Senior Manager Affiliate Marketing

Sr. Manager, Affiliate

The Sr. Manager, Affiliate is responsible for defining and scaling the Affiliate pillar, establishing the strategy, operating model, and measurement frameworks that connect creator-led storytelling to measurable commercial outcomes across the funnel. This role owns end-to-end strategic development of a growing capability, including creator affiliate, NIL, and partner ecosystem expansion. The role will drive incremental growth by integrating content-driven affiliate strategies into broader performance marketing objectives. Working cross-functionally across Brand, Media, eCommerce, Analytics, and external partners, the Sr. Manager will act as the subject matter expert for Affiliate Marketing, influencing ways of working and ensuring alignment across teams to unlock scalable, performance-driven growth.
Key Responsibilities:
Own the vision, strategy, and roadmap for the Affiliate pillar, aligned to affiliate and broader performance marketing goals
Define and implement operating frameworks that connect creator and partner activity to measurable KPIs (traffic, conversion, revenue contribution)
Lead development of creator affiliate programs, including NIL, subnetworks, and emerging partner ecosystems
Identify, evaluate, and onboard new platforms, partners, and capabilities to scale content-driven affiliate growth
Establish and evolve measurement frameworks to quantify mid- and upper-funnel affiliate impact
Partner closely with Analytics and Commerce teams to ensure full-funnel attribution, reporting, and optimization
Translate performance insights into actionable strategies that improve efficiency, incrementality, and scale
Build and continuously refine the Affiliate operating model, including processes, governance, and ways of working
Drive innovation in AI-enabled creator discovery, optimization, and performance tracking
Identify opportunities to automate and scale workflows, improving channel efficiency and consistency
Act as the primary Affiliate subject matter expert, influencing cross-functional stakeholders across Brand, Media, eCommerce, and Global teams
Drive alignment on campaign integration, storytelling, and funnel connectivity, ensuring affiliate is embedded within broader marketing strategies
Clarify and evolve roles and responsibilities across Content and Commerce affiliate pillars
Contribute to the broader affiliate channel strategy, ensuring alignment with global best practices while tailoring to US business needs
Key Relationships:
adidas US eCommerce team, Performance Marketing, Brand Marketing, Media, Merchandising, and Analytics
Global eCommerce and Affiliate Marketing teams
Creator networks, affiliate platforms, agencies, and external partners
Cross-functional marketing and digital teams supporting campaign execution and measurement
Knowledge, Skills and Abilities:
Strong strategic thinker with ability to build new capabilities and frameworks from the ground up
Deep understanding of creator ecosystems, affiliate marketing, and performance measurement
Ability to translate brand storytelling into measurable business outcomes
Strong analytical mindset with experience interpreting performance data and attribution models
Proven ability to influence cross-functional stakeholders without direct authority
Experience identifying and scaling emerging growth opportunities and new channel innovations
Interest in leveraging technology, automation, and AI-driven solutions to improve performance
Strong partner management and relationship-building capabilities
Highly organized with the ability to manage multiple priorities in a fast-paced environment
Strong communication skills with ability to translate complex strategies into clear actions
Minimum Qualifications:
Bachelor's or master's degree required
68+ years of experience in affiliate marketing, performance marketing, or related digital channels
Experience in creator affiliate, influencer marketing, or partner ecosystems strongly preferred
Demonstrated experience in strategy development, measurement frameworks, and cross-functional leadership