Gordon Glenister is one of the United Kingdom’s leading authorities on influencer marketing, with a career spanning more than 25 years across promotional, branded content, and creator economy disciplines. Based in Cambridge, he is Global Head of Influencer Marketing for the Branded Content Marketing Association, where he advises member brands and agencies on how to build commercially defensible creator strategies.
Before pivoting fully into the influencer space, Gordon served as Director General of the British Promotional Merchandise Association for 11 years, a tenure that shaped his systems-level view of how brands, suppliers, and audiences interact at scale. That operator background, rather than a pure agency pedigree, is part of what gives his commentary its commercial weight.
He is the author of Influencer Marketing Strategy, published by Kogan Page and shortlisted for the Business Book Awards 2022 in the Sales and Marketing category. The book has since been updated into a second edition covering platforms such as BeReal, WhatsApp, and WeChat, alongside fresh case studies from beauty, gaming, travel, and tech.
Gordon hosts two podcasts, Influence, the global show focused on influencer marketing, and Growing Your Influence Online. He is a frequent keynote speaker on international stages, has chaired tracks at DMWF Global and DMWF Europe, and has been recognised on the Thinkers360 top 50 most influential people in PR Communications list.
Within the Influencer Strategists ecosystem, Gordon serves as community co-host, bringing senior practitioners together through curated dinners, panels, and editorial programming. He also runs an independent consultancy and an influencer course aimed at individuals looking to build commercial creator businesses.