Susan Armstrong-Payne is an Affiliate Marketing Manager at Boots UK, bringing expertise and passion to one of the UK’s most trusted retailers. With a sharp focus on driving affiliate growth and performance, Susan excels in building effective partnerships and delivering measurable results.
Her strategic approach and attention to detail make her a key player in the success of Boots’ affiliate marketing efforts, consistently pushing the boundaries of what’s possible to enhance both brand reach and customer engagement.
The Hello Partner newsdesk covers the stories shaping performance marketing, partnerships and the creator economy, from breaking news to event coverage and the occasional hot take.
The settlement, the largest since the Big Tobacco reckoning of the 1990s, requires the giant to establish significant changes, including daily limits for teenage users and hidden like and reaction counts.
As creator marketing grows, brands optimise for efficiency: formats, paid amplification, media performance and process. The risk is that creator work becomes brand-led paid social disguised as authenticity, rather
The influencer kool-aid isn’t hitting like it used to. The same references recycled. The same formulas rewarded. The same ideas applauded. The echo chamber became the strategy.
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According to Kantar’s latest study, a net 61% of marketers planned to increase their creator spend for this year. However, with greater budget comes greater scrutiny.
According to Ben Smye, Head of Marketing at Atolls, while traffic can be gamed, influence can’t, and community and content partners shouldn't be judged purely on the last click.
