Introducing the Top Women in Affiliate 2026

“When James and I created the Top Women in Affiliate list, we wanted to shine a light on the women who are shaping this industry, often quietly, often without the recognition they deserve. The leaders, builders, and mentors who make affiliate better every single day,” says Hannah Wharrier, co-Founder of Affilifest.

This is the first time we’ve created a Top Women in Affiliate. And it feels long overdue. Affiliate marketing has never lacked talent but what it has sometimes lacked is consistent visibility for the women driving innovation, setting standards, and raising the bar across brands, networks, publishers, agencies, and platforms.

The judges' view

As one of the judges, Lisa Maynard put it: “In a tech based industry where so many men feature prominently, I think it's crucial we spotlight the brilliant minds and great work of the women leading our industry and championing best practices.”

Reviewing the nominations only reinforced that. The depth and quality of female leadership in this industry is extraordinary.

Emily Long captured that momentum: “There are some amazing women doing real forward thinking and innovative things in the space right now. Most of the connections I have in the industry are female and tend to be really flying the flag driving change and impact.”

This list isn’t about job titles or hierarchy. It’s about influence, contribution, and leadership in all its forms. It’s also about credibility. About the people others listen to. The ones shaping conversations and raising standards. And it’s about the future. About showing the next generation that there isn’t one “right” way to succeed or lead.

Julia Stent summed it up: “Don’t feel you have to lead in the way leadership has traditionally been defined. If each of us defines our own version of success and our own way of leading, we’ll keep breaking the mould for the next generation.”

Every woman featured on this list was nominated by her peers and selected through an independent judging process. This is not about popularity. It is about impact, integrity, and contribution to the industry.

The women you are about to meet are building teams, driving performance, supporting others, challenging outdated thinking, and helping affiliate evolve alongside creator, commerce, and technology. They are shaping where this industry goes next. This list is our way of recognising that.

You can find the Women in Affiliate 2026: Rising Stars here.

Amy Johnson
Digital Marketing Manager, TUI UK

At TUI, Amy Johnson is known for turning complex regulatory and technical challenges into commercial advantage. With a sharp focus on data, compliance, and performance, she has helped redefine how affiliate delivers value inside one of the UK’s largest travel brands.

One of her most significant achievements has been leading the implementation of Consent Mode, making TUI one of the first major brands to adopt the privacy-forward technology. Thanks to her determination, the brand is now tracking enough bookings to “fill the O2 arena”, demonstrating how compliance and growth can go hand in hand.

"Do it, learn quickly, and adapt"

“I focus on being assertive, data-driven, and proactive,” Amy explains. “That means backing ourselves in senior conversations and clearly articulating the value affiliates bring.”

Her ability to translate complex challenges into actionable, scalable solutions has strengthened affiliate’s position within the wider business and set a new internal benchmark for excellence.

Amy is also a strong advocate for experimentation and learning. “Not everything has to be perfect first time,” she says. “Do it, learn quickly, and adapt.”

Championing people 

Alongside performance, Amy is deeply invested in developing others. She consistently champions her team, nominates colleagues for industry recognition, and creates opportunities for individuals to lead projects and build visibility.

Her mentorship of her team reflects her long-term commitment to nurturing future leaders. “As my influence grows, I want to create space for others,” she says. “Confidence comes from being trusted with responsibility.”

Building a fairer, stronger industry

Amy believes equity is central to sustainable progress. “When workplaces support parents and create fair access to leadership, everyone benefits,” she reflects. 

"A huge thank you to the Affilifest team for creating these awards and for continually bringing fresh ideas to the industry. It’s inspiring to see events that push boundaries and challenge the status quo."

Aoife Royston
Global Director, New Business, UNiDAYS

With more than a decade in affiliate marketing, Aoife Royston has become one of the industry’s most influential voices in new business development. At UNiDAYS, she has transformed how partners are identified, onboarded, and nurtured across international markets, combining data-led strategy with relationship-first leadership.

“This recognition genuinely means a great deal to me,” Aoife says. “After working with thousands of brands, networks, agencies, and publishers globally, it’s incredibly meaningful to be recognised for the impact I hope I’ve made.”

Over the past year, Aoife has driven significant expansion across EMEA, securing high-value international partnerships and pioneering a rigorous partner-vetting framework that has improved quality while reducing onboarding time. She also champions AI-driven partner matching, raising the bar for how affiliate prospecting is executed at scale.

