SUMMARY:
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POSITION INFO:
Job profile: Affiliate Manager
Department/Division: Sports betting
Reports to: Marketing Manager
Job purpose
Responsible for the design and development of online campaigns and an affiliate programme through search, affiliations, data feeds, email and the development of new platform features, tools and functionalities to attract and acquire new sports betting customers.
Management accountability
Number of direct reports: Affiliate Coordinator
Number of indirect reports: 0
Job context
Key stakeholders (Internal and External)
• Internal: Group Digital Marketing: Group Brand Marketing; Online Gaming; team; Management; Unit Marketing Teams; Unit Retail teams
• External: Affiliates; Activation Agencies; Paid Media Agencies; Corporate Gift Suppliers
Scope and limits of the job
• Manage the online sports betting affiliate programme to acquire, grow and maintain business revenues for operations
• Accountable to control expenses against a pre-defined budget
Deliverables
% Weighting
Core behavioural competencies
Technical / proficiency competencies
Affiliate Programme Management
30%
• Analytical skills
• Deciding
• Planning
• Building & Developing relationships
• Problem-solving
• Influencing
• Encouraging co-operation
• Selling skills
• Dealing with customers
• Negotiating skills
• Networking skills
• Energetic
• Presentable self-starter
• Knowledge Affiliate Programme Management
• Have a love for sports and an interest in sports betting
• Direct Marketing
• Digital acumen
• Online Media / Advertising buying
• Interpretation of Data analytics
• Knowledge of Sun Bet products
• Knowledge of online gaming industry and the sports betting context
• Strong verbal and written communication skills
• Proficiency in the use of Google Analytics and Adwords
• Advanced proficiency in MS-Office Suite (Excel, PowerPoint, Database software)
• Social Media Platforms (including how to use these to effectively support paid media).
• Google & Revenue Reporting skills
Acquisition Campaign & Content Management
30%
Sports betting VIP Player / Affiliate Development
20%
Affiliate Analytics & Reporting
10%
Stakeholder Engagement
10%
People specification
Minimum qualification
• Grade 12
• 3-Year Tertiary qualification in marketing is an advantage
• GAIQ certification (Google Analytics Certification) is an advantage
Minimum job related experience
• Minimum of 8 years experience working with affiliation programmes within the online gaming environment
• Experience managing PPC and Adwords accounts
• Experience with CPA, Revenue Share, CPC and CPM models
• Must have an established affiliate network in the Gaming industry
• Track record in managing multiple projects on various levels with different and converging timelines.
Certifications/Accreditation/Registration/Licenses
• None
Work conditions and special requirements
• Meet all requirements for a key gaming licence
• May be required to work irregular hours in line with operational requirements
• Local and International travel may be required
Key activities
Success Measures
Affiliate Program Management
• Have a complete knowledge and understanding of all products and facilities
• Be the subject matter expert on sports betting platforms and how these can be used to create affiliates and leverage growth in online reputation and business growth for the company
• Conduct analyses that yield rich insights into consumer online behaviour and key motivational/attitudinal behavior and online habits
• Understand the sports betting strategy and marketing plans value chain and execute the affiliate programme across various online sports betting assets and platforms in line with objectives
• Build relationships and negotiate deals and pricing with preferred affiliates for web advertising space and coverage
• Partner with affiliates to advertise and build reputation and brand awareness for the growth of the business
• Develop multi-channel initiatives and online content to promote with different affiliate partners to build upon current client strategies within the online sports betting arena to meet/exceed objectives
• Identify unmet needs, goals, opportunities and challenges to leverage new business and relationships
• Communicate and raise awareness with relevant stakeholders with regards the Affiliate Programme framework and how it can be utilized
• Defines overall project scope and budget guidelines for the affiliate programme
• Executes action plans in line with scheduled timelines in implementing the affiliate programmes
• Develops strong, trusting relationships between clients and affiliate partners, and provide leadership and support during conceptualisation, planning and implementation for online affiliate campaigns
• Affiliate program is operating successfully
• Customer acquisition targets achieved
• Accurate information communicated as per marketing material
• ROI is achieved
• Penetration into relevant segments as per targets
• Feedback to key stakeholders ensures that knowledge of the online market is up to date, allowing the company to establish competitive advantage.
Deliverable 2
Key activities
Success Measures
Acquisition Campaign & Content Management
• Collaborate with the Business Intelligence team and Digital Analysts to understand and interpret the results of Google Reporting and Revenue Reporting, in order to draw meaningful conclusions from data reports and translate them into a recommendations for campaigns
• Collaborate with Acquisition Manager for sports betting / online gaming to develop acquisition plans and campaigns to identify opportunities for new acquisition
• Conduct a competitor analysis to identify gaps and new business opportunities
• Develop and co-ordinate multi-channel acquisition campaigns both online and offline in line with available budget
• Co-ordinate and manage logistics and execution of promotions and activation events
• Execute on A/B and multivariate campaigns to optimise the acquisition funnel and conversion rates across all channels
• Provide innovative solutions and campaign objectives for the delivery of strategic objectives at a unit level
• Monitors implementation to ensure that the campaigns and objectives are rolled out as per plan
• Collect feedback from internal stakeholders regarding campaign success and postmortems
• Make decisions and recommendations on the best form of media and durations for specific clients and campaigns;
• Co-ordinate and manage key sponsorship events and paid media campaigns
• Sign off and manage proposals, including cost schedules with internal key stakeholders
• Facilitate project meetings and supervise the implementation and delivery of campaign and / or event plans through specific initiatives to meet the objectives of the events and / or campaigns.
