Affiliate Manager Interview Series - Irene Kritikou

Attachment 9320

(This interview was originally published in the October 2024 issue of the GPWA Times Magazine.)

Please share a bit about yourself. Tell us where you're from, where you grew up, and where you call home today.
I’m originally from Greece. Growing up in such a vibrant city, Athens, I developed a deep appreciation for ways of life. Today, I call Athens home, a place that perfectly balances the energy of the city with the tranquility of nearby nature. It’s where I feel most connected and inspired, both personally and professionally.

Before joining Campeon Affiliates in 2022, you had a career in real estate and the hotel industry. What motivated you to make such a significant career change into the iGaming affiliate business?
The transition to the iGaming affiliate business was driven by my desire to explore a dynamic and rapidly growing industry. While I enjoyed my time in real estate and the hotel sector, I was seeking a new challenge that would allow me to leverage my skills in relationship-building and negotiation in a more innovative and tech-driven environment.

The iGaming industry’s global reach and the opportunity to work with cutting-edge technology were particularly appealing to me, and joining Campeon Affiliates has proven to be a rewarding decision.

From your previous roles, what specific traits and experiences have proven valuable in your current role as an affiliate manager?
My background in real estate and the hotel industry equipped me with several transferable skills that have been valuable in my role as an affiliate manager. Key among them are strong communication and negotiation skills, which are crucial when building and maintaining relationships with affiliates.

Additionally, my experience in understanding client needs has helped me tailor solutions and support for our partners effectively. The ability to analyze market trends and adapt quickly has also been instrumental in driving affiliate success within the fast-paced iGaming landscape.

Looking back, what do you wish you knew about the iGaming affiliate industry two years ago that you now know?
One thing I wish I knew two years ago is just how critical it is to stay on top of technological advancements and regulatory changes in the iGaming industry. The landscape is constantly evolving, and being proactive in understanding these shifts can make a significant difference in building successful partnerships. Additionally, I’ve learned the importance of data-driven decision making in optimizing affiliate strategies.

Walk us through a typical day in your role at Campeon Affiliates. What do you enjoy most about your job?
A typical day at Campeon Affiliates starts with reviewing performance reports and checking in with affiliates to discuss any opportunities or challenges they might be facing. I spend a significant amount of time strategizing with our partners to ensure they have the tools and support needed to maximize their success. Additionally, I coordinate with our internal teams to ensure that our affiliates have access to the latest marketing materials and campaign updates.

What I enjoy most about my job is the communication with our partners. Building strong relationships with our affiliates is incredibly rewarding. I love getting to know them, understanding their unique needs and goals, and working together to achieve success.

What is one thing that distinguishes Campeon Affiliates from other affiliate programs?
Our personalized approach to partnerships. We pride ourselves on offering tailored commission plans and dedicated support that is customized to meet the unique needs of each affiliate. Our team of experienced affiliate managers works closely with our partners to understand their specific goals and challenges, providing them with the tools, resources, and strategies needed to maximize their success. This level of personalized attention, combined with our wide variety of high-converting brands and detailed reporting, sets us apart in the industry.

How does Campeon actively support affiliates in attracting and retaining players?
At Campeon Affiliates, we offer a range of resources and tools to help affiliates attract and retain players. This includes providing access to high-converting marketing materials, tailored commission plans, and detailed reporting that helps affiliates optimize their campaigns.

We also offer regular updates on the latest promotions and bonuses, ensuring affiliates have fresh and engaging content to offer their audiences. Additionally, our dedicated affiliate managers work closely with each partner to provide personalized support and strategies for player retention.

Based on your experience, what are the key factors that distinguish successful affiliates from those who struggle in this industry?
Successful affiliates tend to be those who are highly data-driven and continuously optimize their strategies based on performance insights. They are also adaptable, staying ahead of industry trends and regulatory changes. Moreover, successful affiliates invest in building strong, trust-based relationships with their affiliate managers, which allows for better collaboration and support. On the other hand, affiliates who struggle, often lack focus or fail to fully leverage the tools and resources available to them.

