Neon Black welcomes ex-dentsu talent as new affiliate marketing director

Former News Corp, dentsu and Groupon affiliate marketer, Leela Maclean, has joined Sydney-based PR agency Neon Black.

Maclean joins in the newly-created role of affiliate marketing director, as part of the agency’s strategic initiative to bolster its affiliate marketing arm.

She brings experience from various brands and agencies, including News Corp, dentsu, Groupon, UBank, Commission Factory, and more.

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“Affiliate marketing has evolved significantly over the years, becoming an essential component of any comprehensive marketing strategy,” Maclean said.

“With 81% of brands incorporating affiliate programmes into their marketing mix, it’s a pivotal time for this sector.

“I’ve had the privilege of experiencing all facets of affiliate marketing, and I am excited to bring my expertise to the talented team at Neon Black.”

Co-founder and director of Neon Black, Soraya Calavassy, added: “Leela has been a prominent figure in the affiliate marketing industry since its inception in Australia. Her extensive network and deep understanding of the landscape will be invaluable as we continue to integrate earned, owned and paid media for our clients.”

The agency has been building a robust affiliate marketing offering, spanning the full spectrum of channels, including content, loyalty, influencer and more, catering to a range of categories such as home, lifestyle, beauty, food, and technology.

Calavassy continued: “For years, Neon Black has successfully combined affiliate marketing with earned activities, navigating the intricate balance between affiliate and editorial content. We have established strong relationships with affiliate networks and publishers, while cementing our longstanding relationships with journalists and editorial. 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 cement our leadership in this space.

“At Neon Black, our expertise lies in understanding the nuances of news, media and publishers. We craft 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 generate impactful results and actually convert.”