Margaret Herrera

About

With a Bachelor's Degree in Business Studies from Middlesex University, I have built a robust career in affiliate and digital marketing. Currently, I serve as the Affiliate Director at APM - Affiliate Performance Marketing Ltd, managing high-profile clients like Twinings and Savile Row. My journey began at TC Ads as a Digital Marketing Manager, where I honed my skills in media buying and affiliate management. At PKR Gaming, I launched and grew an affiliate program that significantly boosted company revenue. My role as Online Partnerships Manager at House of Fraser involved pioneering a complex attribution model and managing strategic partnerships. At The Specialist Works, I managed diverse client portfolios, enhancing my ability to meet varied KPIs and brand values. My career reflects a consistent track record of driving growth and innovation in affiliate marketing across multiple sectors.

Experience

• Affiliate Director · APM - Affiliate Performance Marketing Ltd06-01-2015

  In my current role as Affiliate Director within APM I manage clients such as Twinings, Savile Row, Tower Health, Easylife and Flavourly.

• Affiliate Manager · The Specialist Works11-01-2014 – 08-01-2018

  During my time at The Specialist Works I was introduced to working within an agency and dealing with a diverse set of clients such as Neals Yard Remedies, Twinings, Readers Digest, RSPB, Toucan Box, Scottish Friendly, Ziffit and Multiyork. This experience enabled me to gain an insight into dealing with a number of clients with varying KPIs, budgets, targets, working practices and organisational structures and manage to work with them all consecutively to ensure we met all of their targets whilst adhering to their core brand values.

• Online Partnerships Manager · House of Fraser04-01-2013 – 05-01-2014

  During my time at House of Fraser I was responsible for owning and growing the Partnerships and Display channels, including strategic and managerial responsibility for our top-tier and standard affiliate programme. I was also involved with shopping comparison engines, digital display and display retargeting. My biggest achievement was the research planning and implementation of a complex attribution model; House of Fraser was the first retailer to implement this. My overall duties included setting performance goals for my channel to deliver key budget objectives whilst assisting with regular budgeting and forecasting for the online marketing channel. Managing multiple complex, commercial relationships with 3rd parties to ensure efficiency and return on investment whilst identifying growth opportunities for the business and negotiating mutually beneficial deals. Feeding the partnerships pipeline to ensure there is sufficient volume from target partner sectors. Working closely with internal stakeholders to ensure awareness of key commercial information is distributed accordingly to the online marketing team. Creating and managing the creative briefing processes with the internal team at House of Fraser, and external where appropriate. Dealing with 3rd party agencies both through daily tasks to quarterly business reviews. Working with the data feed agency and coordinating projects with internal stakeholders.

• Affiliate Manager · PKR Gaming12-01-2005 – 03-01-2013

  I built up the affiliate programme from scratch within this start up company. I worked alongside the in-house programmers to create an affiliate tracking and reporting software to launch the affiliate programme to affiliates alongside the launch of the poker software in 2007. I grew the program from 0 to account for over 35% of the company’s total revenue working to strict quarterly targets. I managed the sourcing and nurturing of affiliate partners, negotiating deals that were mutually beneficial and viable long term. I also paid strong attending to building strong working relationships with the industry’s top affiliates. I implemented daily and long terms strategies to increase profit margins whilst firmly establishing PKR’s presence and reputation as one of the leading affiliate programmes in the Gambling Sector which included winning the “Best Poker Affiliate Programme” at the CAP awards one year after launch. I arranged and managed PKR’s presence at major tradeshows around the world where I sourced new affiliates and built on relationships with relevant partners. I managed in-depth reporting on KPI's to senior management to ensure continued growth of the programme and the business overall was being achieved along with being involved in companywide strategic planning.

• Digital Marketing Manager · TC Ads05-01-2002 – 11-01-2005

  Joining this offshore marketing company I was introduced to online marketing, specialising in media buying and affiliate management. I found Media buying to be very interesting and with the correct calculations could lead to a strong ROI. I also enjoyed the longevity of the relationships that can be achieved in good management as I built up many good relationships with affiliates who really contributed to the success of the company. I dealt with Forex and Gambling two areas I didn’t have a great deal of expertise in, but I quickly learned that the correct marketing skills can adapt to any area. I specialised in the UK, US and European markets.

Education

• Middlesex UniversityBachelor's Degree, Business Studies

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