Partnerize recognizes the power of mentorship, leadership, and inclusion in shaping the future of partnership marketing. Throughout history, women have played pivotal roles in driving innovation, breaking barriers, and inspiring the next generation of leaders.
In this final installment of our Women in Partnerships series for 2025, I had the pleasure of speaking with Vanja Wilson, Vice President and General Manager for APAC at Partnerize, about her experiences in the affiliate and partnership marketing space. 
In our conversation, she shares her insights on mentorship, leadership, and the future of women in affiliate marketing. Read on for her perspective on how women are reshaping the industry and paving the way for future generations.
Shaniece Whale: Can you share a pivotal moment when a female mentor or leader shaped your path in the affiliate and partnership marketing space?
Vanja Wilson: My first manager in affiliate was the wonderful Sam Best, who took a chance on me as I entered the partnership space as a very eager young woman. She educated and elevated me from an account manager to eventually leading a team, identifying my leadership traits early on. She supported me through the huge transition of becoming a first-time mum and returning to work with the flexibility and understanding that all women need. It’s critical to get women back into the workforce.
Later in my career, I worked under Emma Davis, who opened my eyes to my full potential. She challenged me to speak up, be visible, and dare to dream big. She encouraged me to lean into my strengths, which ultimately catapulted my desire to lead commercial teams. She helped me uncover who I actually was rather than who I was told to be.
Shaniece Whale: What advice would you give to women aspiring to leadership roles in this industry?
Vanja Wilson: Celebrate what makes women different, and don’t make excuses for who we are or need to be. Leadership doesn’t have to be perfect or follow a certain ‘norm.’ I believe in authenticity, and I prefer to openly share if I’m taking a break for school pickup or struggling with childcare. People relate to people, so humanizing a leader is far more inspiring than fearing one.
Educating & Inspiring the Next Generation
Shaniece Whale: What’s one lesson you wish you had learned earlier in your career that you now pass on to others?
Vanja Wilson: As a mother, I used to worry about how to maintain a healthy work-life balance, ensuring I could show up 100% for my daughters while also being ‘always on’ at work. I felt like I had to choose one, and I was scared to let the two worlds intertwine.
Luckily, thanks to flexible work arrangements and a supportive employer (and husband), I quickly realized that it’s okay if the lines get blurred sometimes. I fear that the emerging trend to return to the office full-time will set women back significantly, and I’m grateful that Partnerize remains fully flexible.
Diversity & Inclusion in Partnerships
Shaniece Whale: Have you faced any unique challenges as a woman in this industry, and how did you overcome them?
Vanja Wilson: There is often a difficult balancing act between being assertive and confident versus being perceived as too bossy or arrogant. Unfortunately, traits that are typically associated with well-respected male leaders can be difficult for female leaders to embody without facing scrutiny. The challenge is to slowly shift this perception and encourage women to harness these traits rather than ‘soften’ them to fit the status quo.
An eye-opening moment for me was when I took the Gallup StrengthsFinder assessment, and my top strength came out as ‘competition.’ Initially, I felt embarrassed, as I had always seen it as a negative trait for a female leader. But as I dug deeper, I realized that competitiveness can be a huge driving factor for a growth mindset and commercial acumen. Soon after, I embraced my passion for selling and leaned into this strength, rather than worrying about how it might be perceived.
Shaniece Whale: What initiatives or programs have you seen that effectively support the growth of women in affiliate and partnership marketing?
Vanja Wilson: Companies must invest in mentorship programs, training initiatives, and leadership development opportunities tailored to women. Representation at all levels matters, and we must actively create opportunities for women to step into leadership roles.
Shaniece Whale: How can the partnerships industry become more inclusive and create more opportunities for women and femme-identifying individuals?
Vanja Wilson: The partnership category already has significant female representation, as it blends elements of tech and marketing. However, men still primarily occupy the most senior positions. We need to ensure that women are not just present in the industry but are also given the same opportunities to advance into leadership roles.
As the partnerships channel evolves, merging more with PR, brand, influencer, and content marketing, I believe that historically female-dominated sectors will inevitably lead to more women operating in, or adjacent to, our channel. With more representation comes more equality. I also see creativity playing a bigger role in what has been a rather stagnant channel. As we widen the scope of partnership marketing, I think women will contribute even more to its growth beyond traditional strategies.
Looking Forward
As we conclude our Women in Partnerships series for 2025, it’s clear that women are not just shaping the future of the industry—they are leading it. Through mentorship, leadership, and a commitment to inclusion, women in partnerships are breaking barriers and creating opportunities for the next generation. A huge thank you to Vanja Wilson for sharing her insights and experiences. While this may be the final installment of this year’s series, the conversation doesn’t end here.
At Partnerize, we remain committed to championing women in affiliate and partnership marketing, ensuring that their voices continue to be heard and their contibution recognized.
You can explore past editions of the Women of Partnership series right here.
