About Affinity Marketing Ltd

About Affinity Marketing

About Affinity Marketing

Established in 2002, we are a team of passionate and hard-working individuals who are highly experienced in the field of affinity marketing - establishing partnerships that are effective, reciprocal and long-term.  


  • Peter Burnell

Peter Burnell


AML was established in 2002 by Peter Burnell, Peter has over 30 years’ experience in Financial Services working at Director Level within Sales, Marketing and Operational functions. He has successfully negotiated, sourced, renewed and expanded high value partnerships for clients and product providers across a number of sectors.

Managing Director and owner Peter Burnell places integrity and delivery at the forefront of his business relationships, over 90% of his clients are referrals arising from satisfied clients and successful assignments

AML’s founder Peter Burnell has a solid understanding of the challenges to ensure partnership marketing spend is effective in terms of acquisition cost and retention of customers and clients.

Peter has worked on client side for a number of organisations including BUPA, The Legal Protection Group (now First Assist/Cigna) and Family Investments, this is experience he believes is essential to be able to understand your requirements in finding the right partners.

Before launching AML Peter successfully built an Affinity division from start up in financial services, he understands the challenges companies face to operate profitably and can lead by example.

Whilst having a very broad experience in affinity marketing, not just financial, AML’s particular area of expertise is in the new family sector, Bounty, Lifecycle Marketing (Emmas Diary), National Childbirth Trust (NCT), The Childrens Mutual, Family Investments and National PTA (Parent Teacher Association) amongst others have all benefitted from Peter’s expertise and his strong network within this sector.

  • Fellow of the Institute of Sales and Marketing Management
  • Fellow of Institute of Direct Marketing
  • Member of the Institute of Directors
  • Phil Davies

Phil Davies

Associate Director

As an acknowledged payments industry expert, Phil set up his own specialist advisory service, Green Dragon Partners, upon leaving MasterCard in May 2010. Phil is also the Managing Director of PSI-Pay Ltd, a regulated Fintech emerging Payments Company.

Prior to joining Affinity marketing, Phil has held a number of positions including VP and Business Development Director of MasterCard Europe, Senior Manager within the former Lloyds TSB Group, and Regional Manager of Xerox Corporation based in Saudi Arabia.

Phil is also the first individual to be an ‘approved’ person by both The Central Bank of Ireland and the UK FCA regulatory bodies.


Phil has considerable experience in:

  • Forging excellent relationships with legislative/regulatory bodies
  • Building alliances with major banking players, third party service providers and industry associations.


  • Director of Enumis Ltd
  • Director, & Chairman, of PerfectCard Ltd
  • Director of Bancom Europe Ltd
  • Director of Transact 24 (UK) Ltd
  • Member of Prepaid International Forum
  • Virginie Buckingham

Virginie Buckingham

Associate Director

Virginie has over 20 years experience in marketing and sales in Europe at senior level, particularly Financial Services.

After a number of years working in various marketing roles for Shell UK and one of its advertising agencies, Virginie joined SITEL in 1996, the world’s largest call centre company, where she held senior positions in Account Management and Business Development.

In 1999, Virginie partnered with JC Penney Insurance Group to set up their direct marketing Insurance division. It became the largest Telemarketing programme in Europe with 1500 seats, growing the business rapidly to incorporate 70% of the top 10 UK banks as partners.


Virginie also worked alongside AEGON France to help establish them as a new player in the market and has successfully rolled out similar operations across Europe.

Virginie and Peter have worked together on a number of European projects culminating in her appointment as an Associate Director of AML with particular expertise in the French financial services markets.

Since 2005 Virginie has broadened her knowledge and experience in data and digital marketing in particular, alongside her considerable experience in call centre management, project management and partnerships.

AML is increasing its reach in Europe and France in particular, Virginie, French born will be working closely with Peter to develop European partnerships.


With over 20 years experience in marketing and sales, Virginie has a considerable experience in:

  • Sales and marketing at a senior level, particularly in Financial Services.
  • Call centre selection and management
  • Affinity partnerships
  • Project management
  • Digital marketing
  • Mark Atkinson

Mark Atkinson

Associate Director

AML’s associate director, Mark Atkinson is our charity expert with 18 years’ experience in the sector.

Mark has worked with over 50 charities as an employee and consultant on a range of income generation and operational initiatives including NCT, Scope, British Red Cross and The Conservation Volunteers. He has also been an MD of a charity trading company. Mark’s commercial team at NCT won the Third Sector Business Charity Award for the best collaboration between a charity and company in recognition of its approach to mutual benefit with Unilever.

Mark has experience of working across an array of causal areas; developing multi-faceted partnerships with leading brands such as Pampers, and advising project boards including the BRC Land Rover partnership.



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Phone: 07866 567 848

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