Affiliate Marketing Teams are usually structured across three roles.
The entry-level position in a team should:
- Manage the audit process whereby partner media is checked for accuracy and brand guideline compliance
- Manage the onboarding of new partners and their management, new partners are typically lower stakes than established performers and are a good way for a novice to ‘cut their teeth’
- Develop smaller (longtail) partners and invest time in getting them to proactively invest in the brand
- Manage data entry where applicable and the creation of reports and data requests
Job titles – Affiliate Executive, Affiliate Assistant, Junior Affiliate Manager
The next level up should:
- Develop juniors with on-the-job training
- Manage mid and top performers
- Manage the day-to-day budget
- Manage day-to-day delivery of targets
- Support senior stakeholders and cross-department stakeholders on relevant matters
Job titles – Affiliate Manager, Affiliate Account Manager, Programme Manager
The next level up should:
- Manage the development of the overall team
- Work with senior management on the creation of the budget and setting of targets
- Act as a point of escalation for suppliers and stakeholders across the business
- Set, execute and lead the implementation of the strategy for the channel
Job titles – Head of Affiliates, Affiliate Lead, Channel Lead
A ‘senior’ label can be added to job titles if progression is challenging. The remit may be difficult to enhance, and a pay increase is the simplest means of recognising this type of promotion.
A more senior position such as an Affiliate Marketing Director may be required if the scale of the channel and team warrants. This role would mainly oversee the ‘Head of’ positions and coordinate them across various countries, states or regions.
The various functions of a team are listed below and can help with job descriptions.
Novice – Entry-level experience
Proficient – Manager-level experience
Expert – Head of function level experience
Updating offers (codes/incentives)
Novice: Uploads offers to a Network or SaaS, communicates offers to partners, audits offers for accuracy
Proficient: Measures the performance of offers, assesses the value of exclusives, suggests new offers
Expert: Aligns offers with business and marketing objectives, scrutinises new offer suggestions
Reporting
Novice: Completes the data elements of recurring reports and ad hoc reports
Proficient: Completes the commentary and analysis elements of reports
Expert: Reviews reports and manages communications to senior management
Updating creatives
Novice: Uploads assets to a Network or SaaS, shares assets with partners and audits assets for accuracy
Proficient: Suggests new assets and works with creative stakeholders to obtain them according to deadlines
Expert: Monitors the asset process
Updating overview and terms
Novice: Updates the Network or SaaS on an ad hoc basis
Proficient: Monitors the updating process
Expert: Reviews the terms with the legal function on an ad hoc basis
Updating commission rates / cashback rates
Novice: Updates partner commission rates on an ad hoc basis
Proficient: Determines partner commission rates and manages the budget
Expert: Scrutinises commission rate increases and structure, monitors the budget
Reviewing new applications
Novice: Reviews applicants and suggests potential candidates for onboarding
Proficient: Ensures the team understands the business model and added value of a candidate
Expert: Monitors the number and quality of partners
Sourcing partners
Novice: Proactively searches a Network or SaaS and the internet for new prospects
Proficient: Negotiates terms with prospective candidates
Expert: Advises on what recruitment should focus on
Auditing
Novice: Checks all partner websites at least weekly for compliance issues
Proficient: Acts as a point of escalation for serious issues
Expert: Monitors the process
Optimisation
Novice: Suggests changes partners can make to improve performance
Proficient: Directs which changes partners should make and manages implementation
Expert: Directs the team on what optimisation should focus on
Media Planning
Novice: Contacts partners to begin talks and gathers proposals
Proficient: Manages negotiations and the budget
Expert: Directs the team on what media planning should focus on
Tenancy assessment
Novice: Uses a framework or calculator to forecast tenancy performance
Proficient: Reviews forecasts and makes investment decisions
Expert: Scrutinises decisions and challenges the team to evidence added value
CPA assessment
Novice: Reviews CPA rates on an ad hoc basis to gauge their impact on performance
Proficient: Looks to ensure rates motivate partners whilst meeting the budget
Expert: Monitors rates and the budget
Fraud detection
Novice: Flags suspicious performance or media as part of the auditing process
Proficient: Challenges suspicious activity
Expert: Monitors the process
Validations
Novice: Completes validations on a regular basis
Proficient: Monitors the decline rate and sense checks the process
Expert: Monitors the process
Transaction Disputes
Novice: Processes disputes as per an agreed dispute process
Proficient: Works with partners to create a mutually agreed dispute process
Expert: Monitors the process
Partner management
Novice: Daily contact with all partners
Proficient: Regular contact with key partners
Expert: Regular contact with key partners, acts as a point of escalation
Writing briefings
Novice: Sends briefings to partners
Proficient: Manages the creation of briefings
Expert: Sets the direction of briefings
Writing an RFI or RFB
Novice: Sends RFIs to partners
Proficient: Writes a draft RFI
Expert: Completes the final version of the document
Creating tests and experiments
Novice: Performs the test or experiment and records the results
Proficient: Uses learnings to inform future tests and experiments
Expert: Sets the direction of tests and experiments
Cross-Departmental Relations
Novice: Shares internal newsletters and other developments
Proficient: Writes newsletters and other documents that highlight the work of the channel
Expert: Judges what information to share and how to impress senior management and other channel owners
Developing talent
Novice: Assists with the training of basic tasks
Proficient: Leads training and monitors development
Expert: Writes the development roadmap and monitors the upskilling of talent
Network or Agency Management
Novice: Requests data, commentary and other reporting
Proficient: Scrutinises the performance, seeks to understand the why behind actions
Expert: Acts as a point of escalation, judges value for money and is the key decision maker
Get more help with affiliate marketing by purchasing our book, *Affiliate Marketing for Brands*; all profits support the APMA. Amazon – https://amzn.eu/d/0aXXU8wc
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