Affiliate Management by Boomerang Partners
Boomerang Partners gathered its top 30 partners from around the globe on May 20 at San Siro Stadium in Milan. The Golden Boomerang Awards is a spectacular annual event and a prestigious showcase of achievement and expertise in affiliate marketing. Impressed by the feedback other attendees had about their Affiliate Manager, I needed to find out more.
Darina: Affiliate management isn’t just account support; it’s a big strategy. It’s about knowing the partner’s goals, clearing the path for growth, and building relationships where performance becomes predictable. We are putting all our efforts and strength into understanding our partners’ needs, we’re always here to listen and support them. That, I believe, is the real key to success..
Affpal: If you are a partner, how do you qualify for an event like this, if your name is not Affpal 🙂
Darina: We have a strategy for identifying our top 30 partners who are invited to the Golden Boomerang Awards. Companies earn points based on the number of FTDs they bring, and that’s how the ranking is calculated. The top 30 partners are then selected to attend the ceremony and celebrate the achievements of the nominees. The Golden Boomerang Awards have already become a major and highly anticipated event in the industry, with over 400 teams registering this year alone.
Affpal: How are you spotting affiliates that have the potential to be extraordinarily successful?
Darina: Those are the affiliates who know what they want, and we can see it in their work and their results. You can tell from how they approach the basics: they’re structured, consistent, and always looking to improve. They keep materials up to date, track performance, ask the right questions, and show that they aim to be the best, not just competent.
Affpal: What is your definition of a successful affiliate?
Darina: It’s not just about the number of FTDs — it’s about quality. We have a very strong analytics team that can analyze the quality of traffic even from ten FTDs. The best affiliates are proactive, data-driven, and treat this as a business, not a side project. They understand their audience, iterate fast, optimize content constantly, and always aim for long-term wins.
Affpal: If you spot an affiliate that is very successful, how do you help them scale? I’ve been managing affiliates for 15 years, and I know that it’s one thing to manage them and make sure they don´t lower volumes but the real challenge is scaling those who are already successful.
Darina: Scaling successful affiliates starts with trust and clear communication. Once we see traction, we bring in extra tools, custom flows, insights — and sometimes even co-branded activations. We work individually with every partner, based on several factors, such as traffic sources and types, and this is how we build our scaling strategy. We also run tournaments and programs like Golden Boomerang Awards to celebrate their progress, motivate growth, and scale together.
Affpal: What do you do to make sure people are sending the right traffic to you?
Darina: We create the right product for them. The affiliate needs the product to be ready, and behind every product stand multiple layers; payment solutions, licensing, support, retention tools, analytics, and team alignment. Boomerang Partners takes care of everything before handing the brand over to the affiliate. We do enormous work on our side, build a strong brand, and only then pass it on to the affiliate. Our aim is to be present, to be helpful, to provide updated materials, local insights, and real-time brand feedback. The more value and visibility they get, the more consistently they stay in the game. And that’s exactly what Boomerang is built on: strong growth, trusted partnerships, and building long-term success together.
Affpal: Thank you Darina for shining some light on how to do elite Affiliate Management!
Take a look at the video of the event, and you understand why I am still so impressed. Golden Boomerang partners awards
