Neon Black has named Leela Maclean to the newly created position of Director of Affiliate Marketing, strengthening its affiliate marketing arm.
Maclean joins from dentsu where she was director of affiliate marketing. She previously held roles at News Corp, Groupon and Commission Factory and worked on affiliate programs and partnerships for brands including Woolworths Group, Shark Ninja, THE ICONIC and The Good Guys.
According to Maclean: “Affiliate marketing has evolved significantly over the years, becoming a vital part of any overall marketing strategy. With 81% of brands incorporating affiliate programs into their marketing mix, this is a pivotal time for the industry.
“I have had the privilege of learning all facets of affiliate marketing and am excited to bring my expertise to the talented team at Neon Black.”
The creative communications agency has developed a robust affiliate marketing offering spanning all affiliate channels including content, loyalty, influencer and more, catering to a wide range of industries including home, lifestyle, beauty, food and technology.
Soraya CalavassyNeon Black Director and Co-Founder, said: “Leela has been a leading figure in the affiliate marketing industry since its inception in Australia. Her extensive network and deep understanding of the industry will be invaluable as we continue to integrate earned, owned and paid media for our clients.”
“For years, Neon Black has successfully combined affiliate marketing with mass marketing activities, managing to find the delicate balance between affiliate content and editorial content. We have established strong relationships with affiliate networks and publishers, while consolidating our long-standing relationships with journalists and editorial staff.”
Calavassy continued, “Our unique approach has driven brand awareness, publisher engagement, conversion and revenue for our clients, and with Leela on board, we are poised to further solidify our leadership in this space.”
“At Neon Black, our expertise lies in understanding the nuances of news, media, and publishers. We build tailored, results-driven affiliate marketing strategies that resonate with customers and drive performance. Our approach leverages decades of industry experience, contacts, and relationships to tell compelling stories that drive impactful results and actually convert.”
Maclean’s appointment comes after the agency was appointed as Sydney Markets’ public relations agency, tasked with leading strategic communications activity across its range of brands including Sydney Flower Market and Paddy’s Markets.
See also: Sydney Markets selects Neon Black as its PR agency
–
Top image: Finbar Corrall, Leela McLean and Soraya Calavassy
