PMA Industry Report: Run for a Board Seat; Make a Difference

by Lisa Picarille on August 17, 2011

Welcome to the Performance Marketing Association Industry Report, a podcast dedicated to the most pressing issues impacting advertisers, publishers, networks and agencies.

Eric Heller and Karen Garcia joined host Lisa Picarille.

Eric is the Founder of a new start up, Marketplace Ignition, focused on helping online retailers succeed at Operational (Feed-Based) Marketing. He has been working in online retail for more than 12 years. He started at in 1999 and managed a variety of initiatives before spending a year as the Director of Marketing for a real estate start-up and two-years as the Director of Marketing for Expedia Corporate Travel. He recently left his role as Director of Internet Marketing for FootSmart.

Karen is the CEO and co-founder of GTO Management, an outsourced affiliate program management company. She has ten years of experience in e-commerce and marketing. Beginning in 1999, Karen successfully developed and managed the affiliate program for Shari’s Berries. Karen has consulted on and profitably managed dozens of affiliate programs on many different network platforms ranging from large national brands such as National Geographic and MediFast to niche merchants like and In 2009, she was nominated for an Affiliate Summit Pinnacle Award for Affiliate Marketing Advocate and the GTO-managed program was nominated for Exceptional Merchant against industry heavyweights Amazon and eBay. She was awarded the 2009 ShareASale “Pay It Forward” Award for Industry Advocate for her work on the Affiliate Nexus Tax issue.

Both Eric and Karen are on the current board of directors for the Performance Marketing Association. We began the discussion talking about when the PMA board elections for this year are taking place and the nuts and bolts of who is eligible to run for the board. We then got into the time commitment needed to participate; what type of people are suited to be on the board; what issues are being tackled; how the board can make a difference; the what Karen and Eric each got out of their tenure; challenges and more.

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