Creating spaces where women can thrive

A defining feature of Aoife’s leadership is her commitment to building community. Recognising the lack of natural, trusted spaces for women in affiliate, she launched the Ladies Lunch, which have grown from 17 attendees to more than 55 in the UK and expanded into Australia and the US.

“I could see there was a real gap,” she explains. “We needed environments that felt supportive, inclusive, and human, not transactional.”

These events have become a powerful platform for connection, learning, and collaboration, helping reshape how women engage and progress within the industry.

As her profile has grown, Aoife has focused on opening doors for others. “Creating opportunity is about access, advocacy, and consistency,” she says.

She actively connects women across brands, networks, agencies, and publishers, brings emerging leaders into senior conversations, and champions them for roles and partnerships. Her transparency about her own journey has also helped make leadership feel more attainable.

Setting the standard for modern partnerships

Aoife believes strong partnerships must be built on trust and long-term value. “It’s about alignment on objectives, attribution, and success metrics,” she says. “Not short-term wins.”

By leading with collaboration, accountability, and fairness, Aoife is helping shift the industry away from transactional relationships and towards truly strategic partnerships.

Deirdre McGettrick
Founder and CEO, ufurnish.com

Building a category-defining platform

As Founder and CEO of ufurnish.com, Deirdre McGettrick has built the UK’s leading furniture search platform in just five years. What began as a vision to simplify home furnishing search has scaled into a business serving more than 12 million users, connecting consumers and advertisers in ways the industry had not seen before.

In 2025 alone, ufurnish.com grew users and revenue by more than 300%.

“It’s humbling,” Deirdre reflects. “There are so many amazing people doing clever, creative things in affiliate. I never set out to work in marketing, so if my story inspires more women to build businesses around their ideas, that really matters to me.”

This industry needs real fixes

At the heart of Deirdre’s leadership is a commitment to trust. “The biggest challenge facing the industry is trust,” she says. “We need real fixes, not surface-level solutions, so brands can believe in what affiliate delivers.”

By investing in transparent, AI-powered search and performance models, she is helping raise standards across the channel and unlock larger, intent-driven audiences for brands.

Her approach has created new commercial opportunities for publishers while ensuring advertisers see genuine, measurable value.

Leading by enabling others

Deirdre is known for her focus on people as much as performance. She actively supports founders and affiliate leaders through mentoring, knowledge sharing, and community building, helping others navigate the challenges of scaling businesses.

“Sharing experiences of self-doubt is important,” she says. “We all go through it. What matters is pushing through.” She encourages women to lead authentically. “Be true to yourself. Standing out rather than fitting in can be your biggest differentiator.”

Helen Southgate
Chief Strategy Officer, Acceleration Partners
Industry Hero, Women in Affiliate 2026

“Affiliate marketing has given me a long, fulfilling career, lifelong friends, and constant learning." says Helen Southgate. "So being recognised after all this time feels genuinely special.”

After nearly two decades in the industry, Helen has seen affiliate evolve from a niche channel into a core growth driver. Throughout that journey, she has remained grounded in curiosity, integrity, and long-term thinking, qualities that now define her leadership at Acceleration Partners.

In recognition of her sustained impact, leadership, and influence, Helen has also been selected by James and Hannah, Affilifest co-Founders as the Women in Affiliate 2026 Industry Hero.

“I encourage everyone to find their own voice,” she explains. “This industry can be dominated by noise, but real progress comes from independent thinking, not just being the loudest in the room.”

Building careers that work for real life

A central focus of Helen’s leadership is creating environments where ambition and life choices can coexist.

“Life is full of choices,” she reflects. “But the challenge is making sure those choices don’t disproportionately limit women when they start families.”

She actively builds teams where performance, flexibility, and progression sit together, challenging outdated assumptions about what leadership looks like and who gets to access it.

Helen is open about the realities of leadership. “You don’t need permission to lead,” she says. “Most leaders don’t feel fully confident at the start.”

“Back yourself. Speak up sooner than feels comfortable. Stay true to what you believe.”

That mindset has helped her guide teams, clients, and partners through growth, change, and complexity with clarity and calm.

Setting higher standards in partnership

For Helen, strong partnerships are built on accountability and honesty. “The best partnerships come from holding ourselves to high standards, even when it’s uncomfortable,” she explains. “And recognising that no one gets it right every time.”

At Acceleration Partners, she applies this philosophy to global strategy, helping brands move beyond short-term tactics towards sustainable, values-led growth.

