Inside the US and UK Affiliate Landscape with Graeme Boase, Account Director at Growth HQ

Episode notes

Pack your bags, we’re heading across the pond! In this episode, Todd Crawford sits down with Graeme Boase, Account Director at Growth HQ, to explore how to build an affiliate A-team and the key differences between affiliate marketing in the U.S. and the U.K. To start, they break down how the maturity of each market is shaping the role, influencing everything from affiliate manager salaries to partnership dynamics. Then, Graeme shares what it takes to succeed in the affiliate space today, highlighting essential skills like data fluency and creative content strategy. He also explains why not all affiliates should be compensated equally and how performance analytics can be leveraged to ensure fair and effective partnerships. Todd and Graeme also dive into best practices for agency and in-house collaboration, emphasizing the importance of transparency, adaptability, and avoiding a blame-game culture. To wrap up, Graeme shares his take on career growth in the affiliate industry and the growing opportunities for those who can balance both the analytical and human sides of the role. This podcast episode was

• Midseason Break: We'll Be Right Back!21 / 100
• From Customer to Creator: Your New Growth Engine with Jordan Carter, Senior Manager of Affiliate Marketing at SharkNinja74 / 100
• From AI User to Native Leader with Keith Posehn, CEO at Zorz66 / 100
• How Partnerships are Reshaping Product Discovery with Seth Hagerty, Senior Director of Performance Marketing at Best Buy
• How AI Attribution Is Rewriting Commerce Media with Hunter Capobianco, Director of Business Development & Partnerships, Commerce at CNN