Fox is putting more structure behind its creator-economy bet. The company has added two senior executives to Fox Creator Studios: Bryan Thoensen as senior VP of content partnerships and Kirsten McAuliffe as senior VP of strategic partnerships and growth. Both report to Billy Parks, who leads the unit.
Thoensen joins from TikTok, where he led content partnerships, and will spearhead creator franchises across the studio. McAuliffe, a veteran of Moonbug and Warner Bros. Discovery, will run commercial strategy and act as the bridge to Fox’s ad sales team.
Two skill sets, one commercial goal
The hires signal that Fox wants creator-led entertainment to become premium advertising inventory, not a social media side bet. Thoensen brings platform-native relationships and an understanding of how creators build audiences. McAuliffe brings the packaging and licensing discipline of a studio-trained sales operation.
The move also reflects a wider shift in how broadcasters think about creator content. Platforms such as TikTok built huge, engaged audiences but often left brand-safety and measurement questions to advertisers. A broadcaster can offer context, editorial adjacency and sales accountability—if it can keep creator talent close enough to feel native rather than corporate.
Billy Parks said creators are building the next generation of entertainment businesses, and Fox Creator Studios is designed to help them scale while creating “premium entertainment opportunities for advertisers.” Katrina Cukaj, Fox’s executive VP of entertainment advertising sales, said the opportunity is to connect advertisers with “authentic creator communities” through deeper commercial partnerships.
Why media planners should care
This is not just a personnel announcement. Fox is telling the market that creator budgets belong in the same conversation as TV and streaming budgets. Buyers who still treat creator deals as experimental social spend may find themselves behind as broadcasters bundle creator franchises with core inventory.
- Fox is formalizing creator inventory alongside its existing ad sales operation.
- TikTok experience suggests a push into platform-native formats and franchise building.
- A Moonbug and Warner Bros. Discovery background signals brand safety and licensed IP discipline.
McAuliffe’s commercial mandate is the key operational detail. She will act as the conduit to Fox’s ad sales team, which means creator inventory is being wired into the same conversations as TV scatter and streaming packages. Thoensen’s franchise-building role, meanwhile, points to longer-form and repeatable formats rather than one-off brand posts.
What to watch next
Expect Fox to package more creator franchises and cross-platform brand deals that sit next to broadcast and streaming inventory. The test for advertisers will be measurement and brand safety: can a broadcaster sell creator audiences with the same accountability as traditional TV? If it can, rivals will be forced to follow.
Source: The Hollywood Reporter