A true industry role model

With her blend of strategic depth, emotional intelligence, and principled leadership, Helen continues to influence how affiliate marketing develops at senior levels.

Holly Hathaway
E-Commerce Director, The Independent

For Holly, the recognition reflects resilience. “Women in publishing affiliates have had a very hard slog over the last two years,” she adds. “So this feels like recognition for all of us.”

At The Independent, Holly has been instrumental in delivering record revenue in both 2024 and 2025, while steering the business through one of the most challenging periods in digital media.

Driving strategic transformation

Following the site reputation update at the end of 2024, Holly led a rapid and complex business pivot, refocusing commercial strategy around three core pillars: vouchers, gambling, and lead generation.

She oversaw the integration of these units, hired new talent, negotiated new commercial contracts, and redefined SEO best practices, all within a compressed timeframe, to ensure budget targets were met. Her deep understanding of both editorial and commercial priorities has been central to this success.

Colleagues describe her as a calming presence during high-pressure moments, someone who brings clarity and perspective when it matters most.

Championing the next generation

Developing female talent is central to Holly’s leadership philosophy. “As leaders, we need to keep feeding the talent pipeline,” she says, “with an intersectional lens and by embracing the creativity of digital-native juniors.”

She actively supports organisations including InterMedia UK, Diversity Role Models, and Inspiring Girls, helping connect diverse talent with career opportunities in media.

Within her team, she encourages openness and ambition. “My favourite thing is when women come to me to put themselves forward for new initiatives, ask to speak on panels, ask for pay rises, or share their maternity news,” she reflects. “I want them to know I’ll support them, whatever success looks like for them.”

Strengthening standards 

Holly credits much of her own growth to peer support. “Women in this space are incredibly generous,” she says. “Even a five-minute chat can give you confidence or a new perspective.”

She is also passionate about protecting industry standards. “Quality content and data transparency matter,” she explains. “Strong relationships and shared values are what keep this industry innovative and resilient.”

Paloma Romay Uranga
Director of Global Partnerships, LoyalBe

Without a traditional technical or engineering background, Paloma Romay Uranga taught herself the systems, data structures, and automation workflows needed to operate at scale. “The community welcomed me in,” she reflects. “They answered every ‘silly’ question. Now, shaping the industry for me means paying that forward.” That mindset now defines her leadership at loyalBe.

Scaling global partnerships at pace
 

Within her first six months at loyalBe, Paloma transformed a UK-based partnership with Merlin Entertainments into a global programme spanning the US and Europe, with APAC launching in early 2026. The partnership is now projected to generate more than £2m in annualised revenue.

She didn’t just secure expansion contracts. She operationalised them. By implementing transaction matching, automation, and reporting workflows, Paloma enabled the business to scale internationally without adding headcount, modernising the entire operation in the process.

Despite working in a highly complex CLO environment pulling data from multiple banking partners, she replaced manual reporting with intelligent systems that improved accuracy, speed, and partner confidence.

Advocating for women in technical leadership
 

Paloma believes affiliate should be “a vehicle for good, not just revenue”. She has formalised her role as a mentor, helping junior colleagues develop both commercial strategy and technical capability.

“One of the biggest challenges is the drop-off at the top,” she says. “We have incredible women in the industry, but senior leadership is still male-dominated. We often undervalue ourselves. Sometimes you have to apply anyway.” She actively encourages women to make themselves visible, ask questions, and challenge rooms where female voices are underrepresented.

“I strongly believe in creating spaces that are not just open, but safe and fair,” Paloma explains. “I have zero tolerance for inequality or disrespect, and I will raise my voice when needed.”

She credits her growth to learning in public. “You find your voice by using it. You don’t need all the answers. Just go for it.”

Paloma sees trust as the defining factor for future partnerships. “They have to be rooted in radical transparency,” she says. “Sharing wins, challenges, and data honestly is what makes partnerships sustainable.”

Paola Serra
Affiliate Lead, Sainsbury’s

For Paola Serra, success in affiliate marketing has always started with people. “Behind every KPI, there’s a person, a relationship, a shared goal,” she says. “That’s the beauty of this industry.”

At Sainsbury’s, Paola has become a trusted advocate for affiliate marketing, strengthening publisher relationships, educating internal teams, and championing collaboration across the business. Her approach is deeply human and refreshingly transparent, grounded in genuine partnership rather than transactional thinking.

