What Makes an Exceptional Affiliate Manager: Insights from Lee-Ann Johnstone

Honestly, it was when I kept seeing talented people burn out or plateau because they’d been thrown into managing programs without any real framework or mentorship to guide them. That, combined with the endless conversations I’ve had with affiliates who told me how badly they were treated and managed and how inexperienced their affiliate support teams were at operator brands, really hit me right in the face — that there is a real need for training and development in the affiliate industry. So, I built our AMPP program based on 25 years of experience in the industry, distilled into a 12-week course designed to give account managers guidance on how to build partnerships that last.

The truth is, everyone is always learning by trial and error — myself included — but keeping up with new trends and understanding how to apply them is something we’re all doing every day in this industry. Understanding the basics, where affiliate marketing comes from, and where it’s headed is also something we cover and contextualise in our AMPP (Affiliate Manager Performance Program) course. I think fostering a space where people can come together to learn, share thoughts, and exchange experiences is really what makes affiliate program managers who train with us thrive.

People often think affiliate managers just send out links or manage spreadsheets — but it’s a far more strategic role and skill set than that. Great affiliate managers are part negotiator, part analyst, part marketer, part sales and commercial manager, and of course, part relationship-builder or people manager.

They’re the bridge between brand goals and partner success. It’s not a transactional job anymore; it’s not an administrative job anymore. It’s about aligning business objectives and growing performance-driven partnerships that bring more players to the table — and that both sides can benefit from. The fastest way to a failing program is a misunderstanding of common goals. When these don’t align, and the skill sets required don’t match, you end up with failed relationships and a breakdown in sales.

Time and time again, I’ve seen this — and in some cases, I’ve had to fix it.

The first challenge is usually time and prioritisation—there’s so much to juggle: recruitment, reporting, stakeholder management, compliance, creative testing, and administrative tasks. The list goes on and on.

Many struggle to understand what truly drives results versus what’s just “busy work”. Some come in without a solid grasp of basic marketing principles, face steep learning curves, and burn out quickly — creating a drain on talent in the industry. That’s something we need to recognise and protect against, especially for younger marketers entering this space.

Another big challenge is a lack of business communication — learning how to speak the language of both affiliates and internal stakeholders so everyone feels aligned on the value and performance outcomes being delivered by the affiliates in your program.

The truly great ones understand data and empathy in equal measure. They can read performance metrics like a pro, but they also take the time to build real, lasting, human-based relationships. They know when to push and when to listen.

The best managers think commercially — they can spot opportunities others miss. They’re well-versed in new trends and keep a close eye on how traffic and consumers are changing their habits online. They’re proactive about growth, not reactive. They lead with purpose and transparency, which builds loyalty and long-term results.

You need three things: a clear strategy, reliable tracking, and meaningful communication — an agency partner that specialises in this and can guide you with expertise and strategy doesn’t hurt either!

Too many programs start without a clear understanding of their audience or a proper value proposition for affiliate partners. They don’t align their programs with the rest of their brand’s marketing functions—they keep affiliates in silos.

You also need solid tech, because without clean, clear tracking, transparent reporting, and fast payments, you can’t scale sustainably. Finally, consistency in communication — keeping your partners informed, motivated, and aligned with your brand’s vision — that’s what turns a good channel into a great one.

Affiliate programs are like gardens: they don’t grow just because you planted the seeds. You have to nurture them. What keeps them strong is active management — testing new creatives, analysing performance trends, rewarding loyalty, and constantly recruiting new partners. The programs that grow over time are the ones where managers stay curious and keep innovating. They evolve with the market instead of staying static.

Yes, they try to throw money at problems to scale before they’re really ready for it. They bring in too many partners without having the infrastructure, tracking accuracy, or commission logic nailed down to measure their incremental value. Or they focus purely on volume instead of quality.

Growth is great, but sustainable growth comes from building the right foundations first — with good communication, clear commercial terms, and a cohesive strategy across marketing teams. If you rush it, you’ll spend more time fixing problems than celebrating wins.

We teach managers to look past the clicks and sign-ups to understand what motivates each partner and how that aligns with brand goals. It’s about empathy, trust, and shared success. Real partnerships happen when both sides feel invested in the outcome.

I always say, “Stop managing affiliates like traffic sources and treat them as part of your extended team.” That small mindset shift in how you approach relationships changes everything. You go from chasing transactions to building long-term, scalable, human-led, entrepreneurially fuelled growth.

Be curious and never stop investing in your own learning. The affiliate industry moves faster than the speed of light — staying ahead takes hours of investment in your knowledge and learning. Tech evolves, consumer behaviours shift, and partners pivot constantly.

The managers who grow are the ones who stay adaptable, ask questions, and genuinely care about the people they work with. It’s not about knowing everything — it’s about being willing to learn, collaborate, and evolve alongside your partners and peers.