Profile of a Growth Marketer is an ongoing series where we feature performance marketing industry leaders from around the globe.
We sat down with Ronnie Choi, Affiliate Marketing & Partnerships at Noom, and asked him to share his insights on the value of performance marketing, particularly for a mobile platform like Noom.
WHAT IS NOOM AND WHAT DOES IT OFFER CONSUMERS?
Noom is a mobile health coaching platform that uses cutting-edge technology to accurately monitor user’s progress towards a healthier lifestyle. Our fitness and weight-loss app provides expert advice and analysis to users to help them stay on track towards their goals. Because our platform personalizes the process and makes it relevant to the user and their specific goals, Noom helps make living a balanced, healthy life attainable and fun.
WHAT DO YOU DO IN YOUR ROLE AT NOOM?
I oversee Affiliates, Influencers, and Partnerships!
WHAT IS YOUR MARKETING BACKGROUND?
It’s actually in International Marketing. I got introduced to affiliate marketing while working at a previous company when I was tasked with growing their international affiliate business.
WHAT HAS SURPRISED YOU MOST ABOUT THE AFFILIATE MARKETING MODEL?
There’s an incredible amount of depth and it is so customizable. Affiliate marketing models will wildly vary depending on where you are and what your goals are. It’s kind of a jack-of-all trades, but it can also be hyper-focused. Your strategy is what you make of it!
FROM YOUR EXPERIENCE, HOW HAS THE AFFILIATE MARKETING MODEL ADDED VALUE TO NOOM?
There’s a very strong storytelling and branding component with affiliate marketing at Noom that ties very nicely to resonating with potential new users.
WHAT ARE SOME ADVANTAGES TO WORKING WITH ACCELERATION PARTNERS?
The speed, the professionalism, and the fun that the Acceleration Partners team brings is a big advantage! Our AP team is a great group of problem solvers and go-getters.
WHAT DO YOU SEE FOR THE FUTURE OF PERFORMANCE MARKETING?
I think attribution and incrementality will continue to be hot topics, but I foresee less ambiguity on the subject.
WHAT VALUE DO YOU SEE IN BUILDING RELATIONSHIPS WITH PARTNERS?
Building relationships is everything! Your good name is sometimes all you have.