Edelman has expanded its Asia-Pacific creator marketing team with two senior appointments aimed at accelerating its regional capabilities in the fast-growing creator economy.
Sushant Vithaldas has been named Head of Creator Marketing, India, and will be based in Mumbai. In his new role, he will lead Edelman’s creator marketing business in India and work closely with cross-functional teams to strengthen the agency’s integrated creator offerings. He joins from Collective Artists Network, where he drove revenue growth and brand partnerships across creator ecosystems and new media. His earlier experience includes roles at Schbang, Landmark Group, Dell, and Apple in India.
Rithan Vijaya has been appointed Creator Marketing Leader for Southeast Asia, where he will oversee creator strategy across the region. Prior to Edelman, he worked at Monks, leading creator strategy for regional and global campaigns for brands such as Vaseline and Google. He has also held positions at Astro and Rocketfuel Entertainment.
Both leaders will report into Edelman’s growing global creator leadership structure under Kenny Gold, Global Chief Creator Officer, who has been shaping the firm’s “Trusted Creator” approach.
According to Edelman leadership, creators have become central to how brands earn influence and build trust across markets, especially in the diverse and rapidly evolving Asia-Pacific region. The appointments are part of the company’s broader push to build creator-led, earned-first storytelling programs that blend cultural relevance with credibility and long-term brand trust.
