FOR IMMEDIATE RELEASE
April 6, 2026
New hire accelerates go-to-market for Alfie.io and expands services-led growth through Chief of Chaos
DALLAS, TX — April 6, 2026 — XPFlow, the company behind Alfie.io, today announced that Dustin Howes has joined the company as Vice President of Business Development (dustinhowes.com), leading growth for Alfie.io and Chief of Chaos.
Howes brings more than 15 years of affiliate and partnership marketing experience, with a track record of building partner relationships, advising brands on affiliate management strategy, and educating the industry through training and media. He describes his work as helping brands “stop guessing and start growing” by choosing the right tools and services to recruit and manage affiliates effectively.
Howes is also the host of Affiliate Nerd Out, a weekly podcast featuring affiliate and partnership leaders sharing tactics and operating playbooks for program growth (podcast.performancemarketingmanager.com).
XPFlow is building Alfie.io as the premier AI affiliate marketing growth engine—an AI-powered partner development rep that turns manual partner recruiting work into a repeatable operating rhythm. Alfie scouts the web for relevant partners, helps teams approve matches to improve targeting, and automates personalized outreach and follow-up to grow partner pipeline with less manual overhead.
“Affiliate is a growth engine, but most teams are stuck doing the work like it’s 2012—manual research, fragmented tooling, and a lot of effort that doesn’t compound,” said Matt Frary, President & COO of XPFlow and President of Chief of Chaos. “Dustin is one of the most credible operator-educators in the channel. Bringing Dustin in is a signal that we’re serious about building a modern affiliate growth motion—AI-led where it should be, operator-led where it must be.”
“Alfie is building exactly what affiliate managers have been missing: a way to make recruiting and outreach consistent without hiring an army,” said Dustin Howes, Vice President of Business Development at XPFlow. “I’ve spent my career helping brands pick the right tools and build the right partner strategy. XPFlow is taking that same goal and making it scalable through AI. I’m excited to help bring Alfie and the Chief of Chaos playbook to more teams that want real momentum without the mess.”
A Go-To-Market Built Around Operators and AI
XPFlow’s go-to-market strategy is designed to combine AI-driven partner discovery and outreach with proven affiliate operating expertise. Howes will lead business development efforts across both:
- Alfie.io — XPFlow’s AI-powered affiliate outreach and partner recruiting platform
- Chief of Chaos — XPFlow’s services division that helps brands run affiliate programs with disciplined execution
By pairing software and services, XPFlow aims to help teams launch faster, recruit better partners, and scale affiliate growth without adding unnecessary headcount.
About XPFlow
XPFlow builds Alfie, an AI-powered partner development rep for affiliate and partner growth. Alfie turns manual partner recruiting work—discovery, outreach, follow-up, and pipeline tracking—into a repeatable weekly operating rhythm. By capturing structured events from real partner work, Alfie continuously improves matching quality, contactability, and performance over time.
About Dustin Howes
Dustin Howes is an affiliate and partnership marketing operator, consultant, and educator with more than 15 years of experience in the industry. He helps brands improve affiliate program performance through tool selection, partner recruitment strategy, and management coaching (dustinhowes.com). He hosts Affiliate Nerd Out, a weekly podcast featuring affiliate and partnership leaders (podcast.performancemarketingmanager.com).
