Profile of a Growth Marketer is an ongoing series where we feature performance marketing industry leaders from around the globe.
Global athletic footwear and apparel company, Reebok (subsidiary of parent company adidas), produces and distributes some of the most popular fitness, running and CrossFit sportswear. Their impressive customer base and online presence makes them a strong player in the performance marketing field.
To gain more insight into their approach, we sat down with Fabian Brunner, Affiliate Marketing Associate Manager at Reebok.
WHAT GOT YOU INTERESTED IN MARKETING?
I never knew what I wanted to do but I was lucky enough to get into a couple of marketing classes during my first year of college. Taking courses in finance and accounting certainly pushed me away from a linear field. I found that I enjoyed bringing my own creativity into my work and the marketing industry has allowed me to do that.
YOU RECENTLY RECEIVED YOUR BACHELOR’S IN COMMUNICATIONS AND MARKETING … DID THEY TEACH YOU ABOUT AFFILIATE MARKETING IN COLLEGE?
Surprisingly, no. None of my courses looked at performance marketing, let alone affiliate marketing. I took some courses where we discussed influencers and social media marketing, but they didn’t delve into how performance – ROAS — was actually driven, tracked and measured from these tactics. I also did my thesis on influencer/social media marketing but found little information about the performance aspect of it.
WHAT’S SURPRISED YOU MOST ABOUT THE AFFILIATE MARKETING MODEL?
How effective it can be. When you get to work with a publisher partner that just “gets” it – your brand, the affiliate marketing framework, how to be a good partner — that’s where the channel gets really fulfilling, especially in the content space. Working in tandem with a publisher partner who shares your excitement about the brand allows you to create something special. The model really requires that both parties have a stake in what’s being created. The better you execute, the better the results for both sides.
WHAT DO YOU FIND MOST REWARDING ABOUT WORKING ON REEBOK’S AFFILIATE MARKETING PROGRAM?
Seeing the growth coming from the work we’ve put into the channel. Reebok has set high targets, which gives us the freedom to pursue a lot of different things. It’s a unique program and I’m very thankful to be a part of the team.
FROM YOUR EXPERIENCE, HOW HAS THE AFFILIATE MARKETING MODEL ADDED VALUE TO REEBOK?
From the way we’ve approached the model, it allows the brand to have minor risk when supporting a campaign. Even at a large scale, a campaign can be successful and not have the baggage – or financial risk — that flat fee models sometimes come with.
WHAT DO YOU SEE AS SOME OF THE BIGGEST CHALLENGES/OPPORTUNITIES IN DIGITAL MARKETING TODAY?
I think with a bigger brand, it can be extremely tough to work with the smaller partners, even those who could really make an impact. Especially in the footwear space, it’s the smaller partners who tend to have the most dedicated audiences. Finding a streamlined approach to working with them is one of our biggest challenges outside of traditional digital marketing.
WHAT ARE THE ADVANTAGES OF WORKING WITH ACCELERATION PARTNERS?
Acceleration Partners provides us more than a high-performing team. We’re fully baked into the AP family, allowing Reebok to learn from other successful programs and work together towards the future of performance marketing.