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Affiliate Marketing Consultant

18+ years in the affiliate channel: building programmes, leading teams, negotiating commercial partnerships and managing affiliates from both sides of the table.I help iGaming, crypto, e-commerce and other performance-led businesses audit, launch, rebuild and grow affiliate programmes, as a consultant, Head of Affiliates and/or hands-on programme lead.

• Discuss Your Affiliate Program

Affiliate Marketing Is Simple in Theory. Building a Good Programme Isn't.Clicks. Registrations. Deposits. Sales. CPA. Revenue Share. ROAS.The mechanics are straightforward.The difficult part is building an affiliate programme that good partners actually want to work with, and that continues making commercial sense for the business behind it.That requires more than recruiting affiliates.It requires the right commercial model, tracking, terms, processes, relationships, partner mix, assets, campaigns and management discipline behind the channel.That is where I work.

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Experience From Both Sides of the Affiliate TableMy affiliate marketing career began on the affiliate side at PokerStrategy in 2008.
Since then I have spent more than 18 years working across affiliate acquisition and programme management.I have:
Built affiliate programmes from scratch.
Launched and optimised existing programmes.
Recruited and managed affiliates.
Hired and led affiliate marketing teams.
Created commercial frameworks and programme processes.
Negotiated multi-million-value affiliate partnerships.
Managed key affiliate relationships and campaigns.
Worked in poker, iGaming and crypto-focused affiliate marketing.
Received industry recognition for affiliate marketing and affiliate team performance.
Most importantly, I understand the commercial conversation from both perspectives.
I know what an operator wants from an affiliate.
And I know what an affiliate needs from an operator before committing traffic, content, audience or resources.
That perspective influences almost everything I do.

Ways to Work With Me01: Affiliate Programme AuditAn independent review of your existing programme, commercial logic, T&Cs, tracking, partner mix and management processes.
Best for: established programmes that have plateaued, become messy or simply need an experienced outside view.02: Programme Build or RelaunchFrom commercial structure and programme proposition through recruitment, onboarding and launch.
Best for: new businesses, new brands or companies rebuilding an underperforming affiliate programme.03: Full Affiliate Programme ManagementOngoing programme development covering recruitment, onboarding, affiliate management, campaigns, negotiations, reporting and optimisation.
Best for: businesses that want the affiliate channel managed as an operating function rather than occasional consultancy.04: Affiliate Strategy & AdvisoryFocused consulting around a particular commercial, organisational or growth problem.
Best for: management teams that already have affiliate resources internally but want senior independent input.

Affiliate Programme Consulting: What I Do

Affiliate Programme Audit & HygieneBefore trying to grow a programme, I establish whether the foundations actually work.I review:affiliate programme structure;
commercial terms and commission logic;
CPA, Revenue Share and hybrid models;
affiliate T&Cs;
tracking and attribution;
partner segmentation;
programme communication;
affiliate onboarding;
existing partner activity;
internal processes and ownership;
reporting and KPIs;
obvious commercial leaks, friction and structural risks.The result is not simply an audit document. It is a prioritised plan for what should be fixed, what should be built and what should happen next.

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Affiliate Programme Launch & RelaunchLaunching an affiliate programme is not the same thing as installing affiliate software and creating a sign-up page.I can help develop the programme from the commercial logic upwards:Strategy → commercial model → T&Cs → tracking → programme positioning → affiliate proposition → recruitment → onboarding → activation → management → optimisation.This can be used for a completely new programme or for an existing programme that needs to be rebuilt.

My Affiliate Marketing Non-Negotiables:Affiliate Marketing Is Not Paid MediaYou can switch paid media on tomorrow and start buying impressions.
Affiliate marketing works differently.
Recruiting the right partners, negotiating agreements, winning placements, building trust, testing offers and turning new partners into productive relationships takes time.
A serious affiliate programme should therefore be managed as a long-term commercial channel, not judged like an advertising campaign after its first few weeks.Commercial Deals Should Be Mutually BeneficialI am not interested in creating predatory deals.
They may look clever on a spreadsheet for one quarter. But they rarely build sustainable affiliate businesses.
The strongest partnerships have commercial logic that both the merchant and affiliate understand and can continue supporting as the relationship grows.Tracking and T&Cs Must Be TransparentAffiliates are investing money, content, audience, reputation or distribution into sending customers to a merchant.
They need confidence that the underlying commercial relationship is being measured honestly.
That means transparent tracking, understandable reporting and commercial T&Cs that say what they actually mean.

