How do you build an affiliate programme that supports over 140 global attractions, from LEGOLAND and Madame Tussauds to SEA LIFE and the London Eye?

In this episode, we speak to Vera Ermelina, Affiliate Marketing Manager at Merlin Entertainments, about what it takes to run a smart, content-driven, and brand-safe affiliate strategy at serious scale.

Vera shares the full story: from her early days at Admitad (with no marketing experience and only Mandarin on her CV), through to launching and scaling Merlin’s affiliate programme across the UK. Along the way Vera reveals what it took to move the internal perception of affiliate marketing from “just vouchers and cashback” to a respected channel driving incremental value and customer engagement.

We talk about:

• Why content creators beat voucher sites, and how to support them properly
• The problem with obsessing over incrementality (and how to reframe it)
• How Merlin introduced voucher codes without losing control
• The risks of working with sub-networks and how to keep your programme clean
• Loyalty portals, mid-tier influencers, and other underrated affiliate types
• What affiliate teams can do to earn internal trust and drive cross-channel collaboration

This is a must-listen for anyone managing an affiliate programme in a complex organisation, or for brands looking to modernise their approach to partner marketing.

💬 Quote from the episode:

“It’s not about proving someone wouldn’t have booked without us. It’s about showing we add value, and rewarding the people helping us do that.”

🔗 Links and references:

• Merlin Entertainments: https://www.merlinentertainments.biz
• Navigate Digital: https://www.navigatedigital.com
• More episodes of Affiliate Marketing Diaries: https://shows.acast.com/affiliate-marketing-diaries

Affiliate Marketing Diaries is brought to you by Navigate Digital – the UK's specialist affiliate marketing agency.

In each episode, we sit down with the people behind the programs – marketers, publishers, tech providers and network leads – to uncover how affiliate marketing really works from the inside out.

You’ll hear honest reflections, smart strategies, and practical lessons from the frontlines of performance marketing – what’s worked, what hasn’t, and what’s coming next.

For show notes, transcripts, and all previous episodes, visit navigatedigital.com/podcast.

Found something useful in this episode? Let us know – or better yet, share it with someone navigating the same challenges. And if you’d like help launching or growing your affiliate programme, get in touch.

Hosted on Acast. See acast.com/privacy for more information.

If you're an affiliate marketing professional contemplating the benefits of partnering with an agency to launch and manage your program, our latest episode of "The Affiliate Marketing Diaries" with Colin Carter from Weather2Travel.com is a must-listen!

In this episode, Colin delves into the intricacies of affiliate marketing within the travel sector, likening his role to that of a discovery platform that introduces consumers to brands through engaging content, such as weather guides for various destinations. He shares insights on the crucial challenge of achieving the coveted 'last click' in a consumer's booking journey, which often sees travellers visiting numerous sites before committing.

Colin also illustrates the effectiveness of a strategic approach involving creativity and targeted traffic to bring value to brand partnerships. He discusses the comprehensive revenue model employed by Weather to Travel, which mixes cost-per-acquisition (CPA) agreements with merchants, and emphasises the importance of two-way communication to align goals and expectations.

Post-COVID, securing budgets has become more challenging, necessitating a closer evaluation of performance metrics. Carter passionately calls for a paradigm shift in the industry, suggesting an expanded focus beyond sales to include brand and product awareness initiatives. He also stresses the potential benefits of integrating PR and influencer efforts into existing analytics frameworks, and the importance of high-quality content and authentic publisher-merchant relationships.

With reflections on the evolving landscape influenced by Google's updates and the forward-looking role of AI in affiliate marketing, this episode is a treasure trove of practical strategies and thought-provoking perspectives for anyone considering agency collaboration. Listen now and gain invaluable insights from Colin Carter's extensive experience.

Don’t forget to leave your comments on Navigate Digital's website, and remember to like and subscribe to “The Affiliate Marketing Diaries” on your preferred streaming platform for more expert content.

Affiliate Marketing Diaries is brought to you by Navigate Digital – the UK's specialist affiliate marketing agency.

In each episode, we sit down with the people behind the programs – marketers, publishers, tech providers and network leads – to uncover how affiliate marketing really works from the inside out.

You’ll hear honest reflections, smart strategies, and practical lessons from the frontlines of performance marketing – what’s worked, what hasn’t, and what’s coming next.

