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Our Partner Spotlight series interviews experts from our killer network of agency partners and highlights their impact in the field of partner marketing.
This month, we caught up with Stephanie Harris, CEO & founder of PartnerCentric, the largest independent performance marketing agency in the US.
Q: How did you get started in the world of affiliate/partner marketing?
During my junior year of university, I interned at Scholastic Book Publishing Company. They tasked me with founding their affiliate program in the early 2000’s. I loved the company and the emerging affiliate marketing industry so much that it became my first job out of college.
Q: Why should a brand with an existing affiliate program or partner marketing program consider working with a partner marketing agency?
Brands with existing programs may experience a bit of tunnel vision, because of how it “has always been done” – they may be unable to assess the current program/strategy to date.
In working with multiple clients, as agencies do, we can see trends and opportunities that may not be readily visible to brands.
The fresh perspective an agency can bring is based on best practices tested dozens of times across various verticals. It allows us to understand the opportunities and partners to help move programs forward to the next level.
Q: What is PartnerCentric?
Founded in 2017, PartnerCentric is the largest independent partnership marketing agency in the US. Rooted in transparency, fierce independence, and award-winning technology, we are boundary-pushing strategists combining bespoke tactical efficiency with tech-empowered services that are purpose-built on two decades of affiliate experience to solve marketers’ most prominent pain points.
CEO and founder, Stephanie Harris, joined Schaaf Consulting as one of the first employees in 2006 and rose to CEO by 2015. Two years later, Harris orchestrated a buyout and PartnerCentric was born. Rooted in transparency, fierce independence, and award-winning technology, PartnerCentric is the largest independent partnership marketing agency in the US. We are boundary-pushing strategists combining bespoke tactical efficiency with tech-empowered services that are purpose-built on two decades of affiliate experience to solve marketers’ most prominent pain points.
Q: What types of brands do you work with?
PartnerCentric works with brands ranging from well-funded startups to Fortune 50 companies. We represent over 70 brands across many verticals – from the highly regulated insurance tech of Lemonade and wellness disruptors like Alloy and Hims/Hers to established entities such as COX, VSP Vision Plans, and Visible by Verizon.
Q: What types of services do you offer?
We help our clients identify where and how they can reach shoppers through content partnerships, affiliate marketing, card-linked offers, and activations with content creators. We’ve developed technology to help our clients understand which partners are overvalued, undervalued, and ultimately, where unseen opportunities exist.
Q: What makes PartnerCentric stand out from the competition?
We are rooted in transparency and technology to put the power back in the hands of our clients.
Our patented FUSE technology dynamically revolutionizes and automates operations based on clients’ internal analytics to mitigate wasted commission spend. This year, we launched The FUSE Incrementality Index and Incrementality Power Rankings, the first partner-agnostic data-driven reporting that pinpoints genuinely incremental partnership marketing expenditures and categories that move the needle.
Q: How does your agency typically work with Everflow clients?
Everflow has proven to be a fantastic partner marketing platform and collaborator for new business. They work with us to provide a white-glove onboarding experience. It enables us to deliver a crystal clear review of historical performance, outline new opportunities, and offer robust insights to guide strategy through our technology implementation of FUSE and the FUSE Incrementality Index, which provides clients’ access to ongoing reporting and performance insights.
Q: What is one unexpected opportunity for brands to scale up their affiliate marketing or partner marketing efforts?
Increased privacy regulations and oversaturation across many paid marketing channels have pushed the industry towards content creators and content publishers, such as Retail Media Networks. There is a considerable benefit when scaling an affiliate program to work with this type of owned media content affiliates. It will not only help brand credibility to be associated with specific thought/influencer leaders in your vertical, but because these influencers can generate viral moments, opportunities to maximize reach with a single post create lightning-in-a-bottle moments.
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