Fabulate appoints Gabrielle Lawton to lead New Zealand expansion

Fabulate has appointed Gabrielle Lawton as its first New Zealand commercial lead as it establishes a dedicated presence in the market.

Based in Auckland, Lawton will lead commercial growth and work with brands, agencies, creators and platform partners across New Zealand. She joins with experience across media, digital marketing, partnerships and commercial leadership.

The appointment marks another step in Fabulate’s Asia Pacific expansion as demand for creator-led marketing continues to grow.

“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,” Ben Gunn, chief revenue officer at Fabulate, said.

“Gabrielle brings exceptional commercial experience, deep relationships across New Zealand’s media and marketing industry and a genuine passion for helping brands innovate.”

Fabulate said its platform currently tracks more than 180,000 New Zealand creators across TikTok, Instagram and YouTube, giving marketers access to one of the country’s largest creator databases.

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

“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.”

Fabulate’s regional footprint now includes Australia, New Zealand, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Indonesia, South Korea and Japan.