What are the essential elements of a successful working relationship between an affiliate manager and an affiliate?
Trust, communication, and mutual understanding are the cornerstones of a successful relationship between an affiliate manager and an affiliate. It’s important to establish clear expectations from the outset and maintain open lines of communication to address any issues or opportunities as they arise.

Being responsive and proactive in providing support also helps build a strong partnership. Finally, a shared commitment to achieving long-term success is essential for both parties to thrive.

Growing up, what profession did you dream of pursuing?
As a child, I dreamed of becoming a professional athlete. I was passionate about sports and loved the idea of competing at the highest level, pushing my limits, and being part of a team. The discipline, dedication, and thrill of the game always fascinated me.

While my career path eventually led me in a different direction, the values I admired in sports, such as teamwork, perseverance, and resilience, continue to influence my approach to my professional life today.

What are your hobbies and interests outside of work? How do you spend your free time?
Outside of work, I’m passionate about staying active and challenging myself through sports. I’m an avid CrossFit enthusiast, and I also enjoy playing tennis whenever I get the chance. These activities help me stay focused, and I love the companionship that comes with being part of a sports community.

I’m also a big fan of traveling, especially for hiking adventures. Exploring new trails and immersing myself in nature is a great way to recharge. When I’m at home, I enjoy cooking and experimenting with new healthy recipes.

Can you recommend a book that you consider a "must-read" and tell us why it was so impactful?
One book I consider a "must-read" is Siddhartha by Hermann Hesse. This novel is profoundly impactful because it explores the journey of self-discovery, inner peace, and the quest for meaning in life.

The book delves into themes of enlightenment, the nature of reality, and the importance of finding one's own path. It’s a beautifully written reminder that true wisdom often comes from within and that the journey itself is just as important as the destination. The book has resonated with me deeply and continues to inspire me.

If someone were visiting your city for 24 hours, what would be on your must-see itinerary?
If you’re visiting Athens for just 24 hours, I’d recommend starting your day early with a visit to the Acropolis. Exploring the Parthenon and the surrounding ancient sites offers a deep dive into Greece’s rich history. Afterward, take a short walk to the Acropolis Museum to see the incredible artefacts and learn more about the city's ancient past.

In the afternoon, visit Monastiraki to explore its vibrant markets, bars and perhaps pick up some unique souvenirs. Nearby, the Ancient Agora is another must-see.

As the day winds down, take a walk up to Lycabettus Hill for a stunning sunset view over the city. For dinner, head to Kolonaki, where you can enjoy a modern twist on Greek cuisine at one of the chic restaurants in the area.

End your evening with a visit to Syntagma or Psyri, where you can experience Athens' lively nightlife with a drink, or two, at a bar.

If you could have dinner with three people, living or deceased, who would you choose and why?
I would choose Socrates, Usain Bolt, and Marie Curie.

Socrates was a pioneering philosopher known for his method of questioning to explore complex ideas. Usain Bolt is the fastest man in history, a legendary sprinter with multiple Olympic gold medals. Marie Curie was a groundbreaking scientist who discovered radioactivity and the first woman to win a Nobel Prize.

Together, they represent the pinnacle of wisdom, athletic achievement, and scientific innovation.

Share one thing about yourself that most people wouldn't know.
One thing most people wouldn’t know about me is that I love trying new sports.

I’m always up for a challenge and have explored a variety of activities, from football, climbing, and surfing to beach volley, and more. I find it exciting to learn new skills and push myself in different ways. Besides participating, I’m also a big sports fan and enjoy watching a wide range of sports whenever I get the chance.

Irene's background is pretty interesting. I especially appreciated her insights on the necessity of staying up-to-date with technological advancements and regulatory changes, as well as the importance of making decisions based on available data rather than personal preferences.

Perhaps it's implicit in her words, but I would also add the significance of learning data analysis skills. Many affiliates have tons of valuable information at their fingertips that goes unused because they aren't sure how to leverage it effectively.