Marketing Over Milkshakes

RevWise
  • 5.0 (8)
  • Marketing

Marketing Over Milkshakes is a podcast that goes behind the job titles of leading voices in affiliate marketing. The show explores the evolution of affiliate marketing, performance marketing, influencer partnerships and AI-driven commerce, helping ecommerce brands unlock one of the internet’s fastest-growing marketing channels. Brought to you by award-winning affiliate growth agency RevWise, each episode breaks down how affiliate programs, publisher partnerships, TikTok Shop, creator commerce and data-driven e-comm strategies drive scalable revenue and long-term brand growth.

  1. 5 hr ago

    The Future of Affiliate Marketing: Tide's Simon Orme on AI Search, Affiliate Attribution and Partnership Growth

    How can brands future-proof their affiliate marketing strategy as AI search, zero-click journeys and rising customer acquisition costs transform the performance marketing industry? Simon Orme, Senior Affiliate Manager at Tide, joins Marketing Over Milkshakes to explore how one of the UK's leading business finance platforms is evolving its affiliate programme through strategic partnerships, influencer marketing, AI search visibility and smarter attribution. Drawing on his experience at Vouchercloud, Awin and Tide, Simon reveals why traditional affiliate marketing models are changing and how brands can build more diversified, measurable and commercially successful partnerships. Simon explains why price comparison websites remain valuable acquisition channels, how rising Google advertising costs are reshaping affiliate economics and why brands must look beyond last-click attribution. He shares how Tide's partnership with entrepreneur Simon Squibb demonstrates the power of authentic creator collaborations, code-based tracking and reaching potential customers before they begin actively searching for financial products. The conversation also explores the growing importance of AI visibility, generative engine optimisation (GEO) and third-party recommendations in influencing purchasing decisions and how the industry could develop new commercial models that reward publishers for their influence beyond clicks and conversions. Simon also reveals how Tide transformed its affiliate programme using impact.com, the challenges of managing partnerships in an FCA-regulated financial services environment and why strong personal relationships remain essential to affiliate marketing success. Key Moments: 0:00 – Simon Orme on affiliate marketing, Tide and AI search 02:00 – How Tide supports startups and growing small businesses 07:07 – Tide's brand marketing campaigns and outdoor advertising strategy 08:41 – How Simon Squibb's creator partnership drives customer acquisition 13:32 – Code-based attribution and tracking influencer marketing conversions 15:07 – Simon's career journey from South Africa to UK affiliate marketing 22:56 – Breaking into digital marketing and the affiliate industry 27:24 – How Vouchercloud shaped Simon's affiliate marketing career 29:55 – Why relationships matter more than technical marketing skills 37:27 – Tide's company culture, marketing KPIs and customer-first approach 45:18 – How price comparison websites drive affiliate conversions 46:31 – Rising Google Ads costs and the changing economics of affiliate marketing 50:08 – Diversifying beyond traditional affiliate publishers and cashback sites 53:27 – Niche affiliate partnerships, app marketing and audience targeting 55:10 – How AI search and zero-click journeys challenge affiliate attribution 56:06 – Measuring publisher influence through AI citations and brand visibility 57:18 – RevWise's AI visibility report and evidence marketing framework 1:01:06 – Why SEO is evolving towards AI search and citation management 1:05:35 – Affiliate marketing compliance and FCA regulatory challenges 1:06:50 – Why Tide reduced its affiliate programme from 350 to 63 partners 1:08:45 – How impact.com powers Tide's affiliate tracking and reporting 1:11:45 – Moving from manual UTM tracking to automated affiliate management 1:14:12 – Affiliate payment terms, publisher relationships and cash flow 1:16:52 – Simon's proudest achievement and the importance of family 1:23:04 – Personal finance, investing and lessons from building a career 1:25:58 – The biggest missed opportunities in app-based affiliate marketing 1:26:37 – Why the future of affiliate attribution goes beyond last-click conversions

    The Future of Affiliate Marketing: Tide's Simon Orme on AI Search, Affiliate Attribution and Partnership Growth

