Former News Corp, Dentsu and Groupon affiliate marketer Leela McLean has joined Sydney-based PR agency Neon Black.
McLean will take on the newly created role of affiliate marketing director as part of the company's strategic initiative to strengthen its affiliate marketing division.
Her experience includes working across a range of brands and agencies, including News Corp, dentsu, Groupon, UBank and Commission Factory.
(From left): Co-founder Finbar Corral, new hire Leela McLean, and co-founder Soraya Karavassi
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“Affiliate marketing has evolved significantly over the years to become an essential part of any comprehensive marketing strategy,” McLean said.
“With 81% of brands incorporating affiliate programs into their marketing mix, this is a pivotal time for the sector.
“I've had the opportunity to experience all aspects of affiliate marketing and am excited to offer my expertise to the talented team at Neon Black.”
Soraya Karavassi, co-founder and director at Neon Black, added: “Leela has been a key 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 bring together earned, owned and paid media for our clients.”
The company has built a robust affiliate marketing offering across all channels, including content, loyalty and influencers, catering to a variety of categories including home, lifestyle, beauty, food and technology.
Calavassi continued: ““For years, Neon Black has successfully combined affiliate marketing with earned activity, striking a delicate balance between affiliate and editorial content. We've built strong relationships with affiliate networks and publishers, and cemented long-standing connections with journalists and editorial departments. Our unique approach has increased brand awareness for our clients and publisher engagement, conversions and revenue, and with the addition of Leela, we're poised to further strengthen our leadership in this space.”
“Neon Black's expertise lies in understanding the nuances of news, media and publishers. We create customized, results-driven affiliate marketing strategies that resonate with our clients and drive performance.”
“Our approach leverages decades of industry experience, contacts and relationships to produce impactful results and tell compelling stories that actually convert.”
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