XPFlow Names Beth Lazar Chief Product Officer to Lead the AI-Powered Partner OS
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Lazar joins from a thirteen-year track record in performance marketing and data, including scaling a public-market data product portfolio from under one million to over seven million in annual revenue. Her appointment positions XPFlow to unify affiliate, influencer, B2B, and channel partnerships into a single operating layer.
DALLAS, TX — May 21, 2026 — XPFlow today announced the appointment of Beth Lazar as Chief Product Officer. In her new role, Lazar will lead product strategy and roadmap for the XPFlow Partner OS and its flagship product, Alfie, an XPFlow Product. She joins a leadership team building the AI-powered operating layer for the Partnership Economy, sitting above the platform layer to unify affiliate, influencer, B2B, and channel programs into one system.
“Beth has built data products that turned into businesses, scaling a single division from under one million to over seven million in annual revenue. We are building a category, not a feature set. She is one of the very few people in the industry with the operating depth to do the product work and the strategic work at the same time. Her appointment is the signal that XPFlow is ready to move at infrastructure scale.”
Christine Lacy, Chief Executive Officer, XPFlow
Lazar brings more than thirteen years in performance marketing and data, with a track record of building data-driven businesses from the ground up. Most recently, she led the transformation of a public-market data monetization division from under one million to over seven million in annual revenue, launching five AI-powered products that turned complex intent and engagement signals into measurable marketing outcomes. Across roles spanning software, sales engines, and product strategy, she has consistently built systems that connect digital marketing to durable business growth.
Her 16 years in enterprise software, combined with her public-market product leadership experience, is a meaningful differentiator in a category populated largely by pre-revenue tools. The buyer conversations XPFlow is already having, she notes, are different from those most martech companies face.
“The platforms in this space, like Impact, Awin, EverFlow, Partnerize, and Rakuten, are not bad. They are point solutions, and partnership programs are not a point problem anymore. A real partnership program touches affiliate, influencer, B2B, channel, and probably two or three other things by next year. Somebody has to sit above all of that and run it as one system. That is the work I am here to do.”
Beth Lazar, Chief Product Officer, XPFlow
Lazar’s appointment reflects XPFlow’s commitment to building the connective infrastructure the partner marketing industry has lacked. The company sits above existing platforms and unifies affiliate, influencer, B2B, and channel programs into a single operating layer. She will lead the company’s product roadmap, the sequencing of new capabilities for the Alfie engine, and the intelligence layer that compounds with every customer engagement and program operated across the XPFlow ecosystem.
XPFlow’s flagship product, Alfie, is currently in active deployment with brands including Fanatics, a top-twenty US e-commerce company, where the engine is reducing affiliate partner management from thirty hours a month to five minutes a day.
“What I look for in any opportunity is a team that has done the thing before, a real gap in the market, and timing. Usually you get one. If you are lucky, two. Here you have all three. The buyer conversations we are already having are not about features. They are about how to redesign entire partnership operations. When that starts happening, you are no longer a tool. You are infrastructure.”
Beth Lazar, Chief Product Officer, XPFlow
Lazar’s product philosophy is rooted in a few hard-earned convictions. Data is the asset, not the exhaust. The best software is the kind teams open without being told to. Sales and product are not two functions but the same conversation in different rooms. These principles will guide her first major milestone at XPFlow: the expansion of the Alfie engine beyond its current affiliate automation capability into recruitment, optimization, and migration capabilities (Alfie Bridge), scheduled for staged rollout through 2026.
Her arrival positions XPFlow to accelerate that rollout while extending the same engine into influencer, B2B, and channel partnerships. The result, for brands and agencies, is a single platform to run partnership programs that compound over time rather than fragment across point tools.
About XPFlow
XPFlow is the AI-powered Partner OS. Built to sit above the platform layer, XPFlow unifies affiliate, influencer, B2B, and channel partnerships into one operating layer for brands and agencies. The company’s flagship product, Alfie, is the engine that makes the Partner OS operational, reducing affiliate partner management from thirty hours a month to five minutes a day. XPFlow is led by Chief Executive Officer Christine Lacy, President and Chief Operating Officer Matt Frary, Founder and Chairman Mark Abrams, Chief Product Officer Beth Lazar, and Chief Technology Officer Dan Cseko. Headquartered in Dallas.
About Alfie
Alfie is the AI-powered engine that makes the Partner OS operational. One engine, many capabilities, one name in market. Alfie’s current flagship capability is affiliate marketing automation, finding the right partners, automating outreach at scale, and reducing partner management to five minutes a day. The engine is expanding into recruitment, optimization, migration (Alfie Bridge), influencer, B2B, and channel capabilities through 2026. Alfie is an XPFlow Product. alfie.io
About Chief of Chaos
Chief of Chaos is the service spoke of the XPFlow family, acquired by XPFlow with its full brand identity preserved by design. With thirty-plus years of performance and growth marketing expertise, the team handles complex partnership programs that require strategic execution alongside automation. Specializing in partner recruitment, channel positioning, offer strategy, tracking and attribution, and ongoing optimization, Chief of Chaos brings senior strategists who work alongside client teams, not from a deck. When a partnership program is bigger than one tool, Chief of Chaos brings the team. Chief of Chaos. Elevated by XPFlow.
Media Contact
Halle Collins — Content Marketing Manager — halle@xpflow.app — xpflow.app
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