  2. 6 hr ago

    The Future of Affiliate Marketing: Tide's Simon Orme on AI Search, Affiliate Attribution and Partnership Growth

    How can brands future-proof their affiliate marketing strategy as AI search, zero-click journeys and rising customer acquisition costs transform the performance marketing industry? Simon Orme, Senior Affiliate Manager at Tide, joins Marketing Over Milkshakes to explore how one of the UK's leading business finance platforms is evolving its affiliate programme through strategic partnerships, influencer marketing, AI search visibility and smarter attribution. Drawing on his experience at Vouchercloud, Awin and Tide, Simon reveals why traditional affiliate marketing models are changing and how brands can build more diversified, measurable and commercially successful partnerships. Simon explains why price comparison websites remain valuable acquisition channels, how rising Google advertising costs are reshaping affiliate economics and why brands must look beyond last-click attribution. He shares how Tide's partnership with entrepreneur Simon Squibb demonstrates the power of authentic creator collaborations, code-based tracking and reaching potential customers before they begin actively searching for financial products. The conversation also explores the growing importance of AI visibility, generative engine optimisation (GEO) and third-party recommendations in influencing purchasing decisions. Simon discusses how affiliate publishers can contribute to brand visibility across ChatGPT and other AI-powered search platforms, why traditional SEO roles may evolve and how the industry could develop new commercial models that reward publishers for their influence beyond clicks and conversions. Simon also reveals how Tide transformed its affiliate programme using impact.com, the challenges of managing partnerships in an FCA-regulated financial services environment and why strong personal relationships remain essential to affiliate marketing success. From his early career in South Africa to building a new life in the UK, Simon shares lessons on resilience, company culture, professional growth and the importance of embracing change. In this episode, you will hear: How Tide uses affiliate marketing to acquire small business customersWhy price comparison websites remain important affiliate acquisition channelsHow rising Google Ads costs and CPC inflation affect affiliate publishersWhy brands need to diversify beyond traditional affiliate marketing channelsThe role of content publishers, cashback sites and finance comparison platformsHow Tide's partnership with Simon Squibb drives brand awareness and customer acquisitionUsing influencer marketing and creator partnerships to reach new audiencesWhy code-based attribution is becoming more important than last-click trackingMeasuring affiliate conversions across zero-click customer journeys Key Moments: 0:00 – Simon Orme on affiliate marketing, Tide and AI search 02:00 – How Tide supports startups and growing small businesses 13:32 – Code-based attribution and tracking influencer marketing conversions 22:56 – Breaking into digital marketing and the affiliate industry 27:24 – How Vouchercloud shaped Simon's affiliate marketing career 29:55 – Why relationships matter more than technical marketing skills 37:27 – Tide's company culture, marketing KPIs and customer-first approach 45:18 – How price comparison websites drive affiliate conversions 46:31 – Rising Google Ads costs and the changing economics of affiliate marketing 50:08 – Diversifying beyond traditional affiliate publishers and cashback sites 55:10 – How AI search and zero-click journeys challenge affiliate attribution 1:01:06 – Why SEO is evolving towards AI search and citation management 1:08:45 – How impact.com powers Tide's affiliate tracking and reporting 1:14:12 – Affiliate payment terms, publisher relationships and cash flow 1:16:52 – Simon's proudest achievement and the importance of family 1:26:37 – Why the future of affiliate attribution goes beyond last-click conversions

    The Future of Affiliate Marketing: Tide's Simon Orme on AI Search, Affiliate Attribution and Partnership Growth

  3. 30 Oct

    The Future of Affiliate Marketing: Awin CEO Adam Ross on AI Search, YouTube Shopping and Industry Disruption | Halloween Special

