Founder, All Inclusive Marketing; Entrepreneur and Partnership-Marketing Leader
Bundy’s career began with the kind of assignment that often creates entrepreneurs: she was handed a problem before she had a map. At Clearly.ca, she was asked to take on the affiliate marketing division and work out how to make it perform. That accidental start became the foundation for two decades in performance marketing, strategic partnerships and agency leadership. Instead of treating affiliate marketing as a narrow channel, she came to see it as a relationship-driven growth system connecting brands, publishers, influencers, content partners and consumers.
In 2009, Bundy co-founded All Inclusive Marketing with her husband, Iain. Her own account of the beginning is unusually human: a living-room launch, pregnancy, limited capital and the pressure of building something before the market had fully recognised the maturity of partnership marketing. AIM developed into a respected performance and partnership agency with a remote international team and a client base spanning ecommerce startups and larger brands. The company’s story later included acquisition by Plus Company, giving Bundy’s entrepreneurial arc the shape many founders hope for: from necessity and conviction to an agency with recognised market value.
Her public work has also extended beyond affiliate management. Bundy has written and spoken about leadership, women founders, agency culture, partnership strategy and sustainable growth. That broader voice matters because her biography is not simply about channel expertise. It is about turning a specialist discipline into a company, a team and a platform for helping other operators build more resilient businesses.
Bundy’s strongest distinction is her ability to humanise a technical channel. Affiliate and partnership marketing can be discussed in terms of tracking, attribution, incrementality, payout models and network mechanics. Bundy understands those details, but her larger point has usually been that the best programs are built on trust, partner quality, buyer experience and long-term value.
That balance made her especially credible to brands trying to move beyond coupon-only thinking and to affiliates seeking a more durable role in the commerce ecosystem. She could speak the language of advertisers, agencies, publishers and founders, and she repeatedly connected channel decisions back to business fundamentals: revenue, profitability, retention, new customer acquisition and brand value.
At Affiliate World Asia 2017, Bundy presented “Essential International Growth Trends in Affiliate Marketing Today.” The session placed affiliate marketing inside a global ecommerce context, focusing on how advertisers and publishers were adapting to new markets, changing KPIs, attribution expectations, monetisation models and tracking requirements.
Her talk was especially strong because it treated affiliates not as traffic sources in isolation, but as partners inside a broader commerce system. She discussed incremental revenue, profitability, new-customer acquisition, buyer retention, diversified partner portfolios, content publishers, loyalty and coupon partners, omnichannel tracking and the growing need to understand the complete click-to-consume path. For an audience often focused on the next campaign, the session made the case for building programs that could be measured, trusted and scaled internationally.
Bundy’s Affiliate World contribution mattered because it arrived at a moment when performance marketing was becoming more sophisticated. Brands wanted more than last-click volume. They wanted incremental customers, diversified partner types, defensible measurement and greater confidence in how affiliate programs influenced real business outcomes.
For affiliates, the lesson was equally important. Her framework showed that publishers who own an audience, build trust, understand data and contribute at the top of the funnel can negotiate from a stronger position. The talk helped recast affiliate marketing as part of a strategic growth architecture rather than a simple commission channel.
Bundy’s later work continued to emphasise entrepreneurship, purpose and responsible scale. Through her writing, speaking and founder-focused projects, she has placed partnership marketing within a wider conversation about leadership and business building. The acquisition of AIM by Plus Company also gave her story an outcome that reflects the strategic value of the category she helped professionalise.
Her influence comes from making performance marketing feel less transactional and more durable. She represents a version of the industry where partnerships are not a workaround, but a disciplined way to create growth through aligned incentives, trusted relationships and measurable value.
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