Marketing Happy Hour - Partner Marketing 101: How to Build Strategic Brand Relationships

Episode Date: July 10, 2025

Ally and I dive into a never-before-discussed topic for Marketing Happy Hour - Partner Marketing. Ally discusses how her career led her to lead the first Partner Marketing function at TIDAL and how industries are recognizing Partner Marketing as a vital piece of the marketing ecosystem. We discuss the nuances between Partner Marketing and Brand Partnerships, how Partner Marketing can serve as an integral piece of the customer journey and the latest trends in the space.Key Takeaways:// Partner marketing is the creation and execution of a broad marketing strategy where two or more brands work together to promote each other’s products, services, or brands. It can include co-branded campaigns, affiliate programs, distribution partnerships, or shared content.// Think of partners as an extension of your brand and your team. Treat them as key brainstorming and thought partners to enhance your campaign strategies. // Innovative cross-industry collaborations and differentiating your partner marketing channel mix to reach niche audiences are the leading trends in 2025.Connect with Ally: LinkedIn / Instagram____Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠Join our FREE Open Jobs group on LinkedIn: ⁠Join now⁠Get the latest from MHH, straight to your inbox: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join our email list!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow MHH on Social: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠TikTok⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

I think partner marketing is an interesting kind of offshoot of traditional marketing because it encompasses two really complex areas of any business, which is management of your partnerships and what those partnerships look like. Of course, there are tons of different partnerships a business could have, integration partnerships, brand partnerships, and combining that with traditional marketing strategy work. Welcome to Marketing Happy Hour. I'm Cassie, consultant, podcaster, and your host. Every Thursday, you'll hear episodes packed with insights

from brand leaders on an array of topics, from crafting effective marketing strategies and hitting career goals, to building leadership skills and launching your own business. Inspired by those unfiltered happy hour convos with peers, this show is all about practical, empowering chats to support your professional journey. So grab your favorite drink and let's get to the episode. Welcome back to Marketing Happy Hour.

I'm joined by Allie who has been doing the possible event series with me, and we're going to take a quick break from that series. We're going to talk through partner marketing. What does that mean? How does it differ from brand partnerships and how can you utilize it? Within your brand and how can you utilize it? And then we're going to talk about the brand and how you can use it. And then we're going to talk about the brand and how you can use it. And then we're going to talk about the brand and how you can use it. And then we're going to talk about the brand and how you can use it. And then we're going to talk about the brand and how you can use it. And then we're going to talk about the brand and how you can use it. And then we're going to talk through partner marketing. What does that mean? How does it differ from brand partnerships and how can you utilize it within your brand? But Ali,

welcome back to the show. I feel like I don't even need to welcome you anymore. You're just kind of here with me, which is amazing. I absolutely love it. I know I do too. Thank you. I'm excited to dive in here because I think again, there's a little bit of misconception around kind of what partner marketing is versus a brand partnership. And I think there's, you know, hopefully some spark to help kind of dive into that a little bit deeper to figure out sort of what that looks like from a career path standpoint, but also giving some examples of how partner marketing is used in a traditional sense, but also that sort of definition of it and where it kind of fits into the broader sort of marketing ecosystem. So I'm excited to dive in. Yeah, I am not going to lie. This is not an area that I am super proficient in. I know enough just through talking with you and then collaborating with other partners. So I'm

excited to learn from this episode. So I mean, let's kick it off. Like let's talk through your experience. Of course, we'll dive deeper into that. But can you help us to define what partner marketing is for our listeners that may not know? Yeah, for sure. I think partner marketing is an interesting kind of offshoot of traditional marketing because it encompasses two really complex areas of any business, which is sort of the management of your partnerships and what those partnerships look like.

Of course, there are tons of different partnerships a business could have integration partnerships, product partnerships, brand partnerships, and combining that with traditional marketing strategy work. And so combining them kind of makes this hybrid of relationship management, but also needing someone who has that both strategic and tactical marketing background. And so the way that I've found, it's really digestible to describe is describing it

as the creation and execution of a broad marketing strategy where two or sometimes more brands work together to help promote each other's products, services, or brands. And so what I mean by that is it can include co-branded campaigns, affiliate programs, distribution partnerships, or even shared content. So think more like the help me help you mentality, particularly when it comes to like channel sharing. So the notion of leveraging each brand's successful marketing channels to help drive that ROI and hit the end goals for both partners.

