ABOUT RHEA ADVISORY
Built from operator judgment. Designed for executive control.
Rhea is an independent advisory built to help brands evaluate the economics behind affiliate performance before adding more budget, partners or complexity.
THE PROBLEM I KEPT SEEING
Performance often looked strong while the economics underneath were less clear.
Across years of building and managing partner revenue, the same tension kept appearing: reported revenue was easy to see. Incrementality, incentive quality, dependency and actual value creation were harder.
Affiliate and partnership marketing are entering a more mature phase, while platforms continue improving tracking, attribution, automation and partner access.
But better infrastructure does not automatically create better revenue governance.
HOW RHEA THINKS
Rhea’s work is grounded in a simple belief:
Affiliate revenue should be governed with the same rigor as any other material commercial system.
Rhea does not exist to make partner performance sound better.
It exists to help leadership evaluate it more honestly — so growth can scale on a more defensible base.
WHY RHEA / MY OPERATOR JOURNEY
Built inside the economics it now evaluates.
13
YEARS
Experience across digital advertising, affiliate, publisher commerce, mobile commerce, data partnerships and ad tech.
300+
Oversaw and scaled brand relationships across affiliate and commercial portfolios, working across leading U.S. premium publisher ecosystems.
BRANDS
500+
BRAND PARTNERSHIPS
Scaled a major loyalty partnership to 500+ brand partnerships and multimillion-dollar affiliate revenue.
7X
GROWTH
Helped grow the Skimlinks U.S. business 7x during a period that included two acquisitions.
I’ve operated across very different commercial models, from affiliate scale and marketplaces to loyalty, data and platform economics.
That experience shaped how I see partner revenue: how it gets built, how it scales, where the economics get misread, and where stronger governance is needed.
Rhea turns that operating experience into independent economic judgment for brand leadership.
WHY WORK WITH RHEA
I bring operator experience and an independent perspective to help you navigate revenue complexity and make stronger commercial decisions.
REAL EXPERIENCE.
INDEPENDENT THINKING.
CLEARER DECISIONS.
OPERATOR JUDGMENT
Built inside complex revenue systems.
I’ve spent my career operating inside complex revenue systems — identifying dependency risk, challenging comfortable narratives, and making commercial decisions that had to hold up under scrutiny.
ECONOMIC INDEPENDENCE
No incentive to defend a network, platform or partner.
I’ve worked across brands, publishers, networks, platforms and loyalty partnerships, I understand the incentives on multiple sides of the ecosystem. Rhea is not paid to defend any one of them. The work is grounded in what creates the strongest economic outcome for the brand.
EXECUTIVE DECISION CLARITY
Translate affiliate complexity into decisions leadership can understand and act on.
Leadership teams get an experienced operator who can pressure-test affiliate and partner growth, surface hidden economic risk, and help determine what is worth scaling, fixing, renegotiating, or stopping.
“I do not approach affiliate strategy as a consultant looking in from the outside. I approach it as someone who has been accountable for the revenue, the relationships, and the downstream consequences of partner decisions.”
WHY THE NAME “RHEA”
Rhea represents growth that is steady, grounded and resilient.