Pamela Zapata

Henry Torres

Today, Sundial Media & Technology Group (SMTG), a human connections company and home to ESSENCE, Refinery29, SOMOS, AFROPUNK and Beautycon™, announced the launch of THEIA, its newly formed global creator marketing agency. Built at the intersection of culture, community and commerce, the agency will offer full-service creator marketing strategies to help brands expand their cultural power through creator-led storytelling, strategic partnerships, experiential activations, and social-first campaigns.

Sundial Media & Technology Group also announced the appointment of Pamela Zapata as Head of THEIA. A seasoned leader in influencer and talent strategy, Zapata has led campaigns for global brands including Estée Lauder, MAC Cosmetics, Bobbi Brown, La Mer, Dove, Suave, Aveda, Axe, and Popsicle. Before founding Society 18 in 2019, she held roles at E! Entertainment, Ryan Seacrest Productions, and StyleHaul, overseeing integrated marketing, talent strategy, production, and branded content initiatives.

“At THEIA, we’ll focus on building creator ecosystems that go beyond transactional influence and instead create long-term cultural relevance,” said Pamela Zapata, Head of THEIA. “Consumers are increasingly looking for authenticity, nuance, and creators who genuinely shape culture within their communities. Our approach is rooted in identifying those voices early, understanding audience behavior deeply, and helping brands show up in ways that feel credible and lasting. We’re also committed to helping bridge the pay equity gap for creators by advocating for fair opportunities and long-term investment in diverse talent. With THEIA, we’re building a true one-stop shop for brands — from creator strategy and talent partnerships to cultural storytelling and full-scale campaign execution.”

In tandem with the launch, Society18 has entered a strategic partnership with Sundial Media & Technology Group as a preferred creator agency partner. Society18 offers immediate relationships and reach, having established itself as a leading influencer management and marketing agency that drives successful brand and creator partnerships. The partnership furthers both companies’ shared commitment to advancing creator-led storytelling, driving greater pay equity and opportunities for diverse creators, and expanding representation across media, entertainment, and brand marketing. The distinguished bi-coastal influencer management and marketing agency created by Zapata specializes in multicultural and multiethnic content creators, digital talent strategy, and culturally driven campaigns.

Since its founding in 2019, the agency has established itself as a trailblazer in the creator economy, building impactful partnerships between brands and a diverse roster of influential voices across entertainment, beauty, fashion, lifestyle, and culture, with its mission rooted in uplifting creators of color.

“Specifically with Society18, our goal was always to reflect society, so working with creators of all sizes, races, and ethnicities, we’ve been able to make amazing strides within the creator economy for our creators. But we asked ourselves, ‘How do we extend beyond our roster and bring opportunities to creators that may not be ready for management, but can give them a path forward?’ With the Sundial portfolio, we can make a real impact at scale, which is exciting. I want to help as many creators get amazing opportunities, visibility, and fair pay, and being able to do that at the scale we can with Sundial Media & Technology Group is what really excites me about the role,” Zapata told me during our Zoom interview.

“The creator economy has fundamentally changed how influence is built, how communities form, and how brands earn trust,” said Kirk McDonald, CEO of Sundial Media & Technology Group. “THEIA represents the next evolution of Sundial’s commitment to connecting brands with culture through authentic voices and meaningful relationships. Pamela brings a rare combination of cultural intuition, strategic rigor, and deep expertise in the creator economy. Under her leadership, THEIA will help brands move beyond transactional campaigns and build lasting relevance through creators who shape conversations, communities, and culture every day.”

Zapata couldn’t agree more with McDonald’s sentiment around the importance of developing intentional creator-led marketing campaigns. “I think what we’ve seen in the influencer landscape lately is that creator marketing can feel transactional, and there's value in building brand equity through experiential work with creators and tying creators to cultural moments to create strategies that are not just one post, but really integrate and break through the noise,” she said. “I am encouraging brands to think about what their creator strategy looks like year-round and during cultural moments where they need to check off a box. They should make sure to have multiple touchpoints throughout the year with diverse creators so that it does not feel transactional, and it does not feel performative.”

While Sundial Media & Technology Group has traditionally focused on media and experiential strategies, it is beginning to deepen its influencer strategy approach, which is Zapata’s sweet spot. “Going to market with creator-first opportunities and being able to offer editorial features, media buys, and experiential opportunities through ESSENCE Festival of Culture and Black Women In Hollywood activations will be great to tie everything together and allow brands to come and have a one-stop shop for all of their marketing needs,” she stated. “I’m really excited to learn from the Sundial C-suite team and leadership team. I am also looking forward to returning to the corporate space and learning again. I think when you run a business, you're pouring into this team, and so to come and to work alongside Kirk McDonald and Amanda Butler, who's our new CMO, and obviously Brooke DeVard, collaboratively while we build out THEIA, and while touching all of these different parts of the business is exciting.”