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Our Agency Spotlight series interviews experts from our killer network of agency partners and highlights their impact in the field of affiliate and partner marketing.
This month, we caught up with Santiago Saenz Rozas from Fiat Growth.
Santiago a.k.a Santi is the Director of Affiliate Partnerships at Fiat Growth, where he leads the Affiliate practice for the consultancy. Prior to this, Santi was the Sr. Director of Client Services at Acceleration Partners (AP), where he oversaw multiple account management teams. Before AP, Santi worked at Awin, where he led the ShareASale client services and account management departments for the entire ShareASale portfolio of clients.
Q: Why should a brand with an existing affiliate program or partner marketing program consider working with a partner marketing agency?
An agency can accelerate growth while strategically allocating investment to optimize spend. Another key benefit of working with an agency partner is leveraging existing relationships, which are key in partner marketing.
Q: What is Fiat Growth?
Fiat Growth is a consultancy of premium marketing talent that works as an extension of your team. We help companies develop customer acquisition strategies, conceptualize creative campaigns, solve attribution challenges, scale teams, or plug gaps whenever you need.
Fiat is trusted by the most respected early-stage ventures & fastest-growing tech companies to achieve one thing: growth.
Q: What types of brands do you work with?
We typically work with early-stage companies in the FinTech, InsurTech, or B2B spaces.
What types of services do you offer?
In addition to our holistic offering, we also offer a la carte services to our clients based on their needs or resources. We are always happy to modify services during an engagement based on needs:
- Strategic Partnerships
- GTM Advisory
- Performance Marketing
- Funnel Optimization
- Affiliate Partnerships
- Lifecycle & Referral
- MarTech/Analytics
- Sales/RevOps
- Creative Services
Q: What makes your agency stand out from the competition?
Our seasoned, best-in-class performance marketers provide holistic growth services tailored to your goals. We serve as an extension of your team, both strategists who know what to do and operators who will get it done.
Q: How does your agency typically work with Everflow clients?
Fiat Growth offers a la carte services based on our clients needs or resources, including:
- Affiliate Partnerships
- Strategic Partnerships
- Performance Marketing
- GTM Advisory
- Funnel Optimization
- Lifecycle & Referral
- Martech/Analytics
- Sales/RevOps
- Creative Services
Within Affiliate Partnerships in particular, Fiat Growth provides full program management, including:
- Program setup
- Competitive research
- Program strategy development
- Partner recruitment
- Partner onboarding
- Reporting, analysis & optimization
Q: Please share a recent client success story.
We work with a large B2B program in the business service category. After launching the partnership, we were able to diversify their publisher portfolio and test new publisher categories to explore areas of opportunity. In doing so, we discovered that new adjacent publisher categories with newly exposed audiences really resonated with our client’s products, and we were able to expand the publisher's click and sale active base and overall revenue for the program.
Q: What is one unexpected opportunity for brands to scale up their affiliate marketing or partner marketing efforts?
Thinking outside the box and being open to testing new publisher categories in different stages of the funnel is key to exploring and finding new opportunities. With such a crowded publisher space, diversification is the “name of the game” these days.
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