Name: Greta Paa-Kerner
Job title and company: Managing Director, UK branch of AffiliateTraction
In one sentence, how would you describe what the company does?
AffiliateTraction provides all-inclusive affiliate management and promotional services for global brands and retailers.
What are the company’s unique selling points?
AffiliateTraction differentiates itself not just through quality service, but its entire approach. We are not an outsourced programme manager or an affiliate network, but rather a comprehensive service designed to proactively implement, manage, and grow our clients’ affiliate channel, while also protecting their brand online. Affiliate marketing, it’s not just something we do, it’s everything we do.
Within the last six months, what stands out as the company’s major milestones?
In the UK market we have built up a strong presence within the last six months and have had some major wins, such as the Royal Mint and iStock. We are now seen as a key player in the affiliate channel.
Duration in current role: Six months
Where are you based? London
Previous performance marketing-related Co’s you have worked at:
This is my first foray into performance marketing, but I have worked over 18 years in marketing and advertising on both the agency and client side.
What are your main job responsibilities?
I oversee the UK operations for the world’s oldest and largest affiliate marketing agency, AffiliateTraction. Responsible for P&L, agency growth, team management, client acquisition and oversight of the UK branch.
Take us through what you get up to on a typical working Monday:
A typical Monday starts with a piping hot mug of coffee and conversations with each department in our branch about what they will be focusing on for the day. The departments consist of Client Acquisition, Publisher Development and Account Management. We work through any issues and any questions they may have. I also review the weekly agendas that are sent to each client in preparation for their weekly call with their Account Manager.
I may then play a round or two of ping pong with a team member during which we chat about the weekend or come up with our best ideas for affiliate marketing.
I then work on campaign development for our clients which consists of helping them create and promote compelling consumer offers in the affiliate channel.
Throughout the day I may work on reports or liaise with our key partners with issues, ideas or questions. I will also spend some time on our branch’s social media presence.
At 4pm begins the ‘Pacific Wave’ where we begin conference calls and general conversation with our corporate back office located on the west coast of the US. This normally consumes the last part of the day.
What top three websites can you be found browsing during your lunch hour?
CNN.com – that’s really it… sad, huh?
What are your top three tips for someone looking to get their hands on a job like yours?
- Start with ‘why not?’ instead of ‘why?’
- Be positive
Career-wise, where do you see yourself in three years time?
I would like to be doing the same thing I am doing in the same company, but with an expanded role and a more international focus.
Tell us one thing people at work don’t know about you?
I was an ESPRIT model when I was 15 years old.
Did you catch some of the other profiles on PI?