NEW YORK, USA

Enterprise brands continue to consolidate the media and commerce journey with fewer partners, a shift that has driven a 66% increase in average deal size over two years for Tinuiti, a leading independent media agency. To extend its integrated model across the UK and EMEA and deepen expertise in affiliate and social commerce, Tinuiti today announced three senior leadership hires: EJ Watson as Vice President, Client Partner, EMEA; Danay Escanaverino as Vice President, Affiliate Marketing; and Kellie Martin as Senior Director of Social Commerce.

"The brands we work with aren't just asking for more channels. They're asking for those channels to work together. EJ takes the relationships our U.S. clients trust into EMEA. Danay connects affiliate to the rest of the funnel. Kellie turns TikTok Shop into a measurable growth channel. Each brings a proven record of scaling programs for enterprise brands, and with Bliss Point, our proprietary intelligence engine, powering their expertise, clients get the clarity, speed, and momentum to scale. That connective tissue is what bigger mandates require," said Crystal Duncan, Executive Vice President, Brand Engagement, Tinuiti.

With decades of specialized agency and brand-side experience, these new leaders bring proven expertise in scaling high-impact programs for enterprise brands across global markets:

EJ Watson, VP, Client Partner, EMEA

Based in the UK, Watson will own senior client relationships and business outcomes for a pod of strategic accounts while serving as Tinuiti's senior in-market client delivery leader in EMEA. She will architect multi-year growth strategies, lead key client touchpoints and play a central role in expanding U.S.-based client relationships into EMEA, working closely with channel leads, Product and Analytics. She will also provide leadership and support to Tinuiti's UK-based teams.

Watson brings more than 20 years of global media, marketing and commercial leadership, driving growth for brands including Adidas, IKEA, Coca-Cola, AB InBev, Shell, Mondelez and Cricket Australia. Her experience spans retail, FMCG, consumer health, energy, sports and e-commerce across Europe, North America, Africa, Asia-Pacific and the Middle East.

She most recently led global client portfolios at WPP Media, overseeing network connectivity, commercial operations, strategic planning and capability development across more than 50 markets.

Danay Escanaverino, Vice President, Affiliate Marketing

A 25-year performance marketing veteran, Escanaverino will lead Tinuiti's affiliate practice, defining the next generation of performance-based partnerships as AI, privacy changes, and the shift from content to commerce reshape the space. She will guide the practice toward holistic, content-led, full-funnel partnership ecosystems, seamlessly connecting affiliate with paid social, search, commerce and influencer, and serve as a senior advisor to clients.

Escanaverino has built and scaled partnership programs across agency, brand, publisher and consulting environments, leading teams of five to 60. She helped launch and scale an affiliate network through its merger into MediaWhiz, launched one of the first Latin America-focused affiliate networks at Filiado, and founded multicultural performance agency LunaSol Media, which she led for 12 years before a successful exit. She most recently advised Fortune 100 brands at Ebiquity.

Kellie Martin, Senior Director of Social Commerce

Martin will lead Tinuiti's TikTok Shop practice, driving innovation and best-in-class execution across social commerce. She will work with account and client partner teams to integrate TikTok Shop into client solutions, represent the practice in new business pitches and audits, and convey client needs to Tinuiti's Product team.

A creator, commerce and growth leader with more than 11 years of experience spanning beauty, retail, and CPG, Martin has built and scaled TikTok Shop, affiliate, and paid social programs for leading enterprise brands. She joins Tinuiti from Zero To 1, where she led TikTok Shop channel strategy for brands including P&G, Nature Made, and Carpe. She previously led paid social strategy at Junction 37, following digital media roles at Viacom and iHeartMedia.

Investing Behind Growth

The expansion of Tinuiti's leadership team comes as the agency also scales its Bliss Point Marketing Operating System-Tinuiti's proprietary intelligence engine that unifies audience, creative, media, and measurement. Earlier this month, Tinuiti announced the launch of the Bliss Point Model Context Protocol (MCP) Server, becoming one of the first agencies to open its proprietary measurement layer directly to AI agents. Tinuiti's pioneering agency MCP Server comes as platforms such as Google, Meta, TikTok, and Amazon have each introduced MCP connections that give marketers and developers agent-based access to their respective platforms.

By bringing governed, taxonomized media data directly into a brand's preferred AI environment, the Bliss Point MCP Server empowers marketers to connect cross-functional datasets, instantly query real-time performance, and automate custom workflows like pacing alerts and weekly narratives. To learn more about Tinuiti's Bliss Point MCP Server, reach out directly here.

Today's announcement follows rapid enterprise growth for Tinuiti, including major Agency of Record wins such as: Carter's, Inc., Full-Funnel Agency of Record; SNIPES USA, Agency of Record; Wolverine World Wide, Inc. (Merrell®, Saucony®, Chaco®, Wolverine®, and Cat® Footwear), Media Agency of Record;Serta Simmons Bedding, Digital Agency of Record; and Allies of Skin, Media Agency of Record.

Earlier this month, Tinuiti earned a spot on the 2026 Adweek Agency of the Year Shortlist in two major categories: U.S. Media Agency of the Year and Independent Media Agency of the Year. An esteemed industry accolade, the dual shortlist further validates Tinuiti's commitment to providing clients with the speed, objectivity, and competitive edge that come with an independent model.

About Tinuiti

Tinuiti is a media agency that not only builds brands, but architects business outcomes, creating immediate and lasting growth for clients. At the center is Tinuiti's Bliss Point Marketing Operating System-the ultimate brand and performance unifier-which fuels decisions across Audience, Creative, Media and Measurement. This approach allows Tinuiti to treat each client's business like its own-making smarter decisions, faster, and with greater accountability. With over $4.5 billion in media under management and 1,200 employees across the U.S., Mexico and EMEA, Tinuiti delivers measurable impact for leading brands. For more information, visithttps://tinuiti.com/.

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