affilinet UK. 2011, a year in review

The aim of the year was to grow the UK business by over 60%. Achieving this on its own particularly with the significant changes we’ve encountered, both internally and externally, has kept us all pretty busy. Indeed it’s been a year of hard work and commitment – and now’s the time for reflection and a little feather puffing 😀

To begin 2011 we started with a round of new hires to continue our growth, bringing in new people across the publisher, advertiser and support teams, all of whom I am happy to say are still with us and were able to regale in the success of affilinet winning several awards alongside our clients at this year’s a4u and NMA events.

My belief is that affilinet has been able to continue its steep growth and development as a result of 3 key factors: 1) a leading team, driven to succeed, 2) ever demanding and open clients, looking for a strong commercial partnership, and 3) the most valuable publisher mix I have seen in the years I’ve been working in this industry.  My team is at the core of my thinking and planning, as without them the needs of our publishers and clients cannot be delivered. I believe having a diverse and agile team in place allows us to respond to and pre-empt the demands placed on us, meaning that delivering to our partners and taking the fullest advantage of the diverse set of opportunities available is the essence of what we do.

Enough about my team, affilinet Europe has been busy developing in 2011 too.  Now operating programs in 10 markets from 5 offices, there is a truly international feeling within the teams.  To ensure that we remain competitive and progressive there has been significant development of the top team across the European business, with a newly formed strategy team operating from Munich and London, an incredibly driven affilinet Europe CEO, the sharpest new CFO and a new UK boss (someone told me he’s quite a nice chap).  Our management team is brimming with talent, and one thing which really evolved in 2011 was the way in which we share and benefit from information across our markets.

Alongside the people coming in and delivering, there have been a small army of people (around 45!) working tirelessly in Munich and Hannover (with a little help from our friends in the UK, French, Dutch & Spanish offices) to deliver not only our leading platform but also a huge range of new tools and products such as Voucher Manager 2.0, Product Level Tracking, ‘Previous Publisher Tool’ and … oh, no, can’t tell you about those until 2012!  With around 25% of our staff focused on developing, maintaining and enhancing our technology and product it was no surprise to see such a solid set of new releases defined, developed and set to be released in the first part of 2012. 2011 was a formative year for this aspect of our business.

It was also a year for mixing business with pleasure too, as we launched the first affilinet pub quiz, continued with our UK poker tournament (with an eventual UK winner at the final in Palma in October), sponsored, spoke at and fed and watered (beer) attendees at the a4u Expo, as well as the odd lunch, drink and dinner here and there!  I see a lot of value in our event work, as it continues a lifelong tradition in the industry to get together to discuss business in a relaxed and productive environment.

After some very thorough planning and carefully considered strategy for 2012, I can safely say that it’s going to be another exciting year ahead, with 2011 finishing strongly in one very important area – New Business…more to come soon!

Merry Christmas everyone. Thank you for all your continued support and we look forward to working with you in 2012.

Serena Masih

Serena Masih

Serena is responsible for affilinet’s marketing strategy in the UK and for raising brand awareness through events, PR and other marketing activities.
Serena Masih

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