Welcome to the circus again, where Cristy Garcia, CMO of Impact.com, is not just another performer but the ringmaster of this chaotic extravaganza. If you thought affiliate marketing was merely the awkward kid lingering by the punch bowl with a pocket full of discount codes, think again.
Cristy is here to catapult that outdated perception into the stratosphere, proving that affiliate
marketing has evolved into a powerhouse, ready to take center stage in the marketing arena.
When Cristy stepped onto the ADOTAT Show, she didn’t just wade into the conversation; she cannonballed right into the deep end. “I think we're still hanging on pretty good. It's a bit of a sideshow,” she quipped, showcasing her ability to navigate the chaotic waters of ad tech with the ease of a seasoned sailor. This isn't just a sideshow; it’s a circus with flaming
hoops and tightrope walkers, and Cristy is juggling it all while simultaneously making it look like performance art.
For too long, affiliate marketing has been dismissed as the “less than” sibling (think Sloth in Goonies) in the marketing hierarchy—the scrappy underdog trying to find its footing while others swirl around with shiny brand stories and bigger budgets. Cristy is on a mission to “dispel the myth that affiliate marketing is less than other channels.”
This is not just an uphill climb; it’s scaling Mount Everest in flip-flops. She’s in a battle against the odds, fighting misconceptions that affiliate marketing is just a bottom feeder in a sea of glitzy advertising alternatives.
“The perception that affiliate marketing is… bottom feeders” has been a thorn in her side, but Cristy isn’t letting that stop her. She passionately argues against the misconceptions tied to affiliate marketing, reminding everyone that
“there are attribution issues and this last-click bias,” and that these biases lead to a narrow view of what affiliate marketing can truly achieve. The stigma surrounding discount and coupon sites doesn’t help either, creating a cloud of confusion that’s as thick as pea soup.
Influencers: The New Sales Force
Now let’s talk about influencers—the shining unicorns of the marketing world. Cristy is all about the convergence of affiliate and influencer
marketing, and she’s not afraid to say it. “Instagram's affiliate program allows creators to earn commissions on products they promote,” she notes, and that’s not just a minor detail; it’s a game-changer. This powerful shift allows influencers to become integral parts of the sales process, transforming them from mere brand advocates into revenue-generating machines.
With TikTok’s shoppable video format, influencers can seamlessly integrate affiliate links into
their content, turning casual viewers into buying customers faster than you can say “viral dance challenge.” “I think people are starting to wrap their head around the fact that these two channels work really well together,” Cristy asserts. The synergy between influencer marketing and affiliate marketing is like the perfect cocktail—each ingredient complements the others, creating a concoction that packs a serious punch.
However, Cristy is quick to call out the
brands that are fumbling this golden opportunity. “The brands who are struggling are brands who approach influencer marketing way too transactionally,” she warns. This isn’t just about throwing money at influencers; it’s about building genuine partnerships. “They need their space to be creative,” she emphasizes. Treating influencers as mere sales conduits is like trying to run a race with a ball and chain—you're destined to fall behind.
AI: The Double-Edged Sword
As the conversation shifts to technology, Cristy doesn’t hold back on her thoughts about AI. “AI and automation should be freeing up affiliate managers to spend more time with their partners versus doing busy work,” she declares. Imagine a world where tedious tasks are automated, allowing marketers to focus on the relationships that drive real value instead of drowning in spreadsheets.
But don’t be fooled into thinking that AI is the magic bullet that will
solve all marketing woes. Cristy is refreshingly candid about the challenges of this brave new world. “It feels a little bit like marketing by bots for bots,” she admits. It’s a necessary evil, and while technology can streamline processes, it can’t replace the human touch. “Creativity is what separates you apart. AI does not,” she insists. In a world that often fetishizes data, Cristy’s reminder is a splash of cold water, reminding us that it’s the heart and soul of marketing that truly
resonates with audiences.
