Leeanne Boulton, Director of Client Services at Awin UK, outlines the affiliate network's expansion into Northern England following the opening of a Manchester office on August 31, 2026. The facility, located at Dalton Place, shifts the network's operations beyond its London-centric focus to access the UK’s second-largest digital and retail hub.
Local Presence Near E-commerce Hubs
The permanent office in Manchester responds to the city’s status as a powerhouse for e-commerce and agency activity. Major industry players, including The Hut Group (THG), maintain headquarters in the region. By placing teams directly in the city, Awin facilitates face-to-face collaboration with local advertisers and agencies. This replaces the remote-first or London-travel models used during previous years.
Adam Ross, CEO at Awin, noted that the region has established itself as a center for technology and marketing. He emphasized that the presence allows the company to stay closer to existing partners. Simultaneously, the move provides access to a new pool of industry talent.
Establishing a permanent presence brings us closer to those businesses and gives us access to an important pool of industry talent as we continue to invest in Awin’s growth.
Recruitment via the Northern Talent Pool
The expansion serves as a recruitment strategy alongside client relations. Manchester’s reputation as a "digital city" provides access to a specialized workforce. Daisy Row, Senior Talent Partner at Awin, explained that the city offers a diverse pool of commercial and customer-facing professionals. To attract these workers, the network plans to leverage the high concentration of tech-focused graduates in the area.
Regional Partner Endorsement
Regional partners approve of the move. Cal Salvaggio, Global Head of Acquisition at The Hut Group, described the investment as an endorsement of the North’s e-commerce ecosystem. Similarly, James Evan of the National Trust highlighted that local presence fosters long-term relationships and expertise sharing.
For the affiliate industry, this expansion suggests that physical hubs remain relevant. The Dalton Place office will serve as a venue for industry events and collaborative workshops. These activities further integrate the network into the regional marketing community.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