    Is AI about to transform the affiliate marketing industry, and could YouTube Shopping unlock the next major opportunity for brands, publishers and creators? In this Halloween Special of Marketing Over Milkshakes, Adam Ross, CEO of Awin, returns to discuss the future of affiliate marketing, AI-powered search, creator commerce and the changing competitive landscape of global affiliate networks. From Awin's partnership with YouTube Shopping to the impact of artificial intelligence on traditional affiliate attribution, Adam explains why the industry must move beyond last-click CPA tracking to recognise the true value of content publishers, influencers and brand visibility. Adam explores the growing importance of AI search optimisation, generative engine optimisation (GEO) and how brands can improve discoverability across ChatGPT, Claude and Google Gemini. He also reveals how Awin is developing AI visibility measurement, why affiliate publishers could become essential to AI-driven product recommendations and how new influence-based monetisation models could transform performance marketing. The conversation also examines the Rakuten Advertising and impact.com partnership, affiliate network consolidation, the rise of creator-led commerce and the opportunities emerging across YouTube Shopping, TikTok Shop and AI-powered ecommerce. Beyond affiliate marketing, Adam shares how he is building his own AI chief of staff using Claude, Obsidian and automation tools, the lessons learned from a challenging business acquisition and why AI could revolutionise customer experience and account management. With Adam dressed as Dracula and the hosts embracing Halloween chaos, this special combines serious industry insights with plenty of unexpected moments. In this episode, you will hear: How AI is transforming the future of affiliate marketing and performance partnershipsWhy AI search visibility and generative engine optimisation (GEO) matter for ecommerce brandsHow ChatGPT, Claude and Google Gemini influence product discovery and purchasing decisionsWhy affiliate publishers and independent content are important to AI-generated recommendationsMoving beyond last-click attribution and CPA to measure content influenceHow Awin is developing AI visibility measurement and new publisher reporting modelsMonetising AI search influence through affiliate marketing and performance partnershipsThe Awin and YouTube Shopping partnership and what it means for creators and advertisersHow YouTube Shopping affiliate links create new revenue opportunities for brandsThe growing importance of influencer marketing, creator commerce and social shoppingWhat the Rakuten Advertising and impact.com partnership means for affiliate networksBuilding an AI chief of staff with Claude, Obsidian and personal knowledge managementUsing AI agents, meeting transcription and automation to improve business productivity Key Moments: 0:00 – Adam Ross on AI, affiliate marketing and the Halloween Special 06:29 – Creative content marketing and the changing affiliate industry 17:55 – Building an AI chief of staff with Claude and Obsidian 27:09 – AI agents, executive productivity and business automation 34:15 – How AI meeting tools transform marketing strategy and decision-making 40:29 – AI governance, security and innovation in business 50:00 – Awin's growth story and the evolution of affiliate networks 51:06 – Rakuten Advertising, impact.com and affiliate network consolidation 1:02:59 – Measuring AI visibility beyond traditional affiliate attribution 1:08:53 – How publishers can prove influence and unlock brand investment 1:17:36 – Awin's YouTube Shopping partnership and creator monetisation 1:26:51 – The future of influencer marketing and performance-based creator revenue 1:33:28 – Adam Ross on acquisition failures, business leadership and lessons learned 1:45:51 – Awin's AI roadmap and the future of customer experience

    The Future of Affiliate Marketing: Awin CEO Adam Ross on AI Search, YouTube Shopping and Industry Disruption | Halloween Special

  4. 1 Oct

    TikTok Shop Growth Strategy: Sebastian Nelson on Affiliate Marketing, Creator Content and Social Commerce