Affiliate Marketing in 2026
AI Search Makes This Even More Important.This is where 2026 becomes particularly interesting.
Traditional search has already been moving away from a simple list of ten blue links.But now we have:
AI Overviews;
AI-assisted search;
answer engines;
ChatGPT;
Gemini;
AI Mode;
increasingly conversational product research.Customers are not merely searching:
“best crypto casino”
or
“best poker site”
or
“best trading platform”They can now ask much more specific questions:
Which platform is safest for someone in my country?
Is Brand X trustworthy?
Brand A vs Brand B: which is better for withdrawals?
What are the disadvantages of using Brand X?
Which operators are actually popular with experienced players?
And increasingly, the answer may arrive before the user visits another website.That changes discovery.Google itself now describes generative AI features such as AI Overviews and AI Mode as part of the broader Search ecosystem and says these systems retrieve relevant web information through its existing Search infrastructure.At the same time, research into AI visibility is beginning to show an important distinction between being cited and being known.A 2026 Semrush study, for example, found many cases where AI systems cited a website without naming the brand behind it, while well-established brands were frequently mentioned directly even without being used as the linked source.That distinction interests me enormously from an affiliate perspective.Because this is not simply another SEO question.It is a conversion question.

The Affiliate Channel Has Changed

For years, affiliate marketing was largely discussed as a conversion channel.Click → registration → first-time deposit → CPA or Revenue Share.Affiliates knew which merchants converted. Affiliate managers knew which affiliates generated customers.And attribution was often basically:Last click winsThen attribution became more complicated.
Affiliate touchpoints could appear at the beginning, middle or end of a customer journey alongside search, social, paid media, direct traffic and owned media.
And somewhere inside that attribution debate sat something much bigger:The brand itselfToday that matters even more.
Customers research brands across search engines, social platforms, communities, review sites and increasingly AI-generated answers before they convert.
That means affiliate performance can no longer be separated completely from the strength of the business behind the offer.My view is increasingly simple:Strong Brand + Owned Media + Community = Stronger Affiliate PartnershipsThe affiliate might generate the discovery.
But the brand still has to close the customer.

Affiliate Marketing in 2026: Why Brand Is Becoming Part of PerformanceMy quick answer: Affiliate marketing is no longer an isolated last-click acquisition channel. Brand strength, owned media, community, search visibility and other customer touchpoints increasingly influence whether affiliate-referred users actually convert. Strong affiliate programmes therefore need both good partnerships and a strong business behind the offer.What I see is evolution:
last click → multi-touch attribution → brand + performance → search / community / AI discovery + affiliate

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Affiliate Programme Health CheckCommercial Logic · Tracking · T&Cs · Partner Mix · Recruitment · Onboarding · ManagementThink your affiliate programme should be performing better? Start with an independent programme audit.

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Frequently Asked Questions:
What does an affiliate marketing consultant do?An affiliate marketing consultant helps a business design, launch, audit, manage or improve its affiliate programme. The work can include affiliate strategy, commercial terms, tracking, programme T&Cs, recruitment, onboarding, partner management, reporting, team development and programme optimisation.
My work combines strategic consulting with hands-on affiliate programme experience accumulated over more than 18 years.Can you build an affiliate programme from scratch?Yes.
I can help develop the programme strategy, commercial model, commission structure, terms, tracking requirements, affiliate proposition, recruitment process, onboarding, partner management processes, reporting and launch plan.
I can also remain involved after launch to recruit and manage affiliates or lead the programme on a fractional basis.Can you audit an existing affiliate programme?Yes.
A programme audit can examine commercial models, affiliate T&Cs, tracking, partner portfolio, inactive affiliates, onboarding, communications, account management, internal processes, reporting and growth opportunities.
The objective is to identify what is limiting the programme and prioritise the actions most likely to improve it.Do you work with iGaming and crypto affiliate programmes?Yes.
A significant part of my experience comes from online gaming, poker and more recently crypto-focused iGaming affiliate programmes.
These industries require particularly careful attention to commercial economics, tracking, partner quality, compliance requirements and long-term affiliate relationships.How quickly should an affiliate programme generate results?Affiliate marketing should not normally be treated like an immediate-response paid advertising channel.
Existing affiliate relationships can sometimes generate traffic quickly, but building a diversified, sustainable programme requires recruitment, negotiation, technical integration, content or campaign preparation, testing and relationship development.
I therefore evaluate programmes using both immediate performance indicators and longer-term measures such as partner activation, productive affiliate relationships, traffic quality and sustainable commercial contribution.