Marketing Over Milkshakes is a podcast that goes behind the job titles of leading voices in affiliate marketing. The show explores the evolution of affiliate marketing, performance marketing, influencer partnerships and AI-driven commerce, helping ecommerce brands unlock one of the internet’s fastest-growing marketing channels. Brought to you by award-winning affiliate growth agency RevWise, each episode breaks down how affiliate programs, publisher partnerships, TikTok Shop, creator commerce and data-driven e-comm strategies drive scalable revenue and long-term brand growth.
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Is This The End of Nespresso? CoffeeB and the Single-Serve Coffee Revolution
Season 1 · Episode 17
Thursday, September 3, 2026 • Duration 02:03:52
Can a new coffee system disrupt the single-serve coffee market by removing the pod completely?
James Newitt joins Gary Winter for this episode Marketing Over Milkshakes to explain how challenger coffee brand CoffeB plans to take on the coffee giants with a capsule-free alternative to traditional single-serve coffee.
CoffeeB replaces plastic and aluminium capsules with patented Coffee Balls: compressed roasted coffee protected by a plant-based coating and designed to break down after brewing.
James’ entrepreneurial story began long before CoffeeB. He helped turn beef jerky from a niche US snack into a mainstream UK supermarket category, building Wild West Beef Jerky, supplying Costco, Tesco and Sainsbury’s, competing against Jack Link’s and creating a licensing partnership with the Sidemen.
He also shares lessons from selling his meat snacks business, negotiating a multi-million-pound exit, launching challenger brands and understanding whether consumers are genuinely ready for innovation.
In this episode, you will hear:
How CoffeeB is disrupting the traditional coffee pod market
How Coffee Balls remove plastic and aluminium capsules
Securing the exclusive UK and Ireland CoffeeB licence
700,000 machines and 220 million Coffee Balls already sold in Europe
Building Wild West Beef Jerky and the UK meat snacks category
Competing against global FMCG giant Jack Link’s
The Sidemen licensing partnership and creator marketing
Selling a multi-million-pound business and lessons from the exit
Why market timing can determine whether innovation succeeds
Launching CoffeeB through influencers, Amazon, retail and experiential marketing
Key Moments:
0:00: CoffeeB and the scale of global coffee pod waste
04:37: James Newitt: CoffeeB, Wild West Beef Jerky and challenger brands
06:37: How James secured the UK and Ireland CoffeeB opportunity
15:16: 700,000 machines, 220 million Coffee Balls and CoffeeB technology
18:05: Why coffee capsule waste creates a huge consumer opportunity
22:39: Why Nespresso faces a challenge moving beyond coffee pods
33:10: How America inspired James to launch a UK beef jerky business
49:58: Starting Wild West Beef Jerky from a bedroom and landing Costco
1:03:42: Building UK manufacturing and a supermarket meat snacks category
1:09:54: The Sidemen licensing deal and creator-led FMCG marketing
1:24:07: The multi-million-pound exit James would negotiate differently
1:35:42: Launching CoffeeB with influencers, Amazon and retail growth
1:40:51: Supermarkets, hotels and CoffeeB’s expansion strategy
1:53:45: James Newitt’s biggest business lesson and regret
Affiliate Marketing Growth, Global Expansion and Publisher Strategy: Alona Malinovska on Scaling Ecommerce with Webgains
Season 1 · Episode 16
Thursday, August 20, 2026 • Duration 01:32:29
How can ecommerce brands use affiliate marketing to enter new markets, reach valuable customers and build scalable revenue without committing huge budgets upfront?
Alona Malinovska, Managing Director of Webgains UK, joins Marketing Over Milkshakes to explain how affiliate networks connect advertisers with publishers and why human expertise remains essential as affiliate technology and artificial intelligence develop. Drawing on 13 years in performance marketing, Alona discusses affiliate programme management, publisher recruitment, customer acquisition, conversion strategy and the service first model behind Webgains.
The conversation explores the publisher types attracting serious attention, including CSS affiliates, closed communities, cashback platforms, loyalty programmes and influencer partnerships. Alona also explains how brands can assess incremental affiliate revenue, customer lifetime value, average order value and the influence publishers have across the ecommerce sales funnel.
