Affiliate Manager Interview Series: Claire Leighton - AffiliateClub.com

[CityGuard]

Age: I never disclose my age.
Hometown: Kent, England
Favorite food: Ooo…difficult one! I have such a sweet tooth, and love junk food, however a cucumber sandwich beats everything else to the number 1 spot!

CasinoClub.com and CasinoClubPoker.com are relatively new to the market. What differentiates them from other online casinos and poker rooms?
Actually, CasinoClub.com & CasinoClubPoker.com have been around since 2001 – the focus has been on the German market hence why 99% of players are German – our reputation, service and loyalty are what will make us number one in other markets too.

With concerns about security at poker rooms at an all-time high, what steps have CasinoClubPoker.com taken to ensure that fair play is occurring?
First and foremost, Boss Media does an excellent job at monitoring all poker play and catching unfair playing tactics. Our customer services team is truly focused on giving personalized service. Therefore, we listen to players’ concerns and it’s in our best interest to protect our players from playing in an unsecure environment. We have a list of countries from which we do not accept players – we do not want our players interacting with players that are prone to bonus/play abuse.

24-hour poker support, in the form of email or freephone telephone numbers, is available in a variety of languages as well in order for players to voice their concerns or suggestions.

Finally, fraud will ultimately end the trust created between players and an operator – responsible behavior from our side is our main objective in order to keep our happy players coming back.

How did you get started in this business?
I got into the business by chance actually. When I interviewed for the job I had no idea what an affiliate was and had never played in an online casino! But I obviously impressed someone as I started as Affiliate Executive a few weeks later, and here I am now, nominated for Best Affiliate Manager!

One for the team: The staff of Affiliate Club is composed of industry veterans. What drew each of you to the program?
I am sure there are lots of reasons why we all came on board. I know I joined to be involved from the start, in the launch of AffiliateClub.com and to make sure that it was set up with affiliates in mind. I wanted to make sure I could put everything I have learnt into the site and the backend system. I think everyone in the team has really put their all into the site set up. Being based on different time zones works well as there is always someone available to deal with enquiries.

Our team is so helpful, kind, knowledgeable, serious and funny all at the same time. It is by far one of the best teams I have ever worked with!

What songs are currently on your iPod (or mp3 player)?
My ipod has such a variety on it! I love dancing and bopping around, so I have artists like Michael Jackson, Aerosmith, Pink, Bee Gees, Queen, No Doubt, Texas…a whole variety of stuff!

What's the last book you read? What did you like about it?
Actually I think it was a cook book. I am not a great cook, so I need all the help I can get!

What are your three keys to success for an affiliate?
I would say:

• Do your homework, know which brands have the best reputation and products in the industry, and which ones will work best for your players.
• Decide the aim of your site. Having a banner farm of as many banners as you can won’t work. Decide your target audience and provide detailed and direct information.
• Work with your Affiliate Managers. Not only will you get the best deal available for you and your players, you will also know when your site is out of date and new products are launching which will work well for you.

Affiliate Club has chosen to pursue a no negative carry-over policy. Why was this important to you?
This is important as affiliates work very hard to bring players to us. If the players win, this isn’t the fault of the affiliate – it’s just a lucky player! We don’t agree with penalizing the affiliate for something which is out of their control.

What do your brands do differently that helps with conversions?
We have a very experienced Director of CRM and his team’s objective is to offer the highest value possible to players and affiliates alike. We take care of players on a personal level, and taking care of our players will ensure great returns for our affiliates – hence why our CRM team is dedicated to offering custom promotions such as tournaments for our affiliates to work with.

How do your reporting tools differ from the rest of the industry?
Our reporting tools enable you to track your players in a very clean and methodical way. You can select date frames to report the information, enabling you to look at your reports in any way you choose.

Localizing content and marketing is one of the keys to success these days. How does AffiliateClub.com help webmaster's localize their marketing efforts?
AffiliateClub.com provides localized banners, landing pages and copy to affiliates. If affiliates need something bespoke we can do this too! Our CRM team is committed to offering promotions that are suitable for a specific market and AffiliateClub.com shares these views. We understand the need to deliver materials that fit the region/country that the affiliate is working in.

You provide XML feeds of poker and casino game tournaments in addition to live feeds of winners. Is this information that affiliates can just drop onto pages, or will it require some work on their part to integrate it into their Web sites?
These XML feeds can be integrated into websites – affiliates can choose how to do this. Alternatively, we can create banners (MPUs) or landing pages displaying this information for them.

What are your target markets?
At the moment our main focus is Europe, but we are obviously looking to expand into other areas.

How do you help affiliates position themselves to maximize profitability?
We always look for ways to help affiliates, from looking at their rankings, to looking at what works for other similar sites, to looking at the industry as a whole and giving advice based on this.

What’s the first concert you attended in person?
Oh no…I am such a girl - It was Christina Aguilera! I am so lazy when it comes to booking stuff like that, I always miss out on anyone great!

What's your favorite board game?
I am renowned in the family as someone to play board games with if you want a laugh. I am not the best person at board games, but I would say scattagories!

What’s the key to building successful relationships between affiliates and affiliate programs?
I think the most successful way to work with affiliates is to be honest, open and work as a team. For example, if you can offer more but don’t want to then tell the affiliate no! No seriously, I believe you work together in a partnership. It can’t work as a one-way relationship as far as I am concerned - you both need to be open to working together and achieving the same goal.

What was your favorite subject in school? And why was it your favorite subject?
I wasn’t really a fan of school – all that studying and no play?! I was a fan of lunchtime!

How would you define “Boat Chief” and what is it like to work for one?
The “Boat Chief” is the leader of a great team. To work for the Boat Chief is fantastic, although his motto should be “do as I say, not as I do!” Haha.

[Simmo!]

Age: I never disclose my age.

But for a bribe, I can...PM me

Actually sod the bribe - from her Wikipedia page at http://en.wikipedia.org/wiki/Clare_Leighton

Clare Leighton was born in London on April 12, 1899

So I make that 108 - although to be fair Claire, you don't look a day over 90

[MichaelCorfman]

So I make that 108 - although to be fair Claire, you don't look a day over 90

Well, according to the Wikipedia article you reference she died in 1989, which would have made her 90 at the time of her death. I guess after joining the living dead 18 years ago she hasn't aged any more. Is that why you say she doesn't look a day over 90?

Claire - I wouldn't tease like this if we didn't all really love you to death over here at Casino City and GPWA central.

Michael

[Simmo!]

Well, according to the Wikipedia article you reference she died in 1989, which would have made her 90 at the time of her death. I guess after joining the living dead 18 years ago she hasn't aged any more. Is that why you say she doesn't look a day over 90?

10/10 for observation Michael