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Top Women in Affiliate 2026 - Woman of the Year
After sharing the Top Women in Affiliate 2026, we’re now turning the spotlight to one exceptional leader whose impact stands out across the industry.
This article introduces our Top Women in Affiliate 2026 - Woman of the Year - recognising sustained commercial success, leadership, and contribution to the channel.
If you missed them, you can catch up on Parts One, Two, and Three of the Top Women in Affiliate 2026 here:
You can also explore our 2026 Rising Stars, spotlighting the next generation of affiliate leaders.
Linda O’Connell
Senior Vice President, UK & Ireland, CJ
Top Women in Affiliate 2026 – Woman of the Year
For more than 20 years, Linda O’Connell has been one of the most influential figures in UK and Irish affiliate marketing.
As Senior Vice President for UK and Ireland at CJ, she has played a central role in building the region into one of the company’s strongest global markets, while consistently pushing for higher standards, stronger partnerships, and broader access to opportunity across the industry.
Under Linda’s leadership, CJ’s UK and Ireland operation has grown more than tenfold over the past decade, becoming its second-largest market worldwide and consistently outperforming category benchmarks. She has helped major UK and Irish brands grow well ahead of sector averages and supported many in expanding across EMEA, North America, and APAC.
Her impact is not limited to revenue. Linda has been instrumental in helping brands navigate some of the industry’s most complex challenges, from consent management and tracking disruption to evolving attribution models and cross-channel integration. She has consistently championed the role of technology partnerships in driving net-new sales and improving on-site customer experience, helping affiliate mature from a tactical channel into a strategic growth driver.
“I absolutely love this award,” Linda says. “I’m pretty sure it’s the first of its kind for our industry. For me, it represents recognising the strength, resilience, and contribution of women who’ve helped shape affiliate. I hope it encourages more women to be visible, engaged, and confident in the value they bring.”
Building sustainable growth
Linda joined CJ more than two decades ago and has grown alongside the business as the channel itself evolved.
During that time, she has overseen major client wins, built long-term partnerships with some of the UK’s largest advertisers, and created leadership structures that have allowed the region to scale sustainably rather than reactively.
Colleagues consistently highlight her ability to balance commercial ambition with operational discipline. Whether launching new AI-driven initiatives, expanding creator and marketplace strategies, or integrating affiliate more deeply into clients’ wider media plans, Linda focuses on building systems that last.
Her approach has helped CJ remain competitive through major industry shifts and has given brands confidence to invest more deeply in partnership marketing.
Creating access, not just opportunity
A defining feature of Linda’s leadership is her commitment to widening access to the industry.
For three consecutive years, she has led CJ’s partnership with Digital Disruptors, hosting and mentoring more than 60 young adults from disadvantaged backgrounds. Working alongside The Hebe Foundation, she has helped introduce participants to digital marketing, supported their development, and judged their final presentations.
This is not a side project. Linda personally invests time in the programme and remains involved throughout, ensuring participants gain practical experience, exposure, and confidence.
“This isn’t about ticking boxes,” one nominator noted. “It’s about opening doors and staying involved.”
Linda is equally committed to supporting women already working in the industry. As a mother of three, she is open about the realities of balancing leadership and family life and actively mentors working parents navigating similar challenges.
“As a visible female leader, I feel a real responsibility to create environments where women can succeed without barriers,” she explains. “That means offering support, being honest about challenges, and showing that you don’t have to have all the answers.”
She is also an active member of the 3SIXTY Leadership Club, where she continues to invest in her own development and share learning with others.
Shaping the industry’s infrastructure
Beyond CJ, Linda has played a central role in building the foundations of a stronger, more professional affiliate sector.
She was instrumental in CJ becoming a founding member of the APMA and now serves on its Governance Board, helping shape industry standards and best practice.
Through speaking, panel moderation, and advisory work, she has consistently focused on improving how affiliate is understood at senior leadership level, particularly around credibility, measurement, and strategic value.
“She doesn’t just talk about change,” one nomination reads. “She helps build the structures that make it possible.”
Leading with empathy and clarity
Linda describes one of her biggest leadership lessons as learning how to balance empathy with authority.
“Being kind doesn’t mean avoiding difficult conversations,” she says. “It means being honest, clear, and supportive, even when things are uncomfortable.”
That approach has earned her deep trust across her teams and client base. She is known for creating psychologically safe environments where people are encouraged to challenge, learn, and grow, while still being held to high standards.
This balance has been especially important as teams have scaled and partnerships have become more complex.
Supporting women through every stage
Looking ahead, Linda is focused on building stronger support systems for women across different life stages.
“One of the biggest challenges is work-life balance,” she reflects. “From pregnancy to menopause, women experience unique pressures. We need workplaces that genuinely understand that.”
She is particularly passionate about addressing imposter syndrome and ensuring women have access to mentors, sponsors, and networks.
“I’ve learned so much from being part of executive coaching groups,” she says. “And I try to pass that on wherever I can.”
A clear view of the future
Linda believes the next phase of affiliate will be defined by deeper integration, better data, and stronger collaboration.
“The most impactful partnerships will be built on trust, transparency, and shared goals,” she explains. “Technology will play a bigger role, but human judgement and empathy will still matter.”
She sees women playing a central role in shaping that future.
“We tend to care about how results are achieved, not just what the numbers look like. That matters as the channel matures.”
When asked about the legacy she hopes to leave, Linda is clear.
“I want women entering this industry to know it’s possible to build ambitious careers without sacrificing who you are. It’s not easy, but with the right support, it’s achievable.”
She also emphasises the importance of lifelong learning.
“Stay curious. Keep asking questions. Never assume you’re done growing.”
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.
If you missed them, catch up on Parts One, Two, and Three of the Top Women in Affiliate 2026 here:
You can also explore our 2026 Rising Stars, spotlighting the next generation of affiliate leaders.
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