Pierre Cassuto
Chief Marketing Officer
Humanz
Global Chief Marketing Officer of influencer platform Humanz. Drawing on a background in creative agencies, media and tech, he champions authentic, data‑driven influencer marketing and understands the complexities of modern day influencer marketing in Africa like few others on the contitent.
Born in Paris and educated at the University of Cape Town, Pierre Cassuto grew up at the intersection of European luxury and African diversity and creativity. He began his career at Ogilvy, managing projects for iconic brands like Louis Vuitton and LVMH, and later worked across creative agencies, media companies, content studios and tech startups. That eclectic path prepared him to lead Humanz, a AI‑powered influencer marketing platform, where he now serves as Global Chief Marketing Officer.
From the outset, Pierre has argued that influencer marketing is not a media buy but a relationship business. He notes that paying creators solely based on follower counts makes little sense because only a fraction of creators drive most of the sales. Instead, he urges brands to invest in people who genuinely love the product and to treat creators as VIP customers. Under his leadership, Humanz audits social data from the ground up using artificial intelligence to combat fraud and measure true return on investment. When the company launched in South Africa, he explained that the market was still sceptical about influencer marketing and that Humanz aimed to grow the entire ecosystem by bringing transparency and science to pricing and performance.
Pierre’s curiosity extends beyond marketing. He co‑launched ZANEWS, a satirical news show, and created the board game House of Cronies. As a member of the IAB Digital Influencer Marketing Committee, he helps set standards for the industry. He is a frequent speaker and writer who simplifies complex concepts about the creator economy, encouraging marketers to move from transactions to authentic partnerships. His multicultural background and passion for storytelling make him one of the most interesting voices in the rapidly evolving world of influencer marketing.
Experience
Chief Marketing Officer
Humanz
2019 - Present
Head of Marketing
Both Worlds Investments (Pty) Limited
2009 - Present
Chairperson of the influencer marketing committee
IAB South Africa
2023 - 2024
Director Strategic Partnerships
Ole!Connect
2016 - 2019
Business Development Manager
Kagiso Media
2013 - 2016
Featured
Campaigns
Trusted by
Leading Brands
Thought
Leadership
#IABInsightSeries: Digital influencer marketing
Bizcommunity
Cassuto is featured in this July 2020 article from the Interactive Advertising Bureau (IAB) insight series. He provides commentary on marketing strategy during a changing social climate.
Influencer marketing firm Humanz officially launches in South Africa
The Media Online
This September 2019 article includes an exclusive interview with Cassuto, who served as CMO of Humanz at the time. He explains the company's decision to launch in the South African market and discusses the importance of influencer marketing.
The evolution of influencer marketing: what is next?
The Media Online
In this August 2022 bylined article, Cassuto discusses the evolution of influencer marketing, focusing on transparency and authentic relationships between brands and creators for generating real ROI.
Pierre Cassuto: Why Influencer Marketing is More Than a Media Channel
The Continuum
This feature article positions Cassuto as a thought leader on the creator economy and influencer marketing, highlighting his passion for the industry and ability to explain complex concepts to marketers.
Full
Experience
Chief Marketing Officer
2019 - PresentHumanz
Head of Marketing
2009 - PresentBoth Worlds Investments (Pty) Limited
Participated in the launch of ZANEWS as an online satirical video show, following rejections from main broadcasters. Participated in the development of the online format, assets and online community. Participated in the definition of the business model, funding and sponsorship opportunities. Designed and developed the ZANEWS website, local streaming platform and embed widgets. Advisory board includes Thierry Cassuto, Jonathan Shapiro (Zapiro), Archbishop Desmond Tutu, Branko Brkic (editor of Daily Maverick), Dr Dario Milo (Partner, Webber Wentzel Law Firm), Eddie Mbalo (former CEO NFVF).
Chairperson of the influencer marketing committee
2023 - 2024IAB South Africa
Director Strategic Partnerships
2016 - 2019Ole!Connect
Helping businesses to craft winning narratives and customer experiences for the digital age, by combining timeless storytelling principles with data, technology and performance methods.
Business Development Manager
2013 - 2016Kagiso Media
Defined and drove implementation of a number of strategic business investments and partnerships both within and outside the group. Promoted innovation, collaboration and lateral thinking within a number of teams in the group. Redefined editorial, distribution, staffing and sales strategy of key publishing assets. Successfully designed and launched new offerings and services. Pursued investments from key clients.
Group Account Director
2012 - 2013OgilvyOne
Founding member OgilvyOne Johannesburg. Managed client relationships with key accounts such as Cell C, KFC and SAB. Overviewed and conducted interviews leading up to the hiring of new talent and staff.
Executive Producer
2010 - 2012Ogilvy Interactive Johannesburg
Spear-headed Ogilvy Interactive’s transformation from an unprofitable agency cost centre to a profit-making, innovative SBU within Ogilvy Johannesburg. Reviewed and reinvented operational processes, pricing model, roles and responsibilities as well as documentation across the entire business. Actively pursued increased investments from clients and participated in the winning of new accounts for the agency such Cell C, KFC, DStv, Miller, the Sharks, MK, etc... Drove the definition and subsequent implementation of an effective digital vision and strategy for key clients. Managed client relationship, account managers and billings for key accounts such as KFC, Lucozade and Miller. Overviewed and conducted interviews leading up to the hiring of new talent and staff.
Account Executive
2007 - 2010OgilvyOne
Managed client relations and projects for a number of large international account including Nestlé, LVMH, Louis Vuitton, Parker and Waterman Actively pursued increased investments from clients and the winning of new accounts such as Nescafe and Banijay Participated in the development of websites using PHP, .NET, SharePoint, and full flash, including Louis Vuitton Journeys, NIDO global website template, Nescafe international website, Parkerpen and Waterman international websites. Pioneered in social media initiatives with clients including Nescafé and Parkerpen.
Public Relations Manager, Marketing Assistant
2006 - 2007Panda Software South Africa
Localized press releases, making them relevant to the South African market and conform to local press standards. Developed relationships with trade journalists and industry experts, leading to the publication of over 75% of all submitted press releases. Developed and managed promotional and advertising campaigns, increasing brand awareness and leading to increased marketing leads.