Scott Sutton

Sutton grew up in automotive, learning lean and manufacturing processes inside factories, including, by his account, plants in Mexico producing semi-trucks. He credits early social media and the early days of YouTube for giving him access to information he could not find anywhere else. He later held a leadership role at ZoomInfo, which he says he helped take public, before looking for his next challenge. A former colleague pointed him towards a company doing great things in the creator space, and Sutton, seeing the opportunity in the market and with its customers, joined Later as Chief Executive Officer.

At Later, Sutton challenged a business built on selling software licences into agencies and large brands, arguing the real opportunity sat in the roughly 30 billion dollars of ad spend already flowing through the creator economy, which he says is heading to 100 billion dollars by 2030. He describes creators now running across the entire marketing stack, from connected TV to bottom of funnel commerce, and has pushed the company into AI search, building creator-based answer engine optimization for brands and generating UGC at scale for marketplace product pages. He travels roughly 45 weeks a year to stay close to a market he calls highly dynamic.