Global affiliate platform Awin has appointed Yasmina Siadatan as Senior Vice President of Growth, a newly created role designed to unify the company’s global sales and marketing functions. In a guest post for Awin US, Leeanne Boulton explains that this leadership shift is a core component of the network's strategy to accelerate international expansion and strengthen its market position outside of its European heartland, specifically targeting the US and Latin American markets.
A Unified Growth Strategy
The creation of the SVP Growth position marks a structural change for Awin. By placing brand strategy, demand generation, and commercial execution under a single leader, the company aims to bridge the gap between market positioning and customer acquisition. This integrated approach reflects a broader trend in the performance marketing industry, where the silos between "marketing" and "sales" are dissolving in favor of holistic revenue operations.
According to Awin CEO Adam Ross, the appointment supports the company’s evolution beyond traditional affiliate marketing. The network is increasingly focusing on multi-touch attribution and measurement tools that allow brands to reward partners across the entire customer journey, from initial discovery to final conversion.
Deep Experience in Scaling Tech
Siadatan joins Awin with over 25 years of experience in leadership roles across the SaaS, fintech, and digital media sectors. Her background is characterized by a focus on high-growth technology businesses, making her well-suited for Awin’s current push for global scale.