For the past 25 years I've been immersed in the affiliate industry.

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My almost two decades network-side is unrivalled in the UK, giving me a unique perspective and context.

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Following a stint at dgm, I moved to Awin back in 2006, at the time a small UK network with around 35 employees. Hired for my affiliate management experience, I soon created the network's first publisher team, soon followed by the compliance function. I was also busy helping to win new business including many high-profile brands that are still flourishing on the network today.

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Building the industry's first strategy team, I hit my stride, delving into the network's data, uncovering and presenting insights never seen before. Whether it was the early funnel activity of content sites, the role mobile played in driving conversions across devices or the value offered by incentivised traffic, I showcased the power of the affiliate channel as it continued to grow apace.

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My global role as Awin expanded into Europe led to presentations at dozens of conferences across the world, helping to build my knowledge of the vagaries and variances of different affiliate markets. 

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As a trained journalist I've always liked to flex my editorial skills and have written numerous articles, whitepapers, guides and more than 30 affiliate awards, including the Grand Prix at the 2013 Performance Marketing Awards for 'Making Mobile Count'. This initiative meant affiliates wouldn't miss out on valuable commissions as mobile grabbed a greater share of digital traffic. 

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Aside from my day to day role, I undertook a clean up the industry, leading to my election as Chair of the IAB's Affiliate Marketing Council.

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Under my watch, the downloadable software code of conduct was ushered in, which helped protect existing affiliate revenues, while bringing new opportunities to brands. I coordinated regular audits of the voucher space, attempting to clean up a reputationally tricky part of the affiliate channel. My favourite iniative however was the world's first definitive affiliate marketing research project focused on measuring the size of industry. A major undertaking, I helped secure funding and worked closely with PwC for months to scope and create the 80-page research piece. Concluding the industry was bigger than the agricultural sector, we also championed the return on investment from affiliate marketing which topped out at £11 for every £1 spent.

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In advocating for the channel I have presented to The ASA and ISBA as well as consulting with The Met's Cyber Crime unit. My role as Data Protection Officer at Awin resulted in my guide to GDPR being published as part of the company's ongoing data and privacy approach.

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More recently I expanded my role to take on product marketing alongside marketing automation, which is transforming how affiliate marketing support is delivered at scale, especially to smaller businesses. I championed and secured funding for the rollout of the company's first eCRM system, pulling in network and Salesforce data to engage more deeply with customers. 

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Having left Awin in February 2023, I am now helping brands who need strategic guidance to crack the affiliate channel. I still interrogate affiliate data, spearheading the industry's first Publisher Survey due for release in summer 2023. I'm also a regular columnist for HelloPartner, and you can read all my latest articles on this site.   

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Finally, watch this space for an exciting new project that could see the UK's first affiliate marketing trade body launch in the second half of 2023.