The Future of Influencer Marketing: GRIN’s New CEO Sets a Course for Growth and Transformation

GRIN, a leading influencer marketing software company, has appointed Ryan Debenham as its new CEO. Debenham, who previously served as GRIN’s CTO and president, brings a wealth of experience to the role, including leading AI and data analytics at Qualtrics prior to its acquisition by SAP.

As CEO, Debenham will focus on transforming GRIN from a suite of tools into a strategic partner for brands, driving innovation and aligning the platform with clients’ business outcomes. He succeeds co-founder Brandon Brown, who will transition to board chairman.

AdBuzzDaily spoke with a spokesperson from the company about Debenham’s new role and his vision for the future of GRIN.

In today’s creator economy, how does Ryan Debenham plan to position GRIN as a strategic partner that helps brands achieve measurable business outcomes rather than simply offering tools?

GRIN is evolving beyond being a collection of powerful tools to become a platform that aligns with a brand’s business outcomes and serves as a true strategic partner. Most brands purchase an influencer marketing tool hoping for strategic guidance and improved results, but the reality often falls short because success requires more than technology; it demands the right knowledge, strategy, partnerships, and support. GRIN’s focus is to help brands solve these challenges by offering not just technology, but the insights, education, community, data, and strategic partnerships they need to succeed in an increasingly complex marketing landscape.

What insights from his leadership at Qualtrics and Route does he see as most applicable to addressing the challenges and opportunities brands face in the creator economy?

Ryan believes in the power of influence because he’s experienced it firsthand as a former professional athlete. He’s passionate about the creator economy and sees building products and technology that empower some of the world’s most exciting brands and talented creators as a dream opportunity.

At Qualtrics, as a Director of Software Engineering, Ryan played a key role in building and scaling data and AI solutions for some of the world’s largest enterprises. He supported due diligence and post M&A integration for small strategic opportunities as well as the $8 billion acquisition of Qualtrics by SAP, one of the largest SaaS deals of all time. He also helped with the growth and expansion of Qualtrics from just over 100 people co-located in Provo Utah to well over 2,000 people across the world.

Later, Ryan became the CTO at Route and helped drive the rapid expansion of a small seed startup into a unicorn-valued business, raising hundreds of millions of dollars in capital and growing revenue nearly to $100 million annually in just four years. Through this, he developed deep experience working both with e-commerce brands on major platforms, such as Shopify, as well as millions of consumers on iOS and Android devices.

Drawing on these experiences, Ryan brings a clear vision for tackling the challenges of the creator economy, where brands increasingly rely on authentic influencer relationships for growth. His track record in building and scaling technology, executing high-stakes M&A, and raising significant capital positions him to drive innovation for brands and creators alike. By blending passion for authentic influence with proven leadership in fast-growing organizations, Ryan aims to shape and strengthen the future of an industry he deeply believes in.

As Brandon Brown transitions to board chairman, how will his ongoing involvement shape GRIN’s partnerships and long-term strategy in a creator-driven marketplace?

Brandon Brown has been at the forefront of the creator economy since his time at Red Bull, where he helped pioneer innovative ways to connect brands with authentic voices, athletes, and communities. As GRIN’s board chairman, Brandon will continue to bring his deep industry expertise and visionary leadership to the table, including fostering key partnerships, ensuring GRIN stays ahead. With his unparalleled understanding of the intersection between culture, creators, and business, Brandon will play a pivotal role in guiding GRIN’s growth and innovation for years to come.

With innovation and culture being critical in the competitive creator economy, what approach will you take to drive technological advancement at GRIN while maintaining a people-first work environment?

To drive real innovation, you need a team that’s engaged, motivated, and genuinely bought into the vision of the company. Ryan’s focus is on creating a people-first culture where collaboration and creativity come naturally. From empowering employees with no meeting Wednesdays to aligning everyone with GRIN’s mission through weekly all-hands meetings and a commitment to transparency, Ryan ensures the team can—and is excited to—deliver cutting-edge technology and solutions that meets the evolving needs of brands and creators in the competitive creator economy. As Ryan frequently says, “There is no challenge we can’t tackle if we are all rowing together.”

How does GRIN plan to redefine its role in the creator economy under Debenham’s leadership to stay ahead of trends and empower creators and brands alike?

GRIN recognizes a significant opportunity to help brands build and scale more impactful creator programs, and under Ryan’s leadership, the company will transform from a collection of tools into a comprehensive solution for achieving those goals. This transformation involves providing not only the right strategies and community support, but also leveraging large-scale data and insights that few others can offer. Rather than [merely keeping up with new trends], Ryan aims to assemble the world’s top talent to actively shape them.

In choosing Ryan, GRIN gains a leader who has both built technology at scale and lived the influencer experience firsthand. This dual perspective allows for innovations grounded in technical excellence and authentic creator insights, especially in an age where the development of AI is rapidly changing how we build and interact with technology. By combining deep technical expertise, strategic vision, and on-the-ground influencer experience, Ryan and GRIN are positioned to steer the creator economy forward, empowering both brands and creators.