Alona shares practical insights from Webgains’ international growth across China, Germany, Eastern Europe and Latin America. She reveals how one carefully planned trip to China helped Webgains secure more than 20 new clients, why Chinese ecommerce brands need local European marketing expertise and how affiliate marketing allows businesses to test international expansion with controlled costs.
In this episode we talked about:
How affiliate networks connect ecommerce brands with publishers
How Webgains supports more than 1,800 brands and 250,000 publishers across 150 countries
Why affiliate marketing operates as a commercial model rather than one fixed marketing channel
How brands can tailor affiliate programmes around growth, cost control, customer acquisition and brand protection
The rise of CSS affiliates and their value for growing ecommerce businesses
How closed communities, newsletters, apps and private social groups are changing influencer marketing
Why artificial intelligence should amplify affiliate managers and human expertise
How Wowcher Survived the Daily Deals Boom: Alexis Harrison on Affiliate Marketing, Mystery Holidays and Modern vs Traditional Media
Season 1 · Episode 15
Thursday, August 6, 2026 • Duration 53:52
How did Wowcher survive the collapse of the daily-deals boom, become a household-name ecommerce brand and turn £99 mystery holidays into a viral sales phenomenon?
In this episode of Marketing Over Milkshakes, we sit down with Alexis Harrison, Chief Marketing Officer at Wowcher, to unpack how the business uses performance marketing, brand advertising, affiliate partnerships, customer data and conversion optimisation to sell thousands of deals every day.
If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/
Alexis explains how Wowcher built national brand awareness through the iconic television advertising, she reveals how Wowcher’s £99 mystery holidays work, why the concept repeatedly goes viral on social media and she takes us behind the scenes of Wowcher’s affiliate marketing strategy, the value of long-tail content publishers, product sampling and creator partnerships.
In this episode:
How strong brand awareness, commercial agility and conversion optimisation helped Wowcher survive the decline of the daily-deals market.
Why consumers are increasingly prioritising experiences over purchasing more physical products.
How Wowcher’s £99 mystery holidays became a viral ecommerce product selling thousands of packages.
Why nurturing content publishers, affiliate partners and emerging creators can create valuable long-term revenue.
How product sampling, publisher credit and authentic reviews strengthen affiliate marketing campaigns.
How Alexis Harrison progressed from commercial analyst to CMO at 35 while managing leadership, maternity leave and working motherhood.
Key Moments:
0:00 – Alexis Harrison on Wowcher’s brand growth, affiliate marketing and becoming CMO at 35
How BLD BRO Built a Multi-Million-Pound DTC Skincare Brand: Tariq Kazemi on Community-Led Growth, Viral Marketing and Customer Retention
Season 1 · Episode 14
Thursday, July 23, 2026 • Duration 01:14:44
How do you turn a small Instagram support community into a multi-million-pound DTC skincare brand with more than 100,000 customers?
In this episode of Marketing Over Milkshakes, we sit down with Tariq Kazemi, Co-Founder and CEO of BLD BRO, to unpack how a community created to challenge the negative narrative around baldness became one of the UK’s most exciting men’s skincare and ecommerce brands.
If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/
In this episode:
How BLD BRO grew from a small Instagram community into an award-winning DTC skincare brand serving more than 100,000 customers.
Why bald positivity, male confidence, customer research and purpose-led brand positioning helped BLD BRO create products specifically for bald men.
How one Meta video ad, word-of-mouth marketing and strong customer retention helped scale the business, with repeat customers generating around 50% of revenue.
How BLD BRO used LADbible talent, viral social content, TikTok, ITV advertising, PR, Bald Fest and celebrity partnerships to build national awareness.
Why the founders turned down Dragons’ Den and approached Amazon, retail expansion, profitability and cash flow with long-term discipline.
Key Moments:
0:00 – BLD BRO on reaching 100,000 customers, multi-million-pound revenue and 50% repeat sales
01:18 – Tariq Kazemi’s BBC, Times Radio and Good Morning Britain media blitz
04:03 – Building a men’s skincare brand around bald positivity, hair loss and mental health
05:26 – Introducing Tariq Kazemi, Co-Founder and CEO of BLD BRO
11:09 – How an Instagram community became a DTC skincare business
15:39 – Tariq’s ten-year hair loss journey and the fear surrounding male baldness
How To Turn Checkout Pages Into A Customer Acquisition Channel: Jack Davies on Affiliate Marketing, Retail Media and Post-Purchase Monetisation
Season 1 · Episode 13
Wednesday, July 8, 2026 • Duration 01:37:12
Can ecommerce brands turn their checkout confirmation page into a high-performing customer acquisition and monetisation channel?
