Looking for the proper affiliate manager is a tough task to deal with, usually when I screen prospective managers for my clients I ask the following questions...
Do you understand intergration marketing and how to effectively use it to grow our business?
Give me an example of what your ideal affiliate should be and how you can help them bring their skills sets to the next level
What is marketing congruence and how does it apply to our business model?
If you were looking for a super affiliate what key incredients would you look for? and why
Explain affiliate niche marketing and why it's important to know the key fundementals before you bring any affiliate aboard
An affiliate program manager should not only know and be able to answer these questions but they should know how to roll up their sleeves and lead by example.
"Small" is a tough place to be in my opinion. I've managed some of the gigantic programs and I always had to applaud the scrappy guys who didn't have a brand name to speak of. I think that your best bet at survival is to find a program manager with a robust "big black book" of top affiliates. The idea here is that one uber affiliate can propel your program quickly upward and you'll dedicate the same amount of time dealing with promotions, banners and the like for a giant partner than a tiny one. The #1 rule to remember is that this is a relationship channel - you are dealing with webmasters, not websites. Find a person who can just ask some favors and get you good placement. Be warned though, if your offer doesn't convert you'll be wasting a great opportunity. Make sure your offer is better than the ones offered by the top brands because you have to overcome the consumer "fear factor" of trusting an unknown brand (& unknown customer service) with their credit card. Just my two cents. Hope it helps.
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A company that I work with is looking to outsource an affiilate program for one or two online stores.
It's a small, growing, apparel category, online store.
If you would like to hear more and potentially have me refer you, please contact me. Use the ask a question tab above if you don't know my email address. (don't comment here with your info.)