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After successfully driving growth for automotive, recruitment and luxury sectors for over 10 years, Abi now leads the global strategy for customer acquisition with the in-house teams at Watchfinder & Co, as part of Richemont group. She is passionate about pushing boundaries to improve digital efficiencies, ensuring transparency is at the forefront of everything that the team does; to put the customer at the heart of every activation. Abi believes she can bring valuable insights and a data-driven perspective to the judging panel and is excited to see how industry peers have caused disruption and driven positive change this year.

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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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Anthony has worked in the partner marketing industry for almost 20 years. He started his career at Awin where he spent ten years in a variety of client-facing roles before leaving as UK Country Manager in 2016.

He has helped a variety of affiliate companies with business strategy and growth under his consultancy company Connected Path. In 2019, Anthony co-founded the UK arm of affiliate network Adtraction, spending five years growing the company’s UK presence.

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Beckii Flint is Director and Co-Founder of Pepper, an award-winning, influencer-first social agency.
As a veteran influencer herself, Beckii has been creating content online since the age of 12. Her first-hand experience provides a unique, insider perspective on the industry, ensuring that Pepper’s approach is both strategically sharp and creator-led. Recognised in Forbes 30 Under 30 and the Influencer Top 50, she is a trusted voice in influencer marketing, frequently offering industry insights on BBC Radio 4, Wake Up To Money, and beyond. She has also provided evidence in UK parliamentary inquiries on influencer culture and marketing.
With deep roots in the creator economy, Pepper blends expertise across influencer marketing, paid social, organic social, OOH, community management, research, and creative production to deliver campaigns that resonate.
Beckii is a recognised industry leader, having judged for The Campaign Media Awards, The Drum Awards for Social, the Performance Marketing Awards, and the Influencer Marketing Awards. Through Pepper, she champions a human-first approach to social, crafting campaigns that are both data-driven and deeply engaging.

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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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Chikay is a multi-award-winning Affiliate and Performance Marketing specialist who has significantly contributed to the growth and success of various brands. She was previously the Performance Marketing Director at Cult Beauty and in 2022 she founded Lo Digital, a boutique affiliate agency that maximises growth in a sustainable and efficient way. Chikay’s contributions have led to notable increases in sales and brand recognition, establishing her as a pivotal figure in the digital marketing landscape.

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Chloe has worked in the Affiliate industry for ten years in both the US and UK. She has wide ranging experience, starting her career at several networks before making the shift to brand side with a focus on luxury. She is now at Swarovski as Global Performance Marketing Manager, owning the affiliate and display re-targeting channels.

She is a big proponent of tech and automation in affiliate programs, but her favourite part of the industry has always been the relationship building and the strong affiliate community.

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Chris has worked in performance marketing and affiliates for 10 years, spanning agency, retailer and now publisher/tech side.

As Head of Client Success at gocertify, he responsible for overseeing the growth of our ever-increasing customer base; driving the adoption of new features, scaling revenue and building our strategy for client relationships.

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Daniel leads GTM Demand at ZeroClick, where he is building the advertiser side of the AI ad network and working directly with brands on how they show up natively inside AI tools and experiences. His work focuses on turning emerging AI formats into practical, scalable growth channels for advertisers. Previously, he led International Partnerships at PayPal, running a global team and managing enterprise relationships with brands including eBay, Booking.com, Expedia, Nike, Farfetch and Adidas. Before that, he built Honey’s international ads and rewards business from scratch, scaling it to over $100M in revenue. Over the past decade, he has specialised in launching new ad businesses, expanding into new markets and building high quality go to market partnerships with SME and enterprise advertisers.

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Daniel is a hands-on, data-driven Digital Leader, with broad multi-channel knowledge, complimented with specialist areas in Social, Programmatic, eCommerce, Mobile and Lead Generation.

Performance Marketing has dominated his career. Daniel has been lucky enough to experience a very wide range of definitions for “Performance” in his working environments and this has made him an extremely confident and competent professional in his area.

