Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working within performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry: 


Ian Francis

Job title and company:

Managing Director – Canadian Operations / CRO – Global

In one sentence, how would you describe what the company does?

AffiliateTraction is the largest multinational affiliate marketing agency in the world. 

What are the company’s unique selling points?

We provide all-inclusive affiliate programme management and promotional services for global brands and retailers. Our services include placement in multiple affiliate networks, powerful brand compliance, product catalog management and creative design. Our service fees include all costs while eliminating the hassle of multiple contracts, vendor approvals, complex technical integration and numerous logins.

Within the last six months, what stands out as the company’s (or certain department’s) major milestones?

I am very proud of hitting our goal of doubling the size of our Canadian division in 2013. Our growth has continued throughout 2013 and as a result we hit this milestone sooner then expected. The growth includes not just new accounts, but the success of our client programmes with 91% of our Canadian-focused programmes having their best month in the affiliate channel ever; including our 10 largest accounts.

Duration in current role:

2+ Years 

Where are you based?

Markham, Ontario – Located in the technology capital of Canada and 20 minutes north of Toronto; Canada’s largest city and financial capital.

Previous performance marketing-related Co’s you have worked at:

Previous work includes over 10+ years as an affiliate in various programmes.

What are your main job responsibilities?

My main focus is development and management of the Canadian division of AffiliateTraction as-well-as all programmes that fall under the umbrella of revenue generation for our organisation globally; both key to ensuring AffiliateTraction continues moving forward as a leader in its industry.

Take us through what you get up to on a typical working Monday:

Monday is about reviewing all the client accounts with the account managers to ensure we are all on the same page with general goals and what we are trying to accomplish within the individual programmes during the coming week. 

What top three websites can you be found browsing during your lunch hour?

1)  LinkedIN.com – always staying connected with my peers and new industry news.
2)  Any of my clients’ webpages to keep my finger on the pulse of what is important to them.
3)  TheStar.com – I always enjoy catching up on what is happening in my Toronto backyard.

What are your top three tips for someone looking to get their hands on a job like yours?

  • If it isn’t something that you are passionate about I would suggest not wasting your time pursuing it.  If you do it for money, title or anything other than your personal satisfaction you are setting yourself up for failure.  I was an affiliate as a hobby long before it ever became part of my revenue stream.
  • Learn to embrace your failures. Some of the best lessons I’ve learned in business and life came from my failures.  And if you can’t remember the last time you failed at something you aren’t being aggressive enough.
  • Evangelize what you believe in and be transparent with what you are thinking.  I actually did get this job by having a random conversation with a random stranger that I met by coincidence – where I explained what my views were on our industry; turned out he was the CEO of the largest affiliate management agency in the world and my current boss today.

Career-wise, where do you see yourself in three years time?

Same position but only AffilaiteTraction will be a much larger organisation with a stronger presence globally, and I will be able to reflect on my contributions that helped get us there.

Tell us one thing people at work don’t know about you?

I have been attacked by a monkey on two separate occasions; I don’t know why they don’t like me.

Did you catch some of the other profiles on PI?

General Manager at dgm Australia – Shares Insights

Head of Partnerships at TopCashback – Shares Insights

CEO of BlueSnap – Shares Insight