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Adam Wilmshurst is Co-Founder of Transact Media Group, a performance-marketing ecosystem built in partnership with Mastercard that delivers programmatic, CSS and content activity on a pure CPA basis. Adam works closely with brands, agencies and publishers to scale customer acquisition using verified transactional data, enabling full-funnel activity while remaining entirely outcome-led. With over five years’ experience across affiliate marketing, retail media and programmatic, Adam has helped launch and scale CPA-only models for hundreds of brands across travel, retail, finance and lifestyle. He is particularly focused on innovation within the affiliate channel, bridging traditional performance partnerships with data-driven media buying to create sustainable, incremental growth.

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With over a decade in performance marketing, Adrian has built his career around driving accountable and sustainable growth. At Assembly Global, he set up and continues to lead the agencies affiliate marketing and lead generation department, expanding their footprint across EMEA and LATAM and partnering with global brands, helping clients achieve their strategic objectives and unlock revenue growth. Having worked agency-side, network-side, and client-side, he brings balanced, practical insight into what truly delivers performance.

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Andy Murphy is a senior acquisition and performance marketing leader with over a decade of experience driving digital growth across highly competitive markets. He currently works at Sky Bet (Flutter UK&I), where he leads acquisition strategy at scale, with a strong focus on sustainable, value-led customer growth. Across his career, Andy has worked both agency-side and in-house, spanning retail, digital-first, and regulated environments. He is known for building practical experimentation frameworks, strengthening measurement and forecasting, and connecting marketing performance to genuine commercial outcomes.

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With over a decade in performance and partner marketing, Annie Amusu has helped major retail and lifestyle brands grow through thoughtful, commercially minded affiliate and partnership strategies. Her work has centred on building strong, genuine relationships and creating programmes that scale effectively across EMEA.

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Ariana is an affiliate marketing professional with over eight years of experience driving growth through performance partnerships in the e-commerce and digital marketing space. Ariana currently leads the affiliate channel at ASOS, where she focuses on scaling the Global programme, diversifying partnerships, and aligning affiliate strategy with broader commercial and brand objectives. Ariana’s background spans agency and network roles, including Performics – Publicis Groupe and Tradedoubler, giving her a well-rounded understanding of acquisition, partner management, and full-funnel performance. Ariana brings a strategic yet hands-on approach to affiliate marketing, combining data-driven decision-making with strong relationship building. Ariana is passionate about evolving the affiliate channel, educating stakeholders on its value, and building sustainable, high-impact partnerships that drive long-term growth.

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Bijal has over nine years of experience in affiliate and partnership marketing, alongside a long-standing personal interest in the channel, having actively used affiliate platforms as a consumer for over 16 years. This dual perspective has shaped how she approaches partnerships, balancing commercial performance with genuine customer experience. Bijal currently leads Affiliates and Partnerships at Tesco, managing activity across Tesco Stores, Tesco Whoosh, Tesco Marketplace, and F&F, where Bijal is responsible for driving performance through strategic partner management, commercial optimisation, and scaling sustainable growth across the channel. Bijal is particularly passionate about the continued evolution of the affiliate space and the role strong partnerships play in long-term success.

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Charlotte has been working in media for 10 years, gaining experience across affiliates, aggregators, lead-gen and automotive lead-gen for a variety of market leading clients. Charlotte oversees key decisions and strives to ensure the smooth delivery of client objectives, whilst working closes alongside key partners. Charlotte leads a incredibly talented team at MG OMD and provides a holistic POV on the integration of affiliates into the overall marketing mix.

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Chloe has worked in the affiliate industry for 12 years, with her experience covering client management at global networks and global affiliate programs at large luxury brands. She now manages affiliates and programmatic at Swarovski. Chloe is a big proponent of the relationship building side of affiliate marketing and is always looking for ways to automate and improve processes internally and externally with partners.

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Chloe has spent the past 7.5 years at VoucherCodes, building extensive experience within the affiliate marketing industry and working across a diverse portfolio of large-scale accounts. Chloe’s role has spanned key verticals including travel, telecoms, technology, and fashion, where she has partnered closely with major brands to drive performance and growth. Alongside this, Chloe has attended numerous affiliate marketing events both in the UK and internationally, allowing her to closely follow industry trends and best practices, in an evolving industry. During her time at VoucherCodes, Chloe has played a role in several strategic initiatives, including the successful launch of Student and NHS offers and, more recently, supporting the team as they expanded into new international markets. Previously Chloe was named runner-up in the PMA Industry Rising Star Awards in 2023.

