DMi Partners
DMi Partners is a privately held, Philadelphia-based full-service digital marketing agency (founded 2003, 51–100 employees) serving DTC, e-commerce, and B2B brands with affiliate program management, Performance PR, influencer marketing, paid media, SEO/GEO, email, and design services, unified through its proprietary Lumina BI platform.
- Company typePrivate
- Founded2003
- HeadquartersPhiladelphia, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What DMi Partners does
DMi Partners is a privately held, full-service digital marketing agency founded in 2003 and headquartered in Philadelphia, Pennsylvania. The firm operates with 51–100 employees and serves direct-to-consumer (DTC), e-commerce, and select B2B brands, with named enterprise clients spanning SKIMS, URBN (Anthropologie), Royal Caribbean, Weber Grills, Citizen Watches, Liquid I.V., Colgate, Ocean Spray, Vineyard Vines, and Great Wolf Lodge, alongside mid-market accounts such as NAADAM, Tushy, Avalon Flooring, and CubeSmart. Its core service pillars are Affiliate Program Management (outsourced program management), Performance PR, Influencer Marketing, TikTok Shop, ACE (Amazon Commissioning Engine), SEO/GEO, Paid Search, Paid Social, Email Marketing, and Design & Development.
The underlying technology stack combines best-of-breed third-party platforms — Impact.com (DMi holds Elite Partner status), ShareASale/AWIN, TikTok Shop (Preferred Partner), ShopMy, Levanta, Google Analytics, Microsoft Clarity, Klaviyo, and Meta/Google/Microsoft Advertising — with a proprietary business intelligence layer called Lumina, which centralizes reporting, cost metrics, attribution, incrementality analysis, and proprietary publisher scoring algorithms customized per brand. A separate proprietary ShopMy/Looker dashboard enables cross-brand portfolio analytics. DMi is an Impact Elite Partner and TikTok Shop Preferred Partner, and has integrations with Triple Whale for multi-touch attribution.
The business model is retainer-based services revenue across enterprise ($25K+/month typical) and mid-market ($3K–$15K/month typical) tiers, supplemented by performance and affiliate-referral economics on influencer and Amazon/ACE lines. The agency self-reports an 81 NPS, 31% average new-client year-over-year revenue growth, $17M incremental affiliate revenue added for clients in first year, and 97% client satisfaction. The firm is founder/management-owned (CEO Patrick McKenna, COO/Founder James Delaney), has no external institutional investors, and has not disclosed funding rounds.
DMi Partners firmographics
Firmographics- Name
- DMi Partners
- Legal name
- DMi Partners, Inc.
- Website
- https://dmipartners.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- DMi Partners is a privately held, Philadelphia-based full-service digital marketing agency (founded 2003, 51–100 employees) serving DTC, e-commerce, and B2B brands with affiliate program management, Performance PR, influencer marketing, paid media, SEO/GEO, email, and design services, unified through its proprietary Lumina BI platform.
- Ownership category
- akta.pro rank
Where DMi Partners is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
DMi Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- Affiliate Program Management: Outsourced Program Management (OPM) for affiliate marketing where DMi manages brands' affiliate programs with dedicated account managers focused on maximizing DTC revenue contributions with acute focus on incrementality and attribution.
- Performance PR: Services helping brands maximize inclusion in high-coveted publications through listicles, review guides, and shopper information pieces via media partnerships.
- Influencer Marketing: Efficient targeted outreach to influencers specifically focused on driving sales for brands through affiliate programs.
- ACE (Amazon Commissioning Engine): Combines affiliate reach with Amazon's conversion power using partnership networks and outreach to earn placements that increase traffic to Amazon product pages.
- Search Engine Optimization: Focused organic strategy including technical SEO, comprehensive content planning, and custom outreach strategies for natural link growth.
- Paid Search: Capture and increase demand for products/services through expertise across Google, YouTube, TikTok search with focus on finding highest-value users at every stage of purchase funnel.
- Paid Social: Full-funnel power of top social channels including Instagram, TikTok, Facebook, LinkedIn from account structure to advanced analytics and creative production.
- Email Marketing: Email marketing strategy and execution including campaign builds, automations, and strategic planning for brands.
