DIARY directory recently spoke to Leanne Bayley, Digital Lifestyle & Commerce Director at Hellomagazine.com (see the shopping page here), to uncover the secrets behind HELLO!’s thriving affiliate marketing strategy and its dynamic approach to digital media. In this insightful conversation, Leanne shares how her small but mighty shopping team creates engaging content that resonates with HELLO!’s broad global audience, the importance of data-driven decisions, and their evolving focus on inclusivity, authenticity, and brand alignment.

Leanne also reveals her PR pet peeves and shares invaluable tips for how brands and PRs can collaborate effectively with HELLO!. From working closely with PRs and brands to leveraging TikTok trends and diversifying affiliate strategies, Leanne provides a behind-the-scenes look at how HELLO! continues to innovate in an ever-changing digital landscape.

Who is your reader?

We have such a broad global audience, from 18-60+. In my role, I like to picture the person I'm writing for and that person can change all the time, depending on what I'm writing, but I think that's the beauty of HELLO! - we're inclusive, positive and purpose-driven.

Who is in your team and what do they focus on?

The shopping team is small but mighty at HELLO! Here in the UK you've got Carla Challis - Carla is a pro at cultivating partnerships with brands and writing shopping features our readers love to shop. She works with brands on sponsored content, which we call ‘Tenancy’ articles internally...