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Chris is an award-winning performance marketer with 15+ years’ experience driving growth for e-commerce and lead-gen brands across paid search, paid social and lifecycle channels. He has managed £30m+ in media spend and previously helped build a 200+ person team through to an exit to a NASDAQ-listed company. Today he runs Performify, partnering with ambitious brands to improve growth performance through better measurement and decision-making – spanning attribution, analytics and automation, alongside paid media strategy.

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With a career in Performance Marketing dating back to 2010, Danny Nagra has spent over 15 years shaping how brands use data, technology, and creativity to accelerate growth. Now Group Head of Performance Marketing at Wilderness Destinations, they’ve led teams across both client‑side and agency environments, giving them a unique understanding of the challenges and opportunities on both sides of the table. Their experience spans a wide range of sectors, including Retail, D2C, Subscription, B2B, Telco, Travel, and Insurance, where they’ve built and scaled performance strategies that balance innovation with commercial rigour. This cross‑sector perspective allows them to quickly identify what truly drives impact, regardless of industry complexity or maturity. Known for championing smart measurement, ethical data use, and performance frameworks that elevate both efficiency, effectiveness and long‑term growth, Danny Nagra brings a thoughtful, future‑focused perspective to the Performance Marketing Awards judging panel.

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Eleanor started her career in performance marketing in 2020 within the affiliate space, beginning as an Assistant at PrettyLittleThing. From there, she built a strong, hands-on understanding of how affiliate programmes run, how partnerships work, and what drives commercial performance, progressing into more strategic roles across the channel. For the past two years she has worked as an Affiliate Specialist at Boots, where her remit spans the full affiliate channel with a particular focus on affiliate-led influencer marketing.

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Fidelis is an experienced affiliate marketing and partnerships specialist with over 8 years in the space. Fidelis has led and scaled affiliate programmes, both publisher and advertiser side, negotiated partnerships, and helped brands grow revenue through smart publisher strategy and data-driven decision-making. Fidelis enjoys bridging the gap between relationships and results. As well as leading teams creatively.

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Founder of Addesu, a digital marketing agency that blends tailored media strategies with precision execution and responsive optimisation. He works closely with brands to navigate a fast-changing marketing landscape, helping them harness emerging channels, data-driven insights, and innovative campaign structures to deliver measurable growth. Currently, Fred is focused on developing AI-powered tools and solutions that help businesses turn complex data into actionable insights, streamline decision-making, and solve real-world marketing challenges.

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Germana has 8 years of marketing experience and a deep passion for e‑commerce, she is currently lead the Samsung MX affiliate strategy within the DTC division. Her career in affiliate marketing began in 2018 at Webgains before progressing to Awin, where she advanced to Team Leader overseeing the Currys Group. In 2023, Germana transitioned brand‑side to Samsung, taking a strong foundation in network management, partner development and performance‑driven strategy.

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Hannah has worked in affiliate marketing for over 10 years for a range of brands including Missguided, Ticketmaster, Treatwell and now Tripadvisor Group. With being a previous judge in 2019 and thoroughly enjoyed the learning experience regarding what other brands are working on to drive innovation across the industry as well as meeting other experts through the judging process.

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Jack is a UK partnerships leader specialising in retail media and affiliate-led growth. As Head of Partnerships at Sovendus, Jack works with brands to unlock incremental revenue through performance-driven collaborations that sit at the intersection of affiliate, retail media and strategic brand-to-brand partnerships. Jack is passionate about simplifying what can often feel like a complex ecosystem, and turning it into scalable, commercially meaningful growth. Over the years, he has built and led high-performing partnership strategies across major UK and European brands, focusing on new customer acquisition, measurable incrementality and long-term commercial value. Jack cares deeply about doing deals properly, building genuine relationships, and creating structures that work for everyone involved.

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James is an industry veteran with 22 years experience in the affiliate and partnerships world, even remembering when PiLive was named a A4U (the hairline definitely rings true). From early days advertiser side, through to creating and scaling merchant partnerships publisher side across cashback, closed user group, and today across fintech, James is passionate about the partnership model, the people, and the innovation this enables. James is excited to continue to support the channel as it continues to elevate and create new standards.

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James is an 18 year industry veteran who 9 years ago launched Dealmoon one of the most successful publishers in the UK and Europe. Scaled multiple awards winning teams and projects and now spearheading the growth of brands working with Chinese Influencers/KOL’s in the UK to drive incremental value.

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Jared is a performance marketing leader with 19 years’ experience driving scalable growth across international eCommerce brands. As Head of Growth & Performance Marketing at Rapha, he leads cross-channel acquisition strategy spanning paid search, paid social, affiliates and CRM. He is passionate about building high-performing teams, embedding data-led decision-making, and delivering sustainable, measurable growth through a culture of experimentation and continuous optimisation.