- Creative & Development: Design and development services including branding, website design, UX optimization, and e-commerce capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Small to Mid-Market Affiliate Management |
| Subscription | Monthly | Enterprise Affiliate Programs |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels10 records
DMi Partners product offering
Product offeringCore offering
DMi Partners is a full-service digital marketing agency that manages and executes affiliate programs, performance PR, influencer marketing, paid search, paid social, SEO/GEO, email marketing, and creative/design services for direct-to-consumer and e-commerce brands. The agency delivers these services through dedicated account managers, proprietary analytics (Lumina), and deep publisher/creator network relationships, with revenue typically earned through monthly retainers.
Product overview
DMi Partners is a full-service digital marketing agency offering a comprehensive suite of integrated marketing services. The core offering centers on Affiliate Program Management (OPM), supplemented by Performance PR, Influencer Marketing, and the proprietary ACE (Amazon Commission Engine) for Amazon affiliate campaigns. Additional service pillars include Search & Social (SEO/GEO, Paid Search, Paid Social), Email Marketing, and Design & Development. The portfolio is unified through Lumina, a proprietary business intelligence platform that centralizes data reporting, ROAS analysis, and attribution insights across all channels. Services are delivered through a people-first approach with dedicated account managers for each client.
Differentiator
Problem solved
Functional benefit
Brands
- Lumina: DMi Partners' proprietary business intelligence platform customized to brands' specific metrics and goals for marketing data analytics and reporting.
Products and services
- Affiliate Program Management
- Performance PR
- Influencer Marketing
- ACE (Amazon Commission Engine)
- TikTok Shop Marketing
- Search Engine Optimization (SEO/GEO)
- Paid Search Marketing
- Paid Social Advertising
- Email Marketing
- Design & Development
- Lumina
Quantifiable outcome
- 81 NPS Score
- +9 more outcomes
Companies that use DMi Partners
Customer profileNamed customers20 records
Segments4 records
DMi Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
Feature3 records
DMi Partners partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and minor.
- Impact.comcoreDMi Partners is an Impact Elite Partner with deep platform knowledge and years of close collaboration. The relationship enables DMi to help brands evaluate affiliate tracking platforms and manage migrations to Impact.com. DMi has managed migrations for multi-million-dollar affiliate programs using Impact's advanced tracking, automation, and commissioning capabilities.
- ShareASale/AWINcoreDMi Partners has deep partnerships with ShareASale, part of AWIN network, helping brands get up and running quickly with platform recommendations customized to fit brand budget and revenue goals.
- TikTok ShopcoreDMi Partners is an official TikTok Shop Preferred Partner, enabling the agency to help brands optimize TikTok Shop integration and performance. The agency leverages TikTok's Product Shopping Ads and live event capabilities for client campaigns.
- NBC UniversalflagshipDMi Partners conducted a Manhattan 'Desksides' initiative meeting with over 40 commerce and editorial contacts at NBC Universal (NBC, Today Show, Today.com). Physical products were brought for product gifts and brand demos, resulting in significant coverage for clients and elevated relationship status.
- CNN UnderscoredcoreDMi works with CNN Underscored as a content partner for sponsored content campaigns, specifically recommending the platform for clients with products priced over $500 due to higher-than-average conversion rates.
- LevantacoreDMi's ACE (Amazon Commissioning Engine) offering integrates with Levanta, an affiliate tracking partner integrated with the Amazon marketplace, allowing brands to access broad swath of affiliate placements and set commissions at SKU level.
- ShopMycoreDMi Partners uses ShopMy as a creator-driven affiliate platform for managing brand campaigns, tracking performance, and managing creator relationships. The platform provides lookbooks, creator opportunities, and direct messaging capabilities.
- Meta (Facebook and Instagram)coreDMi Partners uses Meta (Facebook and Instagram) as advertising platforms for delivering targeted advertisements through third-party advertising tools, utilizing cookies, pixels, and similar tracking technologies.
- Google AdscoreDMi Partners uses Google Ads as third-party advertising tool for delivering targeted advertisements, retargeting, and remarketing campaigns.
