Gary Orellana
SVP, Influencer Marketing
Dentsu Creative
Senior Vice President, Influencer Marketing, Dentsu Creative Americas – veteran marketer who leads Dentsu’s global influencer marketing council, pioneering new standards and measurement for the industry.
With more than a decade in digital marketing and influencer strategy, Gary Orellana has become one of the discipline’s leading architects. He first made his mark as head of brand partnerships at Gleam, where he championed the idea that influencer marketing deserved its own channel rather than being treated as an add‑on. Today he serves as Senior Vice President of Influencer Marketing at Dentsu Creative Americas, leading a 20‑person team and acting as figurehead of the network’s Global Influencer Marketing Council. Gary pushes for rigorous measurement standards, blending data science with creative risk‑taking, and he was recognised in 2022 as one of the top 30 industry pioneers in influencer marketing. He believes AI tools can drive efficiency in-house and encourages agencies to invest in specialised talent and technology.
Experience
Vice President, Influencer Marketing
Dentsu Creative
2020 - Present
Head of Brand Partnerships USA
Gleam Futures
2020 - 2022
Client Success Lead
CreatorIQ
2018 - 2020
Consultant, Influencer & Celebrity Partnerships (Innovation Lab)
H&M
2017 - 2017
Senior National Account Manager
Influential
2016 - 2017
Full
Experience
Vice President, Influencer Marketing
2020 - PresentDentsu Creative
Dentsu is one of the world's largest advertising agencies, specializing in Influencer Marketing, Creative Services, Media, and Public Relations. Dentsu provides communication-related solutions and services such as management and business consulting. Dentsu’s integrated network of agencies is purpose-built and focused on delivering human-centric, integrated solutions.
Head of Brand Partnerships USA
2020 - 2022Gleam Futures
Gleam Futures was acquired by dentsu. Gleam Solutions, the partnerships and consulting arm of Gleam Futures, specializes in executing high-end influencer programs for brands that are interested in a more refined approach. We offer an end-to-end talent solution, which harnesses our experience in building people, brands, talent and businesses to deliver effective, creative and innovative campaigns for brands.
Client Success Lead
2018 - 2020CreatorIQ
End-to-end Influencer Marketing software & managed services. I help clients optimize their influencer marketing operations by consulting on strategy, competitive landscape, and defining key metrics & goals. My personal client roster included: Ralph Lauren, Airbnb, YETI, Disney, Fullscreen, CVS Health & Beauty, The Marketing Arm, Univision, Live Nation, Deutsch, Adobe, and others.
Consultant, Influencer & Celebrity Partnerships (Innovation Lab)
2017 - 2017H&M
Developed an international influencer marketing strategy for the H&M funded brand launch of /NYDEN. Evaluated technology partners, developed commercial endorsement legal agreements, recruited a team, and implemented best practices.
Senior National Account Manager
2016 - 2017Influential
Influential is an A.I. influencer technology and developer partner of IBM Watson. Accounts: Toyota, Infiniti, Mazda, Lexus, Mondelez (Oreo), The CW, Warner Bros. Pictures, VICE, Conde Nast, Coty, Estée Lauder, & others
Manager, Strategic Brand Partnerships
2015 - 2016Recess Inc.
RECESS is a millenial focused digital & experiential marketing agency. Accounts: Sonos, Live Nation, Logitech, Red Bull, Southwest Airlines, L'Oreal Paris
Social Media Manager
2014 - 2015Little Empire Music
Managed the online communications of our roster of artists through creative content, copywriting, and paid media.
Project Manager
2010 - 2012Red Bull North America
Worked directly with the field marketing & culture marketing departments in developing & executing marketing activations, co-sponsored content, and music-focused events. Projects: Red Bull Soapbox Car Race, US open of Surf, Red Bull Music Academy, Red Bull Opinion Leader Program
SVP, Influencer Marketing
2021 - PresentDentsu Creative
Speaker - Brutality or Honesty: Exploring the Implications and Opportunities of De-Influencing
2023 - 2023Hello Partner
Account Executive
2012 - 2014ZEFR