And so I mentioned it can be kind of two or more brands working together when it comes to partner marketing. It's important to remember channel partners as a part of this too. So any agencies you would work with as part of it, influencers, and then those distribution partners are kind of also included there. Okay. So then going a little bit deeper into that, when we hear partner marketing, it sounds

very similar to brand partnerships. So what are the differences between brand partnerships and partner marketing? Yeah, I think they're very often confused. And I will say, typically when I'm seeing roles that are popping up too, there's also, there's brand partnership manager and partner marketing manager. And it's like, there seem to be so many similarities. They're very adjacent to each other.

And so I would describe brand partnerships. They're typically focused more on two brands coming together for a specific campaign or a moment in time. So I would actually really describe brand partnerships as a specific type of partner marketing. Actually, I'd consider partner marketing this sort of overarching umbrella centered on that sort of shared value, shared audiences, or even those aesthetics between two brands. Brand partnerships tend to be really more focused on storytelling used to kind of gauge that lifestyle alignment of different overlapping audiences

that each of the brands have, but primarily used to, it's in the title, build awareness for both brands, right? Think Starbucks and Spotify or Nike and Apple. There are a lot of co-branded opportunities between those brands to help drive awareness and engagement and they have existing overlapping audiences. I would consider partner marketing

a little bit more transactional in the sense that it's tied to really hard performance metrics like lead sharing or affiliate links. And partner marketing tends to have a little bit more aggressive conversion goals than I would say a brand partnerships campaign would. Typically, you're looking for different metrics when you're looking at a brand partnership. Okay. So typically with brand partnerships, we'd see that, of course, both sides are benefiting.

Maybe it's an influencer partnership or maybe it's two brands coming together and both are leading to visibility on both ends. But you're saying that partner marketing is more, you know, there's those goals in place in terms of how many conversions, how many leads, you know, we want to make sure that we're actually making money or driving set the goals around this campaign. Is that kind of correct? Totally.

And the way that I would differentiate it is I think partner marketing, again, I use the word transactional because it's definitely more on the technical side of partnerships versus it being sort of more value add from a brand perspective. Now, I'm not saying that there's not brand goals that are typically tied to a partner marketing campaign. I can think of a couple of partner marketing campaigns that we ran at Tidal where we were leveraging the brand equity of the partner, but brand awareness and the lift of the two brands being tied together was not a primary goal for the partnership. The primary goal was around leveraging their

audience and lead sharing and getting the distribution through their channels. So the goals are what differ there. And I think, again, brand partnerships are an offshoot and kind of a, for lack of a better term, like sub brand of partner marketing as a whole. Okay, interesting. So from a customer standpoint then, what role does partner marketing play in that consumer journey? How do we as consumers interact with that partner marketing campaign or objective? And then can you give us an example? You talked a little bit about your time at Tidal and how you integrated some of these

strategies, but just tell us a little bit about what that looked like there. Yeah, for sure. And so just to take a step back, so for those who haven't heard any of the previous episodes before this one where I've talked a little bit about my career path, in my most recent role at Tidal, which is a music streaming service,

I was leading partner marketing on our business development and partnership side of the business. So that is, I think, another kind of interesting piece of partner marketing, is it sometimes doesn't sit in a traditional marketing org because a lot of the relationships that you're developing our business development relationships. So ones that are going to again further the business goals through the lead sharing through the traditional sort of sales funnel. So I like to call that out because I think more often than not when you hear partner marketing, you assume that it's in a marketing organization. And I have in my experience, I have seen that it's actually the opposite. And it's typically sitting in more of a business development area. In my role at Tidal, I mainly worked with integration partners. So a set of partners that actually had Tidal integrated into their software and

devices. But again, I also occasionally had the opportunity to work with more product partnerships and brand partners as well. Partner marketing is and was integral for one audience at Tidal, and that was our core DJ audience. So Tidal had this giant audience of DJs that was sitting on the platform. That was essentially using the streaming catalog

to mix with and essentially play through their DJ hardware and software. But they had no direct marketing through our own channels or through the partner channels. So there became this runway to kind of test and learn through these partner channels to see if we could help drive engagement with existing subscribers, but also attract those net new subscribers, as I mentioned, leveraging the sort of brand equity and channels of the partners that are a little bit more prominent in the space.

