In the fast-evolving world of digital and performance marketing, Mukul Kaushik stands out as a leader who bridges technology, strategy, and innovation. As the Chief Revenue Officer at Trackier, Affnook, and Apptrove, Mukul has been instrumental in shaping how brands, advertisers, and app developers harness data to drive real results. From his early experiments in university-level digital marketing to managing multi-market SaaS platforms, his journey reflects the new age of marketing leadership – one rooted in curiosity, adaptability, and measurable impact. In this exclusive interview with Arabian Business Times, Mukul shares his insights on the future of affiliate marketing, the role of AI and automation, and how Trackier is helping global businesses achieve smarter, sustainable growth.
Taim Al Falasi: You started your journey in digital marketing during your university days. What inspired you to turn that early curiosity into a full-fledged career in the affiliate marketing and SaaS industry?
Mukul Kaushik:
My journey into digital marketing really started out of curiosity back in my university days. I was fascinated by how online ads could influence people’s decisions and how every click or action could be tracked to measure success. It felt like a space where creativity met logic, and that balance really caught my attention.
As I learned more, I realized there was a big need for better tools to help marketers and affiliates understand what was actually working in their campaigns. That’s when I got interested in the SaaS side of things, building technology that makes marketing easier, smarter, and more transparent.
Over time, that early interest turned into a full-time career. Joining Trackier was a big step in that direction. It gave me a platform to work closely with affiliates and brands, helping them grow through data and innovation. Even today, what keeps me motivated is that same curiosity — exploring how technology and automation can keep pushing affiliate marketing forward.
Taim Al Falasi: Trackier has become a recognized name in the performance marketing ecosystem. Can you share how Trackier helps brands, advertisers, and publishers achieve measurable growth?
Mukul Kaushik:
At Trackier, our main goal is to make performance marketing truly measurable and transparent for everyone involved — whether it’s a brand, advertiser, or publisher.
We help brands and advertisers by giving them full visibility into how their campaigns are performing — which channels are driving results, what kind of audience is engaging, and where the real ROI is coming from. This helps them make smarter decisions instead of just relying on guesswork.
For publishers and affiliates, Trackier provides the tools to track conversions accurately and manage payouts seamlessly. They get real-time insights into what’s working, which allows them to optimize campaigns and scale faster.
What really sets us apart is the flexibility of the platform. Every business is different, so we’ve built Trackier to adapt — whether you’re running mobile campaigns, influencer programs, or affiliate partnerships. In short, we bridge the gap between data and decision-making, so every stakeholder in the ecosystem can grow confidently and sustainably.
Taim Al Falasi: As the Chief Revenue Officer at Trackier, Affnook, and Apptrove — how do you align revenue growth strategies across multiple platforms and global markets?
Mukul Kaushik:
Managing revenue strategies across Trackier, Affnook, and Apptrove is definitely a challenge, but also an exciting one because each platform operates in a slightly different segment of the performance marketing space.
The key for me has always been alignment — making sure each team understands not just their own goals, but how they fit into the bigger picture. We focus a lot on creating synergy between our products. For example, while Trackier provides the technology backbone for tracking and analytics, Affnook acts as the performance network that connects advertisers and publishers, and Apptrove focuses on app marketing. Together, they complete the cycle of performance marketing.
On a global scale, it’s all about adaptability. Every region — whether it’s Asia, Europe, or LATAM — has its own rhythm, regulations, and market behavior. So, we customize our go-to-market strategies accordingly. What works in India may not work in Spain or Brazil, so local partnerships and market understanding are key.
And finally, I believe in empowering teams with ownership. When every regional team knows they’re part of a shared mission but also have the flexibility to make local decisions, that’s when real, sustainable growth happens.
Taim Al Falasi: Affiliate marketing is evolving rapidly. What trends or innovations are currently shaping the future of this industry, and how is Trackier staying ahead?
Mukul Kaushik:
Affiliate marketing is evolving fast, and what’s really exciting now are three big shifts: AI and automation, data transparency and attribution, and global plus localized strategies.