In this episode of Marketing Over Milkshakes, we sit down with Jack Davies, Head of Partnerships at Sovendus, to unpack the fast-growing world of affiliate marketing, checkout monetisation, retail media, post-purchase rewards and performance-based brand partnerships.
If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/
In this episode:
How Sovendus helps ecommerce brands, retailers and DTC businesses monetise unused post-purchase real estate through checkout rewards, customer offers and performance-based brand partnerships.
Why the checkout confirmation page is one of the most overlooked revenue opportunities in ecommerce, affiliate marketing and retail media.
How post-purchase rewards generate incremental revenue after transaction, without disrupting checkout journeys or damaging conversion rates.
Why rewards-based activations sits at the intersection of affiliate marketing, retail media, customer acquisition, on-site monetisation and performance partnerships.
How brands like Trainline, Just Eat, HelloFresh and Freddie’s Flowers use checkout offers to drive new customer acquisition.
Why affiliate marketing is moving beyond last-click attribution into creator affiliates, influencer marketing, CSS, commerce content, first-party data and measurable ecommerce growth.
Key Moments:
0:00 – Jack Davies on affiliate marketing, checkout monetisation and new customer tracking
8:27 – Introducing Jack Davies, Head of Partnerships at Sovendus
10:54 – How post-purchase rewards work
12:31 – How ecommerce brands monetise checkout pages and drive customer acquisition
How Nutriseed Turned TikTok Shop Into A £200K/Month Growth Channel: James Green on Creator Affiliates, DTC Growth and Scaling A Bootstrapped Health Brand
Season 1 · Episode 12
Wednesday, June 24, 2026 • Duration 01:20:30
Can TikTok Shop really become one of the most powerful growth channels for a direct-to-consumer brand?
In this episode of Marketing Over Milkshakes, we sit down with James Green, Founder of Nutriseed, to unpack how a bootstrapped UK health and wellness brand went from kitchen table startup to a fast-growing DTC business using cold pressed juices, customer loyalty, creator partnerships, TikTok Shop, Amazon and performance marketing.
If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/
James shares the full story behind Nutriseed’s growth, from his early career as a magician selling tricks in Hamleys, Harrods, Selfridges and Toys R Us Times Square, to launching a lifestyle magazine, building a health brand from scratch, and scaling Nutriseed through Groupon, ecommerce, cold pressed juice cleanses and repeat-purchase products.
The conversation goes deep on how rising customer acquisition costs forced Nutriseed to rethink its entire growth model, why TikTok Shop became a major top-of-funnel awareness engine, and how aggressive creator sampling, affiliate content, live shopping and channel-specific product strategy helped the brand reach around £200,000 in TikTok Shop GMV in January alone.
James also breaks down the hidden “halo effect” of TikTok Shop across Amazon, Meta ads, creator content and customer acquisition, including why brands need to stop judging TikTok purely as a last-click sales channel and start understanding how it drives discovery, trust and long-term customer value.
Key Moments:
0:00 – James Green on TikTok Shop, rising CPA and Nutriseed’s £200K month
03:17 – Introducing James Green, Founder of Nutriseed
06:45 – From magician to entrepreneur: Hamleys, Harrods and Toys R Us Times Square
How AU Vodka Became The UK’s Fastest-Growing Drinks Brand: Charlie Morgan on Viral Product Drops, Celebrity Marketing and Building A Cult Brand
Season 1 · Episode 11
Wednesday, June 10, 2026 • Duration 01:39:39
How did two young founders from Swansea turn a gold vodka bottle into one of the most recognisable drinks brands in the UK?
In this episode of Marketing Over Milkshakes, we sit down with Charlie Morgan, Co-Founder of AU Vodka, inside the brand’s incredible Swansea HQ to unpack the story behind one of the most explosive growth journeys in British drinks, ecommerce and culture-led marketing.
If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/
Charlie shares how AU Vodka started with just 2,000 gold bottles, no major marketing budget, and a simple belief that the brand had to look, feel and behave differently to every other alcohol company in the market.
From early struggles selling a premium vodka nobody had heard of, to the breakthrough launch of Black Grape, the Charlie Sloth partnership, the ecommerce explosion and the relentless problem-solving that took AU from hundreds of thousands in revenue to tens of millions, this is a proper founder story.
