With more than 2 decades of marketing experience at Cox under his belt, Freeland has most recently focused on enhancing the company’s Contour video service. The TV experience reached a million customers in the past year and continues to perfect a sophisticated voice remote. Freeland says that affiliate marketers have adapted to disruption and consolidation by partnering with content providers on national initiatives supported by local activation, as opposed to smaller, market-specific initiatives. “The national scope delivers broader impact to both partners, and the campaign is better supported by internal capabilities like digital/social, analytics, media planning, etc… I’ve personally experienced this transition having served in both field and national leadership roles and I think we have achieved a great balance with this approach.”
What professional accomplishments are you most proud of from the past 12 months?
What the team has accomplished with our Contour video service: growing above 1 million customers, and exceeding customer expectations with the market-leading voice remote.
With all the disruption in the marketplace, how has the role of affiliate marketer changed?
Over the past several years, many MSOs and media companies have consolidated operations. As a result, the role of affiliate marketer has transitioned from partnering with content providers on lots of different smaller initiatives that were often market-specific to partnering on fewer, bigger initiatives usually national in scope, but still supported by local activation. The national scope delivers broader impact to both partners, and the campaign is better supported by internal capabilities like digital/social, analytics, media planning, etc. The local markets benefit as well from more impactful campaigns. I’ve personally experienced this transition having served in both field and national leadership roles and I think we have achieved a great balance with this approach.
What do you do for fun outside of work?
Spending time with my wife of 19 years and our two teenage boys doing outdoor activities like surfing, skiing, and hiking.