The nominations have been submitted, and I am happy to present the nominees for the open spots on our Board of Directors. Members will soon receive an email with their company’s unique Company Voting ID and voting link. In order to ensure that each company only gets one vote, it is imperative that companies watch for this email and vote accordingly. Voting will begin on November 4, and votes must be submitted by November 30. Thank you to all who participated in nominations.

Nominee List (alphabetical):

• Denis Babaev, Scale Your Web
• Ceres Cueva, Rakuten Advertising
• Matt Frary, XPFlow
• Jake Fuller, JEBCommerce
• Kelly Ground, Alta Media Partners
• Max Johnson, Jamdesk
• Lee-Ann Johnstone, KonverJ.io
• Amanda Karr, Amanda Karr
• Jade Mayberry, Dentsu

Bios:

DENIS BABAEV, SCALE YOUR WEB

Previous PMA Experience

I’ve been a PMA member for nearly three years. During this time, I served on the Measurement & Insights Council and actively contributed to the creation of the AI Council. I also volunteered at PMA booths during Affiliate Summit East and West whenever my schedule allowed. I regularly follow PMA initiatives, research, and webinars. I'm committed to taking an even more active role, contributing my industry expertise, supporting new initiatives, and helping PMA deliver greater value to its members.

Your Campaign Summary

I’m the Founder & CEO of ScaleYourWeb, with over eight years of experience in performance marketing, affiliate marketing, lead generation, and digital media. My work focuses on leveraging AI, automation, and emerging technologies to drive innovation and business growth.

As a PMA member for nearly three years, I’ve served on the Measurement & Insights Council, contributed to the formation of the AI Council, and volunteered at industry events.

My vision is to make PMA an even more valuable resource for marketers, publishers, agencies, and entrepreneurs of all sizes. I want to bridge the gap between emerging technologies and practical applications through actionable education, real-world use cases, and stronger industry collaboration. I believe AI will reshape affiliate marketing, and I’m committed to helping PMA lead that transformation while supporting responsible innovation, sustainable growth, and greater opportunities for all members.

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CERES CUEVA, RAKUTEN ADVERTISING

Previous PMA Experience

A PMA Board Director since 2024. On the board, Ceres has championed transparency, co-authored best practice guidelines, and advocated for fair publisher compensation. She is a consistent champion for the association beyond the boardroom, attending and supporting regular board meetings and PMA activities at industry conferences, including luncheons and happy hours, and advocating for PMA membership and programming across Rakuten Advertising’s global publisher, brand, and internal communities.

Your Campaign Summary

Ceres Cueva is SVP of Global Publisher Partnerships at Rakuten Advertising, with nearly 20 years in affiliate and performance marketing. She has unified a global publisher team spanning 10+ countries and 14 languages, and previously spent nearly 8 years at Commission Junction and over 5 years as Marketing Director at Macy’s, where she scaled its global affiliate program. Ceres is known for turning publisher feedback into channel advancement: she drove the launch of five new partner APIs, co-created the Partner Hub and creator Storefronts, and sponsored the industry’s first dynamic commissioning tool.

On the PMA Board since 2024, she has championed transparency, co-authored best practice guidelines, and advocated for fair publisher compensation. Re-elected, she will continue to push for publisher empowerment, practical industry standards, and accessible education, with a focus on growing the PMA’s influence and bringing the next generation of performance marketers into it.

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MATT FRARY, XPFLOW

Previous PMA Experience

I've been a PMA member through five companies: ROi Rocket, SmarterChaos, She Is Media, Chief of Chaos and now XPFlow. In 2010, when Colorado passed HB 10-1193 (the "Amazon tax") and Amazon dropped every Colorado affiliate, I was at the State Capitol with fellow PMA members fighting for affiliates. I've worked in this channel since 1999, and I want to help the PMA keep fighting for affiliates and partners.

Your Campaign Summary

I'm Matt Frary, President and COO of XPFlow, where we're building Alfie, and founder of Chief of Chaos, the affiliate agency XPFlow acquired. I've worked in affiliate and performance marketing since 1999 and have built and sold five online businesses, starting in the dot com era. I founded SmarterChaos in 2010, was named to the Titan 100 as its CEO, and sold it to Digital Media Solutions in 2020. I was one of Impact's first agency partners, and I mentor founders at The Founder Institute. I've seen this channel from the brand, agency and platform side. On the Board I want to champion AI in affiliate and help the PMA drive this industry forward with technology, so members lead the change in how partnerships are found, measured and paid instead of reacting to it. I'll also keep the PMA ready to fight bad legislation at the state level the way we did in Colorado, and bring the next generation of affiliates into the PMA.

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JAKE FULLER, JEBCOMMERCE

Previous PMA Experience

I've had the privilege of serving on the PMA Board of Directors since 2024, contributing to industry advocacy, organizational initiatives, and the continued growth of our association. I've also participated in the Industry Advancement Council and supported PMA educational efforts, industry discussions, and member engagement. Two years in, I've gained an even greater appreciation for the people and work behind the PMA and I'm excited about the opportunity to continue contributing.

Your Campaign Summary

I'm the CEO and majority owner of JEBCommerce, an award-winning affiliate marketing agency, with over 16 years of experience helping brands and partners navigate an ever-evolving industry.

Since joining the PMA Board in 2024, I've gained a deeper appreciation for the people, partnerships, and advocacy that move our industry forward. At JEBCommerce, we've been fortunate to earn recognition, including Rakuten Advertising's 2025 Agency of the Year.

