Profile of a Growth Marketer is an ongoing series where we feature performance marketing industry leaders from around the globe.
We sat down with Meagan Fidone, Digital Marketing at Square, and asked her to share her insights from her time in the partner marketing industry and how she has seen the channel grow brand recognition as well as product interest in the online space.
HOW DID YOU GET STARTED IN THE WORLD OF PARTNER MARKETING?
I was first exposed to partner marketing when I joined the team at Square.
I was taken aback by the loyalty that partners have towards the Square brand and how big of an impact they have on the way customers interact with our brand online through reviews, content and display placements.
WHAT DO YOU DO IN YOUR ROLE AT SQUARE AND CAVIAR AND HOW DID YOU GET STARTED?
I’m on the Demand Generation team, supporting Square’s core ecosystem of products.
I lead the affiliate channel for Square and am responsible for informing channel strategy, driving new customer acquisition and finding new opportunities to grow our reach across existing and new partners.
HOW DO YOU EXPLAIN WHAT YOU DO TO YOUR FAMILY AND FRIENDS?
I tell my family and friends that I’m responsible for driving recognition of the Square brand and interest of our products through online ads.
FROM YOUR EXPERIENCE, HOW HAS THE PARTNER MARKETING MODEL ADDED VALUE TO SQUARE AND CAVIAR?
The partner marketing model is one of the most cost-efficient and unique models across our channel mix today. It is effective in driving new acquisition and also allows us to expand our brand reach to ensure we are top of mind for our customers.
WHAT HAS SURPRISED YOU MOST ABOUT THE PARTNER MARKETING MODEL?
I’m continuously surprised at the growth and reach partners have online and the levers they can pull to optimize.
WHAT DO YOU SEE AS SOME OF THE BIGGEST CHALLENGES IN ONLINE MARKETING TODAY?
As a brand, it can be a challenge to understand where a customer is in their journey and providing them with the correct information and message to help inform their decision.
I also believe technology continues to change and evolve, which is a challenge for advertisers especially with the competition and cost in the advertising landscape.
WHAT ARE SOME ADVANTAGES TO WORKING WITH ACCELERATION PARTNERS?
Acceleration Partners is a leader in the industry that goes above and beyond what is required.
The team that supports Square and Caviar is extremely knowledgeable and is always looking for the best opportunities to grow both programs. They deliver unparalleled results and have continued to exceed all expectations. I couldn’t be happier to work with them!