Sarah Bundy: CEO and Founder of All Inclusive Marketing

How do brands become successful online? As many brands are realizing, there’s a lot more to digital marketing than posting on Instagram and chasing ‘likes.’

It’s becoming more and more prevalent for brands to join the online space, which in turn has forced the digital landscape to become increasingly competitive. Many companies are discovering the need for digital marketing to assist with services like analytics, ad campaigns, compliance regulations, growth strategies and so on.

This is where companies such as All Inclusive Marketing (AIM) step in.

Today, I had the opportunity to discuss AIM with the CEO and founder, Sarah Bundy. Sarah has spent nearly 20 years in the space, which has allowed her to develop AIM to becoming a global leader in affiliate marketing and program management.

In this interview, we discuss her company’s success, personal achievements, and her position on Peekaboo Beans’ female-majority Board of Advisors.

Can you tell me a bit about All Inclusive Marketing (AIM)?

All Inclusive Marketing is a full-service affiliate and performance marketing agency that helps brands to reach, engage and convert their buyers online. As an organization, we help primarily small-to-medium sized businesses scale into large growth entities. We are a PROFIT 500 Company, listed as one of the fastest growing companies in Canada; we have an A+ rating on the BBB which we’ve had for 5 years straight; and we have a 5-star rating on Glassdoor for places to work.

We have some pretty amazing people on our team, and we’ve been able to bring in some very well-known experts in the space. Last year we won the Global Excellence Award for setting the standard of excellence in affiliate program management worldwide. So, we’ve gone from starting this company at six months pregnant in my living room, to now one of the most recognized affiliate management companies in the world.

You personally have received some major accomplishments, such as Top 40 Under 40 and Top 100 Female Entrepreneurs Canada. Can you speak to how these accomplishments impacted your career?

Absolutely. A lot of the success we’ve seen as a corporation comes hand-in-hand with my personal success as well. So, to become a Top 40 Under 40 or Top 100 Female Entrepreneur in Canada you need to be able to successful in a few things. You need to be able to drive growth; create world-class cultures and teams; and have an understanding of how to identify and quickly solve challenges that other people might not be able to see or know how to fix.

I’ve been very fortunate to have had a lot of experiences in my life that have allowed me to learn those things really well over time. I’ve also been lucky to be surrounded by a lot of mentors in my life; some of the most successful entrepreneurs in Canada and others who have taught me how to create cultures that are meaningful, collaborative and open.

At AIM, I personally have always been committed to a level of excellence. There’s a lot of moving pieces to it, but for me personally, I believe in transparency and honesty. We have what we call our DIGG philosophy, which stands for to Delight, to Innovate, to Grow and to Give Back. So, We’ve been fortunate to attract some pretty amazing people who have shared those same value sets. Some of those things partnered with the growth of the company have contributed to those personal success stories as well.

How did you get involved with Peekaboo Beans? What work have you done with them so far?

I met Traci around twenty years ago through a personal connection, so I know first-hand that her passion for lifestyle and branding has always been there. When the company was transitioning from direct sales to online sales, my experience with digital growth campaigns had come to mind and she approached me with a board position.

I’ve always had a love for the brand and I was very honoured when she approached me. When she explained the vision of the company to me, I could see very quickly how much potential there was.

Since I’ve joined in January, I’ve been there as a sounding board for Traci and the team in decision making around budgets, marketing approach and online spend. I’ve helped as a strategic advisor with the company’s digital campaigns by assessing the numbers, the company’s targets, content and channel approach, and the total marketing spend. I’ve also been there to assist with the data and analytics from the website and provide specific online stats and best practices that help drive growth. Lastly, pay for performance (affiliate) marketing is an unusual niche that I’ve been fortunate enough to have experience with and provide insight on.

From a marketing standpoint, how has Peekaboo Beans successfully branded themselves?

The branding is amazing— both the purpose behind the brand and the story behind the brand. When it comes to the clothing, Traci has always put an emphasis on play and functionality for kids. This message leads to a greater overall lifestyle for families, because the clothing lasts longer, kids are happier wearing them, and parents have less pressure to be constantly shopping for new clothes.

As a parent myself, I can attest to the quality and comfort of the clothes. I can’t get my kids to wear anything else! Parents nowadays want to invest in products that will support a healthier lifestyle and improved livelihood—not a lot of brands can do that, but Peekaboo Beans has proven they can.

Have you ever served on a female-majority board like Peekaboo Beans before?

I’ve never been on a majority female board and I absolutely love it. I think there’s a level of enthusiasm that women bring to the table and it’s motivating and exciting.  

I’m currently a board member of ACETECH, which is a community of CEOs in the tech industry, and I was their first female board member in the history of their entire company. So, I know what the dynamic is like. It really is an honour and a privilege to serve on Peekaboo Beans’ majority-female board.

Lastly, what’s one piece of advice you’d give to aspiring female entrepreneurs?  

There are a few things. Firstly, surround yourself with the right people. The right team will make or break a company and make or break an entrepreneur—female or male.

The next thing is leadership and culture. You’ve got to take care of your team and make sure you are all moving in the same direction and going at the same pace for the same purpose. You need to know how to create that clarity.

Lastly, it is extremely important to have mentors and a professional support group that represent a range of skillsets and can work as a sounding board for ideas and concepts. You might not always get personal support from mentors—nor should you—so it’s also important to have friends or family that support you, too.

To learn more about All Inclusive Marketing, visit:

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