Quick answer: An affiliate manager runs an affiliate program for a brand or network. They recruit affiliates, negotiate deals, supply creatives, answer questions and make sure commissions get paid. For an affiliate, the manager is the person who can explain an offer's terms, confirm what traffic is allowed, and sort out problems before they cost you money.
I'm Rihards, founder of Seven Affiliates, and I've spent five years in iGaming. A lot of affiliates treat their manager like the terms and conditions: technically there, never opened.
Think of a hotel concierge. [Rings the little bell, twice.] They can't make the hotel bigger or the weather better, but they know which door is unlocked and who to phone when your key card dies.
An affiliate manager is that person for a program.
The affiliate manager's job at a glance
| What they do | What it means for you |
|---|---|
| Recruit affiliates | They're the one who approved your application |
| Negotiate deals | Your terms are a conversation, not a vending machine |
| Manage creatives | Banners, links and landing pages come through them |
| Monitor performance | They see your numbers, so bring yours too |
| Run promotions and updates | You hear about changes before they surprise you |
| Make sure affiliates get paid | Payment questions start here |
The left column follows the job description published by the iGaming recruiter Pentasia. The right column is my translation.
What is an affiliate manager?
The person who runs the program you joined. Pentasia defines the gambling version like this: "An iGaming Affiliate Manager is responsible for managing an online affiliate program for an affiliate merchant. Typically, their job involves recruiting affiliates, negotiating deals, managing the design of creatives and ensuring affiliates get paid."
The agency Advertise Purple adds the part that matters to you. Managers "liaise with existing affiliates to answer their questions, address queries, and resolve any issues that they may be having" (Advertise Purple).
You'll also see "account manager" and "partner manager". Same desk, different name badge. On this site we say account manager.
What does an affiliate manager do all day?
Mostly relationships and numbers. Pentasia's list starts with: "develops and maintains relationships with key affiliate partners and networks." Then: "They monitor and analyse affiliate performance and work with managers to develop forecasts in line with budgets."
The rest of the list is where affiliates benefit directly. Managers "Identify and cultivate top performers and develop incentive programs to reward key partners" and "Create monthly promotions and communications to affiliate marketers."
| Duty, in Pentasia's words | Why an affiliate should care |
|---|---|
| "monitor and analyse affiliate performance" | They notice when your numbers change, good or bad |
| "Identify and cultivate top performers" | Good traffic gets attention |
| "Create monthly promotions and communications" | Fresh things to promote, if you read the emails |
| "continuously improve landing pages" | Your feedback on what converts is useful to them |
| "increase quality and yield of affiliate partners" | Quality is the word doing the work |
Notice that "quality" appears in a job description written by a recruiter, not a compliance officer. A manager is measured on whether your traffic turns into real players. That's a concierge who's also quietly counting the towels.
What can an affiliate manager do for you, and what can't they?
They can explain, connect and negotiate inside the rules. They can't change the rules. Knowing which is which saves you from asking for a room with a sea view in a hotel that's nowhere near the sea.
| Usually can | Usually can't |
|---|---|
| Explain how your commission is calculated | Waive an offer's terms because you asked nicely |
| Confirm which traffic sources and countries an offer accepts | Approve traffic that breaks the law or the licence |
| Send creatives and tracking links | Promise that an offer will convert for you |
| Look into a payment or tracking query | Pay commission on players that didn't qualify |
| Discuss a different deal type once there's data | Tell you another affiliate's terms |
This table is my view from five years in iGaming, not a published standard. Programs differ, so treat it as what to expect, then ask.
The last row surprises people. Deals are private in both directions. Your manager won't tell you what someone else earns, and they won't tell someone else what you earn either.
What should you ask your affiliate manager?
Anything you'd otherwise have to guess. The best time is before you send traffic, because every answer is cheaper then.
| Question | Background reading |
|---|---|
| Which deal type fits my traffic? | CPA vs RevShare |
| What counts as a qualified player on this offer? | CPL vs CPA |
| Which countries does the offer accept? | Tier 1 countries |
| Which traffic sources are allowed? | Traffic sources |
| Can I bid on the brand name? | Brand bidding rules |
| How do I set up tracking? | Postback URL guide |
| What can I say about bonuses in my content? | Compliance rules |
Ask in writing, or follow a call with a short message confirming what was agreed. This isn't distrust. It's so that in three months neither of you is relying on memory, which in my case is a filing cabinet with no labels.
How do you become an affiliate that managers want to help?
Be easy to say yes to. Managers "Identify and cultivate top performers", and from the outside a top performer is mostly someone whose traffic is good and whose messages are clear.
| Do this | Because |
|---|---|
| Say where your traffic comes from | It's the first thing they need to match you to an offer |
| Bring your own numbers | A request with data gets a faster answer |
| Warn them before a big or unusual campaign | A sudden spike can look like fraud |
| Report problems early, with details | "Tracking broke on Tuesday at noon" beats "it's not working" |
| Read the updates they send | Terms and promotions change |
The third row matters more than it looks. Our affiliate fraud guide covers how honest campaigns get flagged, and our metrics guide covers which numbers to bring.
What is the affiliate manager job like, and what does it pay?
If you searched this because you want the job, here's the short version. Pentasia lists a UK salary range of £40,000 to £80,000 for iGaming affiliate managers, and says the role usually needs "a good foundation of Affiliate marketing experience, with iGaming experience beneficial".
| The job, per Pentasia | Detail |
|---|---|
| Salary range listed | £40,000 to £80,000 |
| Skills | "Strong negotiation, communication, and relationship management skills" |
| Also needed | "Ability to perform under pressure" |
| Pros | Varied, meet many different people, long-term business relationships |
| Cons | "Demanding expectations", "Unpredictable schedule" |
Figures and quotes from Pentasia, a recruiter. It's one firm's published range, not a salary survey.
Having been an affiliate first helps, which makes sense. The fastest way to understand what an affiliate needs is to have been one who didn't get it.
Account managers at Seven Affiliates
We're building a curated network of private iGaming offers, so the account manager isn't a support extra. Offer terms aren't published on this site. They're agreed privately between you and your account manager after you apply.
| Topic | How it works here |
|---|---|
| Deal types | CPA, RevShare and Hybrid |
| RevShare | On NGR, 35% by default, no negative carryover |
| Specific offer terms | Agreed privately with your account manager |
| Brand bidding | Not allowed by default, unless the specific offer explicitly allows it |
| Traffic sources and countries | Depend on the offer, so ask before you send traffic |
So ring the bell. Tell us where your traffic comes from and which countries it's in, and ask every question in the table above. That's what the desk is for.
FAQ
What does an affiliate manager do?
An affiliate manager runs an affiliate program for a brand or network. They recruit affiliates, negotiate deals, provide creatives and tracking links, monitor performance, answer questions and make sure commissions are paid.
What is the difference between an affiliate manager and an account manager?
In most programs they are the same role with different titles. Both mean the person who looks after affiliates and is their main point of contact.
Can you negotiate with an affiliate manager?
Often, yes. Negotiating deals is part of the job description. It works best once you have data showing the quality of your traffic.
How much does an iGaming affiliate manager earn?
The recruiter Pentasia lists a UK salary range of £40,000 to £80,000 for iGaming affiliate managers. Actual pay depends on the company, location and experience.
What should I ask an affiliate manager before joining a program?
Ask how commission is calculated, what counts as a qualified player, which countries and traffic sources are allowed, whether brand bidding is permitted, and how tracking is set up.
Want to talk to an account manager? See how the Seven Affiliates iGaming affiliate program works, then apply here.