Snap Inc., the company behind the popular multimedia app Snapchat, has appointed Chris Lewis as its first-ever talent partnerships lead for Australia and New Zealand. This strategic move underscores Snap's commitment to fostering stronger relationships with local creators while bolstering its presence in the ANZ region.

Reporting directly to Jim Shepherd, Snap’s director of global content partnerships, Lewis will spearhead initiatives aimed at empowering Australian and Kiwi creators. His role involves developing outreach strategies, onboarding talent, and fostering innovative partnerships that enable creators to unlock their creative potential and explore monetisation opportunities through Snapchat. Additionally, Lewis will manage relationships with public figures and content creators across the region, ensuring their work resonates with Snapchat’s growing local audience.

“Chris’s appointment is a testament to our dedication to nurturing the creator community in Australia and New Zealand,” said Ryan Ferguson, managing director of Snap Inc. in ANZ. “This investment will not only provide creators with unique opportunities but also enable advertisers to connect authentically with Snapchat’s highly engaged audience through local talent.”

Lewis, who has been with Snap for over five years as a senior creative producer for APAC, brings a wealth of experience to his new role. His tenure includes overseeing augmented reality projects, sponsored video campaigns, and talent integration across the region. With more than 15 years of expertise in branded content production, campaign management, and talent partnerships, Lewis is well-positioned to help local creators expand their reach and maximise their impact on Snapchat’s platform.

The timing of this announcement is significant, as the creator economy faces challenges and uncertainties. Snapchat has proven itself a valuable platform for creators, offering a variety of tools to monetise content, grow audiences, and establish brand recognition. Over the past year, the number of creators posting publicly on Snapchat has tripled, highlighting the platform’s increasing popularity among content creators.

“As we kick off 2025, I’m excited to connect with and support our talented Snap Stars in Australia and New Zealand,” Lewis said. “I’m also eager to help creators who haven’t yet explored Snapchat feel confident using our creative tools and monetisation programs to share their authentic stories and grow their communities.”

Snapchat recently introduced a unified Monetisation Program, allowing creators to earn revenue from ads placed within their Stories and longer Spotlight videos. Starting February 1, 2025, eligible creators can monetise Spotlight videos over one minute long, expanding opportunities for sustainable income.

With a monthly audience of over 8 million Australians and 1.5 million New Zealanders, Snapchat continues to gain traction in the region. The company’s ANZ team is also expanding, with open roles in sales, creative production, and legal.

Lewis’s appointment and Snap’s growing focus on local creators signal the platform’s ambition to become a cornerstone of the ANZ creator economy, offering innovative tools and partnerships to support the next generation of talent.