Wade Tonkin
Director of Global Affiliate Marketing at Fanatics, Inc., overseeing a large global affiliate program with deep experience in performance marketing and partner ecosystems.
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Feb 17, 2026 • 42min
#116 Scaling from $175M to $5B: Enterprise Affiliate Lessons from Fanatics | Wade Tonkin
Wade Tonkin, Director of Global Affiliate Marketing at Fanatics with 20+ years in performance marketing. He discusses scaling affiliate programs to massive global reach. Conversation covers pivoting from coupons to content and media partnerships, publisher performance teams, attribution and transparency challenges, BNPL trends, AI automation in affiliate ops, and experiments in compensation models.
