Senior Google exec Michelle Vincent joins Mofilm as CEO as the “Airbnb of content” expands into Web3

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The Brandtech Group has appointed Michelle Vincent as CEO of Mofilm, its people-powered content company

Vincent is stepping into the role after Mofilm CEO Suzanne Spence moved to the group’s mobile marketing tech platform, Mobkoi, as its Global CEO in March.

Vincent joins from Google where she was Head of Industry, Automotive. Prior to that, she spent a decade at Google from 2007 to 2017, across a variety of roles including Head of Industry for the Education and Travel verticals. From 2017, she spent two years at Facebook where she led media and creative strategies for several of the top global online travel companies before returning to Google in 2019.

Vincent joins Mofilm at a time when the Creator Economy is exploding, with the market currently worth an estimated $104BN and a record $1.3BN in funding deals in 2021 alone. She will be based at Mofilm’s New York HQ and is tasked to further scale the company’s 10,000-strong network of creators, who are spread across 182 countries.

“The people-powered economy has changed the world over the last decade. Mofilm, which is also in its tenth year, has played a leading role in pioneering the Creator Economy,” The Brandtech Group founder and CEO David Jones says, adding, “Michelle has an outstanding track record in strategic leadership and more than 20 years’ experience at two of the world’s biggest tech platforms, making her exactly the right person to lead Mofilm on the next stage of its growth.”

Mofilm, which has global clients including Target, DoorDash and Unilever, has seen accelerating growth on the back of marketers’ growing commitments to diversity and inclusion, Jones says. Audiences, in particular young people, are demanding brands be more inclusive in their marketing and brand owners are quickly realizing a good way to do this is to ensure that content itself is produced by diverse creators. Mofilm says of the creators commissioned by brands in 2021, 52 percent were female and 57 percent were BIPOC.

This aspect was a big draw for Vincent. “Mofilm’s model, which enables a message for Black or LGBTQIA+ and so many more globally diverse audiences, to have people who are actually from the same identifying community guiding the creative, shooting and editing each scene - it was a no-brainer that this was a special company to be a part of. The model is so compelling and one of the key reasons I wanted to join, ” she says.

Mofilm’s platform, which has been described as the "Uber or Airbnb of content", has creators on the ground in 182 countries, which allows brands to create content all over the world without anyone having to get on a plane - a big plus at a time when the environmental impact of producing content is also an increasing concern for marketers.

The tidal wave of brand interest in Web3 and the metaverse has created one of the biggest new challenges for marketers - how to tap into creators who are experts in the nascent space. Vincent will turbocharge Mofilm with the growing number of Web3 and metaverse creators that are joining the network, often billed as ‘the world’s biggest creative department.’ A key focus for Vincent will be to nurture and expand the growing number of Web3 and metaverse creators that are joining the Mofilm network.

Vincent says: “Mofilm sits at an exciting intersection of where content creation and the digital evolution through Web3 and the Metaverse are going next. The rise of Web3 and the Metaverse is moving at a lightning pace, so we have to continue to get in front of it by activating our existing community experts and supporting even more creators so they can have a seat at the table. I have been energized by early conversations with creators in Mofilm’s community who are actively a part of breakthrough work on the next generation of NFTs, gaming, and so much more.”

Photo: Michelle Vincent with The Brandtech Group founder and CEO, David Jones
Credit: Devonne Douglas