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Fabulate appoints Gabrielle Lawton to lead Aotearoa expansion
Gabrielle Lawton will lead Fabulate's expansion into Aotearoa.
APAC creator marketing and technology platform Fabulate has announced its first New Zealand commercial lead. Experienced media and creator marketing specialist Gabrielle Lawton is the new appointment.
The move is another significant milestone in Fabulate’s continued expansion across the Asia-Pacific region. Lawton’s role establishes the company’s first dedicated, on-the-ground commercial presence in the Aotearoa market.
Based in Auckland, Lawton will lead Fabulate’s commercial growth across New Zealand. She will work closely with brands, media agencies, creator talent and platform partners. Her aim is to help organisations scale smarter, more measurable creator marketing through Fabulate’s end-to-end technology platform and AI-powered solutions.
“I’m incredibly excited to be joining Fabulate at such an exciting stage of its growth,” says 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.”
Fabulate chief revenue officer Ben Gunn adds: “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.”
“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.”
Investing in local expertise
Lawton joins Fabulate with extensive experience across New Zealand’s media, marketing and commercial sectors. She has built a career helping brands develop integrated marketing strategies, strategic partnerships and audience-first campaigns. Her experience spanning media, digital and commercial leadership provides a strong foundation to support local brands. Creator marketing continues to mature into one of the industry’s fastest-growing marketing channels in Aotearoa.
The appointment reflects growing demand from New Zealand brands for more sophisticated creator marketing solutions. By establishing a permanent presence in the market, Fabulate is investing in local expertise while giving marketers access to the same AI-powered technology and regional capabilities that have helped leading brands scale creator marketing across APAC.
Through its platform, Fabulate currently tracks more than 180,000 New Zealand creators. These include about 114,000 TikTok creators, 56,000 Instagram creators and 12,000 YouTube creators.
