The APMA is pleased to announce David Ayre as the new Chair of its Governance Board, succeeding Helen Southgate, as the association outlines changes to the board’s structure and introduces a new election process for members.
David takes over from Helen Southgate, who steps down after three years as Chair, having played an instrumental role in establishing the APMA and helping shape its development into a recognised voice for the UK affiliate and partner marketing industry.
Since its launch, the APMA has grown significantly, bringing together organisations from across the industry to champion best practice, improve standards and strengthen the reputation of affiliate and partner marketing.
We would like to extend our sincere thanks to Helen for her leadership, commitment and contribution over the past three years. Her work, alongside the wider Governance Board, has helped create a strong foundation for the association’s next chapter.
As the incoming Chair, David will work closely with the APMA team and Governance Board to build on this progress, helping to shape the association’s strategic priorities and ensure it continues to represent the interests of the wider industry.
” I’m honoured to be taking on the Chair of the APMA Governance Board. Helen has done a brilliant job as our inaugural Chair, and the foundations she, Kevin and the Board have built put us in a really strong position. My focus will be on ensuring the APMA keeps leading with data and evidence — whether that’s tackling measurement and MMM, navigating what AI search means for publishers, or raising standards across the channel. I’m also looking forward to getting out and championing our industry in person, supporting Kev in taking to the stage at more conferences and events to make the case for affiliate and partner marketing — so the APMA remains a guiding light for this amazing industry.”
Evolving the APMA Governance Board
Alongside David’s appointment, the APMA is changing the structure and operation of its Governance Board, designed to make it more representative, focused and accountable as the association continues to grow.
The Governance Board was established in 2024, when the APMA was a smaller, newly formed organisation. As membership has expanded, so too has the opportunity to evolve the board and ensure its composition reflects the breadth of the industry it represents.
The changes are intended to create a smaller, more strategically focused board, with clearer ownership of priorities and greater accountability for delivering meaningful progress.
Under the new structure:
- A smaller board of 10 elected representatives.
- Balanced industry representation, with two elected seats each for affiliate networks, agencies, affiliates and advertisers, plus one seat for consultants and one for other industry businesses.
- An election process, allowing APMA members to vote for the individuals who will represent their sector.
- Quarterly face-to-face meetings in Central London, providing meaningful strategic discussion and collaboration.
- Clearer responsibilities and accountability, with board members expected to actively contribute to the APMA’s strategy, priorities and industry initiatives.
The changes would also open up opportunities for a broader range of member organisations to play an active role in shaping the association’s future.
The aim is simple: to create a board that reflects the diversity of the APMA’s membership, gives every part of the industry a meaningful voice and is equipped to drive positive change.
Thinking of joining the APMA Governance Board?
So now it’s over to our members. We are opening up nominations to join the redesigned APMA Governance Board, so if you’d like to meaningfully influence the future direction of the UK affiliate and partner marketing industry, then please consider nominating yourself.
As a board member, you’ll work alongside senior leaders and specialists from across the industry, helping to shape the APMA’s priorities, improve standards, build trust and strengthen the reputation of affiliate and partner marketing.
Why put yourself forward?
- Help shape the industry’s future. Have a seat at the table where important industry priorities and decisions are discussed.
- Influence APMA strategy. Play an active role in developing and signing off the association’s strategic direction.
- Represent your peers. Ensure the challenges, opportunities and perspectives of your sector are heard and considered.
- Build valuable industry relationships. Collaborate with organisations and individuals you might not otherwise have the opportunity to work closely with.
- Raise your industry profile. Gain recognition as someone actively contributing to the development and success of affiliate and partner marketing.
What does the role involve?
Governance Board members are expected to contribute actively to the strategic direction of the APMA, rather than simply attend meetings and receive updates.
This includes:
- Representing the interests and perspectives of their membership category, rather than solely their own organisation.
- Contributing to strategic discussions and helping to identify industry priorities.
- Reviewing and providing input into APMA initiatives, standards and programmes.
- Supporting the delivery of agreed priorities and taking ownership of actions where appropriate.
- Acting as an advocate for the APMA and its work across the wider industry.
The board will meet quarterly, face-to-face, in Central London. Members will be expected to attend and participate actively, with arrangements for an appropriately briefed nominee to attend on one occasion if required.
We’re looking for people who are passionate about improving the industry, willing to contribute their experience and perspectives, and committed to helping the APMA deliver meaningful progress.
Governance Board Job Description
Apply to Join the Governance Board
Building a diverse and representative Board
We want the Governance Board to reflect the diversity of people, businesses, backgrounds and experiences that make up the UK affiliate and partner marketing industry. We particularly encourage nominations from people and groups who may be underrepresented in industry leadership. You don’t need to have held a Board position before, and we’re looking for a mix of perspectives, experience and expertise rather than particular job titles or seniority.
How will the elections work?
Under the new model, Governance Board members will be elected by their peers from across the APMA membership.
Each member organisation will be able to put forward one nominated candidate to represent its membership category.
Candidates will then stand for election, with member organisations voting for representatives within their own category. Organisations will not be permitted to vote for their own candidate.
This approach is designed to ensure board members have the backing of their peers and that the Governance Board provides balanced representation across the industry.
Interested in standing for election?
If you’d like to play a more active role in shaping the future of affiliate and partner marketing, we’d encourage you to consider putting yourself forward.
You can read the full Governance Board job description and the information you need to know before applying below.
Governance Board Job Description
Thinking of Joining the APMA Governance Board? What You Need to Know
Apply to Join the Governance Board
Shaping the future together
The APMA’s strength lies in the collective experience, expertise and commitment of its members.
With David taking on the role of Chair and a proposed new structure for the Governance Board, we have an opportunity to build on the progress already made and ensure the association continues to deliver for the industry.
We look forward to working with our members to shape this next chapter together.