So we worked with nine global partners on this front. So that means that there were nine set of marketing channels to be able to use. And that means social, lifecycle, any other digital channels, web, et cetera. So there was a lot of opportunity. And I will say, partner marketing is really an integral part of any go-to-market strategy when thinking about

where the customer, the end user, will interact with your brand. So maybe it's an awareness play, as I mentioned, and you wanna leverage the brand equity of your partners to attract just general reach and general awareness and lifting awareness among other music streaming services for Entitles case. Or maybe you want to get a closer touch point

with their audience to help kind of through their lifecycle channel by sending a customized email through a certain segment of DJs. And I think this is where it's really important to identify the goals at the beginning of the campaign and at the beginning of thes. And I think this is where it's really important to identify the goals at the beginning of the campaign and at the beginning of the partnership. So part of our conversations at Tidal with our partners were really, you know, on a yearly basis and a quarterly basis to make sure that we were in alignment in terms of what they wanted to achieve through

our channels and vice versa. So again, as I mentioned, that sort of help me help you mentality. Is there a channel that from a partner standpoint, we actually have higher ROI in that the other partner doesn't or in vice versa. Right. So, for example, is our social channel better than our partners and they want to leverage our social channel because of the reach we have there are there are things like that where you kind of come to the table from a relationship standpoint and help kind of value add with each other. And there's a really interesting mix of relationship management there that is part of the role that I love so much, transparently. It's kind of this hybrid of taking my more technical skills on the marketing side and putting it into play with relationship management. I think one unique part of the relationships at Tidal is we really thought

of our partners as an extension of the Tidal brand. So by managing those relationships, it became natural to kind of propose those out of the box ideas to share different channels on both ends to reach our ideal customer at any phase of their journey, whether it be at the top of the funnel or the bottom. And I would say they really became these sort of key brainstorming and thought partners as a result. Yeah, absolutely. No, that's that is super helpful to just kind of hear what that whole process looks like. And I love how ultimately the relationship aspect is at the core of this, because I truly even going deep in a human level, like until you actually know someone or know

a brand, you don't actually know what's going to be valuable or beneficial to them. So making sure that you are prioritizing, getting to know the people behind a brand, what makes the brand really tick? What are they looking to do? And being able to build a mutually beneficial campaign around that I think is so important. So yeah, for sure. I kind of want to flip it back on you now and hear a little bit about your experience with partners. I'm curious how you would think through identifying and prioritizing partners.

So what are some of the things that you would look for in an ideal partner for a specific campaign? Yeah. So I think from an identification standpoint, even going back to phase one of figuring out who those people are, social listening can definitely come into play here. So paying attention to what are my consumers talking about? What other brands are they using in their day to day? How are they integrating these other brands in their business or whoever you're targeting in that way?

I've done a number of different brand partnership campaigns in that level. Thinking back to my restaurant marketing days, we launched a collaboration with a local coffee brand and that local coffee brand was already a part of our consumers mix, you know, they were showing up to our restaurants with that coffee in hand. And so we knew that that was something that would make a lot of sense. And the campaign did amazing. So I think number one, just keeping tabs on your consumers, not only when it comes to your brand, what are they talking about, but what else are they talking about in their day to day? Um, and so that kind of goes into one of my first

points is just the alignment of audiences. Again, we've already talked about that a little bit here, but do you serve the same audience? Is it a disconnect to start talking about this other brand or does it make sense? Does it naturally flow into those conversations? Something you've already mentioned too, Allie, is just alignment and goals and mutual benefits of the partnership. Does it make sense for both sides to be a part of this? Are they benefiting and what are those benefits that are going to a part of this? Are they benefiting? Um, and, and what are those benefits that are going to come out of it? Um, you know, as you mentioned, maybe one partner