    How can ecommerce brands scale TikTok Shop sales through affiliate marketing, creator partnerships and high volume content? Sebastian Nelson, Co Founder and CEO of Cruva, joins Marketing Over Milkshakes to explain how successful TikTok Shop brands recruit affiliates, build creator communities and turn performance content into scalable revenue. After generating six figures from a viral candle warmer, Sebastian built Cruva to solve the creator outreach, affiliate management and competitor research problems he faced as a seller. Sebastian reveals why follower count has little influence on affiliate sales, how brands can develop loyal creators and why the best TikTok Shop programmes combine compelling offers, strong commission structures and personal relationships. He also explains the role of creator tiers, competitor intelligence, live shopping data and content volume in driving GMV. Sebastian also explores the future of social commerce across TikTok, Meta and YouTube Shopping, before sharing how one viral video rescued his ecommerce business from debt and shaped the creation of Cruva. In this episode, you will hear: How TikTok Shop affiliates generate revenue for ecommerce brandsWhy follower count has little impact on affiliate sales performanceBuilding creator communities, loyalty programmes and performance tiersCreating compelling product offers and commission structuresRecruiting, managing and retaining high performing affiliatesUsing creator feedback and customer data to improve TikTok Shop strategyHow competitor intelligence helps brands identify successful contentEstimating competitor GMV, sales volume and creator performanceUsing bundles and exclusive products to protect retail agreementsBalancing creator freedom with brand safety and content controlMeasuring the TikTok Shop halo effect across Amazon and ShopifyWhy brands can benefit from running TikTok Shop at break evenRepurposing TikTok creator content for Meta advertisingHow TikTok Shop helps challenger brands compete with established companiesThe future of TikTok Shop, Meta, YouTube Shopping and social commerce Key Moments: 0:00 – Sebastian Nelson on TikTok Shop, AI and social commerce 5:01 – Why close customer relationships shaped Cruva 6:52 – How TikTok Shop affiliates generate revenue for brands 8:33 – How Cruva simplifies affiliate research, outreach and management 9:01 – The viral candle warmer that inspired Cruva 12:41 – Why affiliate follower count rarely predicts sales performance 15:18 – How smaller brands can build loyal creator partnerships 17:43 – Creating affiliate communities and performance tiers 20:38 – Competitor intelligence and TikTok Shop revenue estimates 25:45 – Capturing live shopping data and analysing sales performance 28:06: How customer behaviour influences Cruva’s product development 31:58 – The future of YouTube Shopping and social commerce 35:37 – Why Meta will develop stronger affiliate commerce tools 40:32 – TikTok’s ambition to become an everything app 46:30 – How TikTok Shop gives challenger brands greater opportunities 50:36 – Protecting retail agreements with bundles and exclusive products 54:50 – Managing creator freedom, brand safety and content control 58:03 – Handling AI videos and unsuitable affiliate content 1:00:03 – How leading brands produce thousands of creator videos 1:03:28 – The content volume required to generate millions in GMV 1:07:45: Measuring the TikTok Shop halo effect across Amazon and Shopify 1:11:42 – How TikTok Shop can reduce Amazon and Meta advertising costs 1:16:16 – Turning TikTok creator content into Meta advertising 1:25:43 – Entrepreneurship, social commerce and opportunities for young creators 1:31:06 – Choosing a co founder with complementary strengths 1:46:31: How one viral video rescued Sebastian’s business from debt 1:51:44 – Avoiding shiny object syndrome and focusing on proven growth 2:00:14 – The biggest TikTok Shop opportunity brands are missing

    TikTok Shop Growth Strategy: Sebastian Nelson on Affiliate Marketing, Creator Content and Social Commerce

  5. 17 Sept

    Will AI Kill Google? Krystian Szastok on ChatGPT Search, AI SEO and the Future of Marketing

