Leela Maclean joins Neon Black as affiliate marketing director

Neon Black

Maclean’s appointment comes after the agency was appointed Sydney Markets’ PR agency.

Neon Black has appointed Leela Maclean to the newly created role of affiliate marketing director, strengthening its affiliate marketing arm.

Maclean joins from dentsu where she was the affiliate marketing director. She previously held positions at News Corp, Groupon and Commission Factory and worked on affiliate programmes and partnerships for brands including Woolworths Group, Shark Ninja, THE ICONIC, and The Good Guys.

Maclean said: “Affiliate marketing has evolved significantly over the years, becoming an essential component of any comprehensive marketing strategy. With 81% of brands incorporating affiliate programmes into their marketing mix, it’s a pivotal time for this sector.

“I’ve had the privilege of experiencing all facets of affiliate marketing, and I am excited to bring my expertise to the talented team at Neon Black.”

The creative communications agency has been building a robust affiliate marketing offering spanning the full spectrum of affiliate channels, including content, loyalty, influencer, and more, catering to a diverse range of sectors including home, lifestyle, beauty, food, and technology.

Soraya Calavassy, director and co-founder of Neon Black, said: “Leela has been a prominent figure in the affiliate marketing industry since its inception in Australia. Her extensive network and deep understanding of the landscape will be invaluable as we continue to integrate earned, owned and paid media for our clients.”

“For years, Neon Black has successfully combined affiliate marketing with earned activities, navigating the intricate balance between affiliate and editorial content. We have established strong relationships with affiliate networks and publishers, while cementing our longstanding relationships with journalists and editorial.”

Calavassy continued: “Our unique approach has driven brand awareness, publisher engagement, conversion and revenue for our clients, and with Leela on board, we are poised to further cement our leadership in this space.”

“At Neon Black, our expertise lies in understanding the nuances of news, media and publishers. We craft tailored, results-driven affiliate marketing strategies that resonate with customers and drive performance. Our approach leverages decades of industry experience, contacts and relationships to tell compelling stories that generate impactful results and actually convert.”
Maclean’s appointment comes after the agency was appointed as Sydney Markets’ PR agency, tasked with spearheading strategic communications activity across its suite of brands, including Sydney Flower Market and Paddy’s Markets.

See also: Sydney Markets chooses Neon Black as PR agency

Top image: Finbar Corrall, Leela McLean and Soraya Calavassy

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