affiliate and partnership Growth consultancy
Turn partnerships into a measurable growth engine
I help brands and Agencies build partner-led growth through strategic partnerships, Affiliate Marketing and performance Demand Generation.
Partnerhance is a strategic consultancy helping brands, agencies and technology businesses build, improve and scale affiliate, partnership and demand generation programmes.
I support B2C teams with affiliate strategy, partner growth and performance-led customer acquisition and B2B teams with partner-led demand generation, lead quality and pipeline growth.
I also work with agencies that need senior specialist support across affiliate propositions, pitches and client delivery. Engagements are focused, commercially driven and designed around a clear business problem, measurable outcome and practical next step.
Recognise the situation
Does any of this sound familiar?
You don’t need to diagnose the programme before you get in touch. Start with the problem you’re seeing and the decision it’s making harder.
The numbers are being challenged
You’re reporting revenue, leads or activity, but Finance or leadership still can’t see the genuine contribution, customer quality, total cost or risk.
Why it matters: More budget could be going into activity that isn’t creating the value everyone thinks it is.
The decision: What should you fund, fix, challenge or stop?
Everyone is busy, but the direction isn’t clear
Your team and suppliers are active, but there isn’t a shared view of the programme’s role, partner strategy, commercial model or measures of success.
Why it matters: Time and budget get spread across activity that leadership hasn’t chosen as a coherent growth plan.
The decision: What should the programme become, and how should it work?
Partner growth has stalled
You’re relying on the same partner base while recruitment creates long lists, generic outreach and too few opportunities that actually activate.
Why it matters: Your team spends time chasing names instead of building a better-fit pipeline.
The decision: Which partners are worth pursuing, and what will make them engage?
The programme needs senior ownership
Important choices keep being delayed or passed between internal teams and suppliers. Either your programme owner needs senior backup or the programme needs someone to lead it.
Why it matters: Suppliers drift, risks stay unresolved and executives spend time filling the ownership gap.
The decision: Do you need senior advice or accountable fractional leadership?
Find the right starting point
Tell me what you’re dealing with
Choose the closest match. You can open the engagement below, see the starting price and decide whether it feels relevant.
Best place to start when the cause isn’t clear
You don’t trust the performance story
You know the issue, but need a plan
You need a better-fit partner pipeline
Your programme owner needs senior backup
No one senior owns the programme
Defined engagements
Start with the outcome you need
You won’t be buying open-ended consulting time. Every engagement has a clear purpose, starting price and finished output. Open the one that matches your situation when you want the detail.
Product 01
Programme Audit & Diagnostic
Find out what’s really driving performance before you spend more or change direction.
Product 02
Partnership Growth Strategy
Turn a known programme problem into a strategy leadership can fund and your team can run.
Product 03
Partner Growth & Recruitment Sprint
Build a better-fit partner pipeline, not another list of names that goes nowhere.
Product 04
B2B Brand-to-Demand Generation
Build demand with the right accounts before asking them to become a lead.
Product 05
Fractional Leadership
Put accountable senior ownership around a programme that already has people who can execute.
Quoted-to-scope decisions
Make the expensive decision once, and make it well
Some decisions carry too much commercial and operational risk for a standard engagement. I scope these around the choice you need to make, the evidence required and the product your team needs at the end.
Platform Selection, RFP & Migration Advisory
You’re choosing whether to retain, replace or migrate a network or platform, but the real requirements, costs and dependencies aren’t yet clear.
The decision
Retain, select, defer or migrate, using agreed requirements and a transparent evidence trail.
What I’ll do
I’ll turn business needs into evaluation criteria, run a controlled comparison and expose the commercial and migration risks before you commit.
What you receive
- Requirements and disqualifiers.
- A weighted supplier and commercial comparison.
- A recommendation paper and migration controls where included.
What changesYou can make a defensible supplier decision with a clearer view of cost, dependencies and avoidable risk.
