Affiliate Manager Interview Series: Nadine Cassar - ShareTheChili.com

[CityGuard]

Nadine shares the chili, and also loves lasagna.

Age: 29
Hometown: Malta
Favorite food: Sushi, phad thai noodles, lasagna.

Please tell us a little bit about ShareTheChili. Where did this unique name come from? What does it mean?
ShareTheChili was launched in December 2007 just about when GPWA approved the program as a platinum sponsor. ShareTheChili is the exclusive affiliate program of Chilipoker. The name came from the fact that revenue deriving from the Chili brands – Chilipoker, Chilibet and Chilicasino – is generously shared with our affiliate partners; hence the name ShareTheChili!

What differentiates Chilipoker from other online poker rooms? And what differentiates ShareTheChili.com from other affiliate programs?
Chilipoker is a fresh and vibrant lifestyle site that offers players customized promotions: Chilipoker TV, covering all main poker tournaments; Spicy News Section, where players can spy on the professionals during tournaments, exhibitions, conferences and parties; and regular exclusive Chilipoker promotions! In fact Chilipoker is currently offering its players the chance to win a 10-day poker trip to Marrakesh in June – a package worth $7,000 that includes traveling expenses and buy-ins to six tournaments, with a chance to win part of the guaranteed prize pool of $1 million.

With so many affiliate programs to choose from ShareTheChili provides affiliates with a transparent reporting system, top-notch Chili brands (Chilipoker, Chilicasino and Chilibet), continuous development of the program, and a newly launched loyalty system that gives affiliates a bonus according to their status as they climb the ladder from Jade to Diamond.

What kind of music is on your iPod (or mp3 player)?
Sade, Jack Johnson, Norah Jones, David Gray, matchbox20 and Peruvian soul music by Dr. Fernando Siles, which was given to me by a friend of mine to help me get over my flying phobia.

What was your favorite subject in school? And why?
Back in the ’90s it was French, only because I had a crush on my teacher! It was actually marketing, because it's a creative subject.

You’ve worked at a number of affiliate programs. How did you initially get started in this business?
I accidentally stumbled on an opportunity to work within the marketing department of a sportsbook company in 2004. That year I had just moved back to Malta from Rome to embark on a Master’s in Business Administration and it seemed to be a perfect opportunity to put theory into practice and delve into the working world!

Localizing content and marketing is one of the keys to success these days. How does ShareTheChili.com help webmasters localize their marketing efforts?
ShareTheChili.com provides webmasters with marketing material and support in English, French, Spanish, Portuguese and Hungarian. Moreover, a Chilipoker.com player lobby is now available in English and French with plans to roll out other languages in the near future.

With concerns about security at poker rooms at an all-time high, what steps have your brands taken to ensure that fair play is occurring?
Ipoker/Playtech gaming software carries an official Certificate of RMG evaluation from Technical Systems Testing (TST), an internationally recognized and respected Accredited Testing Facility (ATF). All products are certified to operate in a manner that is fair, secure and auditable and comply with strict and comprehensive legislative and regulatory requirements. Furthermore Chilipoker performs regular checks for collusion and chip dumping. Irregular play and high winnings in a short span of time are reviewed in hand history searches. The system also detects IP addresses so no two players can play from the same house on the same table or in tournaments.

What are your three keys to success for an affiliate?
Many amateur affiliates think that to be successful it only takes a standard template off the Internet, a few banners, some content and voila! The truth is that this is far off from reality and for an affiliate site to be successful a business model must be defined with a unique selling proposition and a balanced mix of remuneration models (RS, CPA, advertising) that will contribute to a healthy cash flow for re-investment. Equally important is to choose operators that have an efficient communication channel with their affiliates, offer a variety of marketing tools and widgets and can guarantee timely payments.

What’s the key to building successful relationships between affiliates and affiliate programs?
Communication and pro-action are definitely key factors. While we're working hard for our affiliates, we expect affiliates to do likewise by keeping abreast of promotions, updating their Web sites and focusing on growing their business.

How do you help affiliates position themselves to maximize profitability?
Affiliates cannot all be classified under the same umbrella. We cannot possibly use the same methods or approaches across the board. Top affiliates have the expertise and knowledge on how to conduct their business and in general need little guidance. Affiliates on this level require top-notch account management, which ShareTheChili.com can provide. As for affiliates just setting out in the industry, we can help them define a business model and a unique value proposition to drive targeted traffic.

Please describe your loyalty program.
ShareTheChili.com’s affiliate program ensures that all loyal affiliates are justly rewarded for their continuous dedication in promoting Chilipoker. ShareTheChili affiliates receive a bonus as they reach one of the six target levels from Jade to Diamond. Bonuses include freerolls, cash, FPPs to exchange in the Hotshop, super-satellite tickets, and an exclusive freeroll with Chilipoker.com star poker players Liz Lieu and Fabrice Soulier.

What's the last book you read? What did you like about it?
Unfortunately my busy schedule leaves me little time for leisure reading; however, it was “The Da Vinci Code” by Dan Brown, a fascinating thriller that kept me pinned ‘til the very end!

What’s your favorite movie and why?
“Eternal Sunshine of the Spotless Mind,” a strange movie with Jim Carrey and Kate Winslet where each erases the other from their memory when the relationship turns bad. I remember thinking how easy that would be!

What’s the first concert you attended in person?
Ziggy Marley in '92, at Golden Sands Beach in Malta.

We've done some digging around, and there is some evidence that you were once Miss Malta. Is that true?
Hey, you caught me! You have some good investigators at GPWA.

If so, please tell us the story behind that. How did you become a beauty queen? What was competing in Miss International and Miss Earth like? Any fun stories to share? And how did you make the journey from the pageant to circuit to affiliate manager?
Representing my country in Japan was a fantastic once-in-a-lifetime experience. The two-week adventure flew by due to the super-hectic schedule we had. It also felt a bit like school since we were not allowed to venture outside the 5-Star deluxe hotel boundary walls unless accompanied by the chaperone. One night, however, a group of us managed to sneak out of the hotel and went clubbing ‘til late morning. The good thing is that we did not get caught! After the contest I went to Italy for a one-year contract; however, I made the decision to move back home and further my studies.

If you were casting a movie in which you played the lead role, and you had your choice of anyone in the world, who would you pick to play your romantic interest?
My life can at times feel like a movie, and taking that into perspective, my boyfriend has been doing a great job at playing the part!

[masontech]

Thanks Nadine, I enjoyed the read..