Introducing Santiago Saenz Rozas
Santi spent a decade within the affiliate business on the writer, community, and company sides. He has labored with manufacturers in just about each class you possibly can consider, like insurtech, fintech, retail, journey and leisure, B2B, and extra. He additionally has worldwide expertise, having labored with shoppers not solely within the U.S., however LATAM, the European Union, and Asia. Santi is at the moment the Director of Affiliate Partnerships at Fiat Development, a development consultancy that helps rising manufacturers take the channel to the following degree.
With out additional ado, presenting Santi Rozas!
Rockstar Q&A with Santi
What are your day-to-day duties?
I handle a portfolio of shoppers, offering each strategic recommendation and operational assist to develop their associates program. Lead the affiliate enterprise for Fiat Development, from pitching to potential shoppers, to deploying providers and retaining our shoppers.
How did you get into the affiliate business?
After I completed my MBA in 2015, I joined the Sears senior management rotational program. My first rotation was with a workforce that was growing a loyalty program referred to as “Store Your Manner” and leveraging internet affiliate marketing to launch manufacturers within the market to extend assortment and money again choices. I ended up not rotating in any respect, and have been working within the business since.
What’s your largest pet peeve in regards to the affiliate business?
My largest pet peeve is the notion on the writer aspect that the affiliate channel is a simple method to make cash. And alongside these traces, the few unhealthy apples partaking in fraud, so as to make simple cash.
What do you suppose is undervalued in advertising and marketing normally?
I don’t suppose lots of people perceive how essential advertising and marketing is in aiding an organization or model to check and obtain product market match, particularly within the early days of any startup.
What have you ever completed within the final 6-12 months to enhance your affiliate efforts?
We’ve got completed two issues:
- Double down on assembly with publishers to strengthen relationships.
- Depend on a robust analytical method greater than ever (particularly throughout an unsure monetary time, when finances scrutiny is on the rise).
How do you work together with different entrepreneurs outdoors of the affiliate/companion workforce at your organization?
I attempt to be energetic in business boards, conferences, and regional or native occasions. I additionally attempt to eat as a lot content material as attainable (newsletters, LinkedIn information, and so on.).
What are 2-3 traits you’re seeing within the business?
- Funds constraints throughout the board
- Longer lead time to shut new partnerships (because of the prior)
- The eruption of recent applied sciences like AI
What’s your high tip when negotiating affiliate offers with companions?
One of many largest keys is knowing each the CAC from the shopper aspect and what the companion’s anticipated CPC is, so as to have a transparent BATNA (greatest different to a negotiated settlement) in thoughts.
How essential is it to comply with the journey of a consumer after your advertisers first purchase them or after their first buy?
Very essential for some companions particularly (like search engine optimisation or search), however much less essential for others (like bottom-of-funnel money again or loyalty). Basically, it is very important perceive the journey to have the ability to optimize the companion combine.
How has your affiliate technique modified over time?
We’ve been focusing extra on sustaining a desired CAC versus reaching extra development. I feel that at the moment, shoppers don’t have a “development in any respect value” mentality anymore, in all probability pushed by greater rates of interest and decrease budgets.
