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    GPWA Dan is offline Former Staff Member
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    Default Affiliate Manager Interview Series | Laura Clarke, bet365

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    You joined the bet365 team almost two years ago. What lured you to our industry, and specifically, what was attractive about signing on with bet365?

    I had recently graduated from Birmingham City University with a degree in visual communication. Here I studied a variety of subjects here including marketing, advertising and more predominantly, graphic design.

    I have always been aware of the growth and development of bet365 — and had of course held my own bet365 player account, which I would regularly use to bet on in-play tennis, along with the occasional soccer bet.

    Given this, when the opportunity arose to begin a career as an affiliate manager with bet365 I was of course extremely interested. Now, almost two years on, my role has developed into “performance marketing manager” due to the mass of varied marketing opportunities we work with on a daily basis.

    Given your educational background, with degrees in visual communication and graphic design, do you have an outlet for your creative energy in your current position?

    I have always been interested in art and anything visually creative. I am able to execute my design skills by working closely with partners on their websites. When any of our partners are faced with having to make design decisions — this seems to come up almost on a daily basis — I am able to confidently offer my opinion and potential alternative ideas.

    What part of your job do you love doing the most?

    There are many aspects to my job that I enjoy, including being a part of such a big and varied team. If I could only pick one aspect it would have to be the daily communication with my affiliates. Whether this be through e-mail, phone calls or face-to-face meetings I always enjoy hearing what our partners have been up to, while also discussing new initiatives for both their site and the promotion of bet365. Following this, it is then great to see the development of partners both overall and month to month.

    In addition to this, the regular iGaming affiliate conferences are a personal highlight as I am able to meet with many of my affiliates along with any new potential partners and other professionals within the industry.

    bet365 has a huge team of performance marketing managers who work with affiliates. Do you have a particular focus in terms of region or gaming vertical?

    Within our team, roles are either sportsbook or gaming focused, where we each work with partners globally. I personally predominantly work with sportsbook-focused partners, but will occasionally also work with gaming opportunities due to the crossover of these products from our customers. This structure works really well for us, which I believe to be proven through our five consecutive years of Best Overall Affiliate Program along with our individual product and manager awards received at this year’s iGB Awards.

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

    We all get on great and work really well as a team. While we do all have our own specific base of partners we are always aware of each other’s successes and will often share any strategies we found to work well.

    As mentioned earlier, each manager is responsible for a certain amount of partners specializing in a specific product which can mean that a lot of our work is done alone, but there are still many times where we need to pull together as a team.

    Describe your typical day at bet365. How much time do you spend in meetings? How much e-mail do you send out? Do you spend much time on the phone or on Skype? How many affiliates would you say you communicate with on a typical day?

    I don’t think I could describe a “typical day” at bet365 as this can vary from day to day. Some days can be spent predominantly sending e-mail or making phone calls discussing recent results of affiliates’ accounts along with our next strategic step. Other days can be spent out of the office in meetings with a number of affiliates across the country, which certainly keeps you on your toes. This being said, one thing that you will see on a day-to-day basis from both the bet365 performance marketing team and its partners is determination to continually drive results.

    It's one thing to bring in new people to a site. It's another thing entirely to get them to stick around. What does bet365 do to retain customers sent by affiliates?

    bet365 has a very strong product, which alongside our competitive odds, extensive in-play markets and live streaming, works extremely well in the retention of customers. In addition to this we also offer a wide range of retention promotions across all products such as our 100 percent Euro soccer bonus and our ever-popular bore draw money back offer. In addition, for casino we reward our regular players with our VIP scheme. Players earn comp points the more they play, achieving bronze, silver and gold status.

    bet365 also has a great customer retention management team which works extremely hard. This, coupled with our strong brand, ensures our customers continue to return, deposit and bet, allowing our affiliates to enjoy a high player value.

    We appreciate all of the work our partners do to continually drive new customers to bet365 and we therefore find it only fair to work just as hard to ensure we maintain these customers — an effort the success of which is shown in the company’s year-on-year success.

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

    As mentioned earlier, we are a big team with different personalities, although we do all genuinely get on really well. Conversations at the water cooler can vary from anything from last weekend’s antics, to any upcoming plans, to anything work related. We all know how to have fun and love catching up on a Monday morning, while at the same time we are all highly committed to our job, and discussions on any particular ongoing projects are always a common topic.

