Siri Andersen

Affiliate and partnerships leader with 20+ years' experience building and scaling performance marketing programmes across EMEA. Proven track record driving customer acquisition, revenue growth and commercial performance through affiliate marketing, strategic partnerships and data-driven optimisation. Deep understanding of the affiliate ecosystem from advertiser, publisher and network perspectives, with experience spanning Expedia, AWIN and TMN Group.

Experienced managing high-value commercial relationships, developing regional growth strategies, optimising marketing investment and collaborating across digital, brand, product and commercial teams. Commercially focused and analytical, with a strong test-and-learn mindset and a passion for building long-term partner relationships that deliver sustainable growth.

Regional Marketing Manager, Nordics - Papirfly - London

(2024-09)

Lead regional marketing strategy for a leading SaaS platform, driving demand generation and commercial growth across the Nordic region.

• Own regional marketing investment, budgets and pipeline targets
• Generated more than €2M pipeline through integrated campaigns and strategic partnerships
• Increased SQL win rates by 55% through structured optimisation and campaign refinement
• Build relationships with customers, agencies and strategic partners to support market expansion
• Use performance data and reporting to optimise channel investment and commercial outcomes

Senior Partner Marketing Manager - Expedia Group - London

(2012-09 - 2019-07)

Led customer acquisition strategy and significant commercial growth across European markets.

• Managed pan-European affiliate networks and strategic partnerships including Trivago, Mastercard and HSBC, generating more than $50M annual revenue
• Delivered over $100M annual turnover through integrated partner marketing programmes
• Optimised affiliate activity to improve acquisition, AOV, cross-sell and customer retention
• Used analytics and commercial reporting to identify growth opportunities and improve ROI
• Worked cross-functionally with product and commercial teams to maximise performance

Founder - Stronger By Siri - London

(2019-07)

Founded and ran a community-let women's strength and wellbeing business.

• Used search, email marketing, content and community engagement for business growth
• Currently building an AI-powered coaching platform for programme delivery

Marketing Consultant - PerformX Live - London

(2023-01 - 2024-02)

Supported marketing and partner activation initiatives for a leading fitness industry event in the UK.

• Delivered email and social campaigns for a 6,000-attendee event
• Supported partner engagement and audience growth initiatives
• Worked with brands and stakeholders to maximise campaign reach

Head of Affiliate Development - buy.at / AWIN - London

Led affiliate growth strategy across multiple sectors.

• Managed and scaled a portfolio of publisher and advertiser partnerships
• Led a team of four responsible for partner acquisition, activation and revenue growth
• Drove publisher recruitment and relationship development
• Built scalable processes to improve affiliate programme performance

Media Development Manager - Say Media - Sydney

Managed strategic publisher relationships across Australia and New Zealand.

• Supported publisher onboarding, activation and commercial growth

Website Marketing Manager → Client Account Director - TMN Group plc - London

Developed deep expertise across the affiliate ecosystem.

• Owned affiliate network partnerships across multiple sectors, primarily retail
• Worked with advertisers and networks to generate sales from Mutualpoints cashback site
• Built long-term publisher and advertiser relationships as account director at Affiliate Future
• Developed strong understanding of advertiser, publisher and network business models

BA (Hons) - Advertising & Marketing Communications - Bournemouth University

Examen Artium - Trondheim Katedralskole