Senior affiliate manager recognized at London industry awards for her pioneering management of the Michigan Lottery and Pennsylvania Lottery affiliate channels
Montreal, QC. 12th February 2019 – Income Access, Paysafe Group’s marketing technology and services provider, has announced that Senior Affiliate Marketing Coordinator Samantha Ross has won in the ‘Best Lottery Affiliate Manager’ category at this year’s iGB Affiliate Awards, held 8th February 2019 at The Brewery, London. Ross was recognized for managing the affiliate programs for Michigan Lottery, the US state lottery industry’s first affiliate channel, and for its second, Pennsylvania Lottery.
Now in its 12th year, the iGB Affiliate Awards, which follow the annual London Affiliate Conference, honour the iGaming affiliate managers and affiliates who have excelled in their verticals during the last 12 months. Online lottery’s recent diversification into new global markets, including the US, has given even more prestige to the iGB Affiliate award relating to this specific vertical.
Michigan Lottery launched an affiliate program powered by the Income Access software platform in January 2018. The state lottery also partnered with Income Access’ in-house affiliate management team to develop and implement a strategy to launch and grow the program in H1 2018.
Leveraging her existing US gaming and international lottery affiliate connections as well as sourcing new publishers, Ross drove affiliate recruitment through direct outreach and content marketing (promotional and educational blogs and articles with third-party sites and social media). By geo-targeting affiliate campaigns, she optimised customer acquisition and the Michigan Lottery program’s overall growth during its launch phase. Ross’ strategic recommendations also positioned the program for future growth during the consolidation phase that followed in H2 2018 and into 2019.
In June 2018, Income Access partnered with Pennsylvania Lottery, when the state lottery launched the US industry’s second-ever affiliate program for its new iLottery offering. Ross developed and implemented a launch strategy tailored to the Pennsylvanian market, with a strong emphasis on utilising the promotional reach of offline retail partners such as convenience stores. Ross managed the program throughout H2 2018 and continues to support its growth in 2019.
Samantha Ross said: “I am honoured to receive the ‘Best Lottery Affiliate Manager’ iGB Affiliate Award and such prestigious industry recognition. 2018 was a historic year for the US iLottery affiliate market, so it’s been particularly exciting to play a role in growing the Michigan Lottery and Pennsylvania Lottery brands during this time.”
Tara Wilson, General Manager at Paysafe Group’s Income Access, said: “At Income Access, we pride ourselves on our people, and Samantha exemplifies the versality and determination of our team at its best. Her well-deserved award reflects her great achievements in growing the pioneering Michigan Lottery and Pennsylvania Lottery affiliate channels. Our affiliate management services are integral to our offering, so recognition in the all-important lottery category at the iGB Affiliate Awards is a considerable honour.”
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