First, the tech side: We’re seeing more use of AI-driven tools for content creation, personalization, real-time optimization, and fraud detection. For example, instead of just relying on clicks, the smarter platforms are looking at behavior, predicting what a user will do next, and adjusting campaigns dynamically. At Trackier, we’ve built our platform with this in mind—allowing brands and publishers to monitor performance in real time, use smart attribution models, and adapt faster than ever.
Second, the shift in data and transparency is huge. With privacy regulations tightening and third-party cookies fading, first-party data and clean, reliable attribution are becoming the bedrock of performance marketing. At Trackier, we emphasize giving clear dashboards, detailed insights, and real-time visibility so both advertisers and affiliates feel confident about what’s happening, where value is coming from, and what to optimize.
Third, the expansion into new markets while localising for specific geos is becoming a major driver. Emerging regions in Asia, Africa, and Latin America are no longer just add-ons—they’re core growth engines. At the same time, even in established markets, niche or micro-influencer strategies and hybrid models (creator-affiliate mixes) are increasingly important. We’re staying ahead by structuring our solutions to be geo-flexible, supporting local language, cultural nuances, and regional compliance—all while keeping the global backbone strong.
In practical terms, for Trackier, this means that our roadmap focuses on building tools that: enable multi-touch and cross-device attribution, support dynamic commission models, integrate creator and micro-influencer workflows, and help companies scale into new markets without losing control of tracking and compliance. In short, by staying flexible, transparent, and tech-forward, we believe we’re helping our partners not just keep up, but lead in the next phase of affiliate marketing.
Taim Al Falasi: You co-founded your first startup, PicNtic, early in your career. What key lessons from that entrepreneurial experience continue to influence your leadership style today?
Mukul Kaushik:
Starting PicNtic was one of those experiences that teaches you lessons no MBA or corporate role ever could. It was a small idea that grew out of passion, and even though it didn’t become a huge company, it became the foundation of how I think about business and leadership today.
One of the biggest lessons I learned early on was the importance of execution over ideas. Everyone has ideas, but it’s consistency, adaptability, and teamwork that actually bring them to life. That realization still shapes how I lead teams at Trackier — I always remind my teams that even the best strategies mean little unless they’re executed well, measured, and improved continuously.
Another big lesson was resilience. When you’re building something from scratch, setbacks are part of the journey. Learning to stay calm, focus on problem-solving, and keep the team motivated made me a stronger leader.
I also realized how important people and culture are. At PicNtic, everyone wore multiple hats, and that spirit of ownership shaped how I lead today — empowering teams, encouraging ideas, and trusting people to take initiative.
And finally, customer focus. In a startup, every customer interaction teaches you something. That mindset still guides me — listening closely, understanding pain points, and building products that genuinely solve problems.
Those early experiences shaped my leadership style — practical, people-first, and focused on delivering real value.
Taim Al Falasi: At Apptrove, you focus on app performance and optimization. Could you elaborate on how Apptrove helps app developers and marketers improve ROI and user acquisition?
Mukul Kaushik:
At Apptrove, our main focus is helping app developers and marketers turn data into smarter decisions. In today’s app ecosystem, user acquisition isn’t just about downloads — it’s about finding the right users who stay engaged and deliver long-term value.
Apptrove helps achieve that through advanced attribution and performance tracking. We give marketers a clear view of which campaigns, creatives, and channels are driving results so they can optimize their budgets effectively.
We also focus a lot on fraud prevention — ensuring that every click and install counted is genuine. That directly impacts ROI by cutting out waste.
And finally, our automation tools help scale campaigns efficiently — adjusting bids, optimizing placements, and fine-tuning performance without constant manual work.
In short, Apptrove gives app marketers and developers the clarity, control, and insights they need to grow profitably in a competitive market.
Taim Al Falasi: Many young professionals aspire to enter the tech and affiliate marketing space. What advice would you give them to build sustainable careers in this industry?
Mukul Kaushik:
My biggest advice would be — stay curious and stay consistent. The tech and affiliate marketing space moves fast, and what works today might change tomorrow. So, keep learning, experimenting, and adapting.