For show notes, transcripts, and all previous episodes, visit navigatedigital.com/podcast.

Found something useful in this episode? Let us know – or better yet, share it with someone navigating the same challenges. And if you’d like help launching or growing your affiliate programme, get in touch.

Hosted on Acast. See acast.com/privacy for more information.

In this insightful episode of The Affiliate Marketing Diaries, listeners receive valuable advice from David Atkinson of Danilo Promotions on launching and running a successful affiliate marketing program, particularly when considering partnering with a specialist affiliate marketing agency. David shares his recent journey into affiliate marketing, emphasising the power of this channel to boost online sales while maintaining crucial profit margins.

Listeners will discover the importance of having a financial model and understanding your unique product profile when entering affiliate marketing. David highlights how leveraging Danilo's extensive licensed products—from Disney to Premier League teams—can create appealing opportunities for affiliate partnerships that drive new customer segments without cannibalizing existing sales.

The episode also delves into the operational aspects of integrating affiliate marketing into existing business structures, ensuring that the process complements current operations without the need for cumbersome adjustments.

By sharing his first-hand experiences Danilo's Head of E‑commerce, David Atkinson, lays out actionable advice on optimising affiliate links, selecting the right partners, and maximising conversions. He explains why investing in an agency can be invaluable, allowing businesses to tap into expert knowledge and resources often unavailable from in-house marketing teams, ultimately providing a seamless and profitable affiliate marketing program from the outset.

This episode is a must-listen for any affiliate marketing professional considering engaging an agency to help launch or manage their affiliate marketing endeavours. It offers practical insights, guidance on navigating initial challenges, and strategic tips for long-term success in this dynamic online marketing landscape.

Tune in and learn from David's experiences and understand how an alliance with the right agency will position your affiliate marketing efforts for commercial success.

Affiliate Marketing Diaries is brought to you by Navigate Digital – the UK's specialist affiliate marketing agency.

In each episode, we sit down with the people behind the programs – marketers, publishers, tech providers and network leads – to uncover how affiliate marketing really works from the inside out.

You’ll hear honest reflections, smart strategies, and practical lessons from the frontlines of performance marketing – what’s worked, what hasn’t, and what’s coming next.

For show notes, transcripts, and all previous episodes, visit navigatedigital.com/podcast.

Found something useful in this episode? Let us know – or better yet, share it with someone navigating the same challenges. And if you’d like help launching or growing your affiliate programme, get in touch.

Hosted on Acast. See acast.com/privacy for more information.

Hey there, Affiliate Marketing enthusiasts! 🎉 In this episode of The Affiliate Marketing Diaries, David Hall chats with the super-savvy Claire Beaumont from Condor Cycles. Listen in to discover the strategies and tactics employed by Condor Cycles, their vision for the future, and the lessons they've learned along the way.

Claire spills the beans on all things affiliate - from the nitty-gritty of Google event tracking in GA4 to the magic of tailored email reports. Got a hiccup with subnetworks? Claire's been there! Wanna know the power of buddy-ing up with trusted review sites? Claire’s got the T-shirt and the cycling jersey!🚴

Clip-in in as we navigate the exciting twists, turns, and pro-tips of the affiliate marketing world in this insightful and informative conversation on The Affiliate Marketing Dairies 🎙️🚀

Affiliate Marketing Diaries is brought to you by Navigate Digital – the UK's specialist affiliate marketing agency.

In each episode, we sit down with the people behind the programs – marketers, publishers, tech providers and network leads – to uncover how affiliate marketing really works from the inside out.

You’ll hear honest reflections, smart strategies, and practical lessons from the frontlines of performance marketing – what’s worked, what hasn’t, and what’s coming next.

For show notes, transcripts, and all previous episodes, visit navigatedigital.com/podcast.

Found something useful in this episode? Let us know – or better yet, share it with someone navigating the same challenges. And if you’d like help launching or growing your affiliate programme, get in touch.

Hosted on Acast. See acast.com/privacy for more information.

Welcome to the second episode of The Affiliate Marketing Diaries. This time we speak with Geordie White from SMARTY Mobile, unpacking the role of acquisitions in moulding new publishers and affiliates and the pivotal part transparency and attribution play. 