The CMO Role: More Than Meets the Eye
Cristy’s reflections on her role as CMO peel back the curtain on the reality of leading in this high-pressure environment. When asked about her daily life, she quips, “It’s more like juggling flaming swords while riding a unicycle.” This isn’t just a desk job; it’s a high-wire act that demands both analytical prowess and creative flair. “You have to learn the numbers and understand business
metrics,” she explains, highlighting the necessity of fluency in both marketing and finance. In a world where the stakes are high, Cristy wears the pressure like a badge of honor.
As the conversation unfolds, she captures the essence of modern marketing: it’s not just about crafting catchy slogans or viral campaigns. It’s about being prepared to “defend marketing initiatives to stakeholders who are looking for hard numbers.” This relentless pursuit of quantifiable
success can sometimes leave creativity by the wayside, but Cristy understands the importance of balancing the two. “It can feel like the black box of marketing,” she shares, which perfectly encapsulates the frustrating challenge of justifying abstract concepts like brand sentiment to those who only see numbers.
Empathy and Fire-Starter Mentality
One of Cristy’s most striking attributes is her unwavering emphasis on empathy, especially in an industry often
characterized by cutthroat competition. “In times of pressure, I ensure that my team is taking time off or at least taking time to eat lunch,” she says, revealing a nurturing side often overshadowed by the hustle of ad tech. In this relentless pursuit of success, she prioritizes her team’s well-being, proving that even in the midst of chaos, we can still make time for humanity.
And when it comes to igniting the fires of innovation, Cristy is ready to strike the
match. “No company ever stands out by playing it safe,” she asserts, encouraging brands to embrace a little controversy and humor. “People want to hear an alternate point of view. They don’t just want to hear everyone agreeing with each other,” she states, and she lives by that mantra. Cristy embodies the spirit of a true trailblazer, ready to push boundaries and challenge the status quo.
The Desert Island Dream Team
In a delightful twist of humor, Cristy’s
responses to the desert island questions showcase her vibrant personality. If she’s stranded with Bear Grylls for survival, Amy Poehler for laughs, and her dad to navigate the stars, you know she’s got her priorities straight. It’s the perfect blend of practicality and humor, reflecting her approach to life and work. “If it was an island, I'd have to bring Bob Marley so he could set the mood,” she quips, and you can almost hear the reggae tunes wafting through the air, transforming the island
into a vibrant oasis.
When it comes to fictional characters, Cristy’s choice of Katniss Everdeen is both powerful and telling. “I think she’s pretty tough. I think I could learn a lot from her,” she says, embracing the spirit of resilience that defines her own career. It’s a reminder that in both survival and marketing, it’s the gritty determination to push through adversity that wins the day.
Lessons for the Next Generation
As Cristy wraps up her thoughts, she leaves us with a nugget of wisdom that resonates far beyond the world of marketing: “You’re borrowing your title, so don’t let it define you.” This powerful statement emphasizes the fleeting nature of corporate titles and the importance of maintaining perspective. For Cristy, kindness, empathy, and creativity are not just buzzwords; they’re the cornerstones of her leadership philosophy.
“Life is short,” she reflects,
urging us all to love deeply and treat others with respect. “Enjoy your everyday and focus on the journey, not the destination,” she concludes, reminding us that in the relentless pursuit of success, it’s easy to forget the beauty of the journey itself.
A Bright Future for Affiliate Marketing
As Cristy Garcia continues to shake up the ad tech world, one thing is crystal clear: the landscape of affiliate marketing is changing, and it’s changing fast. With
her sharp insights, irreverent humor, and unwavering commitment to authenticity, she’s redefining what it means to be a CMO in this chaotic, colorful, and ever-evolving space. So, if you thought affiliate marketing was a dying breed, think again. Cristy is here to ensure it’s not only alive but thriving. In her world, “Don’t sleep on affiliate marketing. It’s happening,” and believe me, you’ll want to wake up and pay attention.