    What happens to brands when consumers stop searching Google and start asking AI what to buy? SEO and AI expert Krystian Szastok, Founder of Robot Zebra and former architect of the SEO division at Jellyfish, joins Marketing Over Milkshakes to explore how ChatGPT, Google AI Overviews and generative AI are changing search, ecommerce, affiliate marketing and digital marketing. Krystian explains why traditional SEO alone is no longer enough, why brands need to build visibility across the wider internet and how mentions, reviews, affiliate placements, digital PR and third-party recommendations can help AI systems understand which businesses and products deserve to be recommended. The conversation explores the shift from traditional search engine optimisation towards AI search optimisation, AI visibility and LLM discoverability, including how brands can improve their chances of appearing in ChatGPT, Gemini and AI-generated search results. They also look further ahead at the rise of AI shopping agents, clickless checkout, social commerce, TikTok Shop and a future where AI could automatically choose products, book hotels, answer emails and make increasingly important decisions on behalf of consumers. Krystian also explains why businesses that ignore this shift risk being left behind, how AI could reshape white-collar jobs and agencies, and why human strategy, judgement, creativity and accountability may become more valuable as automation accelerates. In this episode, you will hear: Why AI search could become the biggest change to marketing since GoogleHow ChatGPT is changing traditional consumer search behaviourWhy Google AI Overviews are reducing clicks to websitesHow brands can increase visibility inside ChatGPT, Gemini and AI searchWhy brand mentions, reviews, affiliates and digital PR matter for AI citationsHow third-party consensus can influence AI product recommendationsWhy smaller brands have both a huge challenge and opportunity in AI searchHow SEO agencies need to evolve for generative AI and LLM searchWhy businesses delaying investment in AI visibility could struggle to catch upHow AI shopping agents and clickless checkout could change ecommerceThe role of TikTok Shop and social commerce in an AI-led futureWhich white-collar jobs are already being disrupted by artificial intelligenceWhy strategy, creativity and human judgement still create competitive advantageThe best- and worst-case scenarios for an AI-powered society Key Moments: 0:00 – The “Godfather of AI” and the future of search 2:08 – Krystian Szastok: SEO, Jellyfish, Robot Zebra and artificial intelligence 3:19 – What has changed since ChatGPT launched? 9:56 – Is AI already taking sales and traffic away from Google SEO? 13:31 – How brands can rank and get recommended in AI search 17:40 – Why third-party mentions and consensus influence AI visibility 18:51 – The AI opportunity for affiliate marketing, PR and publishers 24:56 – Google AI Overviews and the decline of traditional organic clicks 33:14 – Why brands that ignore AI could be left behind 34:59 – Why AI is a revolution rather than another marketing evolution 40:18 – AI shopping agents, automated purchasing and clickless checkout 48:13 – When will AI completely change the ecommerce customer journey? 59:08 – TikTok Shop, social commerce and the future of online shopping 1:02:11 – Will AI replace white-collar jobs and marketing agencies? 1:06:29 – The best and worst possible futures for artificial intelligence 1:22:08 – The one question Krystian would ask about the future of AI 1:31:08 – Why human judgement, strategy and accountability still matter

    Will AI Kill Google? Krystian Szastok on ChatGPT Search, AI SEO and the Future of Marketing

  6. 3 Sept

    Is This The End of Nespresso? CoffeeB and the Single-Serve Coffee Revolution

    Can a new coffee system disrupt the single-serve coffee market by removing the pod completely? James Newitt joins Gary Winter for this episode Marketing Over Milkshakes to explain how challenger coffee brand CoffeB plans to take on the coffee giants with a capsule-free alternative to traditional single-serve coffee. CoffeeB replaces plastic and aluminium capsules with patented Coffee Balls: compressed roasted coffee protected by a plant-based coating and designed to break down after brewing. James’ entrepreneurial story began long before CoffeeB. He helped turn beef jerky from a niche US snack into a mainstream UK supermarket category, building Wild West Beef Jerky, supplying Costco, Tesco and Sainsbury’s, competing against Jack Link’s and creating a licensing partnership with the Sidemen. He also shares lessons from selling his meat snacks business, negotiating a multi-million-pound exit, launching challenger brands and understanding whether consumers are genuinely ready for innovation. In this episode, you will hear: How CoffeeB is disrupting the traditional coffee pod marketHow Coffee Balls remove plastic and aluminium capsulesSecuring the exclusive UK and Ireland CoffeeB licence700,000 machines and 220 million Coffee Balls already sold in EuropeBuilding Wild West Beef Jerky and the UK meat snacks categoryCompeting against global FMCG giant Jack Link’sThe Sidemen licensing partnership and creator marketingSelling a multi-million-pound business and lessons from the exitWhy market timing can determine whether innovation succeedsLaunching CoffeeB through influencers, Amazon, retail and experiential marketing Key Moments: 0:00: CoffeeB and the scale of global coffee pod waste 04:37: James Newitt: CoffeeB, Wild West Beef Jerky and challenger brands 06:37: How James secured the UK and Ireland CoffeeB opportunity 15:16: 700,000 machines, 220 million Coffee Balls and CoffeeB technology 18:05: Why coffee capsule waste creates a huge consumer opportunity 22:39: Why Nespresso faces a challenge moving beyond coffee pods 33:10: How America inspired James to launch a UK beef jerky business 49:58: Starting Wild West Beef Jerky from a bedroom and landing Costco 1:03:42: Building UK manufacturing and a supermarket meat snacks category 1:09:54: The Sidemen licensing deal and creator-led FMCG marketing 1:24:07: The multi-million-pound exit James would negotiate differently 1:35:42: Launching CoffeeB with influencers, Amazon and retail growth 1:40:51: Supermarkets, hotels and CoffeeB’s expansion strategy 1:53:45: James Newitt’s biggest business lesson and regret

