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Glossary – Affiliate Manager

Affiliate Manager

Nikiforov Alexander
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Contents

  1. What is an Affiliate Manager?
  2. Types of Affiliate Marketing
  3. Responsibilities of an Affiliate Manager
  4. Key Skills of a Specialist
  5. Demand for the Profession
  6. How to Become an Affiliate Manager?

What is an Affiliate Manager?

An Affiliate Manager is a professional who manages and develops affiliate programs, contributing to business growth. The important role of this specialist lies in establishing and maintaining relationships with partners who help promote the brand and attract new customers. It is worth noting that in the Russian language, the term “Affiliate” is often translated as “establishing connections” or “connecting,” which accurately reflects the essence of this specialist's work.

Types of Affiliate Marketing

Affiliate marketing is divided into two main directions:

  • Referral Marketing: here, the company encourages customers to recommend its products and services to friends and acquaintances, creating a “word of mouth” effect.
  • Affiliate Marketing: the company collaborates with partners who actively promote the brand through various channels.

For example, the bank "VTB" uses a referral program so that customers receive bonuses for recommendations. Participants in the affiliate program may not even be clients of the bank—they work under a contract, promoting the services and products of the financial institution.

Responsibilities of an Affiliate Manager

The main responsibilities of an Affiliate Manager are generally similar, regardless of whether they work for a CPA network or on their own project. Their tasks include:

  • Developing an Affiliate Marketing Strategy: planning work, agreeing on terms of cooperation, and selecting products for promotion.
  • Working with Existing Partners: consulting, supporting, and developing relationships with partners, as well as analyzing their requests to create suitable offers.
  • Finding New Partners: attracting webmasters, bloggers, and arbitrageurs to the affiliate program.
  • Analyzing Campaign Effectiveness: evaluating traffic channels and preparing reports, monitoring fraudulent activities.
  • Creating Promotional Materials: forming technical specifications for designers and copywriters.
  • Coordinating Technical Integration: installing trackers and setting up lead accounting.

Key Skills of a Specialist

To successfully perform their duties, an Affiliate Manager must possess both universal and professional skills.

Universal Skills (soft skills)

  • Analytical Mindset: ability to analyze data and find correlations.
  • Self-Organization Skills: high discipline and ability to plan their time.
  • Organizational Skills: ability to manage multiple projects simultaneously.
  • Communication Skills: ability to communicate effectively with various people.
  • Knowledge of English: a B2 level is necessary for working with international platforms.

Professional Skills (hard skills)

  • Knowledge of the Affiliate Market: experience working with CPA platforms and understanding traffic types.
  • Setting Up Advertising Campaigns: working with VK ADS, Google Ads, and other platforms.
  • Analyzing Key Metrics: ROMI, CTR, CR, and other performance indicators.
  • Using Web Analytics: working with tools such as Yandex.Metrica and SEMrush.
  • Working with CRM Systems: using Bitrix24 and AmoCRM for partner interactions.

Demand for the Profession

As of April 2024, there is a high demand for Affiliate Managers in the labor market, especially in areas such as mobile games and finance. Most job vacancies offer remote work, and the average salary ranges from 150,000 to 200,000 rubles per month. Entry-level specialists are offered a salary starting from 60,000 rubles, with a significant portion of income generated through KPI bonuses.

How to Become an Affiliate Manager?

The profession of Affiliate Manager is often chosen by specialists in internet marketing or sales. Currently, courses on this specialty in Russian are not very diverse, and many employers are willing to train beginners. It is recommended to pay attention to courses on traffic management or performance marketing, which provide the necessary knowledge for a successful start in this field.

There are also courses for internet marketers that include a module on affiliate marketing, covering work with CPA networks and the specifics of partner interactions. For those who want to deepen their knowledge, Mikhail Petrov's book "Traff. A Complete Guide to Affiliate Marketing and Traffic Arbitrage" will be useful, where the author shares his experience and numerous practical cases.