Affiliate Manager Interview Series - Darina Sharban

[GPWA Daniel]

(This interview was originally published in the July 2025 issue of the GPWA Times Magazine.)

Darina, you've built a solid career in industry, including your current role at Boomerang Partners and previous experience at The Luck Factory Group and RMKR. How did you end as the affiliate Team Lead at Boomerang Partners?
My affiliate journey started when I was 21 and lived in Paris, France. RMKR was my first affiliate company, where I learned everything. I began as an affiliate manager, managing various verticals and niche markets. Soon, I was promoted to head affiliate manager.

During that time, I also became the brand ambassador for RMKR. This meant traveling to conferences and meetups worldwide — from Malta to Hong Kong to other various places in Asia. I was the face of the company, building connections and representing the brand. This role allowed me to meet many people in the industry and get to know it inside out.

After RMKR, I moved to The Luck Factory Group, where I took on a new challenge: Setting up online casinos from scratch. This role was a complete 180 from affiliate management. I got to work on every aspect of the casino, from customer support and payment systems to managing relationships with the casino providers. It was a fantastic learning experience, and I gained a deep understanding of how online casinos operate.

And then I returned to my passion for affiliate marketing, with a comprehensive understanding of the product side. At Boomerang Partners, I can showcase all of my expertise. I am fully trusted to make decisions and manage processes in my team. I can propose and implement my vision with the full support of my colleagues.

Having been in the online gambling industry for several years now, what were your initial perceptions of the industry, and looking back, what do you know now about the industry that you wish you had known then?
When I first entered the online gambling industry, I thought, ‘Wow, this is something unique and exciting!’ I saw it as a chance to work in a dynamic online environment, where the key to success was building strong connections with partners. I thought it was all about networking — getting to know people, understanding their needs, and knowing when to chat casually over a drink or a more focused business conversation.

Looking back now, I realize there was a lot I didn’t know about the technical side of the industry. Initially, I was only aware of one side of the coin — the people and relationships. Now, I have a much deeper understanding of how everything works behind the scenes. I see both sides: the human element and the technical operations that make it all possible.

Boomerang Partners emphasizes strong player conversions and offers eight brands in the casino and sportsbook verticals. How does this benefit your affiliate partners in terms of marketing strategies and reaching different player demographics?
Brands from the Boomerang Partners portfolio are diversified by platforms (4-5 now), covering a wide range of jurisdictions. Different GEOs, it's a very good point - as our partners enjoy having continuous access to various payment solutions, CR, markets, elaboration, and players. If they lose access to one country, they may try connecting to another country or even a different casino brand.

So, this is a superb opportunity for a partner not to lose contact with us but to work with us in all the available markets where our portfolio of brands has presence and to test for themselves, first of all, the conversion rate.

Boomerang Partners highlights attractive rev share deals (up to 50%) and offers CPA and hybrid options. How do you work with affiliates to help them understand and leverage these different commission structures to maximize their earning potential?
We offer a variety of commission structures to suit different needs. Whether it’s pure rev share, pure CPA, or a hybrid model, we have options that can work for any affiliate.

The key is that we tailor our approach to each partner. It all depends on the type of traffic they bring in. For sports traffic, for instance, we can offer a hybrid deal with a higher percentage because we know the value it can bring.

Ultimately, everything is customized. We look at the quality of the traffic, the lifetime value (LTV) of the players, and, of course, the specific needs and goals of the partner. For our top and most trusted partners, we’re always willing to be flexible. If they need a higher rate to make the deal work for them, we’re open to discussions and willing to make adjustments.

Beyond competitive rates, how does Boomerang Partners actively support its affiliates in both attracting new players and, importantly, encouraging their long-term engagement with your brands?
Boomerang Partners is one of the strongest betting providers (among the providers that started from the casino niche). Boomerang has developed strong strategies to grow its sports betting vertical, and we are working hard in this way.

