Marketing outfit Heartbeart has acquired influencer commerce company Iconery.

Heartbeat is a marketing technology platform that connects brands with audiences within the Gen Z and millennial demographics. The addition of Iconery will assist Heartbeat in influencer marketing and amplifying the brand's voices.

Over 200,000 consumers use Heartbeat's platform. The company has worked with brands such as TOMS, Drybar, MVMT, Dunkin' and One Hope Wines in order to market products to a wide audience.

Iconery has a strong industry presence behind it. The company was founded by CEO and 20-year marketing vet Ivka Adam, alongside Andrea Linett, known for creative roles at Michael Kors and Lucky Magazine. The pair have a strong connection to influencer marketing, particularly in the fashion sector.

Heart of the matter

Acquiring Iconery seems to be a good catch for Heartbeat, with a lot of potential for growth and reach to a variety of influencers and brands looking to work with them. Adam will now be responsible for Heartbeat's marketing efforts moving forward.

Heartbeat’s platform lies at the intersection of content, commerce, and community. We know that authentic content created by real people drives commerce so the acquisition of Iconery will help us deepen our expertise in this area and adds a key retail piece to the solution," said Heartbeat CEO and co-founder Brian Freeman.

Heartbeat Co-Founder and COO Kate Edwards added: “we have a deep conviction around supporting female founders - so many of the brands we work with are female-led - so it was only natural to add Ivka to our leadership team.”