Social-first agency Uncovered has announced the launch of a dedicated Influence Division, appointing former Coolr Client Partner Katie Fieldman as Director of Influence.
The move signals a clear step forward in the agency’s evolution, as it continues to double down on creator-led work and integrated social strategies.
A new phase of growth
Uncovered’s decision to formalise its influence offering comes at a time of significant momentum for the business. The agency has grown its headcount by more than 50% over the past year, alongside securing major client wins including pladis, Tesco, and Nationwide.
The newly formed division, Uncovered Influence, will sit at the centre of that growth strategy.
Rather than treating influencer marketing as a bolt-on service, the division is designed to operate both as a standalone offering and as a fully integrated part of wider social, creative, and media strategies.
This reflects a broader shift happening across the industry, where creator partnerships are no longer viewed as campaign add-ons, but as core drivers of performance.
Leading the charge
Katie Fieldman joins Uncovered to lead this next chapter, bringing with her a strong track record across some of the most recognised brands in the space.
At Coolr, she worked across accounts including Samsung, Deliveroo, Disney, Sky, and Nespresso, focusing on social and influence strategy at scale.
Her earlier experience spans both consultancy and agency leadership roles, including positions at The Romans and DDA Global, giving her a well-rounded view of how creator marketing operates across different business models.
She will report into Head of Strategy Nina Landale, working closely with the wider team to build out the agency’s creator capabilities.
From campaigns to ecosystems
The launch of Uncovered Influence speaks to a wider shift in how agencies are structuring their offering.
Where influencer marketing was once campaign-led, agencies are now building always-on creator ecosystems that sit across content, paid media, and brand strategy.
Uncovered’s approach leans into this, combining strategic planning with executional delivery across the full creator lifecycle – from talent sourcing and partnerships through to optimisation and performance.
For brands, this means creator activity is no longer siloed. Instead, it becomes part of a broader, measurable growth engine.
A strategic bet on creators
Nina Landale described the hire as a key moment for the agency’s future:
“We are so happy to have Katie as our new Director of Influence. With more opportunity than ever to drive real impact through genuine creator partnerships, we have big ambitions for Uncovered’s Influence function and the role it plays across the agency.“
“Katie’s depth of experience in influencer marketing, combined with her strategic outlook and proven ability to build high-performing creator campaigns, makes her the perfect partner to help us elevate, scale and future‑proof this new offering.”
For Fieldman, the opportunity lies in scaling what is already a strong foundation:
“I’m beyond excited to be working with this amazing team. Their vision, energy and values are unmatched. Spearheading the Influence Division is an exciting opportunity to drive more creator-powered success for Uncovered’s growing roster of top-notch clients. I can’t wait to get started.”
Why this matters
This isn’t just another senior hire. It’s a signal of where the market is heading. As brands continue to prioritise social-first thinking, agencies are being forced to rethink how influence sits within their structure.
Dedicated divisions like this suggest a future where influencer marketing is no longer a channel, but a central pillar of modern marketing teams.