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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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Working across Network, Publisher and Agency Harry has experienced it all. He’s now brand side and has been using his skills to the benefit of his company. Currently at The Body Shop, he has been submerged into an environment where he can hone new practices and create change in the affiliate marketing world. He is looking forward to being a part of the judging panel for the PMA’s and can’t wait to see what new innovations and campaigns the industry bring to light.

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James brings 10 years of experience in the affiliate marketing space, having led successful sales teams across the UK and Europe at both Vouchercloud and Groupon.

Currently, James serves as the General Manager at the innovative scale-up BrandSwap, where we’re transforming the landscape of Brand Partnerships with cutting-edge tech, strategies and impactful collaborations.

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Jamil Ali is a leader in affiliate marketing and the Head of Affiliates at Kinesso UK & IE, where he drives innovative, performance-led strategies for some of the industry’s most high-profile brands. With over a decade of experience, Jamil has been instrumental in evolving affiliate marketing into a full-funnel, commercially sustainable channel, seamlessly integrating it with media, demand generation, and performance marketing strategies.

A thought leader in the space, Jamil has authored industry-leading insights on topics such as cookieless tracking and full-funnel affiliate marketing, and has been featured on The Payback Pod discussing the future of the industry. His expertise in tracking, attribution, and commercial optimization continues to shape the industry, making him a valued judge for the Performance Marketing Awards.

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Jared is a digital marketing leader with 17 years of experience in customer acquisition, performance marketing and lifecycle strategy. Currently leading performance marketing at TFG Brands, he oversees key channels, including paid search, paid social, affiliates & partnerships, display and organic search. Passionate about data-driven decision-making, he champions innovation, optimisation and measurable impact through a test-and-learn culture.

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Jo is the Affiliates & Partnerships Manager at Benifex, having joined the team in 2023 where she manages UK relationships. With over 10 years’ experience in the industry, Jo has a wide range of knowledge working across multiple verticals and different sides of the industry. Her digital expertise has enabled her to successful drive affiliate programmes into highly successful channels for multiple brands.

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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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Lee has 18 years’ experience in the media industry, previously holding roles at dentsu, LADbible, and JCDecaux. Lee is a vocal advocate for change within the media and advertising industry, and supports clients in making the necessary changes to be more representative of the UK population. In 2022, Lee won the IPA Speakers’ Cup for his speech on classism in the advertising industry, and was named by The Media Leader as one of its 2022 Future Leaders. During his tenure as co-chair of LGBTQ+ employee relations group PROUD, dentsu UK was named in the Stonewall Workplace Equality Index Top 100.

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.

LinkedIn

Nathan is a highly accomplished leader in social and digital strategy, with over a decade of experience delivering transformative results for some of the world’s most iconic brands, including Disney, Nike, and L’Oréal. As Head of Paid Social at Wavemaker UK, Nathan oversees a team of 45 experts, driving innovation and excellence across the agency’s diverse client portfolio. Under his leadership, social media spend has grown by 45% year-on-year, fueled by strategic initiatives like the bespoke OPI (Organic, Paid, Influencer) consultancy. This approach empowers brands to achieve the perfect balance between brand-building, performance marketing, and influencer activities, delivering measurable, data-driven outcomes tailored to each client’s needs.

Nathan’s career is defined by a passion for combining creative ingenuity with analytical precision to solve complex challenges and drive growth. He has spearheaded groundbreaking campaigns, such as Nike’s first-ever smart, dynamic creative campaign, which delivered over 18,000 creative variations across 12 markets, and led Disney’s digital transformation across EMEA. Beyond campaign success, Nathan is deeply committed to fostering talent and building high-performing teams, significantly reducing churn and supporting multiple promotions within his department. Through thought leadership, strategic training programs, and platform-first innovations, Nathan has not only elevated client success but also positioned his teams and agencies as leaders in the ever-evolving social media landscape.

LinkedIn

Over 15 years experience in the marketing industry, including both agency and in-house. Ex Digital Marketing Director at Universal Pictures and Head of Digital Acquisition, Global Media & Entertainment.

