Tellez, the 29-year-old marketing guru who in 2019 cofounded the Gen Z underwear brand Parade, launched Devotion earlier this year with the aim of building a creator marketing platform for the post-follower era. Her cofounder and CEO, Jon Kroopf, joined the firm following stints at TikTok and CreatorIQ.

On Friday, following a year of rapid growth, the company brought Ed Victori aboard as its first chief operating officer to accelerate those efforts, Tellez told ADWEEK.

Victori joins the startup from United Talent Agency, which he joined through its acquisition of JUV Consulting, where he was COO and helped lead the sale.