What do you think about affilinet so far?
My first impressions are very good. I’ve been impressed with how knowledgeable and committed the team are, and with the really positive atmosphere in the office. We have some great client and publisher relationships in place and have an opportunity to further build on these, and to continue to grow the business for all parties.
You join affilinet as Head of Client Services-what does your new role at affilinet involve?
I have responsibility for the advertiser account management and publisher management teams. My role is to ensure all programs are optimised, have an agreed strategy for growth, and are working with a diverse range of publishers. In addition I’ll be looking at how to improve processes internally and externally so that the team can spend as much time doing what they do best. I’ll also be working to make sure everyone has access to the relevant training and development tools so that they can continue to grow as individuals, and effectively contribute to a growing business.
How long have you been in the affiliate industry and what attracted you to it?
For much of my career I’m worked in direct affiliate partnerships although I’ve been more directly involved in the affiliate industry for the past three years or so. Historically I have had experience of being an advertiser, a publisher and most recently representing a network.
With regard to what attracted me – principally, I enjoy working with people, and hugely value the human element to business – I believe this is key to the success of any network. I have also always been involved in using data and insight to make commercial decisions, and the digital world can provide such a wealth of information to enable this.
Do you have any tips for those looking to start a career in the industry?
I’d say the important things when starting out in any industry, are to listen and learn as much as you can, and to work hard. To become really good at anything takes time (some say 10,000 hours!) so be patient and make the most of all the knowledge and experience that’s around you.
What do you think will be the key developments in the affiliate marketing industry this year?
Whilst attribution has been a talking point for sometime, I think over the coming year we’ll see it used more widely by advertisers, to more accurately compensate the key stakeholders in the customer journey. The trick will be to use the information to be smarter, without making the process more costly.
I also think we’ll see a greater focus on diversifying traffic sources, and to work with a wider range of publishers that can provide real value which will ease the reliance on the larger sites.
Finally, service, along with knowledge and reliability, will become more important as a network differentiator, as margins continue to be squeezed. affilinet has some great plans in place to achieve all of these things.
Tell us an interesting fact about yourself that the team doesn’t know
I once ran the London Marathon dressed as a snail in a bid to get in the Guinness Book of Records. I was beaten by an Ostrich.
Describe yourself in 3 words.
Creative, considered and (a bit too) competitive
Finally…what was the last purchase you made online?
I treated myself to a Paul Smith jacket – in the sale thankfully!