Ewen Ling.
Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Ewen Ling: Founder & CEO at Referwo
Time in current role/time at the company:
Three years
How would you describe what the company does?
Referwo is an influencer marketing platform that connects e-commerce brands with authentic content creators to drive awareness, generate UGC, and boost sales through gifting, affiliate, and paid collaborations. Our tools help brands manage their campaigns end-to-end, track performance, and scale influencer marketing with ease.
What do you do day to day?
Every day looks a little different. I focus heavily on strategic planning, whether it’s refining our business model, identifying growth opportunities, or mapping out product improvements. I also support brands setting up campaigns, work closely with developers on platform upgrades, and lead our agency services team, which delivers website development and AI solutions. Staying close to our users—both brands and influencers—is a big part of ensuring we’re solving the right problems as we scale.
Define your job in one word:
Builder
I got into the industry because:
I saw a gap in how small to medium brands struggled to manage influencer marketing and measure ROI. Coming from a 15-year e-commerce background, I wanted to create a solution that simplifies and scales this channel.
What’s the biggest challenge you face in your role?
Figuring out what truly works, and how to get there. Achieving product-market fit is an ongoing process. It takes constant iteration, listening to customer feedback, and making smart, sometimes tough, decisions about where to focus our time and resources.
What’s the biggest industry-wide challenge you’d like to see tackled?
More accountability and transparency in influencer performance metrics. There’s still a disconnect between vanity metrics and sales-driven results, which affect brand trust.
Who has been a great mentor to you and why?
Alex Gastle has been a great mentor, especially during the early, uncertain days of my startup journey. He gave me clarity, guidance, and a solid blueprint to move forward. Most importantly, he taught me to focus on solving real problems—not just chasing trends—and that mindset still shapes how I build and grow Referwo today.
Words of advice for someone wanting a job like yours?
Build something that truly solves a problem, because purpose will carry you through the hard days. Stay resilient and adaptable; the road is rarely linear, but every challenge shapes you. Listen closely to your customers, they’ll show you the way. And remember, your health is your greatest asset. This journey is a marathon, not a sprint so pace yourself, believe in your vision, and keep moving forward.
If I wasn’t doing this for a living, I'd be:
Helping other entrepreneurs build and grow digital businesses, likely still in e-commerce or tech.
My philosophy is:
Build with purpose, serve with integrity, and always keep learning.
My favourite advert is:
Apple’s “Think Different” campaign. It’s timeless, bold, and speaks to creators and innovators.
Music and TV streaming habits: what do you subscribe to?
Spotify, Netflix, Disney+, and YouTube Premium.
Tell us one thing people at work don’t know about you?
I once considered becoming a chef. I love experimenting in the kitchen to unwind.
In five years’ time, I'll be:
Scaling Referwo globally, helping more brands grow through influencer and AI-driven marketing, while launching complementary ventures that empower digital entrepreneurs.
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