As I seek another term, my priorities remain practical: strengthen industry standards, champion education and advocacy, elevate the voices of agencies and practitioners, and ensure the PMA continues evolving alongside our industry.

I believe good leadership requires collaboration, honest conversations, and occasionally asking why we've made something so complicated in the first place. I'd be honored to keep doing all three.

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KELLY GROUND, ALTA MEDIA PARTNERS

Previous PMA Experience

I’ve been honored to serve on the PMA Board of Directors for the last 4 years, the last 2 as Treasurer. I support the Membership Committee in welcoming new members and keeping current ones, including at the PMA booth at the Meet Markets at ASE and ASW. I’ve also joined board members on panels, like whether Google is a friend or foe to affiliate and whether the creator economy helps or hurts it. I love working with this board and setting the industry standard.

Your Campaign Summary

I’m VP of Strategy at Alta Media Partners, where I grow brands through discovery commerce: affiliate, creator marketing, TikTok Shop, retail media, and marketplaces. Before Alta, I founded breakingGround Solutions as a fractional consultant helping brands and agencies scale affiliate and creator programs. Before that, I worked at a global affiliate agency, a publisher, and even in-house, for a well-rounded view.

I’ve spent 20+ years in this industry, watching it grow from coupon partners to full-funnel strategic partners. Affiliate’s role in US retail ecommerce sales keeps expanding. By the end of eMarketer’s forecast in 2030, affiliate-driven retail category ecommerce sales will account for more than 13.7% of retail ecommerce sales, up from just 9.5% in 2020. Affiliate is a core growth channel, and our standards matter more than ever.

What I love most is the people. After 4 years on the board, I would be honored to serve again by helping the PMA set the standard for our industry.

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MAX JOHNSON, JAMDESK

Previous PMA Experience

We've been PMA members since October 2022. Two of our team members, Alex Quaile and Bethany Lembcke actively participate in the Publisher Recruitment and Industry Advancement Councils. Additionally we've sponsored several PMA events, including the ASW Brunch event.

Your Campaign Summary

Through pure happenstance I ended up in affiliate marketing back in 2014. Since then I've worked as an account manager, data consultant, agency director, and now agency owner. In late 2022 I launched Jamdesk, a full-service partner agency working with brands across D2C, B2B, and Amazon.

PMA has always held a special place within the industry - establishing standards, providing educational resources, and advocating for what we all do and love. I'd be honored to support PMA's mission and the community they've created.

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LEE-ANN JOHNSTONE, KONVERJ.IO

Previous PMA Experience

Council member previous years

Board Member in previous years

Currently sitting on the AI and B2B Councils (2026)

Sponsor of events at ASE and ASW

Advocate for new membership sign ups

Passionate participator in driving the industry forward:)

Your Campaign Summary

As an industry veteran (25 years) and the Founder of KonverJ, an affiliate marketing agency, former Founder of Affiverse Media and current host of The Affiliate Marketing Podcast, I’ve built affiliate businesses, connected global communities and championed education, innovation and collaboration across the affiliate marketing industry both in US and Europe and UK.

My vision for the PMA is to strengthen its voice in industry advocacy, education and best practice. I’d champion regularly updated guidelines, more active and accountable councils, greater PMA representation at more industry events and stronger international collaboration. Affiliate marketing is a global industry, and I believe the PMA can benefit from broader perspectives and insights beyond the US. I’d bring my global network, entrepreneurial experience and industry reach to help make the PMA more visible, influential and valuable to its members, while ensuring we turn industry conversations into meaningful action.

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AMANDA KARR, AMANDA KARR

Previous PMA Experience

I have been connected with the PMA since July 2025 serving on both the Measurements & Retail Councils. During my involvement with PMA, I have contributed to the 2026 PMA U.S. Brand Survey and have given input on the proposed industry toolbar standard. I've also spoken on a webinar regarding LLMs, have attended the association's events when possible and am active in the Slack channel.

Your Campaign Summary

Having been in the industry for a couple of decades, I have seen the environment constantly changing and adapting and it is what I find joy in. I started my career on the agency side and have spent the last 15 years on the merchant side, specifically retail. I have always put education on the channel as a priority internally and externally. This year I was honored to be awarded the Lifetime Achievement Award at Rakuten Optimism. With AI evolving so quickly—and affiliates emerging as the most-cited channel—I believe this is just the beginning of an exciting time for the industry. I’m looking forward to seeing what develops while staying grounded in the fundamentals of performance marketing.

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JADE MAYBERRY, DENTSU

Previous PMA Experience

PMA Board member since 2023, where I’ve served as Secretary and, for the past two years, President; Industry Advancement Council member; and PMA representative on industry conference panels.

Your Campaign Summary

Jade brings over a decade of digital marketing experience, specializing in affiliate and performance partnerships. She built affiliate offerings at three agencies and leads dentsu’s team, winner of Affiliate Summit’s 2026 Best Affiliate Agency award. She has judged industry awards for four years and appeared on multiple industry leader lists.

During two years on the PMA Board, including as President, Jade has served alongside esteemed leaders. Together, the board and councils achieved ~20% membership growth, welcoming leading agencies and technology companies; launched AI, Influencer and B2B councils; produced industry studies and surveys; and commissioned toolbar standards. The PMA has even become a playbook for new associations, connecting the industry globally.

Seeking another term, Jade would bring continuity, a holding company perspective, and a commitment to building on this momentum through collaboration, broader participation, and practical progress for the industry.