Hi, I’m
KANIKA THUKKRAL
Affiliate Manager
Dubai
Summary
A global performance marketing leader with 8+ years of experience across iGaming, nutra, e-commerce and affiliate networks. Proven ability to Build affiliate ecosystems from scratch scale partnerships, lead international teams, drive high-volume acquisition, and optimize performance funnels across web and mobile. Strong analytical background with sound knowledge of tracking , reporting and attribution platforms. Extensive experience in working with culturally diverse teams and forming valuable relationships with clients world wide.
Overview
10
years of professional experience
Work History
Betfume Partners
Head of Affiliates
06.2025 - 10.2025
Job overview
- Launched a complete affiliate system from scratch, including onboarding, tracking setup, and defining payout structures.
- Managed budget allocation for affiliate programs, ensuring optimal investment in high-performing partnerships for sustained growth.
- Expanded brand presence in Asia through strategic affiliate partnerships.
- Built an affiliate ecosystem for the brand and led a team of Affiliate Managers.
- Developed and executed strategic partnerships, enhancing brand visibility and driving affiliate revenue growth through targeted campaigns.
- Led cross-functional teams to optimize marketing strategies, resulting in increased engagement and conversion rates across platforms.
- Analyzed affiliate performance metrics and implemented data-driven improvements, contributing to enhanced overall program efficiency and effectiveness
- Established comprehensive training programs for affiliate managers, fostering collaboration and aligning goals with organizational objectives
Growe Partners
Affiliate Manager
08.2023 - 04.2025
Job overview
- Recruited and managed a portfolio of high-value affiliates, growing partnerships all over Asia and LATAM.
- Onboarded and formed long-value relationships with partners around the globe.
- Delivered successful results for multiple products in the company's umbrella—Parimatch, Jugabet, Topcasino.
- Helped the organization with meeting their goals on expansion to new regions and launch of new products.
- Efficiently worked with all sorts of traffic partners: PPC, SEO, FB, ASO in-app, and influencer.
- Optimized traffic based on ROAS, ROI, to skillfully scale the right channels, and ensured to push NGR positive campaigns.
- Planned and allocated media and traffic budgets to the right partners based on conversion metrics - ROMI, ROI, ATPU, ARPU, and player behavior trends.
- Led growth via affiliate channels, native mobile app campaigns.
- Traveled to global industry events to form new strategic partnerships.
- Managed relationships with affiliate partners, providing ongoing support and resources to drive revenue growth and strengthen partnerships.
Trell
Client Success Manager
08.2021 - 06.2023
Job overview
- Led delivery for iGaming, FMCG, and Finance clients across the Asia region, ensuring consistent achievement of performance, compliance, and revenue targets.
- Managed and mentored a team of affiliate managers, driving productivity, quality delivery, and strategic execution across multiple campaigns.
- Coordinated closely with the sales team to translate campaign briefs into scalable delivery plans, setting clear KPIs, pacing strategies, and optimization frameworks.
- Recruited and onboarded high-value affiliates, guiding them through tracking setup, compliance requirements, funnel structures, and performance workflows.
- Executed multi-channel acquisition strategies across in-app traffic, DSP/programmatic, media buying, SMS, email marketing, self-serve platforms, and YouTube affiliates.
- Leveraged Trell’s internal inventory—including creator network, influencer assets, ad placements, and in-house media buying—to create hybrid performance funnels that consistently exceeded client KPIs.
- Represented the company at industry conferences and networking events to onboard new clients, strengthen partnerships, and explore emerging growth opportunities.
vCommission
Affiliate Account Manager
02.2019 - 08.2021
Job overview
- Managed end-to-end delivery of Mobile CPI, CPR, and CPT campaigns, ensuring consistent performance and ROI across all verticals.
- Onboarded and activated new publishers across sub-networks, direct apps, media buyers, OEM, YouTube, cashback, incent apps, Telegram, and coupon sites, expanding inventory and revenue opportunities.
- Led budget planning, allocation, and pacing for the team; supported affiliate managers with strategy, optimization, and publisher communication.
- Maintained revenue reports, forecast sheets, and conducted weekly team syncs and monthly business reviews to track growth and consumption.
- Ensured strict traffic quality management, fraud control, and KPI adherence through multi-source funnel optimization.
- Delivered high-volume budgets for major brands including Dream11, Starting11, Leo Vegas, Showlion, Swiggy, Grammarly, and more.
- Worked closely with the sales team on client calls and supported market expansion by identifying new business opportunities.
Leadbit
Affiliate Manager
08.2018 - 01.2019
Job overview
- Recruited new affiliates and strategic partners to expand the Leadbit Asia network to deliver our in-house Nutra products worldwide.
- Supported newly onboarded partners with setup, integration, and complete familiarization of the Leadbit dashboard.
Binary Semantics
Research Analyst
11.2015 - 03.2017
Job overview
- Conducted comprehensive data analysis
- Managed large datasets using advanced analytical tools
Education
Manav Rachna International UniversityDelhi, India
B.Tech from Computer Engineering
01.2015
Skills
Key Account Management
TOOLS & PLATFORMS
- Appsflyer
- Adjust
- Branch
- Tableau
- Google Analytics
- Affise
- HasOffers
- Trackier
- DSP & Programmatic (Liftoff, Moloco, AppLovin)
- Data Studio
Timeline
Head of Affiliates
Betfume Partners
06.2025 - 10.2025
Affiliate Manager
Growe Partners
08.2023 - 04.2025
Client Success Manager
Trell
08.2021 - 06.2023
Affiliate Account Manager
vCommission
02.2019 - 08.2021
Affiliate Manager
Leadbit
08.2018 - 01.2019
Research Analyst
Binary Semantics
11.2015 - 03.2017
Manav Rachna International University
B.Tech from Computer Engineering