When Jordan Carter joined SharkNinja as Senior Affiliate Manager for North America, he saw an opportunity most brands miss: affiliate isn’t a standalone channel. It’s a growth lever that can power the entire business.
SharkNinja, the global CPG brand behind air fryers, coffee machines, vacuums, and beauty products, already ran a strong affiliate program on impact.com. Jordan recognized the platform’s broader potential: creator discovery, partner diversification, retail media, and advocacy, all accessible through a single tool. The challenge wasn’t capability—it was internal education. Getting stakeholders to understand the full scope of what impact.com made possible required Jordan to first map the opportunity himself, then communicate it up.
The result: a strategy that now extends beyond traditional affiliate into retail partnerships with Walmart, Target, and Sam’s Club, using the same playbook, scaled across the entire business.
Key insights:
- Affiliate is more than a channel. Jordan reframed SharkNinja’s affiliate program from a siloed effort into a cross-business growth lever that supports retail media, creator, and advocacy under one strategy and one tool.
- Internal education unlocks platform value. Understanding impact.com’s full partner scope; affiliate, creators, retailers, and advocacy was the prerequisite to making the internal case and expanding beyond traditional affiliate.
- One platform scales across retail partners. impact.com already has retail programs built for major distributors like Walmart, Target, and Sam’s Club, so SharkNinja can extend the same affiliate strategy across its retail footprint without rebuilding from scratch.
