Lee-Ann Johnstone
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Lee-Ann Johnstone is a digital marketing strategist, affiliate performance marketer, speaker, author, trainer, and podcaster with over two decades of experience in digital marketing and affiliate roles across the retail, payments, and iGaming sectors. She is the founder and CEO of Affiverse, an affiliate marketing agency that assists brands in launching and growing affiliate marketing programs.[1][2]
Johnstone is also a guest author at AskGamblers, contributing articles covering industry news, iGaming marketing trends, digital strategies, payment methods, and the role of affiliates in the iGaming sector. Additionally, she hosts a weekly podcast show titled "The Affiliate Marketing Podcast."[3]
Education
Johnstone completed her high school education at Table View High School and pursued further studies at Damelin, a private higher education institute. In 2004, she moved to London, the United Kingdom.
Career
In 2000, Johnstone started her career as a digital marketing manager at Oasis Asset Management, overseeing both online and offline corporate marketing activities to attract new customers to invest in the company's mutual fund portfolio. Subsequently, she joined Forwardslash, designing online campaigns and online media and acquisition strategies, contributing to increased customer acquisition and revenue.[4]
In 2004, Johnstone joined Euromoney as a publisher assistant for the online financial publication Euroweek.
In 2004, Johnstone transitioned her career to the iGaming industry as a performance marketer. Joining PartyGaming Plc as the online media manager, she effectively managed a £12 million annual media and affiliate portfolio, ensuring an optimal return on investment from online marketing campaigns. Additionally, she trained new media planners and empowered them to oversee their online campaign portfolios. Notably, her contributions increased revenue across verticals, including casinos, poker, bingo, and other games.
Johnstone has been an integral part of the gambling industry for over two decades, contributing her expertise to entities such as Centrebet and Global Click Ltd. In her roles, she was instrumental in acquiring customers across multiple brands and global regions through various digital marketing channels. Her responsibilities encompassed the management of all digital acquisition marketing channels, with a targeted approach to acquiring English-speaking members for casino brands.[5]
In 2006, Johnstone launched GameAccount's affiliate program.[6]
In 2007, Johnstone joined i-Level, a digital communications agency, as the Director of Acquisition. In this role, she established an in-house affiliate network, strategically managing super affiliate programs, leveraging third-party technology, and implementing affiliate strategies for program growth. Notable achievements during her tenure included securing clients like Orange Mobile, The AA, William Hill, and The Sun Bingo.
In 2011, Johnstone joined the Paysafe Group to grow and promote the NETELLER affiliate program. She built the program's infrastructure and integrated Skrill. In 2016, after Paysafe acquired Income Access, Johnstone became the VP of Business Development and Marketing, overseeing Income Access' marketing operations.[7]
In 2019, Johnstone founded Affiverse, a UK-based performance marketing agency approved by Google News.[8] Affiverse is known for enhancing brands' and affiliate managers' performance across industries through content, events, and an affiliate marketing podcast. The agency hosts biannual virtual summits, AMPLIFY & ELEVATE, featuring live panel discussions and masterclasses with industry experts. Additionally, Affiverse runs a 12-week MasterMind program, the Affiliate Manager Performance Program (AMPP), providing on-the-job training for brands in performance marketing. Within four years, Affiverse has become a trusted and authoritative brand in the iGaming industry.
With extensive experience and expertise in affiliate marketing within the iGaming industry, Johnstone has collaborated with various operators, spanning casinos, poker platforms, and sportsbooks. Johnstone has a comprehensive understanding of the gaming industry and the payments sector. Her diverse professional experiences laid the groundwork for her career as a casino and iGaming author.[9]
Johnstone is a guest member of the AskGamblers author team, contributing articles that delve into the most recent industry updates, trends in iGaming marketing, digital strategies, payment methods, and the role of affiliates in advocating for responsible gambling, enhancing player engagement, conducting brand research, and driving game development.[10]
Johnstone is a mentor for start-ups, guiding them in the launch of new affiliate programs. She is an international speaker and contributes regular columns on affiliate marketing to top-tier publications, including Forbes,[11] The Drum,[12] IGBAffiliate, Affiverse,[13] EGR, GPWA, and Hello Partner.
Awards and recognitions
- In 2019, IGB voted Johnstone one of the Top 10 Most Influential Women in iGaming.
References
- ↑ "Lee-Ann Johnstone – LinkUnite.live". linkunite.live. Retrieved 16 November 2023.
- ↑ "Lee-Ann Johnstone, Founder & CEO, AffiliateINSIDER | WhichBingo Award". WhichBingo Awards. Retrieved 16 November 2023.
- ↑ Show, The BusFiness Startup. "Lee-Ann Johnstone - The Business Startup Show". www.bstartup.com. Retrieved 16 November 2023.
- ↑ "Ask Gamblers Author Lee Ann Johnstone Tells All About Online Casino Payment Methods". WikiStaar. 15 November 2023. Retrieved 16 November 2023.
- ↑ Miller, George (27 June 2018). "Exclusive Interview with Lee-Ann Johnstone just ahead of this year's AffiliateFEST". The Gambling Affiliate Voice. Retrieved 16 November 2023.
- ↑ "affiliate-marketing-with-lee-ann-johnstone". The Go! Agency. Retrieved 16 November 2023.
- ↑ "S4E12: Lee-Ann Johnstone talks of AI and building relationships". impact.com. Retrieved 16 November 2023.
- ↑ "Lee-Ann Johnstone: Affiverse, Professional Affiliate Speaker". leeannjohnstone.com. Retrieved 16 November 2023.
- ↑ "Q&A with Lee-Ann Johnstone: "It's not a challenge, it's a change"". gamblinginsider.com. Retrieved 16 November 2023.
- ↑ "Interview with the Founder of AffiliateInsider". Awin. 4 June 2021. Retrieved 16 November 2023.
- ↑ "Lee-Ann Johnstone - Forbes Agency Council". Forbes. Retrieved 16 November 2023.
- ↑ "Lee-Ann Johnstone". The Drum. Retrieved 16 November 2023.
- ↑ FM, Player (5 September 2023). "Lee-Ann Johnstone, Founder of Affiverse, on the future of AI and the power of building lasting relationships". player.fm. Retrieved 16 November 2023.