CMO, MelBet Partners & Affiliates
Anastasiia Shcherbyna works in the iGaming affiliate and partnerships sector. As CMO of MelBet Partners & Affiliates, she represents a vertical where partner marketing, brand positioning, market knowledge and compliance pressures all operate at the same time.
iGaming affiliate programs have to compete for attention in crowded markets, support partners with reliable economics, and adapt to different geographies, user behaviors and regulatory conditions.
Her public interviews position the work around product diversification, affiliate relationships and the need to build a program that can serve different partner types. That is a practical problem: affiliates do not only need offers; they need confidence that the advertiser understands tracking, conversion, payments, localization and long-term partner value.
Shcherbyna adds the perspective of a CMO operating inside one of performance marketing’s most competitive categories. Her work shows how affiliate expertise can extend beyond media buying into brand strategy, partner development and vertical-specific execution.
For Affiliate World attendees, Shcherbyna’s relevance is in the broader affiliate ecosystem: iGaming, partner programs and international acquisition.
The ideas matter because affiliate programs succeed or fail on trust, economics and consistency. In iGaming especially, partners need clear terms, reliable conversion data, localized positioning and confidence that the brand can retain the users they acquire. That makes CMO-level affiliate leadership a strategic function.
Shcherbyna’s public role at MelBet Partners & Affiliates places her in a senior marketing position within the iGaming affiliate space. Her influence comes from operating across acquisition, diversification and partner relationships in a vertical where performance pressure is constant.
It shows that senior affiliate leadership is not only about recruiting partners; it is about building a commercial environment where partners can perform while the brand protects its positioning and market credibility.
The practical importance of her work is the way affiliate marketing changes in regulated and competitive verticals. In those environments, marketing leadership must balance acquisition volume with brand control, market adaptation, partner communication and long-term retention.
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