Terrell Williams
Affiliate Simplified
Temecula,CA
11
years of professional experience
Senior Director / VP of Affiliate & Commerce Media with a proven track record of scaling channel revenue from $1M to $30M across DTC and enterprise brands. Built and commercialized Katalys’s commerce media division into a $5M annual revenue stream through tier-1 partnerships with Forbes, Us Weekly, and Hearst Digital, while pioneering an in-house creator network that drove six-figure annual returns. Full P&L owner adept at architecting high-ROI commission models, expanding 1,200+ publisher partnerships, and leveraging emerging AI-driven distribution channels.
Work History
Fractional Affiliate & Partnerships Consultant
1 Year 2 Months- Rebuilt MiraNest’s creator program from $0 into $1.2M annual channel through recruitment, activation, sampling, and commission architecture.
- Delivered affiliate and creator programs for four DTC health clients simultaneously as an embedded lead accountable for revenue outcomes.
- Wrote proposals and pitched affiliate strategy to win new consultancy clients and expand the account pipeline.
- Translated performance data into forecasts and budget recommendations clients used to plan spend and prioritize growth.
- Partnered across affiliate and creator workstreams to keep client delivery aligned with revenue goals and launch timelines.
Sr. Director, Performance & Affiliate Partnerships
8 Months- Secured AI-driven content partnership with Perplexity, amplifying affiliate content into search results and driving 900% increase in page views.
- Launched performance partnerships division from standing start for $750M organization spanning 72 sites, building operating model, tracking infrastructure, and reporting.
- Achieved 5,000% year-over-year growth in external affiliate revenue and $2.5M incremental revenue through rate, placement, and term negotiations.
- Built a repeatable affiliate program operations framework that supported partner activation, performance tracking, and cross-channel execution.
- Coordinated advertiser and network relationships to expand placements, improve commercial terms, and strengthen long-term partner alignment.
VP, Affiliate & Publisher Partnerships
1 Year 1 Month- Owned $30M channel spanning 1,200+ publishers and 600 brand clients, serving as final decision-maker on headcount, hiring, promotions, and compensation.
- Coached affiliate managers and offshore staff to $5M year-over-year growth through stronger partner negotiation, forecasting, and performance optimization.
- Developed managers through direct coaching on partner negotiation, forecasting, and performance improvement across the affiliate team.
- Secured lucrative publisher deals by collaborating with brand teams and aligning terms that strengthened channel economics.
- Partnered with engineering to build new ad-tech and monetization products supporting publisher business expansion.
Sr. Director, Affiliate & Publisher Partnerships
3 Years 10 Months- Grew affiliate revenue from $1M to $30M over four years through publishing partnerships and paid supply placements.
- Improved partner activation 50% by streamlining onboarding and strengthening follow-up across the publisher base.
- Managed health advertiser programs against FTC claims and disclosure requirements to maintain regulatory adherence and partner trust.
- Built publisher relationships with Forbes, Hearst, and WebMD to expand premium supply and strengthen brand access.
- Standardized onboarding follow-up across partners to improve consistency, shorten ramp time, and support retention.
Affiliate Marketing Manager
1 Year 5 Months- Drove affiliate revenue from $2.5M to $5M within 12 months through channel expansion and tighter performance management.
- Recovered $2.5M in revenue by restructuring commission tiers and reactivating dormant publisher partnerships.
- Led affiliate strategy, budget ownership, and performance tracking for the full channel across the business.
- Managed a business development manager directly, setting priorities and coaching execution against channel goals.
- Redesigned commission structures to improve partner economics and support stronger publisher activation.
Affiliate Account Manager
1 Year 9 Months- Reviewed 1 performance report weekly to identify partner trends and guide follow-up actions.
- Managed 50 affiliate accounts monthly while supporting high-performing partners and prioritizing growth opportunities.
- Analyzed affiliate performance metrics to spot underused channels and recommend targeted growth opportunities.
- Managed affiliate program operations through consistent partner communication, account updates, and issue resolution.
- Strengthened partner onboarding by tracking setup progress and helping new affiliates ramp into the program.
Education
Bachelor of Science - Psychology
Skills
Department margin management
Commission architecture & incentive design
Forecasting & budget ownership
Gmv growth
Channel portfolio management
Business development pipeline management
Attribution modeling
Revenue operations
Agency & publisher brokerage
Enterprise partner negotiation
Publisher relationship management
Affiliate program operations
Partner onboarding
Affiliate program strategy
Creator partnerships
Contract negotiation
Partner enablement
Cross-regional team leadership
Manager coaching & development
Full-lifecycle recruitment & activation
Tiering & retention design
Succession planning
Ad-tech & product collaboration
Workflow automation
Performance reporting
KPI dashboarding
Personal Information
Title: VP, Affiliate Marketing & Creator Commerce | $30M P&L Owner | Team Leadership & AI Adoption
Timeline
Fractional Affiliate & Partnerships Consultant
Affiliate Simplified
05.2025 - 07.2026Read More
Sr. Director, Performance & Affiliate Partnerships
Lee Enterprises
08.2024 - 04.2025Read More
VP, Affiliate & Publisher Partnerships
Katalys
05.2023 - 06.2024Read More
Sr. Director, Affiliate & Publisher Partnerships
Katalys
07.2019 - 05.2023Read More
Affiliate Marketing Manager
eDriving
10.2017 - 03.2019Read More
Affiliate Account Manager
Bluehost
06.2015 - 03.2017Read More
Arizona State University
Bachelor of Science from Psychology
Read More