Next in the Meet the Manager hotseat is PIN-UP Partners CMO Irina Makarova as she explains how branding and merchandise at events plays a key role to the company’s marketing strategy, the importance of sport in wellbeing and building relationships in the industry.
What led you to the role of CMO at PIN-UP Partners? What key milestones in your career led you here?
I started my career over 10 years ago as a content producer for a large international IT company. Over time, I steadily gained experience across all areas of marketing—from webinars to PPC and ABM. About three years ago, I was presented with an opportunity to work in the igaming industry for a smaller affiliate brand. Since then, I’ve been fully committed to this field and its incredible opportunities.
What key skills and qualities do CMOs need to succeed in the igaming industry?
Consistency, strategic thinking, a structured approach, and the ability to sometimes not take things too seriously are essential qualities. To thrive in this fast-paced industry, it’s important to keep a balance, avoiding overstressing both yourself and your team.
How does the marketing strategy at PIN-UP Partners adapt to the needs of partners and clients?
At PIN-UP Partners, we prioritise our clients’ needs at every level. We listen carefully, adapt to their goals, and always follow through on our promises. Our strategy evolves based on the offers and requirements of the market, ensuring we keep delivering exceptional results.
To thrive in this fast-paced industry, it’s important to keep a balance, avoiding overstressing both yourself and your team
How does PIN-UP Partners stand out from competitors in its marketing campaigns? Which approaches or tools do you find most effective?
As a brand, we’ve made events and merchandise a hallmark of our identity. But we’re not stopping there. Moving forward, we plan to produce more expert content and educational materials to help those interested in affiliate marketing build a solid foundation.
Regarding tools, we rely heavily on BrandWatch, Tablo analytic reports, and Google Trends to guide our strategies and ensure effectiveness.
Plans for 2025: What can we expect from PIN-UP Partners?
You can expect new events with the same exquisite quality we’ve become known for. Most importantly, you’ll see how our powerful brand evolves visually while staying true to its iconic style.
Moving forward, we plan to produce more expert content and educational materials to help those interested in affiliate marketing build a solid foundation
Tell us more about PIN-UP Partners’ marketing goals: events, merch, and expert content
For 2025, our team is focused on creating the best experience for our partners, end to end. We’ll prioritise enhancing the partner journey, improving partner retention, and inviting new, emerging companies to join PIN-UP Partners.
Our unstoppable event team has amazing plans in store for 2025, and we’re strong believers in sharing our expertise through high-quality content.
Building relationships with partners: What are the key methods?
Our key methods include providing the best possible market conditions and offering unparalleled support at every stage of collaboration. Our managers are the backbone of these relationships, guiding our partners and addressing any questions or concerns they may have.
For 2025, our team is focused on creating the best experience for our partners, end-to-end
PIN-UP Partners provide detailed analytics and instruments that allow affiliates to see the full picture. Honesty and transparency of data is the key to our long-term relationship.
The marketing field is intense. How do you maintain your wellbeing? What approaches does the company use to do so?
For me, sport is the perfect way to unwind. I mix weight training, functional exercises, and bodyweight workouts three to four times a week. Additionally, our corporate events, regularly held at the office, are a fantastic way to relax, connect, and bond with the team.
Tell us something most people don’t know about you or would be surprised to learn.
I’m a big fan of history! The team has gotten used to my jokes with historical references.
Can you recommend to us one big current influence on your life and way of thinking?
Don’t rush. Take your time, think twice, and don’t let pressure mislead you.
What one thing would you change about the industry that would instantly improve your work life?
If I could change one thing, it would be the toxicity in the industry. I believe we should all work together in alignment. Even as competitors, spreading misinformation about other brands isn’t worth it.
If you had two weeks off and could travel anywhere in the world, where would you go and why?
I’d head anywhere with snow and great snowboarding conditions! I’m a huge fan of extreme sports and would gladly use any opportunity to free-ride.
What is the best way for partners to get in touch with you?
The best way for partners to get in touch with me is through our official Instagram page or via LinkedIn.