    Is This The End of Nespresso? CoffeeB and the Single-Serve Coffee Revolution

  7. 20 Aug

    Affiliate Marketing Growth, Global Expansion and Publisher Strategy: Alona Malinovska on Scaling Ecommerce with Webgains

    How can ecommerce brands use affiliate marketing to enter new markets, reach valuable customers and build scalable revenue without committing huge budgets upfront? Alona Malinovska, Managing Director of Webgains UK, joins Marketing Over Milkshakes to explain how affiliate networks connect advertisers with publishers and why human expertise remains essential as affiliate technology and artificial intelligence develop. Drawing on 13 years in performance marketing, Alona discusses affiliate programme management, publisher recruitment, customer acquisition, conversion strategy and the service first model behind Webgains. The conversation explores the publisher types attracting serious attention, including CSS affiliates, closed communities, cashback platforms, loyalty programmes and influencer partnerships. Alona also explains how brands can assess incremental affiliate revenue, customer lifetime value, average order value and the influence publishers have across the ecommerce sales funnel. Alona shares practical insights from Webgains’ international growth across China, Germany, Eastern Europe and Latin America. She reveals how one carefully planned trip to China helped Webgains secure more than 20 new clients, why Chinese ecommerce brands need local European marketing expertise and how affiliate marketing allows businesses to test international expansion with controlled costs. In this episode we talked about: How affiliate networks connect ecommerce brands with publishersHow Webgains supports more than 1,800 brands and 250,000 publishers across 150 countriesWhy affiliate marketing operates as a commercial model rather than one fixed marketing channelHow brands can tailor affiliate programmes around growth, cost control, customer acquisition and brand protectionThe rise of CSS affiliates and their value for growing ecommerce businessesHow closed communities, newsletters, apps and private social groups are changing influencer marketingWhy artificial intelligence should amplify affiliate managers and human expertiseLeadership, mentorship, imposter syndrome and building support systems for employees Key Moments: 0:00: Why Chinese ecommerce brands are actively seeking European affiliate partners 02:39: Alona Malinovska’s journey through paid search and performance marketing 07:02: How Webgains connects 1,800 brands with more than 250,000 publishers 10:14: Why affiliate marketing can be difficult to explain 14:03: The responsibilities of a Managing Director at an international affiliate network 17:31: Supporting employee wellbeing and company culture during remote working 19:21: Returning to Webgains and stepping into senior leadership 23:09: Mentorship, reverse mentorship and learning from younger employees 28:00: Recruiting ambitious and curious people for a changing industry 32:43: How closed communities are reshaping affiliate and influencer marketing 38:00: Understanding incremental affiliate sales through real customer behaviour 41:18: How publisher authority influences every stage of the customer journey 45:16: Why consumers may show greater loyalty to publishers than individual retailers 50:28: The ideal brands for Webgains and international affiliate expansion 52:15: Helping Chinese ecommerce brands enter the UK and European markets 57:11: How Webgains tested an in person event strategy in Shenzhen 1:03:01: The pace, ambition and business culture Alona experienced in China 1:09:15: Moving Chinese ecommerce revenue from Amazon to direct consumer websites 1:14:27: Testing new markets through performance based affiliate partnerships 1:20:54: Why brands still need specialist affiliate marketing expertise 1:21:53: The damaging assumptions brands make about discounts and cashback 1:25:32: Smartphone addiction, screen time and digital wellbeing 1:31:00: The growth opportunity brands can unlock through experimentation

    Affiliate Marketing Growth, Global Expansion and Publisher Strategy: Alona Malinovska on Scaling Ecommerce with Webgains