LinkedIn

As Founder and Director of the APMA, the UK’s affiliate and partner marketing trade body, Kevin leads the only organisation dedicated to advancing standards, insight, and growth across the industry. With 25 years in the affiliate industry, Kevin has spoken at numerous events as well as defined self-regulatory initiatives focused on professionalising affiliate marketing.

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Kirsten joined EssenceMediacom in 2018 and now leads the Affiliate department, shaping their global strategy across all major verticals for Affiliates, Aggregators and Lead Generation. Kirsten is passionate about dispelling previous misconceptions around Affiliates to showcase the full potential of the channel and deliver fully integrated campaigns as part of the wider marketing mix. In 2024, Kirsten was named as one of Campaign’s 30 under 30 and is a regular speaker at industry events. Kirsten also co-founded the newly launched ‘Agency Advisory Board’ with Jessica Smith, aiming to give agencies a collective voice and advocate for positive change across the affiliate, performance and partner marketing landscape.

LinkedIn

With over 15 years in the media and advertising industry, Laura has built a career spanning publishing, agency leadership, and now in ad tech. Laura has navigated the evolution of digital advertising, spending the last decade deeply immersed in programmatic. Laura has led a global programmatic team within a major agency network, shaping strategies for some of the world’s most recognized brands across multiple regions, and now partners directly with global clients on the ad tech side to drive measurable business outcomes. Laura is passionate about leveraging data, technology, and creativity to design smart, scalable strategies that deliver real impact.

LinkedIn

Laura is an experienced affiliate marketing professional with over eight years of hands-on experience working across multiple networks and brands. Throughout her career, she’s managed and grown affiliate programs with a strong focus on performance, partnerships, and scalable strategy. Laura worked across a wide range of industries including travel, electronics, fashion, beauty, and more, and have managed programs across the UK, EMEA, and LATAM markets, giving her a well-rounded perspective and the ability to adapt quickly to different regions and audiences.

LinkedIn

Lee Carter is the Group Head of Affiliate Marketing at JD Sports, where he oversees affiliate strategy and performance across all the JD brands and global markets. With experience on both the brand and agency sides, Lee has a proven track record in developing innovative strategies, scaling partnerships and launching successful affiliate programs in new and emerging markets

LinkedIn

Luke Ladyman is the Chief Operating Officer and co-founder of Cheddar, an award-winning UK fintech using payments, open banking and AI to help consumers save more while enabling brands to deliver highly targeted, performance-driven rewards. Since launching in 2020, Cheddar has scaled rapidly to partner with leading retailers including Tesco, ASDA and Just Eat, driving measurable value through data-led customer acquisition, retention and incremental spend powered by bank transaction data. Inventing account linked offers in the UK, it’s traction saw it awarded Best Newcomer at the British Bank Awards 2024, and Best App at the Open Banking Awards 2025. Before Cheddar, Luke ran a management consultancy focused on accelerating growth for global consumer brands including BMW, Mercedes, Ferrari, Guess and Moleskine. He brings a commercial, results-first mindset to performance marketing, grounded in real-world experimentation, attribution and unit economics. Alongside Cheddar, Luke is also the founder of Debit Score®, a new approach to financial health powered by transactional data rather than borrowing history.

LinkedIn

Marketing leader with 15 years’ experience building winning teams and driving growth in performance-focused businesses. As Marketing Director at Quantum, the high growth comparison business, he looks after acquisition channels, performance marketing and a global affiliate network. Previously Luke was Commercial Director at MVF, a world leader in media and marketing.

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Lydia has worked in international marketing in a range of sectors, from music industry to e-commerce to now the charity sector at the National Trust. She was a key force behind transforming Groupon’s 14-country global marketing planning and operations teams into a trading function that helped the organisation steer through covid and beyond. She has been at the National Trust for three years, where her multi-year vision for growing younger audiences is now coming to fruition with the Trust having recently seen a +39% year on year increase in recruitment of young adult memberships.  In 2023, her team won the PMA for Best Leisure, Lifestyle and Wellness Campaign. In addition to what she does in Marketing, she is currently completing a Churchill Fellowship to find new ways to reverse the decline of societal generosity in the UK.

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Maria has spent over 13 years working in affiliate marketing, leading high-performing programmes across telecoms and gaining experience in other sectors including energy and fashion along the way. What Maria enjoys most about her role is building genuine, long-term partnerships and creating simple, effective strategies that deliver real, measurable results. Maria is commercially focused but always people-first, and takes pride in bringing teams and partners together, building strong relationships, and driving growth in a way that feels collaborative and sustainable.

