PMA Councils
PMA Councils examine how trends, issues, challenges, benefits and new technologies impact their specific subject area and then take action to share findings and conclusions with the community at large
The PMA’s mission is to grow the industry by providing best practices, by establishing standards that improve effectiveness, by confronting challenging industry issues and by providing information on the latest success strategies. This is done via our members and their involvement in PMA Councils.
The purpose of a PMA Council is to examine how trends, issues, challenges, benefits and new technologies impact their specific subject area and then take action to share findings and conclusions with the community at large. These actions may results in guidelines, best practices, standards and recommendations from each council.
The end results for all councils should be in line with the overall PMA mission to promote performance marketing as a valuable, growing channel to businesses and increase the amount of dollars spent in the performance marketing space.
Our Councils
Compliance Council
Mission: Compliance has been an essential aspect of all forms of online marketing since its inception. The compliance council will stress the positive impact that direct relationships between advertisers and publishers in performance marketing has on the overall compliance of the channel.
Council Chair: To Be Announced
Publisher Recruitment And Education Council
Mission: The mission of the Publisher Recruitment and Education Council is to attract new publishers to performance marketing and help publishers identify new monetization strategies and opportunities.
Council Chair: Nikki Yorgiadis, Head of Publisher Development Department, Gen3 Marketing
Industry Advancement Council
Mission: To raise the level of knowledge, awareness and opportunities available through performance based advertising/marketing model. This Council will elaborate on best practices and standards that can be leveraged by both internal and external industry professionals
Council Chair: Choots Humphries, Co-Founder, LinkConnector
Measurements And Insights Council
Mission: To express the value of performance marketing through data and insights. The council will work collaboratively to identify performance marketing’s key value pillars and then support these pillars with relevant and compelling data. The council will also provide insights and guidance related to the evolving trends and technology in digital advertising that impact the performance marketing community.
Council Chair: Jenna Walsh, Business Intelligence, Awin
Coupons And Deals Council
Mission: To create and impart a deeper understanding of the value of working with coupon and deal publishers for merchants. Through educational materials and case studies, the council plans to clearly demonstrate the proven value of coupon and deal publishers in the performance marketing equation. In addition, the council will work to develop guidelines for publishers in the space to ensure that ethical standards and best practices are being followed.
Council Chair: Dylan Bertalli, Partner Success Manager at Affiliate.com
Retailer And Merchant Committee
Mission: Focusing on those topics of greatest interest to retailers and merchants specifically within the performance marketing industry, our mission is 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.
Committee Chair: Wade Tonkin, Director, Global Affiliate Marketing at Fanatics, Inc.
Influencer And Creator Council Charter
Mission: The Influencer and Creator Council recognizes the critical role creators play in a diverse and evolving affiliate ecosystem. The council will highlight the importance of performance-based, brand awareness, and creator-driven content while supporting both creators and brands with education and strategies to maximize impact and scale successful partnerships.
Council Chair: Laurie Cutts, Head of Agency Partnerships, Everflow
AI Council Charter
Mission: To accelerate responsible AI adoption education and advocacy across partnership and affiliate marketing by equipping brands, agencies, publishers, and platforms with practical standards, playbooks, and shared learnings for measurable growth and trust.
Council Chair: Michelle Morgan, Senior Director of Publisher Development, Acceleration Partners
B2B Council Charter
Mission: The mission of the PMA B2B Council is to establish B2B affiliate and partnership marketing as a proven, high-growth pillar of performance marketing, and to build the best practices, standards, and compliance guidance, plus the education and data the industry needs to invest in it with confidence.
Council Chair: Adam Glazer, Founder and President of Partner Commerce
Ready to Get Involved?
Any company or organization and select individuals who are committed to improving the Performance Marketing industry are eligible to join the Performance Marketing Association. Membership can be initiated at any time and dues are renewed annually.