I recruited 10 new partners and ended Norton's dependence on two search partners

Overview

Two search partners represented an outsized share of affiliate revenue. The concentration created channel risk and limited access to customers who discovered and evaluated security products through other types of media and relationships.

The Challenge

Reducing concentration required adding genuinely incremental coverage rather than simply moving existing demand between partners, all while coordinating across regional and technical teams.

My Approach

• Mapped the existing revenue concentration and the traffic categories missing from the program.
• Recruited and launched 10 new affiliates across coupon and loyalty, content and blogs, and email.
• Worked with regional Marketing, Creative, Technical, and publisher teams to provide the assets, tracking, promotions, and operational support each new partner needed to start promoting.
• Monitored the evolving revenue mix to ensure diversification created incremental coverage.

The Results

• Shifted 60% of affiliate revenue away from the two search partners, from a starting point where those two dominated the program.
• Established a more diversified partner and traffic-source mix.

Key Skills