Together, we explore the intelligent use of payment models for spend optimisation and the advantage of benchmarking tools for affiliate networks. We also touch on how agencies can be allies for SME brands. They’ll delve into performance-based results and real-time lead management within the affiliate model.

This episode sheds light on the rising trend of B2B marketing in the affiliate landscape and the power of tech innovations. Geordie will underline the value of attribution tech in decoding customer journeys and evaluating partnerships. 

Learn about companies that offer nifty prospecting solutions and the necessity of brand alignment to filter out unproductive leads. Enjoy Geordie's open narrative on his affiliate marketing journey, early adoption of onsite tech partnerships, and strong lead generation strategies. Geordie also shares unique insights into influencer marketing, with a nod to the importance of having the right platform and clear brand audience alignment.

Wrapping up, Geordie stresses the significance of a sturdy foundation, knowing your key partners, and the magic of data in propelling program growth. So, get cosy and let's dive deep into the intriguing world of affiliate marketing!

Affiliate Marketing Diaries is brought to you by Navigate Digital – the UK's specialist affiliate marketing agency.

In each episode, we sit down with the people behind the programs – marketers, publishers, tech providers and network leads – to uncover how affiliate marketing really works from the inside out.

You’ll hear honest reflections, smart strategies, and practical lessons from the frontlines of performance marketing – what’s worked, what hasn’t, and what’s coming next.

For show notes, transcripts, and all previous episodes, visit navigatedigital.com/podcast.

Found something useful in this episode? Let us know – or better yet, share it with someone navigating the same challenges. And if you’d like help launching or growing your affiliate programme, get in touch.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Affiliate Marketing Diaries, we speak with Laura Bennetts, Digital Marketing Lead of Affiliates for Tu Clothing.

Laura discusses various aspects of affiliate marketing, including the importance of tracking attribution and using tools like customer journey insights to understand customer behaviour better. Along the way, we touch on the challenges of working within large companies like Sainsbury's, the differences between influencer and affiliate marketing, and the flexibility that affiliate marketing offers in generating revenue and increasing brand awareness.

Laura talks about her love for K-Pop and C-Pop creating this Spotify playlist, East Meets Beat: K-Pop/C-Pop for Affiliate Pros, for us all to enjoy.

But first, tune in to this episode to learn about the world of affiliate marketing from an experienced insider's perspective.

Affiliate Marketing Diaries is brought to you by Navigate Digital – the UK's specialist affiliate marketing agency.

In each episode, we sit down with the people behind the programs – marketers, publishers, tech providers and network leads – to uncover how affiliate marketing really works from the inside out.

You’ll hear honest reflections, smart strategies, and practical lessons from the frontlines of performance marketing – what’s worked, what hasn’t, and what’s coming next.

For show notes, transcripts, and all previous episodes, visit navigatedigital.com/podcast.

Found something useful in this episode? Let us know – or better yet, share it with someone navigating the same challenges. And if you’d like help launching or growing your affiliate programme, get in touch.

Hosted on Acast. See acast.com/privacy for more information.

Welcome to the Affiliate Marketing Dairies from Navigate Digital, the performance marketing agency of choice for challenger brands.

Maybe you can remember what it was like to be called “a grubby little affiliate”, or perhaps you are new to performance marketing, unsure what it means to Huddle. Either way, the Affiliate Marketing Diaries is the podcast to help you learn about best practices and avoidable mistakes.

Each episode is a conversation with an established affiliate marketing professional, sharing their experiences of running affiliate programs. A treasure trove of experiences that will help you improve all your affiliate marketing activities. 

We are delighted you’ve found us, and now you have please subscribe to be kept up to date whenever a new episode is released. 

www.navigatedigital.com 

Affiliate Marketing Diaries is brought to you by Navigate Digital – the UK's specialist affiliate marketing agency.

In each episode, we sit down with the people behind the programs – marketers, publishers, tech providers and network leads – to uncover how affiliate marketing really works from the inside out.

You’ll hear honest reflections, smart strategies, and practical lessons from the frontlines of performance marketing – what’s worked, what hasn’t, and what’s coming next.

For show notes, transcripts, and all previous episodes, visit navigatedigital.com/podcast.

Found something useful in this episode? Let us know – or better yet, share it with someone navigating the same challenges. And if you’d like help launching or growing your affiliate programme, get in touch.

Hosted on Acast. See acast.com/privacy for more information.