has a channel that needs some growth, but that other partner has a really strong presence on that channel and how can we kind of help each other there? Um, and then overall alignment and values, right? Like you don't want a consumer to go to your page and see your partnering with this brand and that brand has questionable values. It does not align with your values. So I think it kind of is similar to these conversations that we have around even influencer and creator partnerships of just making sure

all of your boxes are checked. Does it make sense? And I think even taking some time to like ask other people outside of your realm, like would this make sense if we were to partner with this brand and why and why not? For sure. I think you and I have talked about brand safety even just offline and in a couple of episodes recently.

I think brand safety is something really interesting because a lot of companies don't necessarily have a formal process in place for how they're gut checking these brand partners. I know for title, we actually created a matrix of the things that each partner needed to check in order for us to want to partner with them. And that goes across the board. So that's brand partnerships, product partnerships, integration partnerships,

whatever type of partnership it was, it had to meet this criteria legally, but also for, again, our brand safety and the value alignment, because we know how important as marketers that it needs to be to ensure that the partner is completely aligned. Even if they're in a different industry, they have to be completely aligned at the core of the partnership and of the company to be able to make these partnerships work. So I love that you mentioned that.

I think brand safety, we could do a whole episode on. It's really, really important. What makes partner marketing work between teams is that collaboration, one between the internal teams and the external partners. So how do you find it's best to collaborate with so many stakeholders in a campaign or in a strategy built? Yeah, I think again, going back to the basics is strong internal communication and structure first and foremost before you involve any other external partners is going to be really

important because if you cannot communicate properly internally, there's no way you are going to bring another brand into the fold and be able to communicate effectively with them. So that's a whole nother episode in and of itself, but you know, anything from strong SOPs, how are you setting up communication internally? Do you have clear and defined Slack channels or whatever that is, like weekly meetings with, with key stakeholders within your organization? Um, so having that set up first, because again, it adds a whole nother layer, bringing in an external partner.

And I have worked with brands so many times where, whether it's navigating client relationships or whatever externally, we just cannot, we cannot do a good job because there are things out of, out of the loop internally. So I think that first and foremost is really important. Um, and then again, as you've already mentioned, relationship building all around, like how are you prioritizing those relationships outside of just, you know, what am I getting out of this campaign and what are you getting out of it? How can you spark conversations and actually truly get to know people behind these brands.

Um, because that's going to build a trust in communication overall. And you have to have trust in communication and any partnership that you're doing. Um, and that is built over time. It takes time and patience to do that, but you have to prioritize that, um, regular check-ins, like checking in with those people involved both internally and externally and bringing these people together. Right. So again, over communication is key and making sure you're having those conversations on a regular basis. And if something does not make sense or you're unsure of something, I would recommend, you know, try to tackle it internally first. But if it comes

to a point where you have to clarify with an external partner, don't be afraid to ask those questions. And then another thing too is just leaving space for some of those channel owners to come to you with ideas. Even if it's this bigger, broader campaign, not being afraid to go to the social team and asking them what they think or the email marketing team. So I think kind of getting outside of the box and building those internal relationships again, as we've already mentioned, with your partners in a campaign and making sure that it is speaking properly to the audience on those designated channels. Yeah. And I will say internal partners too can be a really good resource. I think very often we tend to work in silos

because we're so focused on our day to day and coming from remote brands for the last five or six years now, I've noticed that it becomes very easy to kind of work in your silo and not necessarily ask for those ideas. I think one of the things that I'm most proud of at Tidal is the kind of steps that I took to include those channel owners in the building of the strategy.

