Scale & Dual-Platform Affiliate Program for Blaze.ai
Marcel Ruettgers
Verified
The Project
Project: Scale & Dual-Platform Affiliate Program (FirstPromoter + Impact)
Client: Blaze.ai (B2B AI SaaS)
Role: Program Manager (Affiliate & Partnerships)
Timeline: Nov 2024 → Aug 2025 (Impact launched Feb 18, 2025)
Goal
Rebuild affiliate as a durable acquisition engine, expand reach with a second network, and increase both revenue and paying customers without harming unit economics.
What I did
Scaled the existing program (FirstPromoter): audit → new partner tiers, revised payout logic, refreshed creative/UTM standards, partner enablement kits, monthly performance reviews.
Launched a second network (Impact): network selection, contract & tracking setup, taxonomy/UTM parity with FP, recruitment of top-fit creators/publishers, co-branded assets, onboarding playbooks.
Optimization & ops: deep-link rules, vanity URLs, offer testing, partner-specific landing pages, fraud/quality checks, weekly dashboards, and a clean handoff between promo → trial → paid.
Cross-functional: aligned promos with product road map & seasonality; coordinated content calendars and launch windows.
Results
Overall affiliate revenue run-rate (Nov → Aug): +344%.
New paying customers per month (Nov → Aug): +130%.
Within FirstPromoter alone (Nov → Aug): revenue +224%; new customers +66%.
Program quality: maintained conversion health during a product transition (legacy → new product focus) and reduced channel concentration risk.
How it was done
Partner tiering & incentives • Creator recruitment • Offer and LP testing • Co-marketing kits • Tracking/UTM harmonization • Governance (fraud checks, cookie windows, compliance) • Weekly BI reporting.
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What the client had to say
We brought Marcel on to scale affiliates, referrals, and customer advocacy. Long story short, Marcel exceeded our ambitious goals. He is a rare structured thinker that executes and leads with high precision. We'd love to have him back soon.
Eddie Wu, Blaze.ai
Sep 11, 2025, Client
Posted Sep 12, 2025
Managed and scaled Blaze.ai's affiliate program, boosting revenue and customer acquisition.
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Timeline
Nov 22, 2024 - Feb 24, 2025
Clients
Blaze.ai
