Associate Director

Acceleration Partners appoints Suzannah Tarkington as Vice President of Influencer to scale full-funnel performance marketing solutions. Acceleration Partners, a global leader in partnership marketing, has announced the strategic appointment of Suzannah Tarkington as its new Vice President of Influencer. This move signals a significant evolution in the agency's service architecture, moving influencer marketing from a peripheral creative service into a core, performance-driven growth practice. Tarkington, a veteran with over a decade of experience in media, advertising, and creator strategy, is tasked with scaling the agency's "Performance Influencer" offering. This specialized service aims to bridge the historical divide between high-reach brand awareness and measurable bottom-line conversions. The appointment comes at a critical juncture for the digital marketing industry. For years, influencer marketing and affiliate marketing operated in silos: one prioritized storytelling and cultural relevance, while the other focused on attribution and revenue. However, as consumer behavior shifts toward social commerce, brands are increasingly demanding that creator partnerships deliver both cultural impact and quantifiable commercial outcomes. Acceleration Partners' decision to place Tarkington at the helm of this division suggests a commitment to treating influencer marketing as a distinct financial practice requiring executive oversight, rigorous operational infrastructure, and strict accountability. Strategic evolution of the Performance Influencer model. The "Performance Influencer" model represents a shift in how agencies and brands perceive the value of a creator. Historically, influencer campaigns were evaluated through "vanity metrics" such as likes, shares, and impressions. Under the new framework spearheaded by Acceleration Partners, these metrics are viewed merely as the top of the funnel. The focus has moved toward a full-funnel approach, where creator content is optimized to drive customer acquisition, lead generation, and direct sales. Acceleration Partners is uniquely positioned to lead this transition. The agency currently manages partnership programs for more than 200 brands across 40 countries. In 2025, the agency reported that its managed programs generated over $8.6 billion in client revenue and facilitated 110 million conversions. By integrating influencer marketing into this high-performance ecosystem, the agency aims to provide a unified solution for brands that are tired of managing fragmented programs across multiple agencies. Tarkington's mandate involves owning the entire vision for the influencer organization. This includes managing the profit and loss (P&L) statement, driving client growth, and refining the agency's operating model. Furthermore, she will collaborate with sales and marketing teams to lead influencer-centric pitches and establish the agency's thought leadership in the rapidly evolving creator economy. A career built on creator-led innovation. Suzannah Tarkington joins Acceleration Partners following a prolific seven-year tenure at Fohr, a prominent influencer marketing technology and service firm. Joining Fohr as its 26th employee, she eventually rose to the position of Senior Director of Client Services. During her time there, she was instrumental in scaling the client services department fivefold, managing sophisticated programs for global powerhouses such as Sephora, DICK'S Sporting Goods, Pandora, The RealReal, Colgate-Palmolive, and COTY. One of Tarkington's most notable achievements was the launch and management of the "Sephora Squad." This initiative redefined the traditional ambassador model by moving away from short-term transactional posts toward long-term, year-long paid relationships. The program utilized an application-based system that prioritized the depth of a creator's connection with their community over simple follower counts. Under Tarkington's leadership, the Sephora Squad grew from 27 members to 72 within its first three years. Notably, the program became a benchmark for diversity and inclusion in the industry; in 2021, 79% of the creators selected identified as BIPOC (Black, Indigenous, and People of Color). This experience in community development and technology-backed creator selection is expected to be a cornerstone of her strategy at Acceleration Partners. In addition to her work with beauty brands, Tarkington helped expand the DICK'S Sporting Goods "Varsity Team" to over 10,000 applicants and pioneered influencer-led retail media offerings. Her work with luxury resale platform The RealReal involved the use of predictive intelligence, demonstrating how historical campaign data can be leveraged to inform casting and investment decisions before a single dollar is spent on content creation. The chronology of convergence: influencer and affiliate integration. The appointment of a Vice President of Influencer is the latest step in a multi-year strategy by Acceleration Partners to consolidate the partnership marketing landscape. A pivotal moment in this timeline occurred in late 2022, when Acceleration Partners acquired Influencer Response and Volt Agency. These acquisitions were designed to inject direct-response expertise and paid social amplification into the agency's existing affiliate infrastructure. At the time, leadership noted that the lines between affiliate and influencer marketing were blurring, with creators increasingly adopting performance-based compensation models like affiliate links, discount codes, and personalized storefronts. By 2024, the market had reached a point where brands were often managing two separate teams - one for influencers and one for affiliates - targeting the same creators with different budgets and tracking systems. Tarkington's role is designed to eliminate these inefficiencies. Her objective is to provide a "single-agency solution" that allows brands to evaluate a creator's impact across the entire customer journey, from the first moment of discovery to the final transaction. Data-Driven decision making in the creator economy. The rise of "Performance Influencer" marketing is backed