• Manage key stakeholder expectations, escalating risks before they become problems
• Offer potential solutions, and advise on potential delivery delays
• Budget management of paid media campaigns
• Develop marketing collateral to promote the brand at property level
• Write communications briefs, ensuring that creative and media are effectively integrated
• Collaborate with the media agency or in-house Digital Content Team to help them understand sports betting business objectives and advertising requirements
• Liaise with the creative team and internal clients to develop media concepts, programmes and campaigns to suit the business requirements
• Analysis has been completed and reports available to feed decisions
• Correct customers targeted with correct campaigns
• Revenue growth as per targets
• Solutions are delivered on time and in budget as per plan
• Appropriate use of quality content using the correct channels to achieve objectives
• Compliance to relevant legislation and regulations
• Increase in visits and/ or spend (retention and acquisition strategies) as a result of online interaction
• The effectiveness of customer promotions are evaluated and used for continuous improvement of initiatives
Deliverable 3
Key activities
Success Measures
Sports betting VIP Player/ Affiliate Development
• Leverage existing relationships to initiate and develop relationships with potential clients and affiliates to acquire clients to the operation
• Communicate and conduct regular follow-ups with existing and potential sports betting clients and affiliates to maintain the relationship
• Conduct face-to-face meetings with clients at sports events to initiate, build and secure business for the company
• Conduct meet-and-greet’s; and familiarization trips; and entertain and host clients and affiliates whenever required
• Top customers and affiliates are flagged and recognised
• Customer service delivery is timely, effective and efficient and meets customers’ needs and Company standards.
• Customer expectations are met or exceeded
• Long term relationships with premium players is maintained
Deliverable 4
Key activities
Success Measures
Affiliate Analytics & Reporting
• Perform data analysis of affiliate activity on a monthly basis
• Use insights and customer intelligence to execute and improve the end-to-end (plan, test, execute, measure and refine) programme.
• Regularly review affiliate partnerships and initiatives to ensure ongoing optimisation ideas are implemented
• Regular reviews of performance within Google analytics and revenue reporting systems
• Monitor and evaluate affiliate campaign performance in order to optimise future campaigns
• Conduct analyses in order to draw meaningful conclusions from data reports around the success of campaigns and translate them into a recommendations for future campaigns
• Concise and well-presented data capture and recommendations
• Data analytics is accurate and complete
• Improved campaign performance
• Reporting on
Deliverable 5
Key activities
Success Measures
Stakeholder Engagement
• Collaborate with the Acquisition Manager in formulating the targets and plans for the affiliate programme of new business and activations of inactive business
• Liaise with land-based properties to leverage and cross-sell customers
• Collaborate with the Sales Team, CRM and teams to enhance and increase campaign success
• Liaise with the business units and Group marketing / digital on content produced for multiple channels
• Work with editorial and marketing teams to drive content creation for paid media channels
• Verify with business management that the content will meet business requirements
• Cooperate with property management to create opportunities to promote the brand and to participate at sports and gaming events to build strong relationships with potential clients
• Continuously engage with clients to establish and grow loyal relationships for the company
• Maintains positive relationships with all clients, colleagues, sports betting and affiliate networks
• Attends meetings and provide relevant feedback and information to management
• Build effective relationships with commercial/brand/technical teams and content creators.
• Collaborates closely with account management, content and reports team as well as external resources and stakeholder partners to ensure flawless, on-time, and high impact delivery of campaign components.
• Internal and external relationships are built and maintained
• Customer expectations have been met
• Adherence to Company Policy and standards
• Relationships have been leveraged to maximise benefits
5
Job Complexity
Planning
• Plan activities to meet and optimise communication and revenue results;
• Organise, plan and prioritise tasks to ensure that work gets done profitably and efficiently;
• Effective scheduling to achieve targets/meet job requirements.
Decision making
• Applies business acumen and sound common sense to the execution of acquisition and affiliate plans
• Monitors changes in the business environment and is quick to act upon potential opportunities for communication, acquisition and engagement;
• Considers all the facts, options and possible outcomes prior to making decisions;
• Analyses and diagnoses business challenges and strategies in order to leverage new business and revenue
• Able to make sound decisions within procedural parameters, and provide appropriate motivations where necessary.
Problem solving
• Deals with diverse problems in own area, using judgment and discretion to resolve them;
• Provides information and make recommendations regarding communication that will meet internal stakeholder requirements;
• Suggests initiatives or solutions to increase communication effectiveness and relationships;
• Solves a wide range of queries related to communication, dealing with these sensitively and within brand and procedural parameters;
• Optimise and streamline existing campaigns to support the business strategy in terms of acquiring and leveraging new business and activity
• There are guidelines/ policies and procedures in place to be followed, but the incumbent needs to initiate and develop new and existing relationships respectively with a view of constantly improving revenues.
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