New Retailer Council Chair: Wade Tonkin
FollowThe PMA is excited to be relaunching our Retailer and Merchant Council! This council is specifically for retailers to discuss issues they face in their affiliate marketing programs. Leading this council will be Wade Tonkin. If you are a PMA member retailer interested in getting involved with this council, please reach out to Tricia or Dori.
Council Chair Wade Tonkin
Wade Tonkin has been managing affiliate programs since 1999. He’s the Director of Affiliate at Fanatics, running the team that oversees affiliate programs for 50 + ecommerce sites including Fanatics.com, NFLShop.com, MLBShop.com,NBAStore.com, Shop.NHL.com, Lids and Mitchell & Ness as well as top teams like the Dallas Cowboys, Kansas City Chiefs, Chelsea FC, PSG and Bayern Munich.
Wade has been recognized as Affiliate Manager of the Year twice by AvantLink, Merchant Team of the Year by Awin/ShareASale and is a two time Exceptional Merchant Pinnacle Award Winner with Fanatics.
Council Mission Statement
As retailers and merchants we have a unique position in the performance marketing space. We have access to data across multiple channels and have great insight into what works best for our individual brands. We understand, with greater intensity than networks or agencies, the importance of staying on brand across all channels.
As many retailers and merchants grow and adopt different attribution models and analytics packages, the value of performance marketing is becoming more and more clear. Often, performance marketing channels amass the greatest new customer ratio and, often, the highest channel ROI.
Therefore, the Retailers and Merchants Committee will focus on those topics of greatest interest to retailers and merchants specifically. Our mission will be to advance the ethical and successful strategies in performance marketing, as well as elevate its position by defining and adopting best practices within our organizations.
