Neon Black bolsters affiliate offering with appointment of former Dentsu affiliate marketing director Leela Maclean

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Neon Black bolsters affiliate offering with appointment of former Dentsu affiliate marketing director Leela Maclean

Communications and affiliate marketing agency Neon Black has today announced the appointment of Leela Maclean in the newly created role of affiliate marketing director. Maclean’s appointment comes as part of Neon Black’s strategic initiative to bolster its affiliate marketing arm.


Formerly the affiliate marketing director at Dentsu, Maclean (pictured above centre) brings extensive experience in the affiliate marketing industry, having 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.

Says Maclean: “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.”

Says Soraya Calavassy, director and co-founder of Neon Black: “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.”

Neon Black has been at the forefront of affiliate activity 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.

Adds Calavassy: “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. 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.”

(Pictured L-R: Finbar Corrall, Leela McLean, Soraya Calavassy)