AfiliapubCRM Marketing Ops

Executive Summary

I led Afiliapub's comprehensive business transformation initiative, redesigning their affiliate marketing operations from fragmented processes to an integrated, data-driven ecosystem. Working with the executive leadership team, I orchestrated the reimagining of their customer relationships, technology infrastructure, and operational workflows to create a scalable business model. By assembling a specialized team with diverse expertise in CRM implementation, performance marketing, and data analytics, I guided the organization through a methodical transformation while maintaining business continuity. The initiative significantly improved Afiliapub's operational efficiency, strengthened affiliate relationships, and established data-driven decision-making as a core competitive advantage, resulting in substantial improvements in both revenue performance and profitability.

Key Team Structure:

Lead Consultant: Myself as Transformation Program Consultant
Team Size: 7 professionals (2 system architects, 3 data specialists, 2 change management experts)

Project Duration: 11 months (3 months assessment and planning, 8 months phased implementation)

Challenge

Afiliapub had grown organically over several years, resulting in disconnected systems, siloed customer data, and inefficient marketing processes. Their CRM was outdated and not integrated with their marketing tools, making personalized communication difficult. Additionally, their website structure had evolved without strategic planning, creating SEO challenges and conversion rate issues. Specific problems included:

Customer data fragmented across five separate systems with no single source of truth
Manual processes requiring extensive resources and introducing errors
Inability to segment affiliate partners effectively or personalize communications
Limited visibility into affiliate performance and engagement patterns
Website architecture that had grown without strategic direction
Lack of unified analytics to inform business decisions
Resistance to change among long-tenured team members
Need to maintain business continuity throughout the transformation

These limitations were hindering growth and resulting in missed opportunities with their existing customer base.

Strategy

I implemented a holistic transformation strategy that prioritized data integration and process automation while maintaining business continuity. Using Scrum methodology as the framework, we approached the transformation in manageable sprints that delivered incremental value. The strategy focused on:

Creating a unified customer data platform as the foundation for all operations, marketing and sales
Developing sophisticated segmentation models based on affiliate behavior patterns
Designing automated communication workflows customized for different customer segments
Restructuring website architecture to improve organic visibility and user experience
Implementing a comprehensive analytics framework for data-driven decision making
Establishing a change management program to ensure staff adoption and proficiency
Creating a phased approach that minimized disruption to ongoing operations

This strategy balanced technological innovation with human factors, ensuring that both systems and people evolved together.

Execution

Working with a team of nine specialists covering CRM implementation, data architecture, UX design, and change management, I coordinated the following key activities:

Conducted a comprehensive audit of existing systems, data sources, and operational workflows
Led the selection and implementation process for a new integrated CRM platform
Developed custom segmentation rules based on sophisticated analysis of affiliate behavior
Created a content blueprint addressing key search terms and user engagement patterns
Designed progressive communication strategies with tailored content based on affiliate characteristics
Established a comprehensive training program to ensure team adoption and proficiency
Conducted regular sprint reviews and monthly performance assessments
Implemented a robust data governance framework to maintain data quality

The implementation was carefully phased over eight months to minimize disruption while gradually introducing new capabilities to both the internal team and affiliate partners.

Results

28% increase in recurring revenue over an 8-month period
17% reduction in customer acquisition costs
22% improvement in affiliate retention rates
45% increase in conversion rates through organic search channels
Successfully migrated 100% of customer data to the new integrated system
Reduced manual processing time by 68% through automation
Improved employee satisfaction scores by 35% as measured by internal surveys
Created scalable processes that supported 40% team growth without additional overhead

WHAT PEOPLE ARE SAYING

"Lester revitalized our team, giving us clear vision of who our customers are and where to find them. Thanks to his intervention, we regained control of our company, and now it's much easier to adjust our marketing levers"

Maryl Garcia
CMO