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CreatorIQ Connect Europe


Session Replay The Role of Creators in the Digital Economy

The most successful sellers of today involve creators in their strategies, whether in influencer marketing, product development and ambassadorship, or all of the above. In this session, ASOS Executive Vice President Customer Marketing Dan Elton, Gymshark Global Partnerships Director Calum Watson, and The Inkey List Co-Founder Colette Laxton will unpack the roles of creators in ecommerce and how they continue to evolve.

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Session Panelists

Calum Watson

Calum Watson
Global Partnerships Director, Gymshark

As the Global Partnerships Director at Gymshark, the U.K.'s fastest-growing company, Calum is responsible for developing the Gymshark brand across the globe via innovative influencer, athlete, and entertainment marketing, as well as brand partnerships. With over eight years of experience in this field, Calum is passionate about finding new ways to connect with consumers as their wants, needs, and touchpoints evolve. For his thought leadership, innovation, and creativity, Calum has been recognized as one of the top 50 influencers in the industry by Talking Influence.
Dan Elton

Dan Elton
Executive Vice President Customer and Marketing, ASOS

Dan joined ASOS in March 2023, and is responsible for customer experience and marketing globally.

Prior to ASOS, Dan was most recently Chief Customer Officer at Made.com, where he was responsible for the end-to-end customer experience, digital product, creative, and marketing. Dan spent a number of years at Google, leading global relationships with fashion and sports brands. Before Google, Dan held a number of senior marketing roles at Argos, Sainsbury’s, and Tesco. Dan started his career as a management consultant, and is a chartered management accountant. Dan is a born-and-bred Londoner, is married to Nikki, and has two kids. Outside of work he is a committed cyclist, Arsenal fan, and board game addict.

Colette laxton

Colette Laxton
Co-Founder, The Inkey List

Colette Laxton is the co-founder of The Inky List, luxury skin & scalp care brand focused on making products with quality ingredients that deliver real results. With over 15 years of experience in the industry, Colette has a proven record of developing brands, companies and people by pushing boundaries to attain outstanding results.
Christopher Morency

MODERATOR Christopher Morency
Co-Founder, edition+partners

Christopher Morency is the co-founder of creative growth company, edition+partners, and publisher of editorial platform SOTA. Most recently, Christopher held the role of Chief Brand Officer at new luxury group Vanguards, overseeing brand strategy, marketing, and positioning the group and its portfolio brands — including Nanushka and SUNNEI — as well as identifying acquisition targets. 

Prior to Vanguards, Christopher worked as a consultant for luxury brands including Gucci, Marni, and Dunhill, where he advised c-suites on brand, content, community, and social cause strategies. At the time, Christopher also served as Editorial Director at influential media title Highsnobiety, where he led the company’s transition from a streetwear-focused publication to a global style authority operating at the intersection of contemporary youth culture and new luxury. During this time he launched Highsnobiety’s first insights vertical, which included a whitepaper series with Boston Consulting Group and multiple other channels and tools that served as the foundation for the company’s next growth phases.

Before this, he held roles at The Business of Fashion and Vice.