by significant industry shifts. According to recent market analysis, the creator economy is projected to be worth nearly $500 billion by 2027. However, as the market matures, the "spray and pray" method of influencer marketing is being replaced by data-heavy strategies. Acceleration Partners' "Performance Influencer Playbook" outlines the requirements for success in this new era: * Long-Term Relationships: Moving away from one-off posts to build brand equity and trust. * Creator-Level Performance Data: Tracking individual conversion rates and customer lifetime value (CLV) per creator. * Outcome-Based Compensation: Utilizing hybrid payment models that combine flat fees for creative work with commissions for performance. * Technology Integration: Using proprietary tools to track attribution across platforms, including "dark social" and cookieless environments. Tarkington's background in utilizing technology to verify reach and evaluate thousands of applications at scale will be vital in implementing these principles. Her previous work showed that data-driven casting - using predictive intelligence - can significantly reduce the risk associated with high-budget influencer campaigns. Impact on the agency landscape and brand strategy. The professionalization of influencer marketing through executive leadership changes like Tarkington's reflects a broader trend in the agency world. Brands are no longer satisfied with agencies that only offer "access" to talent or "creative vision." They are looking for the same level of sophistication found in programmatic advertising or search engine marketing: consistent reporting, clear attribution, and predictable ROI. For brands, the integration of influencer and affiliate strategies offers several advantages. It allows for better margin management, as creators can be compensated based on the specific role they play - whether that is "top-of-funnel" awareness or "bottom-of-funnel" conversion. It also simplifies the legal and financial burden of managing hundreds of individual contracts and payments. For the influencer community, this shift introduces a higher level of accountability but also offers more stability. Creators who can prove their ability to drive business results are more likely to secure long-term, high-value partnerships rather than fleeting, transactional deals. Looking ahead: the next phase of growth. As Tarkington steps into her role at Acceleration Partners, the challenge will be to maintain the "magic" of influencer marketing - the authenticity and storytelling - while imposing the "logic" of performance marketing. The success of this initiative will likely serve as a case study for the industry at large. Acceleration Partners' global reach provides a massive sandbox for these strategies. With operations in the U.S., EMEA, and APAC, the agency is tasked with navigating different cultural nuances and platform preferences while maintaining a unified performance standard. The industry will be watching to see if Tarkington can successfully scale the "Performance Influencer" model to meet the needs of the world's largest consumer brands. If successful, the distinction between "brand" marketing and "performance" marketing may finally disappear, replaced by a holistic "growth" system where creators are the primary engine of commerce. In her new capacity, Tarkington will focus on ensuring that cultural influence and measurable performance are not seen as competing priorities, but as two halves of a single, effective marketing strategy. Her appointment marks the end of the experimental phase of influencer marketing and the beginning of its era as a disciplined, executive-led business function.

Byrna selects Acceleration Partners to expand creator network. Byrna Technologies Inc., a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions, announced that it has selected Acceleration Partners as its influencer and affiliate marketing agency to build a broader social creator program, relaunch Byrna's affiliate marketing program and improve the Company's ability to measure customer acquisition across its e-commerce channels. Acceleration Partners will help Byrna develop an organic, creator-led content network spanning established personalities and micro- and mid-sized creators, with an initial focus on Instagram, Facebook and YouTube. The initiative will reach audiences including women, families, runners, commuters and outdoor consumers through creator-driven content showing how Byrna's products can support personal safety at home, while commuting, during exercise and travel, and in outdoor settings. Acceleration Partners will also lead the relaunch and expansion of Byrna's affiliate marketing program by recruiting new partners, including product review sites, editorial publishers and personal safety platforms. Creator and affiliate activity will be measured across Byrna.com and Amazon, giving Byrna a more complete view of performance across its primary e-commerce channels and helping the Company refine partner incentives and marketing investments over time. "One of our key near-term priorities is to make Byrna relevant and accessible to a broader set of consumers," said Conn Davis, Chief Executive Officer of Byrna. "Acceleration Partners will help us do that by building a network of social creators who can show how Byrna fits into everyday personal safety needs and by relaunching our affiliate program as a more performance-based customer acquisition channel. These initiatives will work together to provide a more targeted and measurable way to reach new audiences, while giving us better visibility into which partners, messages and audiences are driving engagement and sales." Byrna has historically built awareness through national radio, podcasts and partnerships with prominent media and self-defense personalities. These channels have helped educate consumers about the less-lethal category and establish Byrna's core customer base, and they will remain an important part of the Company's marketing mix. The expanded creator strategy is intended to complement these channels and relationships by presenting Byrna in more specific, everyday personal safety contexts.