Affiliate marketing continues to be one of the most cost-effective digital channels for driving performance. In 2025, as eCommerce grows and performance-led models gain traction, businesses are increasingly investing in affiliate programmes. But success hinges on one thing: having the right affiliate marketing talent at the helm.
In this guide, we'll show you what affiliate marketers do, why they're in high demand, and how to how to hire top affiliate marketing talent in the UK.
For more digital hiring insights, start with The Ultimate Guide to Digital Recruitment in 2025.
The Affiliate Marketing Landscape in 2025
The UK affiliate marketing sector has seen remarkable growth, with several key trends shaping recruitment needs:
- Market value: Affiliate marketing contributes over 15% of total UK eCommerce sales according to IAB UK, representing billions in revenue
- Growth trajectory: Demand for affiliate marketing professionals grew by 41% year-over-year according to LinkedIn data
- Channel evolution: The affiliate ecosystem now spans traditional publishers, content creators, influencers, and technology partners
- Performance focus: As marketing budgets face increased scrutiny, affiliate's pay-for-performance model has gained strategic importance
These factors have created unprecedented demand for skilled affiliate marketers who can navigate this complex landscape.
What Do Affiliate Marketing Managers Actually Do?
Affiliate managers are responsible for developing and executing strategies that drive revenue through partner channels. Their role includes:
- Recruiting and managing publisher partnerships
- Developing campaigns that align with commercial targets
- Optimising performance through tracking, attribution and incentives
- Working with platforms like Awin, Rakuten, Impact, and Partnerize
- Analysing data to identify growth opportunities
- Ensuring compliance with advertising regulations
The best affiliate managers blend analytical skills with relationship building and commercial acumen.
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Key Skills to Look For in 2025
Great affiliate marketers combine commercial thinking with digital know-how and relationship-building. Look for candidates who demonstrate:
ROI and revenue focus
- Can they translate business objectives into affiliate strategies?
- Do they understand margin considerations and profitability metrics?
Experience with UK-based affiliate networks
- Familiarity with platforms like Awin, Rakuten, and Partnerize
- Understanding of UK-specific compliance requirements
Technical knowledge
- Tracking implementation and troubleshooting
- Attribution modelling across channels
- Data analysis and performance reporting
Relationship management
- Ability to negotiate, influence, and build partnerships
- Experience managing diverse publisher types
- Communication skills for cross-team collaboration
Strategic thinking
- Understanding of SEO, CRO and influencer collaboration
- Ability to align affiliate activity with broader marketing goals
- Forward-thinking approach to emerging affiliate trends
Case Study: Transforming Affiliate Performance
A UK fashion retailer struggled with an underperforming affiliate programme until they hired a specialist affiliate manager:
Before:
- 8% of digital revenue from affiliate channel
- Limited to 20 active publishers
- Basic commission structure with no incentives
- Poor integration with other marketing channels
After (6 months):
- 22% of digital revenue from affiliate channel
- Expanded to 75+ active publishers
- Tiered commission structure with performance incentives
- Integrated planning with SEO and paid media teams
The affiliate manager achieved these results by implementing advanced segmentation strategies, developing bespoke partnership programmes, and creating a data-driven approach to publisher recruitment.
Where to Find Affiliate Marketing Talent
Top candidates don't always sit on job boards. To access the best talent in the UK, consider:
- Industry events: Affiliate Huddle, PI LIVE, and Performance Marketing Insights
- Specialist communities: Affiliate marketing forums and Slack channels
- Recruitment agencies: Digital marketing recruitment specialists
- LinkedIn: Targeted searches and niche affiliate marketing groups
- Industry newsletters: Performance marketing publications and job alerts
Need faster access to talent? Learn how a recruitment partner can help you scale with digital talent.
Writing a Strong Job Description for Affiliate Roles
A clear, compelling job ad attracts qualified candidates and filters out the rest. Make sure to include:
- Your commercial goals and KPIs
- Tech stack and affiliate platforms used
- Level of autonomy or team structure
- Perks (e.g. flexible working, learning budget, travel to events)
- Salary range and progression opportunities
Example: Before vs. After
Before: "Looking for an affiliate marketing manager to grow our programme."
After: "Seeking an Affiliate Marketing Manager to grow our £2M programme across fashion verticals. You'll manage relationships with 50+ publishers on Awin and Rakuten, with a focus on content partners and cashback sites. Hybrid working (2 days office/3 days remote), salary £45-55k depending on experience, plus performance bonuses."
What Salary Should You Offer?
Affiliate salaries vary based on seniority, sector and location. Here's a rough 2025 benchmark for UK-based roles
London-based roles typically command a 10-15% premium over these figures.
Use platforms like Glassdoor and Payscale for live data, or consult a recruitment agency for niche benchmarking.
Interview Questions to Ask
When shortlisting affiliate marketers, ask:
- "Which affiliate platforms and verticals have you worked with?"
- "How do you measure and report on affiliate performance?"
- "How do you prevent fraud and ensure compliance?"
- "Tell me about a campaign that outperformed expectations—what made it work?"
- "What's your approach to growing a new affiliate programme?"
- "How do you balance recruitment of new partners with optimisation of existing ones?"
- "How do you stay current with affiliate marketing trends and regulations?"
These will reveal both technical expertise and commercial thinking.
The Onboarding Process
Successfully hiring an affiliate manager is just the beginning. Create a structured onboarding plan that includes:
- Access to all relevant platforms and tracking systems
- Introduction to key publisher contacts and account managers
- Clear 30/60/90 day objectives
- Regular check-ins during the first month
- Training on company-specific processes and compliance requirements
A well-designed onboarding process accelerates time-to-value and improves retention.
Frequently Asked Questions (FAQ's)
Frequently asked questions about hiring top affiliate marketing talent in the UK.
Q: How long does it typically take to hire an affiliate marketing specialist?
A: The process typically takes 3-5 weeks from job posting to offer acceptance. Working with a specialist recruitment agency can reduce this timeframe significantly.
Q: Is it better to hire someone with agency or in-house experience?
A: Both backgrounds offer advantages. Agency professionals often bring multi-client experience and broader network relationships, while in-house specialists may have deeper category expertise. The best candidates often have experience in both environments.
Q: What certifications should I look for when hiring affiliate talent?
A: While formal certifications are less standardised in affiliate marketing compared to other digital channels, look for platform-specific training from networks like Awin, Rakuten, or Impact. The Performance Marketing Association also offers valuable credentials.
Q: Should affiliate managers report to marketing or eCommerce teams?
A: In retail organisations, affiliate managers are most effective when they have strong connections to both teams. Reporting structure matters less than ensuring they have visibility into both marketing strategy and eCommerce performance data.
The EngageMore Verdict
You might've guessed we'd say this, but affiliate marketing is no longer an afterthought—it's a vital channel for performance and growth. If you want to succeed in 2025, you need affiliate marketers who can manage partnerships, optimise performance, and drive measurable ROI.
By implementing these recommendations, you'll be well-positioned to attract and hire the affiliate marketing talent your business needs to thrive in the competitive UK market.
With EngageMore Talent, we connect brands with top-tier digital marketing talent. Whether you’re scaling fast or making your first strategic hire, our expert team is here to streamline your recruitment journey—from brief to offer. Let us help you build a team that drives results in 2025 and beyond.