Kristi O’Brien (left) and Kit Ulrich [Photos: LTK]

Dallas-based influencer commerce marketing platform LTK announced two newly created C-suite roles to scale innovation and revenue across its creator, consumer, and brand platforms. Kristi O’Brien has been appointed chief revenue officer (CRO) and Kit Ulrich has been appointed Chief Experience Officer (CXO).

As LTK marks its 14th anniversary, users are purchasing more than $5 billion worth of products through the LTK platform and brands are investing hundreds of millions into LTK Creators each year, the company said—adding that nearly 40% of Gen Z and Millennial women in the U.S. use LTK today.

All those big numbers help explain why, just last month, LTK was one of two Dallas companies to make TIME’s 2025 list of the 100 most influential companies. (The other was Colossal Biosciences.) In 2023, LTK Co-Founder and President Amber Venz Box told Fortune how she launched her $2 billion influencer marketing platform with only $236 in her bank account.

O’Brien will focus on brand and strategic partnerships

New CRO O’Brien will focus on advancing LTK’s brand and strategic partnerships globally. Since joining LTK in 2018, she has driven hundreds of millions of dollars in annual revenue and integrated more than 9,000 retailers and over 1 million brands into the LTK platform. Each year, under O’Brien’s leadership, brands run more than 55,000 collaborations across creators’ entire digital portfolios, including social media and their LTK communities, the company said.

Recently, O’Brien also led the development of LTK’s partnership with Pinterest, enabling original LTK Creator content to reach Pinterest’s 570 million monthly users, further expanding creator reach and brand value.

Before LTK, O’Brien worked at Allen & Company, a New York-based investment bank, where she advised on over $150 billion in transactions for companies in the media and technology industries.

Ulrich to lead all LTK product organizations

In her new role, Ulrich will lead all product organizations across the LTK ecosystem—including its apps and platforms for creators, consumers, and brands—under one unified experience team. She’ll also lead all creator success and growth teams, as well as the consumer and creator marketing teams in this new organization. LTK said that this unification will deliver a stronger, more connected experience for creators and brands alike, ultimately driving greater success for both.

Ulrich has led the transformation of LTK from a shopping-only platform into a destination for creator-led communities, the company said.

Under her leadership, LTK recently relaunched the LTK app, the company’s consumer app, and introduced powerful content creation and community management tools for creators in the LTK Creator app. The company said results have already shown significant impact with a 138% increase in time spent in the LTK app and a 160% increase in video views.

Before joining LTK in 2020, Ulrich served as chief product officer at Shutterstock and WeightWatchers, and managing director at FirstMark Capital, a top 10 venture capital firm.

LTK said it has more than $3 billion invested in creators.

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