Not only does it strengthen your sort of marketing knowledge in terms of working with the other channel owners on lifecycle, on social, on for in TIDAL's case editorial. titles case editorial. So, you know, those who are actually curating the playlists on on the music streaming service and having relationships with the labels, it became this opportunity to have this really open dialogue with channel owners where they felt really comfortable coming to me and saying, Hey, I have this idea for social. Do you think the partner would be excited about it? And it also brings a kind of opens up the aperture to bring in the social media manager or director to come in and actually meet that partner as well. So it just adds value to the relationship when there are ideas in a controlled environment, of course, to be able to share those ideas with the partners. Because, again, as I mentioned at title, our strategy was to treat those partners as an extension of the brand. That was the best way that we found it worked was to be able to feel like those

partners could come to us and we could come to them. And I think that that works internally as well. Yeah, absolutely. I want to know too, Ali, outside of strong relationship building, networking, creative and strategic thinking. If someone is listening to this and they're like, this sounds really interesting, I would love to kind of dive more into this and see what opportunities are out there. What skill sets or things should we be looking at developing in order to be a strong leader in this category? Yeah, for sure. I think, look, I think it's really understanding the ins and outs of traditional marketing strategy work.

I think that that has been my biggest asset is the years of marketing strategy work that I have kind of built up and kind of flexed that muscle with in all different areas of my career. I would also say it is really important to have corporate brand management experience. I think again, as we mentioned on the brand safety front, understanding the ins and outs of like traditional brand management. So not your brand partnership type of work, but your more traditional corporate brand management.

So think tone of voice, more on the messaging value prop, all of those pieces of corporate brand management have helped me immensely when coming into these partner conversations. I will say one of the areas where I really needed to learn and flex when I stepped into the partner marketing role is traditional negotiation. So as part of the deal structure with these partners,

marketing is typically an exhibit of the agreement, right? And so it's not necessarily the full agreement in terms of what are we getting out of this and what are you getting out of this? But I ended up coming in, I would say maybe two or three steps down the line as an actual value add for the partner. So I kind of had to come in with understanding how these negotiations were working, what the partner would find attractive from a marketing standpoint. And I was able to work with the business development team and the other members of my team

to help kind of understand what those value adds are so that I could manipulate and strategically place those conversations about marketing as I kind of came in a little bit further down the line in the process of the agreement. And so I would say it is important and it may be a little bit of a stretch for a lot of marketers because I personally can say

that it was for me is understanding the sort of nuances that come with traditional partner agreements and that negotiation piece. It is definitely a skill set that I personally am still learning, but I do think is helpful. So think more traditional marketing strategy, understanding the more corporate side of brand management, and then your negotiation skills. Yeah, interesting. I love how much of a hybrid it kind of is, which is exciting to me. Like if you're a marketer who doesn't necessarily love going about your day to day in the same way, I know marketing isn't really that period, but I like how this is kind of flexing these

different muscles even outside of a traditional marketing sense. So truthfully, and I feel like, you know, I've had the opportunity to really stretch and flex into so many different areas of marketing in my deck over a decade of experience now. And partner marketing has been such a nice amalgamation for me. And I've really found it's where my superpower is. It's that traditional marketing strategy work, plus the relationship management, which I love to do. And it's it came at such an interesting time in my career as well.

And it's something I'm just so looking forward to kind of continuing. And I will say, I see a lot of roles now, partner marketing manager, partner marketing lead, senior partner marketing manager for specific audiences. And so it is definitely becoming more of a trend and something more that companies are looking for to even just start their first partner marketing positions. Because it is really important to have that person on the team that has the traditional marketing experience, but can also bring in and be a good relationship advocate. Yeah.

Yeah. Well, like I said earlier in the episode, I've loved learning about it and just hearing from your experience. And again, I think if you're, um, curious to learn more about this role, obviously reach out to Ali, uh, after this episode. Uh, but I want to know too, you know, as we're recording this mid 2025, uh, what trends are you seeing in partner marketing or brand partnerships this year? Just some of the focuses that brands are making or is there any sort of tech or things we should be thinking about in terms of just excelling in this area really?