    You were one of a number of bet365 employees to climb up Mount Snowdon, the highest mountain in Wales, over the summer. The group raised more than £4,500 for the Donna Louise Children's Hospice Trust. Tell us about the experience, and why did you choose this charity?

    We were all extremely proud of the amount we were able to raise for such a great cause. The Donna Louise Trust is a charity which bet365 often raises money for. They are a local charity which supports children, and their families, with life-limiting conditions.

    The day of the climb had quite an eventful start, as the coach we traveled on to Snowdonia took a wrong turn, resulting in us being stuck on a very tight, steep road. After overcoming this obstacle, we were able to begin our trek up the beautiful Mount Snowdon, albeit a couple of hours behind schedule. It was a beautiful, sunny day, which made the climb tougher yet easier; the views were enhanced massively as we were able to see for miles, but the heat definitely didn’t help with the climb. Overall it was a really lovely day which was made even better when we reached the bottom to find we had doubled our online target for the Donna Louise Trust.

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

    We are very dedicated to ensure that our partners receive their payments in a timely manner, and therefore we have a dedicated payments team that ensures all invoices are dealt with and processed accordingly. In addition to this, we offer multiple payment options to our partners, allowing them to receive their commissions in the most convenient way for them. Partners are able to request funds either through a bank wire or, most commonly, into their player account where many other withdrawal options are available. To aid the payment process, bet365’s proprietary back end is able to automatically generate the partner’s invoice enabling them to then sign the invoice and return it to us for processing, thus making the whole transaction as simple and quick as possible.

    What is the last book you read? Did you enjoy it? And did you read it on an e-reader? Or do you need to have a copy of the physical book in your hand?

    You’ve actually caught me at a really bad time with this question as shamefully the last book I read was Cheryl Cole’s autobiography, Cheryl: My Story. To further dent my reputation, should I have any left, I thought the book was actually really good. When reading books I always prefer a physical copy, although I have been considering getting an e-reader for a while now.

    What's your favorite movie?

    This is a tough question as I have a few favorite movies. Dirty Dancing is a classic and I don’t think I will ever get bored of re-watching “the lift.” On the flip side, I do enjoy a good action film or occasionally a scary movie — the Saw series are personal favorites. Most recently I went to see Gone Girl at the cinema. It was a really great film and I can’t recommend it enough to those who haven’t already been to see it.

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

    It’s 50/50 for me, really — I use my smartphone for social media and any quick Google searches, but if I am online shopping then I would tend to use my laptop as it is easier to manage.

    If we picked up your iPhone and pressed play, what song would be playing? And where do you listen to your music? Spotify, Pandora or iTunes?

    I tend to listen to music from my iPhone or I will sometimes login to Spotify if there is something in particular that I want to listen to. I do have quite a varied taste in music so you could come across anything when hitting shuffle, and therefore, out of fairness, I have just hit the shuffle button on my iPhone and “Wonderful” by Ashanti, Ja Rule and R. Kelly came on.

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

    It’s hard to choose just one place as there are many different countries currently on my “To Visit” list. I’d love to go to Italy, which is a trip I am hoping to arrange soon for next summer. A little farther afield, and as with many others in the industry, Las Vegas would also be a must. I always hear such great things about Vegas and it would be great to get out there and experience it myself.

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

    This is a pretty tough question to be fair about, as there are so many people I could choose. But if I were to choose only three they would have to be Beyoncé, as she’s the most powerful and influential woman around at the moment; Robbie Williams, as I have always loved his music; and finally, the artist Banksy, as he is one of my favorite artists and has never been seen. I am very, very curious to see the man behind these amazing works of art.

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

    There isn’t much that people don’t know about me, to be honest, as I am a pretty open book. But for those who don’t know me I am a bit of a “crazy cat lady” — the title was first given to me by the other members of the performance marketing team after I got my kitten Otis last year and would often tell stories of its mischief. Something else people may not know is that at the age of 16 I was a qualified ski instructor and weekends I taught both adults and children how to ski on the weekends. Finally, I think it would have to be that I often fancy myself a bit of a “rapper,” although this usually only comes out after a couple of drinks.
    Last edited by GPWA Dan; 19 August 2015 at 2:53 pm.

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