Second, don’t just chase short-term results. Focus on building real relationships and understanding the “why” behind every campaign or product. The people who succeed long-term are the ones who balance creativity with data and strategy.
Also, get your hands dirty early — try running small campaigns, explore analytics tools, and learn how different parts of the ecosystem connect. Real experience teaches you much more than theory.
And lastly, remember that patience is underrated. Growth in this industry doesn’t happen overnight, but if you stay authentic, keep learning, and focus on creating value, success will follow naturally.
Taim Al Falasi: Trackier, Affnook, and Apptrove all operate in highly competitive markets. What differentiates your approach to client success and business growth?
Mukul Kaushik:
What truly differentiates us across Trackier, Affnook, and Apptrove is our focus on partnership over transaction. We don’t just sell a product or service — we work with our clients as growth partners. Their success directly defines ours.
At Trackier, that means helping brands and networks get clarity through data and automation, not just providing another tracking tool. With Affnook, it’s about creating meaningful connections between advertisers and affiliates — making performance marketing more human and transparent. And with Apptrove, we focus on ROI-driven app growth, ensuring every ad dollar brings measurable user value.
Across all three, our philosophy is simple: listen, adapt, and deliver impact. We spend a lot of time understanding each client’s challenges before offering solutions. That consultative approach — combined with our ability to innovate quickly — is what sets us apart in such competitive markets.
Taim Al Falasi: How do you see AI, automation, and data analytics transforming affiliate marketing and performance tracking in the next few years?
Mukul Kaushik:
AI, automation, and data analytics are already reshaping the affiliate marketing landscape, but we’re just scratching the surface. Over the next few years, I see these technologies making the industry far more predictive, personalized, and efficient.
AI will take over a lot of repetitive tasks — from campaign optimization to fraud detection — allowing marketers to focus more on strategy and creativity. Automation will make scaling partnerships smoother, while data analytics will turn raw numbers into actionable insights that help both affiliates and advertisers make faster, smarter decisions.
At Trackier, we’re already integrating AI-driven insights into performance tracking — helping users understand not just what is happening, but why. The real transformation will come when tools can anticipate trends, not just report them.
In short, the future of affiliate marketing will be data-led, insight-driven, and human-focused — where technology enhances relationships instead of replacing them.
Taim Al Falasi: Finally, what’s your personal vision for the future — both for yourself as a leader and for the ecosystem you’re helping to build through Trackier and its partner companies?
Mukul Kaushik:
My personal vision has always been about building things that create real impact — for teams, clients, and the larger ecosystem. As a leader, I want to keep fostering a culture where innovation, collaboration, and growth go hand in hand. I believe leadership is not just about driving numbers but about enabling people to do their best work and keeping the organization agile and future-ready.
For Trackier, Affnook, and Apptrove, my goal is to continue pushing boundaries in performance marketing technology, helping brands and affiliates grow through smarter, data-driven solutions. I see the future as one where transparency, automation, and personalization define how marketing relationships are built and scaled.
Ultimately, I want to help shape an ecosystem where businesses succeed sustainably — not just through technology, but through trust, innovation, and shared success.
Conclusion
As the global performance marketing ecosystem becomes more complex and competitive, Mukul Kaushik’s approach emphasizes one constant — innovation built on trust and transparency. His vision for Trackier, Affnook, and Apptrove goes beyond technology; it’s about creating an ecosystem where every stakeholder — from advertisers to publishers — thrives through collaboration, automation, and data-driven decisions. With leaders like Mukul steering the way, the future of affiliate and app marketing looks not only smarter but also more human.
Connect with Mukul Kaushik –
Check the websites below –
Trackier’s Website: https://trackier.com/
Apptrove’s Website: https://apptrove.com/
Taim Al Falasi is a writer and contributor at ArabianBusinessTime.com, covering the latest news, trends, and insights from the UAE and around the world. Passionate about delivering accurate and engaging stories, Taim focuses on topics that shape business, technology, lifestyle, and culture across the region. His work reflects a deep understanding of the UAE’s dynamic growth and its role on the global stage.
