Wondrlab has appointed Shidush Contractor as chief operating officer – influencer marketing, tasking him with leading OPA and Opportune across strategy, operations and growth. He will report to Vandana Verma, co-founder and managing partner, Wondrlab Network.
The appointment coincides with Wondrlab formally taking its ‘Power of Total Influence’ approach to market. The framework positions influencer marketing not as a set of standalone campaigns but as a connected influence system designed to deliver measurable impact across the consumer journey. For brands, the proposition is that influence compounds over time when multiple creators, formats and moments are orchestrated together.
Under this model, influencer activity begins at the top of the funnel with mass storytelling and social proof, builds relevance and consideration through micro and nano creators, and converts intent into action via performance-led paid creator campaigns. OPA and Opportune are positioned as integrated platforms that combine scale, creator intelligence, technology and culture-led ideation.
Contractor brings operating experience across adtech, talent management and creator-led businesses. Most recently, he was business head for Middle East and North Africa at Qoruz, where he led regional expansion and worked with brands and agencies on influencer measurement and decision-making. Prior to that, he served as chief of staff to the group CEO at Collective Artists Network, working at the intersection of talent, content and brand partnerships.
After these roles, Contractor built an independent practice focused on helping brands and platforms move from fragmented influencer activity to more structured growth systems. At Wondrlab, his mandate includes integrating capabilities across OPA and Opportune, strengthening operating frameworks, improving accountability and enabling brands to activate influence cohesively across the funnel.
Vandana Verma said brands no longer need more influencer campaigns but influence that delivers across awareness, credibility and performance. She added that Contractor’s experience across talent, technology and execution aligns with Wondrlab’s ambition to scale its influencer platforms into long-term value drivers for brands.
Contractor said influencer marketing has evolved into a serious business lever, requiring coordination across creators, data and ideas. He described Total Influence as an operating system focused on consistency, precision and outcomes over time.