Later, the world’s leading social revenue platform, has appointed Ryan Bonnici as its new Chief Marketing Officer, signaling a strategic shift in momentum as the company doubles down on its category-defining position in influencer marketing and social media management. Recognized twice by Forbes as one of the 50 World’s Most Influential CMOs, Bonnici brings with him nearly two decades of SaaS marketing expertise from major global players like Salesforce, HubSpot, G2, and Wellhub.

This announcement marks a pivotal moment for Later as the company seeks to further establish itself as the go-to solution for creator-powered, revenue-driven marketing.

Bonnici’s Legacy: From Growth Architect to Marketing Visionary

With a career steeped in scaling brands from early-stage traction to hypergrowth, Ryan Bonnici has built a reputation for:

• Launching new product categories

• Repositioning brands for global scale

• Building billion-dollar demand engines from scratch

He has held executive marketing roles at Salesforce, where he led APAC marketing during the company's explosive growth, and HubSpot, where he helped pioneer inbound marketing across global markets. At G2, he elevated the company into a top-tier software review platform, and at Wellhub, he further honed his skills in connecting performance marketing with brand equity.

Now, he brings this experience and energy to Later, aligning with a platform built to empower brands and creators to work smarter, connect authentically, and generate measurable revenue.

Later’s Position in the Creator Economy

Later is not just a social media scheduling tool—it’s the number one social revenue platform for modern marketers. Its suite of solutions includes:

• Influencer campaign management

• Full social media publishing and analytics

• Affiliate and creator tools

• Link-in-bio solutions

• Award-winning creative services

In the last 12 months, Later has driven $1.5 billion in attributable revenue and over 136 billion impressions for its clients—clear proof that influencer-driven marketing is evolving from supplementary to strategically essential.

As traditional paid media begins to deliver diminishing returns, brands are shifting performance budgets into creator-led, engagement-driven campaigns—a transition that Later is perfectly positioned to support.

Strategic Focus: From Top-of-Funnel Engagement to Bottom-of-Funnel ROI

Bonnici’s appointment comes at a time when brands demand not just reach, but return. His focus will be on:

• Tying social engagement efforts directly to revenue impact

• Elevating Later’s brand as the definitive leader in social revenue

• Driving full-funnel marketing campaigns powered by creator content

• Expanding the platform’s appeal to both B2B and B2C brands

Scott Sutton, CEO of Later, shares:

"Ryan’s unique blend of strategic vision and executional excellence stood out immediately. His ability to lead across all stages of growth, foster innovation, and build high-performing teams makes him the ideal CMO for Later."

Leadership Philosophy: Building with Energy, Purpose, and Creativity

Returning to his passion for marketing to marketers, Bonnici will oversee a wide spectrum of initiatives at Later, including:

• Brand strategy and repositioning

• Product marketing and demand generation

• Content development and community engagement

• Performance metrics and revenue attribution

His leadership style focuses on collaboration, ambition, and delivering exceptional results through a mix of creativity and operational rigor.

Bonnici says:

“Later already has every building block of the ultimate social revenue engine. That’s not just powerful—it’s unmatched. I’m beyond excited to lead a team of world-class marketers and help brands scale authentically across channels, cultures, and communities.”

The Bigger Picture: The Future of Creator-Led Marketing

The marketing landscape is undergoing a seismic shift—creators are no longer sidekicks; they’re central players. Their authentic relationships with audiences provide unmatched leverage in driving conversions and long-term loyalty.

Later’s expanded leadership team, with Bonnici at the marketing helm, reflects a belief that creator marketing is not a trend—it’s the future. With tools to support every stage of the content lifecycle—from strategy to execution to ROI tracking—Later is shaping what modern marketing at scale looks like.

A New Chapter of Category Leadership

Ryan Bonnici’s appointment is more than a headline—it’s a declaration of intent. Later is no longer just part of the creator economy; it’s becoming the infrastructure for it. With a visionary CMO in place and a platform already delivering billion-dollar outcomes, Later is now poised to lead the next era of marketing—where social isn’t just social, it’s sales.