“In such a fast-moving, relationship-driven space, women sometimes have to work harder to be visible,” she reflects. “For me, it’s about showing up confidently, taking space, and not waiting for permission.”

Building partnerships that last

Paola is known for investing time in understanding her partners, celebrating their successes, and finding innovative ways to grow together. She believes the strongest results come from long-term alignment, not short-term wins. “I love being a little different in an industry led by numbers,” she says. “Those numbers only happen when you build real collaborations and genuinely valued partnerships.”

As her profile has grown, Paola has focused on using her visibility to lift others. “Creating space isn’t always about big gestures,” she explains. “Sometimes it’s recommending someone talented, opening a door, or making sure their voice is heard.”

She credits much of her journey to strong mentors, including Ester Rodriguez, Olivia Deith, and Stephanie Caires at Ted Baker, and her current manager Lisa Kazmierczak at Sainsbury’s. “Having people who truly see you makes all the difference,” she says.

Her advice to aspiring leaders is simple: “Show up as yourself. Be curious, ask questions, share your ideas, even when they feel unfinished.”

Shaping a more human industry

Looking ahead, Paola believes the future of affiliate must remain rooted in trust and connection. “The partnerships I value most are built on honesty, collaboration, and respect,” she reflects. “When people feel seen, the results last.”

Red Barrington
Founder and Director, Red Star Digital

With more than two decades of experience, Red Barrington is one of the most respected voices in affiliate marketing. As Founder and Director of Red Star Digital, she has played a defining role in helping brands understand how affiliate fits within the wider digital ecosystem and how to use it to drive compliant, incremental growth.

A key part of Red’s impact has been educating C-suite leaders on the strategic value of affiliate. By working closely with PR, brand, and performance teams, she has helped organisations integrate partnerships across the full customer journey, transforming affiliate from a tactical channel into a core commercial driver.

Leading with credibility and courage

“I think one of the biggest challenges is visibility,” Red reflects. “Women aren’t always recognised for their achievements and we’re not always great at talking about them ourselves.”

Rather than waiting for recognition, Red has chosen to lead from the front. She speaks regularly at industry events, works closely with trade bodies, and actively supports spaces where women’s voices are heard.

Her “no fear” approach and unwavering professionalism have made her a calm, credible presence in high-stakes commercial environments, from securing board-level buy-in to rebuilding sceptical leadership teams, as seen in her successful transformation of Schoffel’s affiliate programme.

Creating access through action
 

Through her work with APMA, industry mentoring, and training marketing students, Red has focused on creating access, sharing knowledge, and building confidence in others. Her support extends far beyond formal structures, she is known for being available, generous with her time, and committed to helping others succeed.

Red’s advice is rooted in experience. “Find people you trust and learn from them,” she says. “And be brave before you feel ready.”

She believes confidence is built through action, by saying yes to opportunities, leaning into discomfort, and learning along the way.

For Red, great partnerships are built on clarity and integrity. “The best programmes are built on transparency, trust, and shared value,” she explains. By setting clear expectations, holding partners to account, and pushing for better processes, she continues to raise standards across the industry. 

Through her expertise, generosity, and fearless leadership, Red has shaped how affiliate is understood at the highest levels

Rosalyn Berrisford
Regional Managing Director, Awin

For more than 16 years, Rosalyn “Roz” Berrisford has been a powerful advocate for women in affiliate marketing, not just through words, but through consistent action. As Regional Managing Director at Awin, she has built a reputation as a leader who actively supports, challenges, and elevates the people around her.

From creating platforms for female leadership internally to investing personally in her team’s development, Roz’s impact is felt at every level. 

Redefining what flexible leadership looks like

Roz is also a leading voice on flexible working and its role in enabling long-term career progression, particularly for women and caregivers. Using Awin’s Flexi-Week, she completed her MBA and wrote her dissertation on the employee engagement impact of the four-day work week. She then transformed that research into a free, practical playbook, giving organisations a clear roadmap for implementing flexible working models. Her work has helped reframe flexibility not as a compromise, but as a driver of engagement, performance, and retention.

Mentorship as a catalyst for confidence
 

“I’m passionate about mentorship,” Roz says. “Whether it’s through formal schemes or informal check-ins, creating a safe space to share challenges makes a real difference.”

Having benefited from mentoring herself, she now pays that forward, supporting women across the industry as they navigate career decisions, leadership transitions, and moments of self-doubt.

“There is no ‘right’ way to be a leader,” she reflects. “You belong in whichever room you have the confidence to be in.”

