Terrell Williams
Temecula,CA
Summary
Affiliate growth leader with a strong record in scaling revenue-generating programs across health and DTC brands. Successfully managed channels producing $30M annually and revived dormant programs, optimizing performance through strategic partner recruitment and data-driven decision-making.
Overview
11
11
years of professional experience
Work History
Founder & Principal Consultant
Affiliate Simplified
Temecula, CA
05.2025 - 07.2026
- Built affiliate and creator programs from scratch for four DTC health brands, generating more than $1.5M in net-new annual revenue.
- Revived a dormant partner program to $100K in monthly revenue ($1.2M annualized) by rebuilding commission tiers, onboarding, and activation cadence.
- Established Awin, Everflow, and Ringba tracking for multi-brand advertiser, optimizing attribution to clarify incremental revenue versus cannibalized conversions.
- Recruited and developed publisher partners through direct outreach and relationship building, enhancing program management to drive performance.
Sr. Director, Performance and Affiliate Partnerships
Lee Enterprises
08.2024 - 04.2025
- Generated $2.5M in incremental revenue through development of new go-to-market and monetization strategies.
- Grew external affiliate revenue by 5,000% year over year across national publisher portfolio, driving substantial revenue growth.
- Managed advertiser and network relationships, negotiating favorable rates, placements, and performance terms to enhance partnership outcomes.
VP, Publisher Development
Katalys
05.2023 - 06.2024
- Managed P&L for $30M affiliate revenue channel with 1,200+ publishers and 600 advertisers, overseeing commission spend, partner payouts, and profit margins.
- Owned P&L; for a $30M affiliate revenue channel across 1,200+ publishers and 600 advertisers, managing commission spend, partner payouts, and margin.
- Established influencer division, achieving $500K in first six months, and developed the pet vertical to $10M annually through targeted publisher recruitment.
Sr. Director, Publisher Development
Katalys
07.2019 - 05.2023
- Grew the health and wellness vertical from $1M to $30M over four years, making it the company's largest vertical.
- Cultivated senior publisher relationships with Forbes, Hearst, Healthline, WebMD, Fortune, and other key content and comparison publishers.
- Enhanced partner activation by 50% through streamlined onboarding and follow-up processes while overseeing health advertiser programs with FTC claims and disclosure compliance.
Affiliate Marketing Manager
eDriving
10.2017 - 03.2019
- Doubled the affiliate channel from $2.5M to $5M in 12 months.
- Developed and executed affiliate marketing strategies to enhance brand visibility.
- Recruited publisher partners, restructured commission tiers, managed day-to-day affiliate operations to enhance program effectiveness.
- Managed relationships with affiliate partners to drive engagement and collaboration.
- Analyzed performance metrics to optimize affiliate marketing campaigns effectively.
Affiliate Account Manager
Bluehost
06.2015 - 03.2017
- Oversaw top-performing affiliate accounts in a high-volume program to maximize performance and revenue.
- Managed client accounts to ensure satisfaction and retention.
- Developed strategies to enhance customer engagement and loyalty.
- Collaborated with teams to address client inquiries and resolve issues.
Education
Bachelor of Science - Psychology
Arizona State University
Tempe, AZSkills
- Affiliate management
- Affiliate strategy development
- Publisher recruitment
- Partner optimization
- Performance improvement
- Performance assessment
- P&L oversight
- Offer design
- Metric analysis
- Project management
- Strategic partnerships
- Revenue optimization
- Commission structure design
- Strategic planning
Accomplishments
- Grew a health and wellness affiliate channel from $1M to $30M over four years, managing 1,200+ publishers across telehealth and DTC health brands.
- Built two DTC health affiliate programs from zero to $500K in six months, securing placements in Forbes, Fortune, New York Post, and Us Weekly.
- Revived a dormant affiliate program to $100K in monthly revenue ($1.2M annualized) through commission restructuring, onboarding, and partner activation.
- Doubled an affiliate channel from $2.5M to $5M in 12 months.
- Built Everflow and Ringba postback tracking across multi-brand programs, improving attribution visibility and distinguishing incremental revenue from cannibalized conversions.
Timeline
Founder & Principal Consultant
Affiliate Simplified
05.2025 - 07.2026
Sr. Director, Performance and Affiliate Partnerships
Lee Enterprises
08.2024 - 04.2025
VP, Publisher Development
Katalys
05.2023 - 06.2024
Sr. Director, Publisher Development
Katalys
07.2019 - 05.2023
Affiliate Marketing Manager
eDriving
10.2017 - 03.2019
Affiliate Account Manager
Bluehost
06.2015 - 03.2017
Bachelor of Science - Psychology
Arizona State University