Charlie also breaks down the Tango collaboration, selling 3 million cans in three days, why AU cans have become the UK’s best-selling ready-to-drink alcohol brand by volume, and how product taste, cultural relevance and customer obsession have helped AU compete with some of the biggest drinks brands in the world.
The conversation also covers the infamous Eden Hazard ball boy moment, working with names like Snoop Dogg, Jake Paul, Fredo and the future of RTDs, international expansion, building a global brand from Swansea, and why the biggest opportunity for food and drink brands may still be direct access to their customers.
Key Moments:
0:00 – Charlie Morgan on AU Vodka, viral growth and the Tango launch
6:50 – Launching AU Vodka with 2,000 gold bottles and no marketing budget
11:10 – How flavoured vodka, Charlie Sloth and Black Grape changed everything
James Little and Hannah Wharrier Reveal How They Built Affilifest To Become The Glastonbury Of Affiliate Marketing
Season 1 · Episode 10
Wednesday, May 27, 2026 • Duration 02:01:36
James Little and Hannah Wharrier are the founders of Affilifest, the UK affiliate marketing event bringing festival energy, community and creativity into a traditionally corporate conference world.
Hosted at Dreamland Margate, Affilifest has become one of the most talked-about events in the affiliate and performance marketing industry, combining serious business networking with rollercoasters, tattoos, beach breakfasts, live panels, karaoke, brand activations and a completely different approach to industry events.
If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise: https://revwise.com/
James and Hannah break down how Affilifest started, why they chose Dreamland Margate, how they built a standout event brand, and why memorable experiences create stronger business relationships than bland conference rooms.
They also explore the wider affiliate marketing landscape, including cashback incrementality, publisher discovery, cookie consent, ICO guidance, AI tools, media mix modelling, Women in Affiliate, leadership, personal branding and why brands need to think differently about partnerships.
We will be doing an episode of Marketing Over Milkshakes live from Affilifest, so if you would like to be in the audience live, get you tickets to at www.affilifest.com/register
James and Hannah share:
How Affilifest became one of the UK’s most talked-about affiliate events
Why Dreamland Margate became the home of Affilifest
How “festivalisation” is changing affiliate marketing conferences
Why memorable experiences create better business relationships
Why Affilifest is free for advertisers and publishers
How AI is helping founders, events teams and affiliate businesses move faster
Why Women in Affiliate became one of Affilifest’s proudest projects
Why brands need better ways to discover new and innovative publishers
Sole Supplier CEO George Sullivan on How Sneaker Culture Became Performance Marketing and What AI Means for Fashion Publishers
Season 1 · Episode 9
Wednesday, May 13, 2026 • Duration 01:53:53
Can a sneaker publisher become one of the most powerful brand growth partners in ecommerce?
In this episode of Marketing Over Milkshakes, we sit down with George Sullivan, Founder and CEO of The Sole Supplier to explore how sneaker culture, streetwear, affiliate marketing, community, content and AI are reshaping the future of performance marketing.
If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/
George built The Sole Supplier from a personal obsession with trainers into one of the UK’s most influential sneaker and streetwear platforms, reaching millions of consumers every month and driving more than £350 million in tracked GMV for retail partners.
In this conversation, George shares how his love of hip hop, Air Force Ones and sneaker culture became the foundation for a media, commerce and community business that now sits at the intersection of content, cultural influence and performance.
We go deep on why George believes the term “affiliate” no longer reflects the value publishers like The Sole Supplier create, why brands need to think beyond last-click attribution, and how culturally authentic publishers can influence demand long before a customer converts.
George also explains why The Sole Supplier now positions itself as a brand growth partner, how content franchises, community and app-based first-party data are shaping the next phase of the business, and why AI will not replace human-led inspiration, cultural credibility or authentic product discovery.
Key Moments:
00:00 – George Sullivan on The Sole Supplier, sneaker culture and affiliate marketing
06:00 – From recruitment to building a sneaker and streetwear publisher
10:00 – Air Force Ones, Jordans, Timberlands and the evolution of sneaker culture
18:45 – Why streetwear consumers now value outfits, quality and cost per wear
CJ’s Linda O’Connell: Does Affiliate Marketing Need a Rebrand? How Influencer Commerce Became Performance Marketing and What AI Means for Publishers
Season 1 · Episode 8
Wednesday, April 29, 2026 • Duration 01:35:25
Is affiliate marketing overdue a rebrand?
