Citizen Relations Launches New Creator Marketing Practice

Today, global communications agency Citizen Relations is further expanding its digital team with the launch of a new Creator Marketing practice. With its influencer services continuing to grow, the agency has hired Neil Mohan as SVP, Creator Marketing and Sol Carmona as director, creator marketing. Both experts will work globally to boost current influencer work and bring new ways of thinking to clients.

Earlier this year, Citizen Relations announced the launch of “dComm3”, a group embedding digital across the way earned programs are built, executed and measured to bridge brands into Web3. While the discipline of influencer marketing already utilizes agency experts across Citizen’s earned-led teams, the agency saw an opportunity to bring Mohan and Carmona into dComm3 to deliver more efficiency, efficacy and innovation via digital creators.

“Neil loves a bold creative activation as much as he does a predictive report on content effectiveness,” said Crystalyn Stuart-Loayza, chief digital officer. “He and Sol are the right people to continue the agency’s track record, while modernizing a new breed of community-focused, full-funnel creator marketing for our clients.”

“The earned-led approach continues to energize me because of its focus on resonating with culture and communities” said Mohan. “Technology has made Creators a significant source of entertainment, education and inspiration and Citizen has such heart for exploring how brands work with creators to earn attention in the future.”

Mohan most recently led Canadian Creative Partnerships at Meta, collaborating with creative agencies and creator marketing platforms on Facebook and Instagram product adoption and evolution. Prior to Meta, he held diverse digital roles at agencies Edelman, Ogilvy and Juniper Park / TBWA. Carmona comes from National PR with creator marketing experience spanning across CPG, healthcare, technology, and retail. Having seen the growth of creators in their own respective Indian and Hispanic communities, Mohan and Carmona are excited to further explore how Citizen's clients can evolve their influence with diverse communities.

Mohan will share his expertise alongside Stuart-Loayza in upcoming content produced by the agency, including a LinkedIn Live event, “The Changing Definition of Influencer” on April 26th.