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  1. #1
    GPWA Abby is offline GPWA Editorial Staff
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    Default Affiliate Manager Interview Series - Jeff Chen - bet365 Affiliates

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    (This interview was originally published in the June 2016 issue of the GPWA Times Magazine.)

    You have been working with bet365 for seven years, and have been a performance marketing manager for a little over a year. Tell us about your first position with the company and how you've transitioned into an affiliate management role.


    I've been working in many different roles since I first began working with bet365 seven years ago. I have mainly been involved in operations, fraud and risk management, and administration. These experiences have given me a great overview of how various business branches support the world’s leading online gambling company, along with knowledge and knowhow in each of the differing areas. This wider knowledge has certainly benefited me in my current role, where I can use it to the benefit of bet365’s affiliates.

    Before working with bet365, you were a marketing manager for an upscale department store. Describe what your work entailed for this company. Did this role help prepare you for your current work with bet365?

    Despite the product and the industry being totally different, they do have some similarities in their marketing philosophy and mentality. My previous job involved relationship management with media such as local newspapers, magazines and websites. It required solid relationships to obtain extra exposure for the brand in addition to regular marketing campaigns with a budget. These fundamentals are similar to affiliate marketing, in that it's vital to have good relationships with affiliates and partners.

    Additionally, I had to manage seasonal marketing campaigns in different timelines, including the planning, implementation and summary. Sports events marketing is also very seasonal and therefore quite similar to my previous position in many ways.

    You work with a huge team of performance marketing managers who work with affiliates. Do you have a particular focus in terms of region or gaming vertical?

    Our performance marketing managers specialize in different verticals: sports, casino, games, poker and bingo. My primary focus is marketing bet365’s sportsbook product, and I have been working with affiliates from all over the world.

    What's it like to be part of such a large team?

    It is a big team and we all get along very well. More team members means more opinions, more ideas and ultimately more information and knowledge that can be shared. We often share our experiences both externally with partners and internally with reports. It helps us improve our performance as a collective and view things in a different light.

    What's the best thing about working for bet365?

    bet365's culture seems to affect everyone who is involved with the business. Since working with the bet365 group, I have really picked up a true sense of unity and common purpose that exists among everyone here. I believe that this is possibly because bet365 has its origins as a family business, but regardless, there's a certain sense of magic and belonging just from being a part of it.

    In practical terms, it means that everyone has completely bought into the business and is therefore a contributing factor in bet365's success. As a result, bet365 really does have the best product, the best brand, the best technology, the best marketing and, of course (need I say it?), the best affiliate program.

    bet365 has been a Platinum Sponsor of the GPWA for eight years now. (Thanks for that, by the way!) Why do you feel it's important to support the GPWA? And how does a sponsorship help bet365 achieve its goals?

    Everybody knows the GPWA is a well-known portal in the gambling industry. Affiliates and operators alike come to the forums seeking advice and support. For bet365 to be a part of this community has always been important. Here’s to the next eight years!

    How do you ensure that payments are sent out on time? And when do your payments go out?

    It's pretty easy and straightforward to request a payment via our affiliate back end. bet365 has a dedicated accounts team that processes payments for partners. They are very efficient and try to send out the payments as quickly as they can. Affiliates can request that payments be paid via their bet365 player account or bank wire.

    What does bet365 do to retain players sent by affiliates?

    bet365 player values are among the highest in the industry. A combination of the best product out there, fantastic retention promotions and a brilliant retention team behind the scenes ensures that bet365 is extremely competitive when looking at lifetime average player values.

    Describe your typical workday.

    It’s quite difficult to describe a typical day at work as it varies so much from day to day. Some days, I need to sit down and analyze stats and reports, with the aim of highlighting key issues with affiliates to improve their results. Other days I’m focusing on new campaigns we’re rolling out, while at least once a month I might be on a business trip to visit one of our partners in their home country.

    We all have the freedom to manage our own time and work in our own way to produce the best possible results for both our partners and the business.