That said, to keep our betting vertical strong and competitive, we offer our in-house analytics team. With just 10 FTDs, they can provide detailed predictions and insights. This means we can offer our partners specific advice on where to focus their efforts. We also provide a lot of support when it comes to targeting. For example, we can suggest the best times to engage users, which devices are most effective, and even demographic insights. We also offer a sports events calendar and other tools when it comes to betting.

One more achievement that we are very proud of is our partnership with AC Milan. This collaboration adds credibility to our brand and provides our partners with a range of promotional materials they can use to boost conversions and drive traffic. We ensure our partners have access to the best tracking links and conversion-optimized resources. As part of our collaboration with AC Milan, we also arrange exclusive partner trips to attend the club’s matches.

With nearly three years at Boomerang Partners and prior experience, you understand the importance of trust in affiliate marketing. What specific strategies or actions do you prioritize to build and maintain strong, reliable relationships with your affiliate partners?
Rule Number 1: Always listen to your partners. Rule Number 2: Don't just listen, but try to hear their real needs. I always go above and beyond to fulfill their requests.

We also go the extra mile to delight our partners. Recently, from February-May, we hosted the second annual Golden Boomerang Awards 2025. This global tournament was designed to celebrate our top-performing partners. 30 teams were invited to the ceremony at the iconic San Siro stadium in Milan, where we recognized the winners in 11categories, including the Grand Prix. As a reminder, Boomerang is the Official Regional Betting Partner of AC Milan.

An event at San Siro is a fantastic opportunity for our partners to compete and showcase their skills, connect with our team on a personal level, unwind, and have some fun.

Beyond trust, what do you believe are the fundamental elements for creating truly mutually beneficial and sustainable partnerships between Boomerang Partners and its affiliate network?
Success in this task depends on a few core elements. First, honesty and transparency are crucial. We keep our partners informed and never hold back on important information.

Second, active listening and responsiveness are key. We engage with our partners at conferences, listen to their feedback, and work together to find solutions. Our entire team — including analysts — is always ready to engage in meaningful discussions and address any concerns.

Lastly, we focus on mutual growth. Our goal is to offer a product that not only benefits our affiliates by boosting their conversions but also ensures we both succeed together.

In short, it’s about building a partnership where both parties are invested in each other’s success, leading to a long-term and win-win collaboration.

Based on your experience onboarding and working with numerous affiliates, what are some common missteps you've observed new affiliates making, and what key advice do you typically offer to help them navigate these challenges successfully?
Making mistakes is just part of the learning curve in affiliate marketing. It’s all about gaining experience, so don’t be too hard on yourself if things don’t go perfectly at first.

One common pitfall I often see is when new affiliates flock to a GEO just because it’s trending. Given that we have eight brands in our portfolio, with a diverse range of GEOs, I would advise exploring less obvious choices. These markets might not be on everyone’s radar, but they often hold great potential for a solid return on investment.

Could you describe a typical day in your role as Affiliate Team Lead at Boomerang Partners? What aspects of your job do you find most rewarding?
My day starts with addressing partner inquiries and ensuring everyone gets the support they need. I manage a team that handles partner communications, and we hold regular meetings to plan strategies and set goals.

A big part of my job is building strong relationships with our current partners, especially the top ones. We keep them in the loop about new markets and brands, help with payments, and tackle any issues they might have.

We’re always looking for new opportunities, particularly in the sports vertical. This means reaching out to sports-related resources and securing top spots to expand our presence. I also monitor our performance, and if we see any drops in conversion or traffic, I work with partners to identify the issues and boost our results.

Given your experience in event management, what advice would you offer to both affiliates and affiliate managers to ensure they get the most value out of networking opportunities at industry events and conferences?
I never miss an industry conference, and you can always find me at the Boomerang Partners booth, so don’t hesitate to stop by! The key for both affiliates and managers is to bring your best energy and be prepared. If you have meetings lined up, know your goals, and be ready to make the most of them.

