How Gamma Built Its Creator Program on the Way to $100M ARR

Gamma’s creator program puts hundreds of creators live every month, and for most of the company’s life it has been run by a tiny team: first the CEO, then three marketers, and now one program lead working with a handful of agencies. Gamma’s own team calls creators its number one marketing channel, and they sit underneath the company reaching $100M ARR, profitably, with 50 people.

We went through everything Gamma’s founders and marketing team have said about it in public, on podcasts, LinkedIn and X, and mapped every founder, employee and paid creator posting about the product. Here’s how the program was built, in the order it happened, and what I’d take from it if you’re building one yourself.

How Did Gamma Grow Before It Had a Marketing Team?

Grant Lee, Jon Noronha and James Fox started Gamma in 2020. By late 2022 they had about 60,000 users, a dozen people and “a little over a year of runway left”, so they rebuilt the product around AI in three months and relaunched at the end of March 2023.

Signups went from a few hundred a day to 20,000 a day within days, and Grant is clear on Lenny’s Podcast about where they came from: “we weren’t doing any sort of marketing, no advertising. It was all sort of organic word of mouth, virality of the product.”

He has since split the growth into two stages. Up to $10M ARR it was nearly 100% word of mouth and organic content, and from $10M to $50M word of mouth was still more than half, with influencer, affiliate and referral programs making up the rest.

The founders were the first distribution channel. The three of them have about 120,000 LinkedIn followers between them, 113,000 of which are Grant’s, and he has been posting daily for years.

Who Ran Gamma’s Creator Program at the Start?

The CEO did, by hand. “All the initial influencers I onboarded manually myself. I would jump on a call with each one of them so that they understood what Gamma represented, how to use the product.”

That detail matters more than it looks. The founder of a company adding 20,000 signups a day was spending his calendar on creator calls, because creators who actually understood the product made content that explained it properly.

How Did Gamma Scale Creators Without Building a Big Team?

Gamma had no marketing team at all until early 2025, when Kristin Fracchia joined to build one. On the Ahrefs Podcast she described what three marketers were running at the time: “we’re still managing six to eight different influencer agencies and having hundreds of influencers going live each month.”

Four or five of those agencies work with Gamma all the time, and the others come in around launches. She picks them by platform, because each agency is better connected on its own platform and “the tech AI influencers on Twitter are very different than your lifestyle influencers on Instagram”.

Her reason for doing it at all is the most useful line in the whole teardown:

“Influencer management is a very manual human to human task. It doesn’t scale well… and it also is actually what makes it a pretty defensible strategy right now because it’s not easy to do right.”

Kristin Fracchia, Gamma

Who Runs Gamma’s Creator Program Now?

Fiona Turko joined in January 2026 to lead global creator marketing. Asked on the Creator Economy Live podcast how big her team is, she said “That’s just me”, and explained that Gamma has “a couple agencies that we work with, like all over the world to help us activate creators at scale”. When the host suggested creators must take most of the marketing budget, she agreed: “It’s our number one marketing channel across the whole org.”

When we mapped who posts about Gamma, the creators on LinkedIn included Reno Perry, Tobi Oluwole, Lorraine K. Lee, Jean Kang, Jenny Stojkovic and Mark Manson, and on Instagram Marina Mogilko, Varun Mayya, Saptarshi Prakash, Mia McGrath and Nishant Chahar. The creators on our map reach more than 10.6M people between them, about 88 times what the three founders reach on LinkedIn.

How Does Gamma Use Creators Beyond Organic Posts?

Creators now run through Gamma’s ads, launches and events as well as the feed.

Ads. When we pulled Gamma’s LinkedIn ads on 4 October 2026, 118 were live and 86 of them ran as Thought Leader Ads through a person’s profile. Three of the four faces used most often have fewer than 30,000 followers.

Launches. For the Series B, Kristin wrote that the team “dialed up our always-on influencer strategy”, and the launch content passed 10 million views across LinkedIn and Twitter.

Events. Gammarama, Gamma’s live storytelling show in New York, put Malcolm Gladwell, Bobbi Brown and Mike Birbiglia on the bill, with creators including Jerry Lee, Gigi Robinson and Natasha Badger in the room.

The brand account now comes last. In Kristin’s words, “we don’t start with our brand account ever now”: announcements go out from Grant’s account first, and the company page reposts them.

What Should You Take From Gamma’s Creator Program?

Three things stand out to me from running programs like this for B2B SaaS and AI companies:

1. Start with the founders, and keep them posting. Gamma’s first distribution was Grant’s own feed, and the company still launches from it.
2. Get close to the first creators yourself. Grant’s calls are why the early content explained the product properly, and it’s the step people skip when they hand creators off too early.
3. Keep the team small and the creator count high. Gamma reached hundreds of creators a month with three marketers, and now one program lead, by using specialist partners for the work that doesn’t scale.

That third point is how we run creator programs at CreatorWorks, so the team on your side stays small while the program grows. You can see what it looks like in our Productive case study, or across all our case studies.

For a company that went the other way, with the founder pitching creators before the product even existed, read our ElevenLabs teardown.