Yeah, for sure. This is such a great question. I think I've seen a lot of brands prioritize the exploration of new and different channel use. So maybe channels that they haven't prioritized or seen success in in the past, but are deciding to sort of test and learn with these micro strategies to get in front of niche audiences. So as you and I have been talking about extensively in the possible series,

niche is the new mainstream. That goes for partner marketing as well. And I think those niches are showing up in different channels than they have in the past. Think niche affiliate programs or communities that will deliver stronger ROIs than your standard mass influencers or standard mass platforms. At Tidal, we were moving into getting more enhanced analytics through some real-time dashboard tracking of those new and existing DJ subscribers, which also provided this sort of predictive modeling for us to see what was resonating in real time. So this really allowed

us the flexibility to kind of adapt day to day on our campaigns and with partners. So again, having that open line of communication with partners was really kind of imperative for us. And I think having that and again, I'm conscious that not every company has a, you know, a business analytics team and things like that. I think there are things that you can do as a marketer to be able to ensure that you're getting at least baseline metrics to track your campaigns so that you're able to, you know,

either pivot or optimize for future campaigns. But I will say this sort of predictive modeling really helped us understand which campaigns were actually getting us to our end goal and which we needed to pause on. I've also seen a lot of cross industry collaborations, which I personally am loving tech brands partnering with retail brands, partnering with health care brands, partnering with logistics brands. I mean, just really interesting kind of partnering with logistics brands. I mean, just really interesting kind of brand collaboration,

driving innovation in their respective industries and helping reach sort of new audiences within those teams, right? So that kind of non-standard thinking, I think is what is really advancing our industry and what you and I have heard over and over this year in the first six months of the year at different conferences and different events

we've been a part of. And I will say all of these trends and shifts are just making partner marketing a more viable piece of the business. It's getting more targeted measurable results through your marketing that are really aligned with the end consumers wants and needs. Oh, I love that.

Yeah, I personally, the cross industry collaborations are really fascinating to me. That's, I think as a consumer industry collaborations are really fascinating to me. That's, I think as a consumer, it's just peaking interests. Like we are, at least as a marketer, I'm like, Oh, I wonder why they partnered. And then you want to know like what it is and then you want to try it and whatever. So I think to your point, how can you kind of get out of the box and question the traditional brand partnership thinking? And so that I, is just one way

that you can help your partnership stand out. So I love that you mentioned that. And I think, again, that sort of mentality of how can we drive new and exciting innovation that drives all of our business goals forward. I think innovation can tend to be a buzzword, but I use it here because I do think it's important when you're considering sort of the broader marketing industry

and the broader opportunities to stand out. I think it can be a very oversaturated market, especially on the brand partnership side, which is why you're seeing these sort of non-traditional brands that are kind of coming together in order to make a splash, in order to make ad week and ad age, right? Because they want the opportunities to stand out. And it's very often two brands that you would never consider coming together that come together and they do something really cool and they get the reach and they get the metrics that they're looking for.

Whether it be through a traditional brand partner sense or whether it's through the more partner marketing side of things where it's through an integration or a distribution partnership. So it is all advancing our industry and advancing the importance of partner marketing. Like I said, those roles are opening up rapidly. I've seen a ton of them on LinkedIn. So I really, I hope this conversation helps kind of spark and encourage some people to learn a little bit more about partner marketing, but also explore it

as a possible career path. Yeah, absolutely. And again, as I mentioned, please reach out to Ali if you have any other questions on this topic. And if you enjoyed this conversation and just learning more about partner marketing, either leave us a review or shoot us a message or whatever and just let us know what resonated

and maybe what you'd like to know more about. So, uh, we'll be sure to dive more into this in the future, but really appreciate you joining us. Allie, thank you for joining me as always. Um, and we'll be back with our last episode and our possible series coming up. If you're listening to this in chronological order, that will be next week. Uh, we are going to have Lauren from Chase Media Solutions. If you listen to our episode with Jessica, we talked about meeting Jessica on a yacht. We also met Lauren on

a yacht. So I'm sure that will come up in that conversation, but super stoked to dive more into that. Ali, thanks again. Ali' Thank you, Cassie. Super excited and looking forward to this last episode in the possible series. Can't wait. See you then. Thank you. Thank you so much for tuning into this week's episode. If you enjoyed this conversation, I would love your feedback. And if you're ready to take things to the next level, sign up for my weekly newsletter in the show notes. You'll get weekly career and marketing insights

straight to your inbox. And if you have an idea for a future marketing happy hour episode, shoot me an email. Hello at marketinghappyhr.com. Thank you again and I'll see you next Thursday.