Stay open and approachable for spontaneous meet-ups. As an affiliate manager, be ready to share your brand’s story and provide clear, accurate information. If you’re an affiliate, don’t be shy — introduce yourself, ask questions, and gather as much information as you can.

Conferences are about making connections, so use this time to network and build relationships. They’re the perfect place to meet, learn, and kickstart collaborations. Make the most of it!

Outside of your professional life in iGaming, what are some of your hobbies or interests that help you recharge?
I’m a huge sports enthusiast — I work out every day without fail. Hiking is another passion of mine; it’s the perfect way to clear my mind and soak in nature.

I am currently living in the Mediterranean, and undoubtedly, it does wonders for one’s well-being. The region’s stunning landscapes, with their mountains and sea, are incredibly refreshing. I feel energized whether at home with a good book or taking my dog for a walk.

And, I have to admit, I love singing karaoke! It’s such a fun way to let loose and express myself. So, between sports, the beautiful surroundings, and a good karaoke session, I always find ways to recharge and keep my spirits high.

Do you gamble?
I played in online casinos a couple of times, won a bit, and lost once, which was enough for me. But sometimes I enjoy going to a land-based casino with friends for fun.

When I do play, I’m not into slots at all. I’d rather try my hand at blackjack or poker. For me, it’s all about the experience and hanging out with friends. I see it as a form of entertainment. That’s why I always set limits for myself. For example, if I’m OK with losing €100, that’s my cutoff. Once I hit that, I’m done for the night.

In short, I can enjoy a game or two, but I know when to stop.

What is your favorite movie of all time and why?
It is The Intouchables (also known as 1+1). I love how it beautifully portrays the deep friendship between two completely different individuals, ultimately transforming each other’s lives for the better.

This film is incredibly inspiring as it encourages us to be open-minded, cherish genuine connections, and offer help to those around us. I try to apply this philosophy both in my personal life and in my work, always looking for the potential in people rather than focusing on their limitations.

If someone came to visit you where you live right now and you had 24 hours to show them around, what would the itinerary look like?
I absolutely love showing my friends and family around wherever I am based, as I work remotely, especially when they come to visit. My dear partners, you are always welcome to come; I’ll show you around. We’ll start the day with a beach workout and then hit the water for some jet-skiing and wakeboarding. Afterward, we’ll enjoy a healthy breakfast at one of my favorite spots.

In the afternoon, we’ll head to the mountains for a hike with stunning views, followed by a delicious lunch of local food. We’ll also explore some of the region’s iconic sights.

As the sun sets, we’ll relax with a beachside movie under the stars. And since I love karaoke, we’ll end the night with a fun singing session.

The Mediterranean region is all about enjoying the outdoors, great food, and good times — and I’d make sure your visit is packed with all that!

If you could have dinner with three people, living or deceased, who would you choose and why?
My Mom, Drake, and John D. Rockefeller.

Family is everything to me. And I would love to have dinner with my mom. We have an incredibly close bond, and I cherish every moment we spend together. Whether I visit my family in France or they come to see me, those times are always filled with warmth and love.

Drake - I always joke that he’s my future husband because I know all his songs by heart, and I’m pretty much obsessed with his music and American lifestyle. It would be a dream to chat with him and share some laughs.

Finally, John D. Rockefeller. He’s not just a historical figure; he’s an inspiration. What fascinates me is not just his status as the first billionaire but his vision and strategy. He didn’t just sell oil; he built an entire infrastructure, from production to distribution. I deeply admire his ability to see the bigger picture and think long-term. His philanthropy and investment in medicine, education, and science show that true success is about making a lasting impact, not just accumulating wealth.

[universal4]

Thanks for doing this, great interview.

Rick
Universal4

[CasinosBroker]

Great read & interview!

[NoDepositCasinos]

Thanks for sharing these interviews. I love reading them and learning more about different aspects of the business and the journeys of the people involved.