Day Management has expanded into the UK with the launch of Day Mgmt UK, marking the Australian creator talent agency's first international move.
The new business will be led by founder Genevieve Day in partnership with UK-based influencer marketing specialist Tiah Slattery, who joins as Managing Director and Co-Founder. Day Mgmt UK will operate as a separate entity with its own UK-based roster of creators and talent.
Over 11 years, Day Management has built its business in Australia, representing creators and media personalities including Sarah Davidson, Conor Curran, Matty and Sarah Fahd, and Jasmine Txo. It has also worked with brands including L'Oreal, Uber, Apple and Wesfarmers.
The launch gives the company a foothold in one of the larger influencer marketing markets outside Australia, as agencies look for growth beyond their home territories. It also reflects the increasingly cross-border nature of creator representation and brand partnerships.
Slattery brings almost a decade of experience in influencer marketing, creator strategy and commercial partnerships. Most recently, she was head of influencer at DEPT, where she worked across major global brands and international markets.
Under the new structure, the UK arm will focus on brand partnerships and creative campaigns, applying the same content-led, 360-degree management approach used in Australia while building a roster for the next phase of the creator economy.
Founded in 2015, Day Management was among Australia's earlier specialist digital talent management agencies. The expansion comes during a broader growth period for the group, which has also added a development arm, The Next Day, focused on new and emerging talent across both markets.
The launch signals continued investment in influencer management at a time when agencies, brands and creators are placing greater emphasis on longer-term commercial relationships. For creator agencies, that often means combining talent representation with strategy, campaign work and intellectual property development.
Genevieve Day said the UK market was a logical next step for the business after more than a decade in Australia.
"Launching Day Mgmt UK feels like a natural evolution of everything we've built over the past 11 years in Australia," said Genevieve Day, Founder and CEO of Day Management.
"The UK influencer marketing landscape is dynamic, creator-led, and full of opportunity, and I wanted to enter it with someone who truly understands that market from the inside. Tiah brings exactly the kind of expertise, relationships, and instinct that this expansion deserves. Together, we're building something really exciting," she added.
Slattery said she had followed the company's development in Australia for some time.
"I've watched what Genevieve has built with Day Management in Australia over many years, and it's genuinely impressive. Not just the quality of talent she represents, but the way the business operates, the culture she's built, and the long-term thinking behind it," noted Slattery.
"As we enter a new era of influencer marketing, talent IP, education, and meaningful audience connection are becoming more valuable than ever. Creators need partners who understand both sides of the ecosystem. The opportunity is not simply managing talent. It's bringing incredible creators and ambitious brands together to build commercially smart, long-term partnerships that genuinely move culture forward. The UK market is ready for this next chapter, and I couldn't be more excited to build Day Mgmt UK alongside Gen," Slattery added.