Interview with Sofia - Head of CPA Club

In today’s interview, we’re talking with Sofia — a well-known figure in the affiliate marketing community and the face of CPA.Club. With over five years of experience, Sofia has worked across multiple areas of the industry — from developing SaaS products and launching payment solutions on emerging markets to organizing international networking events that connect top industry leaders.

Her story reflects the dynamic energy of modern affiliate marketing — where innovation, community, and business performance go hand in hand.

In this conversation, we explore the evolution of affiliate marketing in Eastern Europe, the growing influence of local affiliates on the global stage, and how human connection still drives success in an increasingly data-driven world.

Let’s dive in.

In this Article, You'll Learn About: Affiliate Marketing Interview

• The evolution of affiliate marketing in Eastern Europe and why it’s becoming a global powerhouse
• How AI and authenticity are reshaping the way affiliates build trust and scale their business
• The role of real human connections at high-level networking events
• What drives long-term partnerships between affiliate networks and publishers like MyLead

Interview with Sofia, Head of CPA.CLUB

Sofia shares what first drew her to affiliate marketing, how the industry has evolved over time, and why Eastern Europe has become one of the fastest-growing regions shaping the global affiliate scene.

Q1. Sofia, you’ve been part of the affiliate marketing industry for more than five years now. What initially drew you into this space, and what keeps you excited about it today?

I was drawn in by the people, the energy in this industry is just different. Everyone moves fast, creates, experiments - there’s always something exciting happening.

Q2. You’ve seen the industry evolve rapidly. From your perspective, how has affiliate marketing changed most significantly in the past few years?

The biggest shift is how much the industry now relies on AI. Five years ago, intuition and personal skills played a huge role. But ironically, this digitalization made authenticity even more valuable. People still respond best to author content.

Q3. The Eastern European market is growing fast. What unique characteristics or challenges do you think make this region stand out in the global affiliate landscape?

The Eastern European affiliate market is known for its speed and adaptability. It’s still a young ecosystem, which makes it super dynamic - new projects, agencies, and technologies  constantly appear. Warsaw, for example, has become a key hub (almost like the Silicon Valley for affiliate marketing) where ideas and collaborations happen every day. It’s amazing to watch this community grow so quickly.

Q4. Many affiliates from Eastern Europe are gaining global recognition. What do you think drives their success compared to other regions?

Eastern Europe is bursting with talent right now. The region attracts a huge number of people who move fast toward their goals, experiment, and build things from scratch. You  can really feel that hunger for growth. This mindset creates a wave of innovation that’s reshaping the global affiliate scene.

Networking, Leadership, and Real Connections

We talk about the power of in-person events, what makes great networking truly valuable, and how empathy in product design helps affiliates succeed — from major conferences to SaaS development.

Q5. You’ve been deeply involved in organizing major industry events — from Heritage to Yacht Meetup Dubai. What role do such events play in shaping and strengthening the affiliate community?

You can send hundreds of messages online, but one good conversation at an event can change everything. Each of our events has its own theme, and we carefully bring together the people who fit it perfectly. Guests can network, gain real insights from speakers, and ask specific questions about the challenges they are actually facing, not just general ones.

Our events are organized with major companies in the industry and beyond. A great example is our collaboration with Google. Events like this are a significant step forward for affiliate marketing in whole.

Q6. With over 850 guests at your 2025 events, mostly C-level professionals, what insights have you gained about how leaders in affiliate marketing think and collaborate?

We only invite people who are known for their results, not just their titles, and who make real decisions. This makes networking fast and effective. Many attendees are people you simply wouldn’t meet at a regular conference. 

What I’ve noticed about these leaders is how they work with others. They don’t push deals directly, they just hang out and then Boom! - a 100K $ deal can happen the next day. To do this, they need to be in a safe, trusted environment like we provide at our events, with reliable people who can handle big opportunities. When they feel a real connection, they’re happy to give or take large volumes and build meaningful partnerships. It’s all about trust and working with the right people.

Q7. The new interview format you host, Flow, has become quite popular. What inspired its creation, and how does it differ from traditional industry interviews?

