The Modern Affiliate Strategy Driving ASTR the Label's Ecommerce Growth With Jessica Kalichman

Jessica Kalichman is the Marketing Director at ASTR the Label, a Los Angeles–based fashion brand known for its contemporary, trend-driven designs. She brings over 12 years of experience in brand development and digital marketing, having previously driven high-impact campaigns in the toy and entertainment industries. Known for blending pop culture insights with data-driven marketing, Jessica has led the creation of over 160 commercials and digital campaigns, helping brands achieve global visibility through innovative storytelling and strategic partnerships. In this episode… Your biggest growth strategy may not be ads, but partnerships you're underutilizing. Many ecommerce brands invest heavily in paid media while overlooking the compounding power of affiliates, creators, and strategic visibility. How can brands actually turn affiliates into a scalable, revenue-driving engine instead of a flailing side tactic? Marketing leader Jessica Kalichman draws from her extensive expertise in performance marketing and influencer strategy. She explains that successful affiliate programs are built across three key pillars: traditional platforms, media-driven affiliate PR, and performance-based creators — with the latter offering the most growth potential. By shifting from vanity metrics toward trackable affiliate links, brands can clearly see which creators drive the most revenue. Jessica also highlights the importance of aligning product selection with the right creators, planning gifting inventory, and leveraging emerging channels like AI-driven search visibility to stay competitive. Ultimately, it's about building a measurable, diversified system that prioritizes conversion without the guesswork. In this episode of Minds of Ecommerce, Raphael Paulin-Daigle talks with Jessica Kalichman, Marketing Director at ASTR the Label, to discuss affiliate-driven growth strategies. Jessica discusses structuring affiliate channels, leveraging influencers for measurable conversions, and using AI search visibility to drive revenue.