Leading the industry forward

Roz believes 2026 is a pivotal year. “We need to take more risks and stand behind our values,” she says. “From tackling fraud to insisting on full measurability, women have a real opportunity to lead these conversations.”

Through her advocacy, research-led leadership, and unwavering commitment to inclusion, Rosalyn continues to shape a stronger, more progressive affiliate industry.

Rose Blackmore
Global Senior Vice President, Dealmoon Group

“Well, let’s be honest: women are basically the Swiss Army knives of the affiliate world,” says Rose Blackmore. “We’re closing multi-million-dollar deals while organising school runs and remembering every birthday gift.”

Behind the humour sits a deeply serious leader. As Global Senior Vice President at Dealmoon Group, Rose leads high-performing global teams in one of the fastest-moving corners of affiliate and commerce content. Her leadership blends commercial sharpness with emotional intelligence, resilience, and an unwavering focus on people.

“This recognition belongs to every woman who’s pushed her team to be better while wondering if she signed the permission slip,” she reflects.

Closing the AI knowledge gap
 

For Rose, one of the biggest leadership challenges today is staying ahead of technological change. “The AI knowledge gap is real,” she says. “And yes, it’s one more thing on the plate.”

Rather than waiting, she has taken a proactive approach: educating herself first, building AI capability across her teams, and using automation to remove low-value tasks. “It’s about freeing people up to focus on strategy and relationships,” she explains.

By leading from the front, she is helping ensure her teams remain exceptional in an AI-driven ecosystem.

Creating leaders, not followers
 

Rose believes her greatest impact lies in the opportunities she creates for others. “It’s not about the deals I close. It’s about the doors I leave open,” she says.

She intentionally gives team members ownership of high-stakes client meetings and decision-making early. “I like to give them the mic before they think they’re ready,” she adds. “Watching someone realise they’re the smartest person in the room is better than hearing myself talk.”

Her leadership is grounded in transparency. By openly sharing personal challenges alongside professional ones, she creates space for ambition without burnout.

Having navigated imposter syndrome herself, Rose offers direct advice to women in the industry: don’t wait for permission, don’t apologise for real life, and choose leaders who credit your ideas.

“Adjust your volume if you need to,” she says. “But never silence yourself.”

Rose believes impactful partnerships must be fully integrated and full-funnel. “It’s not just a link,” she explains. “It’s an ecosystem, from content and social to influencer and exclusives.”

For her, the foundation is always the same: collaboration, trust, and excitement. “If it doesn’t start there, it’s just noise.”

Marthe Berlin
Regional Vice President, Publisher Development, impact.com

“Visibility is still a challenge,” says Marthe Berlin. “Women often have to prove their value just a little bit more.”

As RVP of Publisher Development at impact.com, Marthe has spent the past two years redefining how brands and publishers grow together. Through collaboration, education, and performance-led strategy, she has helped build a culture where partners are supported to scale sustainably. 

“I try to be intentional about who I champion,” she explains. “I want the women doing the work behind the scenes to be recognised at the highest levels.”

Redefining publisher partnerships

A central part of Marthe’s impact has been leading the rollout of impact.com’s Content Partner Performance Framework, shifting partnerships towards transparent, performance-based models.

She also introduced publisher segmentation and education programmes, giving partners clearer pathways to integrate, grow, and succeed. These initiatives have improved onboarding, retention, and long-term value across the ecosystem.

By moving away from short-term tactics and fixed-fee models, Marthe has helped create fairer, more scalable opportunities for content creators and media owners.

Validating potential and building confidence

Marthe’s leadership philosophy is rooted in belief. “You will never feel 100% ready,” she says. “Waiting for perfection can hold you back unnecessarily.”

She actively puts women forward for opportunities before they feel fully prepared, offering both public endorsement and practical support. “Every time, they exceed expectations,” she reflects. “Watching that hesitation turn into confidence is one of the most rewarding parts of leadership.”

Marthe believes women are uniquely positioned to lead the next phase of affiliate. “Great partnerships in 2026 will be built on shared long-term vision,” she says. “Not quick wins.”

By leaning into relationship-building, transparency, and collaboration, she continues to raise standards across the industry.

 

We'll be unveiling the rest of the Top Women in Affiliate 2026, including the Woman of the Year all this week.

A huge thank you to the panel of judges who helped make this year’s Top Women in Affiliate 2026 list happen. You can read more about the annual campaign and our amazing panel of judges here.