Creator agency, Amplify, has made a number of new appointments and established a partnerships division in preparation for its next phase of expansion.

Former Head of Talent, Sonja Stindl has been promoted into the role of General Manager, where she will oversee people, finance, and legal matters, working closely with co-founders Alex Reid and Tom Maynard.

"It's truly an exciting time to be part of the creator industry, and Amplify is leading the charge with the best content creators and clients in the business as well as our passionate team driving it all behind the scenes. I look forward to working with Alex and Tom to solidify our offering in Australia and prepare for our next growth phase," Stindl said.

The new partnerships division will be headed by Ben Somers who returns to the agency as Partnerships Director, following a brief stint at TikTok. Somers' focus will be on driving new business and fostering client relationships.

"Returning to Amplify and leading this new Partnerships division is a really exciting move for me. As a business we’re growing from strength to strength and the aim of this new team is to drive connections - internally and externally - to meet the needs of our clients beyond traditional campaign structures," Somers said.

Amplify's team expansion also includes the hiring of Jess Hill as Senior Campaign Manager, Ryan Paturzo as Account Director for the Production team, and Jyothi Krithivasan as Partnerships and Marketing Coordinator.

Since its inception in 2015, Amplify has grown from eight creators and live shows to a roster of 50 creators and a team of over 80 across Australia, Southeast Asia, Japan, and Korea. The agency's partners include TikTok, Amazon, and Meta.

"It's taken a while, but we are starting to see mass adoption of creators into existing marketing mixes, using creators' audiences to connect with relevant brands and their messages. With that comes the need for a bigger team and our approach has always been to hire people smarter than us, which hasn’t been difficult," said Alex Reid, co-founder of Amplify."We're proud of the business's growth and our ability to promote internally. Cultivating a thriving culture and fostering growth are important to us as business owners and we strive to ensure that our team feels this positive impact, even if we’ve run out of desks in the office,."