Introducing Santiago Saenz Rozas
Santi spent a decade within the affiliate trade on the writer, community, and company sides. He has labored with manufacturers in just about each class you’ll be able to consider, like insurtech, fintech, retail, journey and leisure, B2B, and extra. He additionally has worldwide expertise, having labored with purchasers not solely within the U.S., however LATAM, the European Union, and Asia. Santi is presently the Director of Affiliate Partnerships at Fiat Development, a progress consultancy that helps rising manufacturers take the channel to the subsequent 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 purchasers, offering each strategic recommendation and operational help to develop their associates program. Lead the affiliate enterprise for Fiat Development, from pitching to potential purchasers, to deploying providers and retaining our purchasers.
How did you get into the affiliate trade?
After I completed my MBA in 2015, I joined the Sears senior management rotational program. My first rotation was with a group that was creating a loyalty program referred to as “Store Your Method” 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 trade since.
What’s your largest pet peeve concerning the affiliate trade?
My largest pet peeve is the notion on the writer aspect that the affiliate channel is a simple option to make cash. And alongside these strains, the few dangerous apples partaking in fraud, in an effort to make straightforward cash.
What do you suppose is undervalued in advertising and marketing usually?
I don’t suppose lots of people perceive how vital 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 executed within the final 6-12 months to enhance your affiliate efforts?
We now have executed 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 exterior of the affiliate/companion group at your organization?
I attempt to be energetic in trade boards, conferences, and regional or native occasions. I additionally attempt to devour as a lot content material as potential (newsletters, LinkedIn information, and many others.).
What are 2-3 traits you might be seeing within the trade?
- Finances constraints throughout the board
- Longer lead time to shut new partnerships (as a result of prior)
- The eruption of latest applied sciences like AI
What’s your prime 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, in an effort to have a transparent BATNA (finest different to a negotiated settlement) in thoughts.
How vital is it to observe the journey of a person after your advertisers first purchase them or after their first buy?
Very vital for some companions specifically (like search engine marketing or search), however much less vital for others (like bottom-of-funnel money again or loyalty). On the whole, 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 attaining extra progress. I believe that at present, purchasers don’t have a “progress in any respect value” mentality anymore, most likely pushed by increased rates of interest and decrease budgets.
