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Affiliate Manager
Travelodge Support Office Thame

Position:
Digital Marketing
Pay:
Up to £45,000 plus benefits dependent upon experience
Job Description
 

The job in a nutshell 

As Affiliate Manager you will lead the development, management and optimisation of promotional campaigns in the Travelodge Affiliate marketing channel. You will be negotiating and delivering affiliate partnerships by identifying and researching prospective partners and managing ongoing relationships within the Affiliate network and across direct partnerships to drive digital booking revenue.

What you'll be doing

Own the Affiliate channel and Affiliate promotional calendar with execution of promotional campaigns. Lead the affiliate promotional plan and work with our digital and brand managers to co-ordinate all Travelodge promotions. Work closely with all stakeholders to set up/ test/ launch and measure onsite and in-hotel promotions in a timely manner.

  • Work closely with internal teams (marketing, revenue, analytics, customer services) to develop, plan, set-up, launch, test and measure affiliate promotional activity
  • Drive the promotional incentives to attract new audiences, increase customer frequency and ensure coverage throughout our digital channels
  • Ensure we have the relevant tools in place, e.g. voucher systems, to distribute incentives in a timely and relevant way
  • Identify and segment customers to ensure events/promotions are specifically targeted and suited to their demographic
  • Develop and implement the digital partnerships and affiliate channel strategy as part of the wider digital acquisition channel
  • Develop a strategic plan that will optimise channel performance by identifying and focusing on key affiliates whilst increasing the breadth and range of affiliates across a range of publisher types in the programme
  • Maintaining close relationships with leading affiliate partners and look for further opportunities to increase revenue, sales and leads
  • Manage and agree the affiliate budget that is suitable to driving the affiliate marketing programme, including commission and budget spend
  • Work closely with finance to ensure affiliate commission/budget spend is in line with pre –approved validated stays forecast and amend/re-forecast as appropriate
  • Negotiating commercially sound agreements with all affiliate partners and tailoring commission rates based on customer journey and lifetime value
  • Create and maintain a series of ongoing and innovative promotional offers that help secure prime positions on chosen affiliate partner websites/apps
  • Manage the ongoing production of affiliate creative through the internal brand team
  • Ensuring all affiliate fraud and promotional abuse levels are kept to a reasonable minimum
  • Optimising referral traffic from affiliates, making sure they channel users to the most relevant pages
  • Reporting all affiliate channel performance via channel responsibilities working closely with data analyst and wider digital team with a clear vision of partnerships activity

 

What we expect from you

Essential:

  • Demonstrable in-depth experience in digital marketing, acquisition/media channel management or ecommerce roles
  • Strong analytical capability with experience of using a range of analysis, reporting and channel management/optimisation tools
  • Good understanding of budgeting and forecasting as part of channel specific key performance indicators
  • Solid knowledge in digital media and online best practise, with specialist knowledge and experience in affiliate marketing channels
  • A highly motivated self-starter with experience working in a rapid results driven environment
  • Well organised with a can-do approach, willing to get involved and focused on channel performance, delivery and optimisation
  • Attention to detail - both in terms of performance/KPI reporting, and providing supporting commentary
  • Experience in managing affiliate marketing programme client or agency side
  • Strong negotiator who is able to relate the impact of a partnership on the digital sales performance
  • Strong understanding of the mechanics behind tracking and data feeds as they relate to affiliate marketing
  • Excellent agency management and communication skills, comfortable working with agencies as well as in-house teams - getting the best value from an affiliate network

Desirable:

  • Previous experience of hotel, travel or comparable sectors or industries
  • Team management and development experience (agency or client side) across digital performance media and channels

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