutton, the CEO of Later, expressed confidence in Bonnici’s capabilities, stating, "Ryan's unique blend of strategic vision and executional excellence immediately stood out. His extensive experience in both B2B and B2C marketing, coupled with a proven track record of driving growth across various stages of a company's evolution, makes him well-suited to lead marketing efforts at Later."
Bonnici's responsibilities will encompass a wide array of functions including brand strategy, communications, product marketing, demand generation, content creation, and community engagement. His plan is to amplify Later’s core strengths while identifying new growth avenues to ensure the company remains at the forefront of social media influence. He remarked, "I'm beyond excited to lead and build a team of world-class marketers who are committed to working hard, having fun and delivering exceptional results. Later already has every building block of the ultimate social revenue engine... the future of marketing is here, and we're ready to lead it."
The rise of creator marketing from a supplementary tactic to a central pillar of brand strategy presents substantial opportunities. Creators now hold a unique power to engage their audiences authentically, and Later leverages this ability to enhance customer engagement and drive conversions effectively. The company recently reported notable milestones, achieving $1.5 billion in revenue and generating 136 billion impressions for its clients over the past year, showcasing its adeptness in navigating the dynamic landscape of creator marketing.
As Bonnici embarks on his new journey with Later, the potential seems boundless. With the backing of a robust executive team, he is positioned to lead the charge in redefining the social revenue experience for brands that engage with audiences through influencers and social media. What sets Later apart is not just its sophistication in technology but also its commitment to creativity and measurable results, ensuring it remains a trusted partner for brands like Crumbl, Kylie Cosmetics, and ESPN that seek to harness the power of social media effectively.
In conclusion, Ryan Bonnici's arrival at Later marks a promising chapter in the company’s trajectory. His past achievements promise to enrich Later's marketing strategies, further establishing the firm as a leader in the influencer marketing arena, effectively bridging the gap between creators and brands in the creator economy.
Topics Consumer Technology）
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