About APM
Senior expertise. A small client list. Exceptional results.
APM Partners is deliberately small — and that's entirely the point.
Hi, I'm Fiona Edwards
I've spent over 20 years managing affiliate programmes for some of the UK's best-known brands. I founded APM Partners because I believed there was a better way to run affiliate marketing — one where clients get genuine senior expertise on their account every single day, not a junior team member learning on the job.
APM is deliberately small. I work with a carefully selected handful of clients at any one time, which means every programme I manage gets my full attention doing what I do best. Managing affiliate programs and generating growth.
Before founding APM, I built my expertise agency-side, working across retail, financial services, telecoms and health. I then built my own agency apm-global generating millions of revenue per year for our clients. But I'm not a natural managing director, that's not my skillset. I'm an affiliate manager. I love data, I love nurturing affiliate relationships and I'm good at it. So I have purposely scaled back so I can concentrate on generating exceptional results for my clients.
Experience & credentials
- Over 20 years of affiliate marketing experience
- Awin Certified Partner
- Clients across retail, financial services, telecoms and health
- Track record of delivering consistent year-on-year growth
- Specialist in programme launches, relaunches and turnarounds
- Expert in affiliate recruitment, optimisation and commission strategy
The APM approach
How I work
Selective by design
I take on a small number of clients at a time. That's not a limitation — it's what makes the service exceptional. You get my full focus, not a fraction of it.
Senior expertise, every day
There are no junior account managers at APM. When you work with me, you work with me — the same person who pitches for your business is the same person managing it.
Commercial focus
I care about the numbers that matter to your business — sales, revenue, CPA, new customer acquisition. Every decision I make is driven by what moves those metrics.
Long-term partnerships
The best results come from deep knowledge of a client's business. I build long-term relationships and become a genuine extension of your team.
Interested in working together?
I only take on clients where I'm confident I can make a real difference. If you'd like to have an honest conversation about your affiliate programme, I'd love to hear from you.