Elaine Shui

Whalar Ltd

US Head of Client Services

Elaine Shui is a pioneering leader in creator marketing and the US Head of Client Services at Whalar, a globally recognized creator-focused agency. Over the past nine years, she has helped redefine the role of creators, demonstrating their value not only in driving commerce but also in fostering authentic storytelling and community engagement. Elaine leads a high-performing team, overseeing client strategy, account management, and the execution of innovative campaigns across diverse industries. For example, she guided a well-known pharmaceutical brand in building a real-time, community-driven platform that connected audiences through authentic storytelling, moving beyond traditional influencer campaigns. She has also led integrated campaigns for major e-commerce and consumer brands, combining creators, celebrity partnerships, and cultural insights to produce engaging, purpose-driven content. In addition, Elaine played a key role in scaling TikTok’s Creator Marketing Partner program, helping to establish best practices, operational frameworks, and standards that shaped the platform’s approach to creator-driven campaigns. Through these initiatives, she has consistently shown how creator-led storytelling can drive meaningful engagement, strengthen brand relevance, and build loyal communities.

Career Highlights: 

• Held senior media and brand partnerships roles at The New York Times, InStyle, and New York Media. 

• Served as juror for the Shorty Awards and speaks at key industry forums, sharing expertise on creator marketing, digital strategy, and community engagement.