  8. 6 Aug

    How Wowcher Survived the Daily Deals Boom: Alexis Harrison on Affiliate Marketing, Mystery Holidays and Modern vs Traditional Media

    How did Wowcher survive the collapse of the daily-deals boom, become a household-name ecommerce brand and turn £99 mystery holidays into a viral sales phenomenon? In this episode of Marketing Over Milkshakes, we sit down with Alexis Harrison, Chief Marketing Officer at Wowcher, to unpack how the business uses performance marketing, brand advertising, affiliate partnerships, customer data and conversion optimisation to sell thousands of deals every day. If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/ Alexis explains how Wowcher built national brand awareness through the iconic television advertising, she reveals how Wowcher’s £99 mystery holidays work, why the concept repeatedly goes viral on social media and she takes us behind the scenes of Wowcher’s affiliate marketing strategy, the value of long-tail content publishers, product sampling and creator partnerships. In this episode: How strong brand awareness, commercial agility and conversion optimisation helped Wowcher survive the decline of the daily-deals market.Why consumers are increasingly prioritising experiences over purchasing more physical products.How Wowcher’s £99 mystery holidays became a viral ecommerce product selling thousands of packages.Why nurturing content publishers, affiliate partners and emerging creators can create valuable long-term revenue.How product sampling, publisher credit and authentic reviews strengthen affiliate marketing campaigns.How Alexis Harrison progressed from commercial analyst to CMO at 35 while managing leadership, maternity leave and working motherhood. Key Moments: 0:00 – Alexis Harrison on Wowcher’s brand growth, affiliate marketing and becoming CMO at 35 1:20 – Marketing Over Milkshakes live with Wowcher CMO Alexis Harrison 3:35 – How Wowcher became a household-name deals, gifting and experiences brand 5:49 – Alexis Harrison’s journey from commercial analyst to Chief Marketing Officer 6:40 – Wowcher or No Wowcher: mystery holidays, unusual products and bizarre experiences 11:15 – The swingers hotel deal that generated so much traffic it crashed Wowcher’s website 13:02 – Discovering the data, ROI and customer lifetime value behind ecommerce marketing 13:39 – The daily-deals boom and how the market changed after Groupon 14:38 – Why Wowcher survived while other daily-deals businesses disappeared 16:33 – Why consumers are prioritising holidays, experiences and family days out 18:43 – Customer loyalty, personalisation and following shoppers through different life stages 20:37 – How Wowcher’s £99 mystery holidays work 23:10 – The organic social media post that sent Wowcher’s mystery holidays viral 25:00 – Expanding the mystery concept into family holidays and designer products 25:52 – Women in senior leadership and the realities of returning from maternity leave 30:29 – Why a family-first company culture helps parents succeed at work 34:10 – The value of internal mentors, external coaching and authentic public speaking 37:47 – Becoming a mentor and helping employees progress in their own careers 38:49 – How Wowcher built a diverse affiliate marketing programme 41:14 – Why brands should invest in smaller content publishers before they become major affiliates 42:43 – Product sampling, publisher credit and creating authentic affiliate content 47:25 – Becoming Chief Marketing Officer at 35 after returning from maternity leave 48:29 – Why Wowcher should have moved beyond linear television sooner 50:43 – Making leadership decisions when forecasts and assumptions contain uncertainty 52:25 – Alexis Harrison’s appearance on ITV’s The Big Audition 53:10 – The biggest AI and productivity opportunity most brands are currently missing

    How Wowcher Survived the Daily Deals Boom: Alexis Harrison on Affiliate Marketing, Mystery Holidays and Modern vs Traditional Media
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Marketing Over Milkshakes is a podcast that goes behind the job titles of leading voices in affiliate marketing. The show explores the evolution of affiliate marketing, performance marketing, influencer partnerships and AI-driven commerce, helping ecommerce brands unlock one of the internet’s fastest-growing marketing channels. Brought to you by award-winning affiliate growth agency RevWise, each episode breaks down how affiliate programs, publisher partnerships, TikTok Shop, creator commerce and data-driven e-comm strategies drive scalable revenue and long-term brand growth.

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