In keeping with the MGECOM tradition of learning more about our staff, we bring you our interview with our newest Affiliate Manager, Lara Hollaway..
How and when did you first get started in affiliate marketing?
I started working for Commission Junction back in 2003, but have to admit that at the time I had no idea what affiliate marketing was. Fortunately for me, I was hired as the Administrative Assistant to Lisa Riolo, VP of Sales and Client Development at CJ, who made it her mission to train me on everything affiliate and mentor me every step of the way. I soon left that support position and moved onto the Business Development Team where I spent my days reaching out to smaller CJ clients who needed tips on how to run their programs successfully.
What do you most like about the industry?
I’m driven and motivated by relationships, so the fact that the Affiliate Industry is highly relationship focused is probably the main reason I have stayed in it for so long. I love that although people change companies over time, whenever you attend Affiliate Summit or other industry events, if always feels as though you are at a big family reunion.
It’s also very exciting for me to see how much has changed in the industry over the years. For example, even just a few years back, virtual currency affiliates were not taken seriously in the space. Now VC affiliate companies are making a huge footprint for a variety of programs across many verticals.
Mobile seems to be the next frontier and I look forward to seeing how creative affiliates can get marketing over mobile devices. I greatly enjoy seeing how improvements in technology constantly affect our industry.
What improvements you would like to see in the industry?
If you had asked me this question a few years ago, I would have said that I had high hopes that the Affiliate Marketing would someday not be perceived as the “red headed step child” of the online industry. However, this perception definitely seems to be changing. With the establishment of the PMA and other advocate groups, I feel that we have more representation out there and that people are beginning to understand the value of affiliate.
How do you keep up on industry trends, latest industry news, etc?
Over the years, I have met so many wonderfully talented affiliates and affiliate managers, many of whom have become personal friends. I primarily keep up with the trends through regular conversations with this group of folks, as well as reading industry blogs, publications and posts.
What most attracted you to join the MGECOM team?
Matt has expressed to me that the MGECOM team employs a hands on approach with all clients, which is how I tend to operate. In addition, he stressed that everyone on the MGECOM team is supportive of one another and that collaboration is encouraged. I’m looking forward to getting to know each and every one of you and to sharing ideas!
(Matt also mentioned that he lived in Alabaster, AL for a while when he was a kid, which is the town where I grew up. So that scored major points! And that southern accent totally pushed me over the edge).
What other jobs have you had outside of affiliate marketing?
I’ve spent the majority of my childhood, teenage years and adulthood as a professional performer in the Musical Theatre field. For 4 years I played Little Orphan Annie at theaters all over the South, and then moved on to perform many other roles in Texas and Los Angeles. Aside from that I teach adult tap dancing lessons, and had a short stint as a recruiter for a staffing firm.
And on the personal, “fun” side:
What are a few of your hobbies?
Based on the question above, one could assume (correctly) that I spend a lot of time singing, dancing, acting and attending live productions in NY and LA. I LOVE IT ALL!
My husband is a professional opera singer, so we travel constantly. We both love visiting new and exciting locales and exploring new cultures.
I am also a MAJOR foodie. Eating out, cooking and enjoying a nice meal and a beautiful bottle of wine with my family and friends…heaven!
I’m a bit outdoorsy as well. My favorite outdoor activities are whitewater rafting, wakeboarding, snowboarding, surfing and hiking.
What activities/sports did you do in high school or college?
I was touring the country in musical theatre productions for a large part of high school, but during the few months that I was stationary, I played pitcher on our softball team, and also enjoyed playing on the volleyball team for 1 year. Both were a lot of fun, but I’d rather be on a stage!
What is your favorite vacation location?
Hmmm, that’s just an impossible question to answer. Depends on what I’m looking for I suppose.
For relaxation…Hawaii or the Caribbean.
For culture, food and wine…Europe.
For adventure…maybe hiking Yosemite, whitewater rafting through Maine, or trekking through The Narrows in Zion.
What would you treat yourself with if you won a big lottery?
Paying for my son Jordan’s college education! And then touring the world.
Your favorite band to see live?
I’m not exactly the “cool kid”. Don’t have a favorite band, but any Broadway show will do for me!
What is your “must see” TV?
Historically, my favorite show was Arrested Development. Currently, I like How I Met Your Mother and Once Upon A Time.
Coke or Pepsi?
Coke, The REAL thing…no diet drinks for me.
