Fabulate taps GroupM veteran Terri Owens to lead client service and operations

Australian influencer marketing platform Fabulate has appointed GroupM senior executive Terri Owens as its client service and operations director, strengthening its leadership team as it expands its presence across APAC.

Owens, a respected industry leader in marketing technology and operations, brings nearly a decade of experience from WPP and GroupM. She was most recently general manager of business operations at WPP’s data and AI division, Choreograph. She also held roles including head of business operations and general manager of product, data and technology at GroupM.

At Fabulate, Owens will oversee client service and operations, reporting to chief revenue officer Ben Gunn and chief product and strategy officer Nathan Powell. She will work closely with the company’s commercial and product teams to ensure the platform continues to evolve in line with client and creator needs.

Fabulate CEO Toby Kennett said Owens' deep expertise in marketing technology would be invaluable as the company scales its operations.

“Terri has been at the forefront of influencer marketing technology,” Kennett said. “She recognised early on that the best way to scale influencer marketing effectively is by embracing technology-based solutions. Her expertise will be instrumental in driving Fabulate forward and we couldn’t be more excited to have her on board.”

Fabulate has been building momentum in the APAC region as influencer marketing matures, with brands seeking scalable and tech-driven solutions. Gunn added that Owens' appointment comes amid a rising number of influencer briefs coming from APAC markets.

“Terri’s speciality is scaling operations, and we are seeing a growing demand for responses out of the APAC region,” Gunn said. “She has the expertise to help us do that while also continuing to grow the substantial foothold we have in the Australian influencer market.”

Owens said she was excited to join Fabulate and help shape the future of influencer marketing.

“Influencer marketing has evolved significantly in just a few years and Fabulate has been at the centre of making this space more efficient, scalable and impactful for brands. I’ve seen it directly from the agency side,” Owens said.

“I’m thrilled to be joining a team that truly understands the power of technology in this space and look forward to helping Fabulate continue to set new industry standards in client service and innovation.”

The appointment follows a strong period for Fabulate, which last year won Australia’s Best Influencer Marketing Technology award at the AiMCO Awards. The company has been shortlisted for the accolade again this year, with the winners set to be announced later this week.