New Programme Launch & Market Expansion
You’re preparing to launch a new programme, product or market, but the commercial model, tracking, partner proposition or operating ownership isn’t yet proven.
The decision
Go, conditional-go, delay or no-go, with clear conditions and owners.
What I’ll do
I’ll test the business case and readiness, then define what must be true before people, technology and partner investment are committed.
What you receive
- A readiness assessment and commercial blueprint.
- Platform, tracking, partner and governance requirements.
- A mobilisation plan and first-90-day roadmap.
What changesYou can commit to a viable launch with greater confidence, or stop avoidable spend before it starts.
From challenge to delivery
A clear route from a messy programme problem to a finished product
You work directly with me throughout. We make sense of what’s happening, choose the right route and turn it into something your team can use.
01
Bring me the challenge
We start with what has happened, what it’s costing or putting at risk, and the decision you need to make.
02
Make sense of the evidence
I review the agreed data, documents and stakeholder perspectives to separate facts from assumptions.
03
Choose the way forward
We turn the evidence into clear choices, priorities and an agreed route forward.
04
Deliver the final product
You receive the strategy, diagnostic, roadmap, decision framework or leadership system you’ve paid for, presented clearly and ready to put into action. Your team knows what to do next, who owns it and where to start.
Experience you can put to work
You work directly with someone who’s led complex partnership programmes
I’m Jamil Ali. I bring more than 13 years of commercial leadership experience across partnerships, affiliate commerce, customer acquisition and performance-led growth.
Former Head of Affiliates & Partner Commerce for Kinesso (Omnicom), I’ve worked across agency, network, Publisher and enterprise client environments, leading teams and bringing brands, partners, platforms, agencies and internal stakeholders around the same commercial problem.
That means you get senior expertise applied directly to your programme, with fewer layers, faster decisions and clear accountability.
13+ years
Career experience across partnerships, affiliate commerce and performance-led growth.
£60m
International portfolio responsibility during prior leadership roles across EMEA, the US and South Africa.
66% growth & 26% lower CPA
An acquisition programme result delivered during a prior leadership role.
Former Head of Affiliates Kinesso (Omnicom)
Cross-functional teams coordinated across partnerships, sales, data, SEO, CRO, content and demand generation.
Insights
Latest thinking on affiliate and partnerships
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Affiliate Influencer Marketing vs Traditional Influencer Marketing
Influencer affiliate marketing is not traditional influencer marketing with a tracking link added. The two models can involve the same creators and sometimes even…
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Affiliate Marketing and the Real Challenge of AI
AI could recommend your product using a publisher’s review, send the customer directly to your website and leave that publisher with no click, no…
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Affiliate marketing, without the industry jargon.
At its simplest, affiliate marketing allows a brand to work with other businesses, publishers or creators and reward them when they generate an agreed…
Why Partnerhance
Bring me the programme problem you can’t afford to keep circling
Senior independent intervention for organisations that already have delivery capability but need a difficult affiliate, partnership or commercial decision solved properly.
See what’s really happening
I’ll challenge the assumptions, follow the evidence and show you what is actually helping or holding the programme back.
Make a decision you can defend
You’ll see the evidence, trade-offs and commercial logic behind the recommendation, so leadership can move forward with confidence.
Leave with something your team can use
The work ends with a finished product, clear priorities, named owners and next steps, not another deck that leaves the real decision unresolved.
You work directly with me from the first conversation to the final product. There isn’t a junior hand-off or another layer between the advice and the person accountable for it.
Start with the situation
Book a short conversation and I’ll help you identify the right starting point.
You don’t need to choose a service before you contact me.
Tell me what’s happening, what it’s costing, delaying or putting at risk and the decision you need to make. I’ll review the enquiry personally and tell you whether there’s a clear Partnerhance engagement that fits.
Discuss your challenge
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The first useful outcome is a clearer decision
If the programme matters but the next move can’t yet be defended, start with the situation leadership needs to resolve.