Gary’s been at affilinet for over a year and recently became operations director, responsible for setting up the new operations team for the UK office. We find out how this will benefit affilinet’s clients and affiliates, and what plans he has for the team in the coming months…
How would you describe yourself in three words?
Committed, driven, Dadda
What is your idea of perfect bliss?
In the winter it would be a big fire and good red wine, in the summer it’s outside with my family anywhere (probably with some wine in there too!)…did I say I like wine?
We know you’re a bit of a whizz on the dance floor, what other secret skills do you have?
You’re asking me to give away secrets, hmm, I’m pretty good with a power kite and I can change a baby’s nappy in about 15 seconds
If we could ask resident DJ Berry to play your favourite song what would it be?
It would have to be Teardrop by Massive Attack, I have 3 other songs which always jump to mind but this one always comes out on top for lots of reasons
What is your pet peeve?
Untidiness of any sort, anywhere
You’ve recently formed the new UK operations team, was that a natural evolution from the work the publisher services team has done to date?
At first it wasn’t completely clear to me how the two would work together with one part of my team being publisher focussed and the other being client side but after the first couple of days of thinking and planning it all dropped in to place and I have managed to get two very strong people on the team who are already proving that it was the right thing to do. The clients we are working on all have a broad set of opportunities waiting to be converted and provide an increase in sales activity across the board. This development along with the addition of a new publisher executive recently, highlights the importance of teams working together to get the most from the channel
What new and improved tools and services will you be able to provide advertisers and publishers?
Well in terms of tools it’s a case of watch this space as we have a large number of projects nearing completion and also being kicked off at HQ in Germany. The team developments have very much been about changing our service offering to both clients and publishers with an over arching theme of converting all the relevant publisher opportunities which are available to our clients. As the publisher landscape continues to develop and re-shape itself we have to remember that for a lot of advertisers the long standing affiliate models will work very well for them and we have to make sure we capitalise on this for all.
How do you see the team continuing to evolve over the next year?
I think that the team I have in place now is very well positioned to become one of the strongest in the UK, we have a core of very experienced and capable people in place who have been with affilinet for some time now and when you couple this with the ambitious and very capable ‘newbies’ (as we keep calling them) the opportunities for knowledge transfer and application are fantastic. I would like to see my team celebrating a very productive year at this years Christmas party!
You’ve recently recruited three new affilineters to your team – what qualities were you looking for in your new staff?
I’ll try not to use any cliché terms here…for me it really is someone who performs at interview. That is something which is quite personal as I know how we will need to work together and what the team needs, and I seem to be applying it OK so far! You can have the most experienced and well connected person who just doesn’t shine, and for me that speaks volumes.
What emerging affiliate business models do you think should be on advertiser’s radars at the moment?
I would always suggest looking at what is developing outside of the affiliate space, as this is where you will most likely see the next generation of affiliates or affiliate driven opportunities emerging from. At the moment there is still a lot which can be done with the mobile and app based models in terms of monetization, but in terms of what may be around the corner I think it will be affiliates bringing solutions to the market which enable clients to convert an interested party in to a customer, and an interested party may not have to be sitting on your site or even have visited it.
Next week we get to know Neil McDermott at Venturian Media
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