Currently working as a Digital Marketing Consultant, creating and implementing Digital Marketing strategies for clients in the media and entertainment industry.

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.

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With more than seven years of industry experience, Rhea has held diverse roles, offering her a comprehensive understanding of Affiliate and Partnership marketing.

In her recent position, spanning 2.5 years, she spearheaded EE Mobile’s affiliate program while exploring fresh digital opportunities as EE diversified into new sectors.

Recognised for her innovative strategies and results-driven approach, Rhea was honored as one of Hello Partner’s 30 Under 30 in 2023, lauded as a Future Leader in Partnership Marketing.

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Rosie has over 12 years of experience in the affiliate marketing industry, having worked at various publishers & an affiliate network across all major verticals.

Rosie is currently the lead for UK strategy at Metapic, a global influencer marketing platform. She is responsible for driving growth and leading a team to deliver innovative influencer campaigns. Rosie decided to use her affiliate experience within influencer marketing, as this is not only an area of personal interest, but a fast growing sector with unlimited potential.

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Shalima has been in affiliates for 10 years . She is the Director for the Partnerships team at VoucherCodes and is very passionate about leveraging her expertise to drive strategic partnerships and deliver value to clients.
Shalima has consistently demonstrated her ability to navigate the evolving landscape of online retail. Her commitment to excellence and innovative approach have been instrumental in fostering client success and contributing to the growth of VoucherCodes over the last 10 years. She has been recognised within the industry for her dedication to continuous learning and her passion for empowering others in the industry.

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Sofia is a seasoned digital marketing professional with over seven years of experience in the industry. She is currently working at Harvey Nichols as an Affiliate & Partnerships Lead where she manages UK and global affiliate programmes.

Prior to joining Harvey Nichols, Sofia worked on both network and agency side managing a variety of brands within the retail, telco and travel sectors.

LinkedIn

Sophie has worked in Performance Marketing for 10 years, both in agencies and client side. Working with brands such as Procter & Gamble (Publicis Groupe) and Adobe, she has had the opportunity to work on global campaigns, with multi-million-dollar budgets, across an extensive range of paid channels.

During this time, Sophie also founded and chaired the award-winning Pride @ Adobe Employee Network (Rainbow Honours Awards: LGBTQ+ Employee Network of the Year – Winner 2019). In 2020, Sophie was shortlisted for ‘Top 10 Diversity Hero’ from The British LGBT Awards due to her activism for the community.

Since then, Sophie has gone on to found EcoAds, a platform that allows for digital marketers to track and proactively curb the carbon footprint of the marketing industry, and 3&honey, a digital marketing start-up aimed at supporting purpose-led companies.

LinkedIn

With over six years of experience in performance marketing, Sophie has developed a deep expertise in affiliate, partnerships, and influencer marketing. Throughout her career, she has successfully launched and managed affiliate programs across multiple countries, driving growth and enhancing brand visibility. Sophie’s ability to develop strategic relationships has been a key factor in delivering measurable results and scaling businesses in competitive markets.

Currently, Sophie leads performance marketing at Republic of Cats, where she’s focused on expanding their reach and driving sustainable growth. Her goal is to optimise the team’s marketing strategies, refine our partnerships, and elevate the brand’s presence across digital platforms as they continue to grow and scale.

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Stephen is the Co-founder of Blue Light Card, a leading discount service supporting emergency service workers, NHS staff, and armed forces personnel in the UK and Australia. Blue Light Card now has over 5 million members and, in the past year alone, has helped them save over £375 million

LinkedIn

Currently serving as an Affiliate Marketing Manager at BrandAlley, Tina brings a wealth of experience and expertise to the role. Throughout her career, she has demonstrated a keen understanding of affiliate marketing dynamics, leveraging strategic thinking and relationship-building skills to forge strong partnerships and deliver results.

Prior to her joining Brand Alley, she held the position of Affiliate & Partnerships Manager at Superdry for over two years, transitioning from previous experience network side during her almost four years at CJ Affiliate.

LinkedIn

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.