From Partner to Team Member: How JBL and iO’s In-House Affiliate Model Unlocked Full Program Potential

The Challenge

JBL had a strong, established affiliate program but needed a deeper operating model to achieve ambitious growth targets and integrate affiliate activity into broader commercial and CRM objectives.

The Strategy

Transition away from traditional remote account management by embedding a dedicated affiliate specialist directly within JBL's internal team.

Execution and Innovation

Embedded iO specialist Srod Fathulla full-time at JBL starting in March 2025, enabling real-time commercial collaboration, faster publisher onboarding, and the introduction of affiliate-driven lead generation.

Results

Generated a +43.9% increase in revenue and +32.9% transaction growth YoY, establishing the affiliate channel as a core strategic driver for JBL.

Judges' Verdict

"JBL and iO presented an interesting and compelling partnership because embedding an agency specialist inside JBL created a much deeper partnership and collaboration."