Flow was born from a simple idea: real stories deserve real conversations. I wanted to move away from scripted professional questions and let guests express their personality. It’s not just about what they do, but how they think. The audience connects with it because it feels honest.

Q8. Having worked on both SaaS product development and payment solutions, what have you learned about building tools that truly serve affiliates’ needs?

The key is empathy. Too many tools are built from a business perspective, not a user’s one.

Innovation, Payments, and the Future of Partnerships

Sofia explains how payment flexibility and speed are transforming affiliate marketing, how creativity balances with data, and what advice she gives to new affiliates entering emerging markets.

Q9. Payment flexibility and speed are often critical for affiliates. How do you see payment innovations shaping the future of the industry?

Payments are becoming a part of the user experience, not just a technical function. Instant, borderless payments and crypto-friendly systems are already transforming the market.

Q10. As someone who bridges multiple roles — event organizer, interviewer, and product strategist — how do you balance creativity with business performance?

Creativity keeps things human. Even in a data-driven industry, people connect through emotion and storytelling. I try to balance creativity with strategy to make sure every project not only performs but also inspires.

Q11. The affiliate marketing community is known for being global but also very personal. How do you think trust and personal relationships influence success in this industry?

Deals happen between people, not logos. That’s why so many successful people in our industry focus on building relationships and trusted personal brand.

Q12. What advice would you give to newcomers entering the affiliate market in 2025 — especially those from emerging regions like the Balkans, Ukraine, or the Caucasus?

If you bring real value, people notice, no matter where you’re from. Just don't be afraid to fail - this is how you learn fast.

Trust, Collaboration, and Human Creativity in a Data-Driven World

We explore how AI tools coexist with authentic human creativity, the lessons Sofia learned from inspiring industry leaders, and what defines long-term success in modern affiliate marketing.

Q13. The industry is becoming increasingly data-driven. How can affiliates balance automation and AI tools with authentic human creativity?

Use automation for what it does better: optimization and analysis, but keep human creativity at the center.

Q14. You’ve met countless inspiring people through your work. Has any particular encounter or project changed the way you see the future of affiliate marketing?

Yes, definitely. I get inspired after almost every one-on-one conversation about business, goals, or current challenges, and people, for example, like Alex Riddick (CEO PIN-UP Traffic)  or Roman Ostrovsky (CBDO 1win) with every talk bring deep insights. After each conference, I come back energized and full of ideas, and many of the best projects are born in conversation, not behind a computer.

Q15. Finally, what are your personal predictions for where the affiliate industry is heading in the next two to three years — especially in Eastern Europe?

Industry will continue to be more professional and data-driven and the main strategy will be to work on long-term partnerships, not quick single deals. As for me, the power now in collaborations, mergers and acquisitions into holdings.

MyLead: Building Partnerships That Last

In the final part, Sofia highlights what makes MyLead stand out — its personal approach, reliable support, and flexibility that help publishers grow stronger, long-term partnerships worldwide.

Q16. From your perspective, what makes MyLead stand out compared to other affiliate networks in the industry?

MyLead creates an environment where partnerships feel personal and trustworthy. It is known for its excellent client service, also it is safe and legit.

Q17. MyLead strongly focuses on supporting publishers through close cooperation with affiliate managers, higher payouts for trusted partners, and access to exclusive offers. How important is this kind of personalized support in today’s affiliate ecosystem?

In our industry affiliates need guidance, insights, and flexibility - so personalized support is the main point.

Q18. MyLead is known for its flexibility — even acquiring a specific offer for a publisher if it’s not yet in their portfolio. How do you see the value of such responsiveness when building long-term relationships between networks and affiliates?

This kind of flexibility not only strengthens trust but also allows affiliates to bring bigger volumes and experiment with new campaigns. Over time, this creates loyalty and long-lasting partnerships.

Conclusion

To sum up, Sofia’s journey shows that the future of affiliate marketing belongs to those who combine innovation with authenticity. Eastern Europe is no longer just a rising market — it’s a community of bold creators shaping the global affiliate scene. At MyLead, we share this belief: success in performance marketing comes from trust, creativity, and teamwork. If you’re ready to grow with professionals who understand your goals — join MyLead and take your affiliate business to the next level.