In this episode of Marketing Over Milkshakes, we sit down with Linda O’Connell, Senior Vice President of UK and Ireland at CJ, to explore how affiliate marketing, influencer commerce, content publishers and AI-powered discovery are reshaping performance marketing.
If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/
Linda has spent more than 20 years at CJ, one of the biggest and most established affiliate networks in the world, helping brands grow through performance-led partnerships across retail, travel, tech and ecommerce.
In this conversation, she shares her perspective on how the affiliate industry has evolved from voucher codes and cashback into a far broader ecosystem that now includes influencers, content commerce, card-linked offers, creator partnerships and AI-driven product discovery.
We go deep on why the term “affiliate” may no longer reflect the true value of the channel, why brands should stop treating affiliate as a silo, and how the smartest marketers are now using it as a strategic growth lever across the full customer journey. Linda explains how CJ thinks about connected commerce, why publishers are becoming even more valuable in an LLM-driven world, and how content sites are increasingly shaping what consumers discover through AI search experiences.
KEY MOMENTS:
00:00 – Why affiliate marketing may need a different name
01:10 – Linda’s background, Dublin life and the CJ introduction
Leadership, mentorship, imposter syndrome and building support systems for employees
Key Moments:
0:00: Why Chinese ecommerce brands are actively seeking European affiliate partners
02:39: Alona Malinovska’s journey through paid search and performance marketing
07:02: How Webgains connects 1,800 brands with more than 250,000 publishers
10:14: Why affiliate marketing can be difficult to explain
14:03: The responsibilities of a Managing Director at an international affiliate network
17:31: Supporting employee wellbeing and company culture during remote working
19:21: Returning to Webgains and stepping into senior leadership
23:09: Mentorship, reverse mentorship and learning from younger employees
28:00: Recruiting ambitious and curious people for a changing industry
32:43: How closed communities are reshaping affiliate and influencer marketing
38:00: Understanding incremental affiliate sales through real customer behaviour
41:18: How publisher authority influences every stage of the customer journey
45:16: Why consumers may show greater loyalty to publishers than individual retailers
50:28: The ideal brands for Webgains and international affiliate expansion
52:15: Helping Chinese ecommerce brands enter the UK and European markets
57:11: How Webgains tested an in person event strategy in Shenzhen
1:03:01: The pace, ambition and business culture Alona experienced in China
1:09:15: Moving Chinese ecommerce revenue from Amazon to direct consumer websites
1:14:27: Testing new markets through performance based affiliate partnerships
1:20:54: Why brands still need specialist affiliate marketing expertise
1:21:53: The damaging assumptions brands make about discounts and cashback
1:25:32: Smartphone addiction, screen time and digital wellbeing
1:31:00: The growth opportunity brands can unlock through experimentation
1:20 – Marketing Over Milkshakes live with Wowcher CMO Alexis Harrison
3:35 – How Wowcher became a household-name deals, gifting and experiences brand
5:49 – Alexis Harrison’s journey from commercial analyst to Chief Marketing Officer
6:40 – Wowcher or No Wowcher: mystery holidays, unusual products and bizarre experiences
11:15 – The swingers hotel deal that generated so much traffic it crashed Wowcher’s website
13:02 – Discovering the data, ROI and customer lifetime value behind ecommerce marketing
13:39 – The daily-deals boom and how the market changed after Groupon
14:38 – Why Wowcher survived while other daily-deals businesses disappeared
16:33 – Why consumers are prioritising holidays, experiences and family days out
18:43 – Customer loyalty, personalisation and following shoppers through different life stages
20:37 – How Wowcher’s £99 mystery holidays work
23:10 – The organic social media post that sent Wowcher’s mystery holidays viral
25:00 – Expanding the mystery concept into family holidays and designer products
25:52 – Women in senior leadership and the realities of returning from maternity leave
30:29 – Why a family-first company culture helps parents succeed at work
34:10 – The value of internal mentors, external coaching and authentic public speaking
37:47 – Becoming a mentor and helping employees progress in their own careers
38:49 – How Wowcher built a diverse affiliate marketing programme
41:14 – Why brands should invest in smaller content publishers before they become major affiliates
