Ross is responsible for strategy and execution of partner marketing initiatives for the Disney Networks and is the marketing lead for multiple distribution partners including Amazon and YouTube TV. Specifically, her work in the application of data intelligence to campaign concepts in the last year is noteworthy. “Through strong partner alignment, the concept allows us to target cord-cutters/nevers with highly integrated creative encouraging package signups, in turn growing the pay TV ecosystem.”
What professional accomplishments are you most proud of from the past 12 months?
I’m most proud of a new campaign concept we ideated and executed, which secures a deeper level of data intelligence to effectively drive conversions, directly translating our marketing efforts to revenue growth. Through strong partner alignment, the concept allows us to target cord-cutters/nevers with highly integrated creative encouraging package signups, in turn growing the pay TV ecosystem. I’m part of a small team that led marketing launch efforts for the Disney and ESPN Network portfolio with YouTube TV. We successfully secured robust promotion across launch tactics and continue to partner with them to drive their business. With a strong understanding of our mutual goals, we’ve been able to activate unique marketing initiatives to grow their brand and drive subscriber acquisition.
With all the disruption in the marketplace, how has the role of an affiliate marketer changed?
In today’s environment affiliate marketers must be more strategic than ever to meet their intended goals. With more entertainment options, rapidly evolving technology and lower cost alternatives, we must leverage data to engage customers effectively with content and package offerings that meet their interests. To do this effectively, we must stay strongly aligned with our partners and continue driving mutual goals through innovative and effective partnerships.
As more content goes direct to consumers, to what degree does affiliate marketing overlap consumer marketing in your company?
As more direct-to-consumer offerings roll out, our relationship with consumer marketing will become even more critical. We’ll work closely to ensure our consumer messaging is aligned, but also allows us to targets consumers with the option that is best for them. This will require increased coordination to limit over-saturation and continue driving all business goals.
