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Co-Founder | VP & CBO | Affiliate & Influencer Marketing Strategist for Retail & DTC Brands

Marketing & Sales

OLIPOP creator program case study

OLIPOP partnered with GravityFed and impact.com to automate their creator affiliate program, scaling from manual chaos to nearly 1,900 creators. This boosted their return on ad spend to over 900% and grew micro-influencer revenue from 3% to 20% of total affiliate sales. The case study shows how automation and authentic partnerships drive strong growth in creator marketing.

With over 20 years of experience, I specialize in affiliate, influencer, and public relations marketing, driving growth for sustainable, outdoor, and lifestyle brands. As a co-founder of AvantLink, and GravityFed.com, Inc., I contribute to fostering impactful affiliate and creator partnerships that deliver measurable results for brands in retail and DTC markets. My work stems from a deep understanding of aligning brand goals with publisher and creator needs, gained from experience on both agency and client sides. By building loyalty through strategic affiliate marketing initiatives and innovative program incentives, I aim to bring clarity and structured processes to this dynamic marketing channel.

As Co-founder and Chief Business Officer at GravityFed.com, Inc., I played a pivotal role in establishing a partnership marketing agency dedicated to outdoor and lifestyle brands. My focus on innovative marketing strategies has led to over $20M in attributable client and brand sales. I also created a successful gifting and coupon system for OLIPOP, which significantly increased revenue from influencers. Additionally, I founded TheDailyPow.com, a ski video blog that achieved over 2M lifetime YouTube views.

Co-Founder, CBO

In my role at Microsoft, I collaborated with cross-functional teams to design and implement affiliate frameworks that significantly improved revenue tracking and publisher retention. By developing performance models and automated dashboards, I was able to drive a 200% increase in tracking efficiencies and enhance publisher retention by 70%. My work focused on optimizing strategies through data-driven insights, contributing to the overall success of Microsoft’s digital marketing initiatives.

Analyst, Consultant

At AvantLink, I played a pivotal role in building an innovative affiliate network that transformed e-commerce partnerships. I led the growth strategy that positioned us as a market leader within three years, while also creating a dedicated account executive team that significantly boosted revenue. Our disciplined operations and strategic partner development achieved profitability and a debt-free status by year five.

Co-Founder, VP Marketing

At Backcountry.com, I played a pivotal role in scaling the affiliate program, which became a key driver of early-stage growth. By focusing on targeted channel expansion, I successfully increased affiliate-driven sales tenfold in just two years, contributing over 20% to the company's total revenue. My efforts also led to a remarkable 90% of new customer acquisitions through strategic partnerships with enterprise publishers.

Affiliate Program Manager

Gary Marcoccia is a Co-Founder at GravityFed.com, Inc. in Park City, UT. View their experience, skills and work history on Malakye — the professional network…

Gary Marcoccia

Skills

Interests

Industries

Summary

Activity

Projects

OLIPOP creator program case study

Work experience

GravityFed.com, Inc.

Microsoft

AvantLink

Backcountry.com

Education history

Alfred University

Connections