- RakutenminorDMi Partners has partnerships with Rakuten affiliate network for managing client affiliate programs across various publisher categories.
- PepperjamminorDMi Partners maintains partnerships with Pepperjam affiliate network for client affiliate program management.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
DMi Partners competitors and assessment
Company assessmentDirect peers
- Acceleration Partners: Acceleration Partners is a global affiliate and partnership marketing agency providing outsourced program management, influencer, and creator commerce services. It is the closest direct competitor to DMi's affiliate OPM core, serving enterprise DTC and B2C brands with similar retainer models.
- Tinuiti: Tinuiti is a US performance marketing agency offering paid search, paid social, affiliate, SEO, email, and creative services to DTC and enterprise brands. DMi competes with Tinuiti for the same mid-market and enterprise performance marketing budgets across overlapping channel mix.
- Wpromote: Wpromote is a mid-to-large digital marketing agency providing SEO, paid media, affiliate, and analytics services across DTC and B2B. Comparable to DMi in full-service digital delivery, though at meaningfully larger scale across multiple US offices.
- Disruptive Advertising: Disruptive Advertising is a performance marketing agency specializing in paid search, paid social, and lifecycle marketing for e-commerce and DTC brands. Overlaps with DMi's paid search, paid social, and email practices targeting the same mid-market e-commerce client profile.
- Ignite Visibility: Ignite Visibility is a US performance marketing agency offering SEO, paid media, social, email, and digital PR services to mid-market and enterprise brands. Closely comparable to DMi across full-service channel mix and mid-market positioning.
Broad incumbents
- iProspect: iProspect is the global digital performance agency within Dentsu, offering paid search, paid social, SEO, affiliate, and analytics to enterprise clients. Operates broadly in the same performance marketing space as DMi but at far greater scale as part of a holding-company network.
- Jellyfish: Jellyfish is a global digital marketing agency within Brandtech Group offering media, creative, and analytics services to enterprise brands. Functions as a broader incumbent competing for some of the same enterprise performance marketing budgets as DMi.
- GroupM: GroupM is WPP's media investment group encompassing media planning, buying, and performance agency brands. Represents the largest incumbent competitive threat on enterprise media and performance mandates versus DMi's mid-market positioning.
Others
- Awin (ShareASale parent): Awin is a global affiliate network (and parent of ShareASale) that DMi manages programs on. Functions as both a technology partner and an adjacent competitor, since Awin increasingly offers agency and program management services alongside network operations.
Emerging players
- CreatorIQ: CreatorIQ is an enterprise influencer marketing platform offering creator discovery, campaign management, and analytics. EMERGING_PLAYER overlap with DMi's influencer marketing and ShopMy-driven creator commerce practice, on the technology side of the same workflow.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
DMi Partners social profiles
Digital presenceDMi Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
DMi Partners leadership team
Management profileNumber of profiles
DMi Partners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DMi Partners M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DMi Partners
What does DMi Partners do?
DMi Partners is a full-service digital marketing agency that manages and executes affiliate programs, performance PR, influencer marketing, paid search, paid social, SEO/GEO, email marketing, and creative/design services for direct-to-consumer and e-commerce brands. The agency delivers these services through dedicated account managers, proprietary analytics (Lumina), and deep publisher/creator network relationships, with revenue typically earned through monthly retainers.
Is DMi Partners a public or private company?
DMi Partners is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DMi Partners founded?
DMi Partners was founded in 2003. It employs 51 to 100 people.
Where is DMi Partners based?
DMi Partners is headquartered in Philadelphia, United States, in the North America region.
How does DMi Partners make money?
Nine revenue lines are on record. Affiliate Program Management is the primary driver. The others are performance PR, influencer Marketing, ACE (Amazon Commissioning Engine), search Engine Optimization, paid Search, paid Social, email Marketing and creative & Development.
Who are DMi Partners's main competitors?
Direct peers on record are Acceleration Partners, Tinuiti, Wpromote, Disruptive Advertising and Ignite Visibility. Broad incumbents are iProspect, Jellyfish and GroupM. Awin (ShareASale parent) is listed as an others. CreatorIQ is listed as an emerging player.
Does DMi Partners have an API?
No public API is recorded for DMi Partners.