Mari Marcal, is considered the most successful and experienced Affiliate Manager in Brazil. With 10 Affiliacos Awards her reputation is unmatched. She is not only the Affiliate Manager of the Brand Pamela Magalhães but also runs her own Training program for Affiliate Managers. Common friends introduced us, and I am super glad to hear her story and her take on Affiliate Management. Its the first time that she shares her wisdom to an international audience outside of Brazil!
Affpal: Mari, please share with us your story, how you got into Affiliate Management?
Mari: I started in the online marketing space already in 2016, and over the next years I had the chance to work hand in hand with affiliates from all parts of Brazil. First, I was focused on learning how affiliates work, but soon I realized that what really makes a difference is having someone who can relate, organize, and support them proper. That’s how I naturally stepped into Affiliate Management. Not something I planned, like most of us, but rather something that grew from my experience and passion for helping affiliates to grow and become successful. I can say that building those connections and guiding affiliates has become not only my profession, but also something I love doing.
Affpal: What are the most important characteristics and skills an Affiliate Manager has to bring on the table?
Mari: I believe an Affiliate Manager needs to be a mix of strategist and people person. On one side, you have to understand data, campaigns and results, because affiliates want clear direction and numbers that make sense. But on the other hand you really have to be a people person and be able to connect with your partners. That includes listening to their challenges and providing solutions. I would say the most important skills are communication, consistency, and the ability to plan together strategies to succeed. When you bring those together, affiliates feel motivated and the results naturally follow.
Affpal: Is personal branding important for an Affiliate Manager? How they can improve it and build a brand?
Mari: Yes, personal branding is definitely important for an Affiliate Manager. Affiliates usually connect with people, not just with a company logo or a product. When you build your personal brand, you show credibility, experience, and also a bit of your personality — and that makes affiliates trust you more. To improve it,I recommend to be consistent in how you communicate, sharing valuable insights from your daily grind, and just be a geunine person. It is not about being perfect, it’s about being real and building a reputation for being a partner, that affiliates can rely on.
Affpal: What are your preferred Methods to find new Affiliates and what tools you use?
Mari: I like to combine different methods, because affiliates can be in many places. Referrals are always powerful, when a good affiliate recommends another, the chances of success are high. Of course I use social media, groups and communities where affiliates are active. Additionally events, which are great to meet people face to face are important. When it comes to tools, I keep it simple: I use sheets and CRMs to organize contacts, and communication tools like WhatsApp or Telegram. In the end, the real tool is the relationship you build, combined with performance that’s what keeps affiliates engaged.
Affpal: Affiliates often test 1 offer with a tiny bit of traffic and after that disappear, how we can use the momentum and keep them live when they are just starting with you?
Mari: Yes, this is very common, especially with new partners. The key is to act quickly and stay engaged while they’re excited about trying your offer. I focus on providing guidance and celebrate small wins early on. Regular check-ins, sharing examples, celebrating small achievements, and offering a helping hand when they hit obstacles really helps. It’s about using momentum and making them feel part of something big, so they don’t just try once and disappear. Consistency and support in those early stage of the partnership often turn a onetime test into a longterm partnership.
Affpal: We often loose time with Affiliates that have no potential or no serious interest, on the other hand we neglegt potential high performers. How you decide on who to focus?
Mari: I think it’s important not to give up on anyone too fast. Sometimes an affiliate might seem uninterested at first, but with the right support and guidance, they can turn into a cornerstone of your program. I focus on identifying partners that shows potential to grow, who are willing to learn, and that are open to feedback. Of course, I also prioritize my time, giving more attention to those with higher engagement and commitment, but I always keep a line open with everyone, because you never know when someone will take off once they feel supported.
Affpal: Most of the bigger Affiliates already have established connections with Networks and Advertisers, often with very good conditions. How you convince them to try your offers?
Mari: Yes, it’s true that big affiliates have strong connections and good conditions elsewhere. The way to success is to show them the unique value of your offer and service, what makes it different or better for them and their audience. My focus with these partners is always on building a relationship first, understanding what they aim for, and presenting the offer in a way that aligns with what they’re looking for. Often it’s a small incentive or bonus, sometimes it’s a very deep support, or even just showing that we’re serious about helping them succeed. The main point is to make them feel that joining our program is an opportunity, not just another offer.
Affpal: Lets speak about your training program, I love that you have build that, I wrote the “Affiliate Management Starter Kit” to support new Managers in their journey. Who is the target group?
Mari: The ‘Liderança Lucrativa’ program is designed for people who are interested in the affiliate market but haven’t yet found success as affiliates themselves, as well as for those who already have some experience in management and are looking for an opportunity to grow as Affiliate Managers. It’s all about giving them the right guidance, tools, and insights to start their journey with confidence and actually see results. I would also love to learn more about your book and concept and how it works!
Affpal: What can they learn from it?
Mari: In the Liderança Lucrativa program, they learn everything they need to become successful Affiliate Managers. From attracting affiliates, keeping them engaged, organizing results, and creating efficient processes, to continuous training strategies that help the team grow constantly. They also gain a realistic view of the market, understanding how to achieve achievable results with the tools and resources they have, without falling for unrealistic promises.
Affpal: Please share the best advice for:
-Junior Affiliate Managers
-Midlevel
-Seniors
Mari: “Sure! For Junior Affiliate Managers, my advice is to focus on learning, observing, and building strong relationships with affiliates. Don’t worry about knowing everything yet — consistency and willingness to help go a long way.
For Midlevel Managers, I’d say focus on organization and strategy. Start looking at results, optimizing processes, and mentoring new affiliates — this is when your role really starts to grow.
And for Senior Managers, my advice is to think bigger: lead your team, create long-term strategies, and always look for ways to innovate and improve the affiliate program. At this level, your ability to inspire and support others becomes your biggest asset.”
Affpal: Thank you very much for sharing all that great knowledge