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A commercially oriented, experienced marketer with strengths in media strategy, communications planning, e-commerce and digital performance marketing. Matt’s career has morphed him into a T-shaped marketer; offering a unique blend of someone who knows how to grow brands as well as drive digital performance. Matt translates business objectives into a clear and concise marketing strategy that inspires his team as well as his agencies to deliver their best work. Connecting people by building trust and making things happen is what drives him. This is how he creates positive momentum to bring about change, collaboratively, and deliver impactful results.

LinkedIn

I have 15 years’ experience in performance marketing across Affiliates, Paid Search, Paid Social, and Programmatic, with a background spanning both agency and client-side roles. I specialise in data-driven, cross-channel strategies that deliver measurable commercial impact across the full marketing funnel.

LinkedIn

Michelle is an experienced Ecommerce and D2C Director with 25+ years in performance-driven growth roles across FMCG and retail. With extensive experience evaluating marketing effectiveness through a commercial and customer-first lens, Michelle brings a rigorous, results-focused perspective to judging which is grounded in real-world accountability for revenue, profitability and long-term brand growth.

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Pavlina has over nine years of dedicated experience in the affiliate and partnerships landscape, she brings a wealth of cross-vertical experience to this year’s judging panel. Currently a key driver of the Affiliate and Partnerships strategy at News UK, Pavlina has spent the last four years deep-diving into the publisher side of the industry. Prior to joining News UK, she spent five years at Artefact, rising from Senior Executive to Head of Affiliates. During her time agency side, she has managed complex performance portfolios across the Retail, Travel, and Finance sectors. This dual perspective of balancing agency-side agility with publisher side scale allows me to evaluate entries with a unique understanding of what truly drives performance marketing excellence.

LinkedIn

Pippa is the Head of Performance Marketing at the Financial Times, where she leads high-impact marketing campaigns and drives subscription growth across global markets. With extensive experience in both brand and performance marketing, she brings a strategic approach to audience-first marketing, budget optimisation, and the integration of innovative platforms and technologies, collaborating closely with media agencies to maximise results.

Passionate about the industry, Pippa has a strong track record of building and leading high-performing teams and navigating the complexities of multi-product marketing in a competitive landscape. Her expertise enables her to critically evaluate marketing strategies, campaign effectiveness, and overall business impact.

As a judge at the PMAs, Pippa is excited to celebrate the best talent in the industry, recognising the innovation, creativity, and excellence that drive marketing forward.

LinkedIn

Rachel Said is a highly accomplished leader in the affiliate marketing space, currently serving as the Head of Affiliate and Partner Marketing at the award-winning agency Genie Goals. With over 12 years of industry experience, she has earned a reputation as a dedicated and integrity-driven expert, recognised as one of the industry’s “Top Voices.” Throughout her career, Rachel has been a vocal advocate for the transformative potential of affiliate channels, specialising in helping ambitious eCommerce brands unlock growth through diverse, strategic partnerships and honest, impactful advice. Before her current leadership role, Rachel developed a deep expertise through a series of high-level positions at some of the industry’s most prominent organisations. Her background includes serving as a Global Account Director at Awin Global, the UK’s largest affiliate network, as well as supporting digital strategy brand side at top online retailers THE OUTNET and Ted Baker. Rachel is frequently featured as a thought leader and speaker at industry events; she further contributes to the channel’s evolution as an active member of The APMA and by working with in-house teams to seamlessly integrate affiliate marketing into wider digital growth plans.

LinkedIn

Rocio Dalton is Head of Social and Display at HeliosX, where she leads social and display strategy across a portfolio of healthcare and consumer brands, with responsibility for driving sustainable growth across international markets. She has extensive experience in performance marketing, including building and leading in-house teams and overseeing large-scale paid media programmes. Her approach is grounded in effectiveness, strong measurement and delivering meaningful commercial outcomes.

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After living in Australia, Stephen has spent the past 12 years launching Australian performance marketing businesses in the UK. With over 15 years of experience in performance marketing, he is now Finder UK’s Commercial Lead, driving brand growth and positioning Finder as a key player in the UK’s highly competitive personal finance comparison space. In 2023, Stephen founded the Finance Affiliate Club, the industry’s first event series dedicated solely to the finance vertical. Bringing together top-tier brands, publishers and innovators to shape the future of financial affiliate marketing.

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Tom Howes is Head of Search at the UK’s leading independent media agency, Medialab. With over 12 years experience across Paid and Organic Search Marketing, his experience includes national and international Charity, Retail, Travel and Finance clients.

LinkedIn

Over 7 years experience within Affiliate marketing, ranging from Network to Agency. Over 4 years experience across Lead Generation spanning B2C and B2B. Background spans across key account management, strategy and growth implementation for a variety of sectors, particularly Automotive, Retail, Charity, Travel and Banking. I am excited to join the PMA judging panel again this year, it’s a pleasure to read the incredible entries and learn about the innovative work our industry is producing.