Profile of a Growth Marketer is an ongoing series where we feature performance marketing industry leaders from around the globe.
Finding new channels to reach and grow your audience becomes increasingly difficult as more and more retail players enter your market.
ThirdLove Growth Marketing Manager, Megan McCullough, understands this and utilizes affiliate marketing to increase the company’s brand recognition and revenue across consumers.
We sat down with Megan and asked her to share her insights from her time in the affiliate marketing industry.
WHAT DO YOU DO IN YOUR ROLE AT THIRDLOVE?
I get to work on a lot of projects as part of the Growth Team at ThirdLove. I originally came on to start the in-house SEO program, which includes planning editorial content and working on site design projects, but I also help out on our paid channels, in addition to working with Acceleration Partners on our affiliate programs.
WHAT GOT YOU INTERESTED IN MARKETING?
I worked in events and promotions in and after college. I decided to give digital a try when finding a full-time job in events was difficult and I ended up enjoying it more. I love finding creative ways to reach people online and seeing the measurable results of our efforts!
FROM YOUR EXPERIENCE, HOW HAS THE AFFILIATE MARKETING MODEL ADDED VALUE TO THIRDLOVE?
Affiliate marketing has played a huge part in driving brand awareness and revenue for ThirdLove. We’ve increased our exposure in well-known publications in our industry through our partnerships and found new niches where consumers can discover our products.
WHAT HAS SURPRISED YOU MOST ABOUT THE AFFILIATE MARKETING MODEL?
I was definitely surprised by how much it can overlap with the traditional PR model. As someone who’s been in the industry for a while, I’ve seen the avenues that brands take in order to get coverage, exposure and awareness evolve, and affiliate marketing plays a big part in achieving those goals!
WHAT ARE SOME ADVANTAGES TO WORKING WITH ACCELERATION PARTNERS?
They do a great job of getting results with or without input and internal resources from us. It’s great to know that they are always working on our behalf to achieve our goals, especially when things get busy here.
WHAT DO YOU SEE AS SOME OF THE BIGGEST CHALLENGES/OPPORTUNITIES IN DIGITAL MARKETING TODAY?
One of the biggest challenges is definitely saturation and that’s leading to increased competition, not just in paid advertising, but also branding and setting yourself apart. ThirdLove was a first-mover in the direct-to-consumer bra industry but there have been a lot of entrants into the market since we started. Brands have to keep innovating and exploring new channels to stay competitive and not be afraid to try new tech, concepts and ways to measure digital impact and performance.
Regulation of the big ad platforms like Facebook and Google is going to keep getting stricter, and that’s another thing digital marketers need to keep ahead of by diversifying their marketing efforts.
WHAT DO YOU SEE FOR THE FUTURE OF PERFORMANCE MARKETING?
I see user-generated content playing an even bigger role in the future, from paid influencers to reviewers and leveraging organic content across paid channels.
HOW IS THIRDLOVE DISRUPTING THE BRA INDUSTRY?
Our commitment to inclusivity without losing function, quality or comfort is definitely what sets us apart from the big brands and other start-up bra companies. We put a lot of time and resources into product development and specifically make products based on data and the feedback we get from women.