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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. As Affiliate Business Director, she 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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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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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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Having graduated from Southampton University in Economics and Finance and starting my career at Deutsche Bank like many quickly found a passion outside of finance which was media and digital marketing. Now armed with over 15 years experience across desktop, mobile, video and programmatic have a wealth of knowledge and experience to share. Launched Dealmoon UK in 2017, with the business now having grown to over 40 people in the UK alone, and subsequently launched FR and DE markets in recent years Outside of work enjoy travelling the world having been to over 75 countries, and have a strong passion for all sports, including the tough task of being a Wolverhampton Wanderers fan. A self proclaimed Barbeque expert, claim to be one of the finest at producing world class cooking off the grills.

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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.

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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.

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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.

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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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With over 10 years of expertise in the Affiliate industry, Maria has cultivated extensive experience across various sectors; Telco, Fashion, Finance, and Energy. Currently, my role involves leading the UK strategy within Vodafone. Her core experience has been centered around leveraging large scale relationships with partners and fostering new innovations for long term strategic growth.

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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.

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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.

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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.

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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.

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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.