Affiliate Marketing Playbook with Cricket Treanor, Affiliate Marketing at Patagonia | 327

13 snips

Jun 6, 2025

Cricket Treanor, the Affiliate Marketing Manager at Patagonia, shares insights on how the brand scales through innovative affiliate strategies while remaining committed to environmental sustainability. She discusses unique partnerships, like collaborations with Rakuten, that prioritize brand awareness over traditional loyalty programs. Cricket debunks common myths about the affiliate space, emphasizing its role in driving brand trust and awareness. Learn how Patagonia aligns its affiliate marketing efforts with core values and combats overconsumption through sustainable practices.

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ANECDOTE

Cricket's Path to Affiliate Marketing

Cricket Treanor began her career on the sales floor at Patagonia before transitioning into affiliate marketing.
She proactively pursued marketing opportunities within the company to grow her skills and move into her current role.

INSIGHT

Affiliate Strategy Focus on Content

Affiliate marketing at Patagonia focuses mainly on content publishers rather than loyalty or deal-based partners.
Content partnerships allow in-depth storytelling and brand mission alignment beyond traditional ads.

ADVICE

Choose Partners with Aligned Content

When onboarding new affiliate partners, ensure their content fits seamlessly with Patagonia beyond just promotions.
Look for partners who can tell a deeper brand story, not only highlight discounts or sales.

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Patagonia isn’t just scaling mountains. They’re scaling through affiliate strategy.

This episode’s guest, Cricket Treanor, went from the sales floor to HQ’s affiliate marketing program. At Patagonia, their mission is centered on the environment, and their clientele is adventurous. So, when it comes to partnerships, they’re thinking outside the box: cash back with Rakuten, listicles of the “best jackets”, and speaking out about social issues, to name a few. What should you do as a brand when you don’t lean heavily into loyalty and deals?

And, Cricket debunks some misconceptions about the affiliate space. It’s more than just loyalty; it’s really brand awareness. Affiliates aren’t taking sales away from other channels. Where do they fit into the marketing funnel?

Plus, Patagonia is more than just selling products, they’re aiming to bring environmental awareness and sustainability efforts to their audience. How does the buy-back program contribute to KPIs? In a world of overconsumption, how do you get customers excited about new products when overconsumption contradicts the brand mission?

If you’re a marketer who wants to learn more about how partnerships, affiliate strategy, and digital marketing all play a role in scaling, this is the episode for you.

Let’s face it—consumers don’t trust ads, but they do trust their favorite creator, that go-to review site, or a friend’s recommendation. That’s where impact.com comes in. As the leading partnership management platform, impact.com helps brands turn creators, affiliates, and even loyal customers into powerful growth channels. Because in today’s world, the real buyer’s journey isn’t a funnel—it’s a group chat. Visit impact.com/millennial and take your marketing to the next level!

Follow Cricket:

LinkedIn: https://www.linkedin.com/in/cricket-treanor-836515114/

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com