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We are working with The Teaching Company in their search for a Marketing Manager of Affiliate Programs and Online Display based in Chantilly, VA.
Designed to meet the powerful consumer demand for lifelong learning, The Teaching Company is a rapidly growing media company that produces The Great Courses: an intellectually robust series of video and audio courses led by the world’s top professors and experts in fields such as philosophy, history, literature, science, and the arts.
The pioneer of the concept of direct-to-consumer delivery of comprehensive and engaging academic courses, The Teaching Company maintains a catalog of more than 440 courses comprising almost 6,000 hours of content. Since its establishment in 1990, The Teaching Company has sold more than 11 million courses worldwide.
Through its unique consumer-driven model, The Teaching Company creates only the content that customers want, in formats that are readily available and convenient to use (such as DVD, audio CD, and download formats). From its original solid base of above-average income baby boomers, The Teaching Company is capturing the interest of new generations of consumers by diversifying into areas such as lifestyle, leisure, and business topics. In addition, the Company continues to pursue dynamic new distribution channels at home, along with continued international expansion into Canadian, UK, and Australian markets.
Affiliate Marketing Manager resumes welcome!
HARRY’S COMMENTS: I believe this is the first time I have managed to search for a company that sells information. I’m surprised about that because it’s my favorite type of business.
Information products replace manual labor with multiplying and leveraging what the marketer knows. For example, if I wanted to monetize what I know about recruiting, there are basically 4 ways to do that: 1.) Conduct live classroom training sessions, 2.) Write a book, 3.) Do teleseminars, 4.) Or develop a multimedia information product.
Strictly speaking, there’s very little money in writing a book (because everyone knows “books only cost ten bucks”), and live training and tele-seminars require info marketers to actually do the work over and over again. By far the most profitable option is developing an evergreen information product which can include CDs, DVDs, manuals, and additional information. Here’s a seldom seen, beat up old Jay Abraham manual for sale on Ebay for $109 — and I may actually buy it.
What I like most about information products is they are about empowerment.
Any time someone learns something, they’re better off. My own library contains information products for which I have paid thousands of dollars (no kidding), and I am infinitely better off for having made the investment in myself. Additionally, all of my employees are encouraged to check these products out of my library – thereby spreading my investment over multiple hungry minds.
These days, you can get a better marketing education on Ebay than you can at Harvard Business School.
I tell you all of this because a career move cannot be reputation enhancing unless the underlying economics of the company for which you work are favorable. And as we all know, in ecommerce marketing there is nothing more unforgiving than bad economics. In TeachCo’s case, the economics are excellent. Harvard, not so much.
Now then, there are 3 basic categories of markets for information:
- Everybody (Weight loss or Fitness, for example)
- Subculture (like sportsmen or Star Trek Groupies)
- Niche (Business or occupations, like Denturists)
Over time, The Teaching Company has the capacity to break into all of these categories. For example, I was surprised to see this TeachCo course on Strength Training on YouTube. Huge overall market, but they could also recut specialized versions for subcultures like golfers or occupations like Inspectors, Testers, Sorters, Samplers, and Weighers.
The Teaching Company sells products to anyone who likes to learn. That’s a lot of people! The US education and training services industry includes about 50,000 companies and many more self-employed individuals with combined annual revenue of more than $35 billion. The trend in online education bodes very well for The Teaching Company, which is adapting to the changes in how this media is consumed in the United States.
I have a tremendous amount of very specific information about The Teaching Company’s ”slam-dunk” customer profile, which I am happy to share with qualified candidates. The firm is doing a lot of very smart things to improve the lifetime value of these customers and to grow its share of promising new markets.
About the Culture
If one thing can be said about The Teaching Company’s management team, it’s that they know how to count. They track everything. They have an outrageously analytical bias to the way they make decisions, and they are “leaning in” to the trend in multichannel, multitouch attribution. Additionally, The Teaching Company employs nearly 300 people, and almost none of them aren’t highly respected by their peers.
These are smart, focused people who bring a ton of intellectual rigor to their jobs, and that’s exactly what you’ll need to do to succeed in this role. Plus you’ll need a track record of success in growing the ecommerce channels to which you are assigned. This role is all about “putting points on the board” in a way that is scalable, process-oriented, and brand friendly.
To hit the ground running in this role, you’ll need deep expertise in FOUR functional areas of ecommerce, plus there are TWO 100-day key objectives the client has mapped out for this role. Additionally, there are several ecommerce hot buttons around which your interviews will center. All of those things are included in the research pack for this search. Please apply below and we will be delighted to send those your way.
About the Role
The Marketing Manager of Affiliate Programs and Online Display will be responsible for managing the day-to-day operations and aggressively growing the firm’s Affiliate and Online Display Marketing Programs for The Great Courses. This role will be responsible for developing the overall strategy and direction for the affiliate program and project management on CPA deals, retargeting and other display media placements.
The Marketing Manager of Affiliate Programs and Online Display will build and monitor forecasts, develop new partnerships, and drive higher throughput of existing affiliate and CPA relationships. This position will serve as the program manager for affiliate and CPA media buys.
- Improve existing affiliate strategy, performance, planning and budgeting to deliver higher revenue through the affiliate and CPA channels
- Proactively identify offers, tiered payouts and promotions and ways to most profitably grow the affiliate channel
- Negotiate and manage CPA contracts and commission structures
- Direct production of static and dynamic banners, affiliate newsletters and other creative assets
- Manage Insertion Orders (I/O) with CPA media partners, and/or technology providers
- Identify opportunities, recruit new affiliates and negotiate financial structure of CPA deals
- Identify, develop and manage CPA partner relationships proactively
- Track and report performance of the channel. Analyze channel data to maximize leads and profits.
- Set up campaigns, manage ongoing communication, and optimize creative strategy
- Proactively manage affiliate compliance with program terms and conditions
- Execute day-to-day affiliate management including banners, affiliate newsletters and ongoing structure, management and fulfillment of CPA partnerships to reach volume and profit goals
- Develop and implement a plan to sign up and grow a greater number of the top publishers
- Structure, negotiate and fulfill CPA deals with creative, ROI tracking and other account management
- Drive online orders and maximizing ROI through CPA display advertising
- Manage direct relationships with CPA media partners and structure deals negotiations
- 3 or more years of direct marketing experience, including 2 or more years affiliate and/or CPA or display marketing
- The successful candidate should have excellent analytics, quantitative, finance, spreadsheet and project management skills.
- Demonstrated ability to initiate relationships and establish strong, productive publisher relationships
- Experience with Commission Junction or other affiliate network as an advertiser or publisher
- Experience with ecommerce and internet-based business models
- Experience testing creative messages, analyzing results and optimizing campaigns
- Excel and finance proficiency
- Strong project management skills
- Bachelor’s degree or higher in Marketing, Economics, Computer Science, or Finance preferred but not mandatory.
Applications for this position are being coordinated by Allan Seibert. To apply, CLICK HERE. Candidates, please be sure to email Allan for a packet of market research and company / competitive intel that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.
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