    Describe the office culture at bet365. If we were a fly on the wall, what are some of the topics of conversation we'd hear about at the water cooler?

    As I said earlier, the culture at bet365 and our associated companies is fantastic. The day-to-day office culture is quite dynamic, and we all get along with each other very well. The topics are generally work related, helping each other perform more efficiently and sharing knowledge and ideas.

    What is your favorite gambling industry conference?

    The London Affiliate Conference will always be my favorite. London is such a vibrant and exciting city for me, and with how popular that conference is among our partners and the fact the iGB Awards are hosted there each year, it's my favorite.

    Where do you think the industry will be in five years?

    Regulation will be key. We’ll see more emerging countries establish their own frameworks, which can only be a positive thing.

    Are you a gambler yourself? If so, what are your favorite things to bet on?

    For the larger football tournaments I do like to place some bets, although I don’t have fond memories of the World Cup in 2010! My favorite markets are full time results, anytime goal scorers and both teams to score.

    What is the last book you read? Did you enjoy it?

    I haven’t had time to sit down properly to read since my daughter was born. Being a dad has taken up most of my spare time and changed my lifestyle completely! The last book I read, though, was David Beckham’s autobiography, My Side. It was fascinating to read how this man turned his national football career from sinner to saint, and I truly admire his spirit — even though I am not a Manchester United fan!

    What's your favorite movie?

    There are many good movies I enjoy, particularly those starring Tom Hanks or Leonardo DiCaprio. Cast Away is one of my all-time favorite films.

    What do you use for most of your Web surfing: a desktop computer, laptop, tablet or smartphone?

    It depends on where I am and what I do. I use mostly my desktop and my iPad for work. At home, it’s my Android phone, iPad and laptop for my private Web and app browsing.

    iPhone or Android? If we took out your earbuds, what would we find you listening to?

    A lot of my friends and colleagues are using the iPhone. I personally prefer Android and have been using it for years, even when the iPhone was still the clear market leader. My work mobile is an iPhone, but I still find Android a better one for myself.

    I tend to listen to talkSPORT as I find the information immensely useful for my role, and of course being an avid football fan myself, I have a strong desire to know everything that’s going on in the world of football in order to support my opinions and predictions.

    If you could go anywhere on vacation, where would you go?

    Thailand. I have amazing memories from two weeks’ vacation spent in Thailand in 2008. Nice weather, beautiful natural scenery, lovely architecture, friendly people, and yummy and inexpensive food.

    If you could have dinner with three people, living or dead, who would they be?

    I am a big football fan, and I have been a neutral fan for most of my life until Lionel Messi came along — ever since, I’ve been Barca fan!

    So I would say three of my favorite footballers — Lionel Messi, Roberto Baggio and Jürgen Klinsmann — are the three people I would love to dine with.

    Name a few things that people reading this magazine don't know about you.

    For those who haven’t met me: I like singing and I won 2nd prize in my college karaoke competition! I also try to keep in shape no matter what I eat and how much I eat!

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  3. #2
    lufc is offline Public Member
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    great to find out a bit more about you Jeff
    UK Caravan Holidays- http://www.carahols.co.uk

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    sweetbet is offline Private Member
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    Interesting interview. I haven't been to Thailand for a few years. The last place I visited was Phuket. It was great.
    Sweet Bet - Reviews of reputable online casinos, poker sites, sportsbooks & bingo halls
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  5. #4
    zetal is offline Public Member
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    Jeff is a good guy.As a affiliate,he gives me large support.First time see Jeff's pic.

  6. #5
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    Miles_FTA is offline Former AM
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    Nice to E Meet you jeff your an Interesting Charector - Sorry about the favorite son of Argentina calling it a day l Lionel Messi well good for your Barca not so good for international football

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    ocreditor is offline Private Member
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    Great Interview Jeff

    Warm regards to Hannah

  8. #7
    FruityJelena's Avatar
    FruityJelena is offline Former AM
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    Cool interview Special thumbs up for Barca, Thailand and Cast Away!

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