Myprotein

Myprotein is a global sports nutrition brand offering protein, supplements, performance nutrition and activewear, with a strong DTC model and a large international customer base across fitness and lifestyle audiences.

Year 2020 - 2022

Brand Myprotein

Role Affiliate & Influencer Marketing [In-house]

Market DACH

€10M+

Revenue Generated

International Market Outside the UK

+100%

YoY Growth

"I have been fortunate enough to work with Nino for a couple of years now. Whilst he is not a direct report of mine, we have worked closely together as he has operated in the affiliate channel since he joined Myprotein and has a dotted line into myself. Nino is a hard working, passionate and diligent employee who has a strong commercial understanding. He is clearly passionate about Health & Fitness and understands the way consumers interact and evaluate brands. He is constantly striving to drive performance forward and isn't afraid to bring new opportunities or ways of working to the table. More recently I have seen Nino take on more of a management role, with some direct reports. This has been especially impressive as I have seen his high deliverable level continue, whilst also developing new starters and supporting them in their own professional goals. The best compliment I can pay Nino is that he is an asset to the business. I look forward to seeing his professional development continue."

Ryan Cumming

Head of Affiliates, Myprotein

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The Challenge

The German market lacked dedicated focus, and both the affiliate and influencer channels had significant room for improvement.

Limited strategic attention on Germany and inconsistent market performance
Affiliate marketing lacked dedicated ownership and focus
Strong overlap between affiliate and influencer activity, limiting clear channel management
An ageing influencer portfolio with several long-standing, high-cost partnerships
Limited exposure to newer, more relevant creators and emerging partners

The challenge was to bring greater focus and structure to the German market, improve cost efficiency, and modernize the partner mix across both affiliate and influencer marketing.

What We Did

We brought a more structured, performance-led approach across both affiliate and influencer marketing, with a strong focus on efficiency, diversification and campaign execution.

Strengthened communication and relationships with existing affiliate and influencer partners
Increased testing and activation of new partners and creators
Restructured the influencer portfolio by reducing high-cost, lower-efficiency partnerships
Built a micro-influencer programme to diversify the creator mix and improve cost efficiency
Introduced stronger campaign planning around Black Friday and key brand moments
Connected affiliate and influencer activity through coordinated campaigns and events
Created a more diversified partner ecosystem with clearer roles across both channels

The Outcome

The German affiliate and influencer channels were transformed into major, scalable growth drivers, combining strong commercial performance with improved efficiency, structure and team development.

Generated €10M+ in annual revenue across affiliate and influencer marketing
Delivered 100%+ growth over 24 months
Maintained an average COS of ~11%, equivalent to roughly 9x revenue-to-cost efficiency
Managed annual marketing budgets exceeding 7-figures
Rebuilt the Myprotein influencer programme, scaling it to strong YoY growth
Built and led a team of 4, with multiple team members progressing through internal promotions
Created a more diversified, efficient and scalable partner ecosystem across affiliates and creators

This case study reflects my in-house experience at Myprotein, where I directly owned and developed the affiliate and influencer channels rather than working with the brand as an external client.