In this month’s addition of our Employee Spotlight series we talked to EMEA Account Manager, Laura Paterson. Laura shares her thoughts on what brands should be watching in the affiliate space, and her top tip for working with a global brand.
Can you tell us about your role at AP, and how you ended up working in affiliate marketing?
At AP, I’m responsible for leading client deliverables, account strategy and execution across our EMEA portfolio. Serving as the key point of contact for both clients and publishers, I work with the team to develop the brand’s marketing goals and strategic plans in order to drive high value partnerships and best in class results. I have over five years’ experience in partner marketing, and prior to joining Acceleration Partners, I’ve worked on both network and agency side managing some of the UK’s biggest retail and travel brands.
What are your top tips for working with a global brand?
I love having the opportunity to learn about market nuances and differences in buying behaviour for brands operating at a global level. I think it’s important to consider ways to test and learn new strategies tailored to the local customer in order to support the wider marketing objectives and achieve new acquisition. With an everchanging global landscape, knowledge sharing and collaboration are key for success. I’ve learned that as partnerships continue to evolve at a global scale, underpinning strategic processes to improve efficiencies will add true value to the brand.
What do you think brands should keep their eye on in affiliate marketing?
Looking at ways in which a brand can increase diversity in their affiliate programme is really interesting to me. Here at AP, our Account Managers and Publisher Development Team work to source and identify innovative opportunities for our clients, with some really lucrative new prospects to partner with in order to drive brand awareness and new revenue streams. Brands should always keep an eye out for new affiliate types or look at introducing a new approach with existing partners.
What has been the biggest change you’ve seen in affiliate marketing during your career?
One of the challenges we’re often faced with is the transparency of data and how to gain access to the right data to support decision making. Recently I’ve seen a change in this, with more of a willingness of sharing data and relevant information to help brands make better informed decisions in order to achieve strong sales growth and ROI. I’ve always enjoyed working on campaigns which promote product category initiatives, and in true partnership form, it takes collaboration between the brand, the consultancy and the partner to continually evaluate performance to determine the best way to drive sales or increase basket value through the use of relevant data.
What’s your daily routine for success?
A morning coffee and half an hour in green space are always part of my daily routine to set me in the right headspace for a successful day. Every day I set out my top three priorities (I like to use a productivity planner to monitor my daily and weekly tasks along with a selection of both project and time management tools we have available across the account management team). When I’m faced with a bigger task than usual, there’s nothing like turning up the good tunes to help with motivation to get stuck in!