Former News Corp, Dentsu and Groupon affiliate marketing executive Leela Maclean has joined Sydney-based PR agency Neon Black.
Maclean joins the agency in the new role of Director of Affiliate Marketing, as part of the agency’s strategic initiative to strengthen its affiliate marketing arm.
She brings experience from a variety of brands and agencies including News Corp, dentsu, Groupon, UBank, Commission Factory, and more.
(L to R): Co-founder Finbar Corrall, new hire Leela Maclean and co-founder Soraya Calavassy
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“Affiliate marketing has evolved significantly over the years, becoming a vital part of any overall marketing strategy,” Maclean said.
“With 81% of brands integrating 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.”
Soraya Calavassy, Co-Founder and Director of Neon Black, added: “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.”
The agency has developed a robust affiliate marketing offering, spanning all channels including content, loyalty, influence and more, addressing a range of categories including home, lifestyle, beauty, food and technology.
Calavassy continues: “For years, Neon Black has successfully combined affiliate marketing with earned business, managing to find the complex balance between affiliate and editorial content. We have built strong relationships with affiliate networks and publishers, while strengthening our long-standing relationships with journalists and editorial staff. 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 develop tailored, results-driven affiliate marketing strategies that resonate with customers and drive performance.
“Our approach draws on decades of industry experience, contacts and relationships to tell compelling stories that drive impactful results and truly convert.”
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