Jenny Polachek Penich

Jenny Polachek Penich is a media and marketing executive with nearly two decades of experience in digital media and creator-driven marketing. Penich has held leadership roles in revenue, operations, and marketing across organizations such as VICE Media, Refinery29, and Time Inc., contributing to the growth of global businesses. Her tenure at Refinery29 during its acquisition by VICE Media provided her with insight into scaling businesses within the digital media landscape.

As president of Influencer, a comprehensive influencer agency, Penich oversees strategic platform and brand partnerships, marketing, client services, and business operations for North America. She was responsible for launching the North America business, which has expanded to a team of 50. Influencer, founded by Caspar Lee and Ben Jeffries, is recognized as the world's largest independent creator marketing agency and serves as an official global marketing partner of TikTok, YouTube, Pinterest, Snap, Meta, and Twitch. Under Penich's leadership, the agency has established ongoing client relationships with major brands, including J.Crew, Instacart, and Mars.

Penich is a frequent speaker on topics related to the creator economy and influencer marketing, addressing industry events and media outlets such as The Drum. She has discussed the evolution of influencer marketing, emphasizing its sophistication and the integration of creators into full-funnel marketing strategies, including connected TV, out-of-home, and live experiences.

Influencer's proprietary platform, Waves, connects directly to APIs from Meta, TikTok, Snap, and YouTube. Penich has played a key role in positioning the agency's technology as both data-driven and human-centered. She has articulated a vision in which creators become intellectual property, with the agency developing episodic content, long-term storytelling platforms, and experiential activations. Penich also notes the convergence of performance and brand teams, with creators increasingly driving both brand awareness and direct sales. Her expertise bridges traditional media and the creator economy, providing guidance for audiences navigating the future of marketing.