The Publisher Diaries: Tanya Larsen was based in 2019 by buddies and co-founders Tanya Larsen and Miranda Coombes. Both ladies are moms; Miranda has two youngsters and Tanya has three, and care deeply in regards to the planet, its future, and serving to protect it for future generations.

The website totally focuses on sustainability and encourages folks to be extra accountable when procuring. The concept for the corporate got here from the duo’s want to present one thing that may very well be actually rewarding for everybody – prospects, the planet, and themselves.

Tanya chatted to Niamh Butler-Walton about why advertisers must type higher relationships with their associates and women-driven companies…

What is your function and what does it include?

I’m the co-founder and CEO of Codes To Share, a UK based mostly enterprise that at the moment operates two low cost code web sites. was launched on the finish of 2019 for the UK market and was launched in August 2021 for the North American market. is the primary voucher codes web site within the UK to concentrate on sustainability and is a completely licensed CO2 impartial web site.

I’m not an inventor by nature, and I don’t all the time provide you with unique enterprise concepts myself, however I’m a really passionate govt. If I like an concept, I get totally consumed by it and I make it work. If you desire a enterprise to succeed it’s essential give it full dedication. The concept of a inexperienced voucher code web site got here from my enterprise associate and co-founder, Miranda Coombes. I appreciated the thought very a lot and joined as an investor and full time CEO, while including my earlier expertise of being a CEO of a know-how enterprise for the final 15 years or so, rising startups into the multi million revenues, and subsequently promoting them. 

I’m a really eager supporter of conservation tasks and the mannequin of a inexperienced voucher codes web site resonated with me right away. My function is that of any good tech startup CEO – being affected person with cash, creating the suitable staff, bringing the mannequin to market, ensuring the mannequin works and generates income, rising and growing the enterprise additional and naturally, sustaining the love for what I’m doing alongside the best way. 

What do you take pleasure in most in regards to the efficiency advertising and marketing business?

I like the technical a part of it and the thrill and advantages that our prospects get from utilizing our know-how. I’ve a blended engineering and finance background and it could not sound that fascinating, however I get actual pleasure in seeing how our technical concepts can immediately have an effect on our enterprise high line, in addition to ship income to the advertisers we work with – plus save the planet as we go. My profession path began in digital in 2002, again within the day when the web was nonetheless gradual, and I completely love what I’ve achieved within the final 20 years. The instantaneous client behaviour response is an enormous thrill that retains my curiosity within the efficiency advertising and marketing business. 

The different huge attraction for me all the time was the flexibleness across the business. I’ve a household and three youngsters, I’ve travelled the world and the one office I wanted was my laptop computer. I’d not have the ability to reside such a satisfying life as simply if I had been within the workplace 9 to 5. This flexibility is an enormous attraction for me as a mom. 

Not to overlook after all that the efficiency advertising and marketing business nonetheless has room for genius concepts to beat the house – and that is extraordinarily uncommon to seek out these days. 

Who is your efficiency advertising and marketing hero and why?

Probably Robert Rose. Not simply because I like rock music and long-haired guys, however as a result of he actually believes in the truth that efficiency advertising and marketing success is true advertising and marketing success. 

Who in your staff deserves extra recognition? (The unsung hero)

I’d say our search engine marketing man, additionally a eager blogger, Shaun Richings. Both Miranda and myself have taken away a number of information from him and have been impressed to take dangers when introducing a brand new low cost web site into an already massively aggressive market and achieve it. 

What traits are you seeing working with advertisers?

The Voucher Shares area of interest could also be a little bit totally different to generic voucher web sites however although we attraction to sustainability-conscious customers by default, we will see that advertisers who put sustainability on the coronary heart of their enterprise obtain extra general consideration from right this moment’s customers. We work with hundreds of manufacturers and we will see the rising pattern amongst the customers to search for extra eco-friendly merchandise reasonably than for simply one of the best offers. That’s why this summer season we launched a inexperienced icon to focus on all sustainable and eco-friendly merchandise from totally different advertisers and make it simpler for customers to establish. 

How has the function of affiliate networks modified over the past 12 months?

We’ve seen affiliate networks have change into extra accessible to smaller companies. Small companies want entry to on-line promoting, it has change into their life line in the course of the pandemic. It’s nice to see that many affiliate networks have made their becoming a member of course of simpler and are additionally making extra effort to attach new advertisers with good publishers. Affiliate networks have change into higher enterprise facilitators in my view. 

What one factor would you modify in regards to the business?

Advertisers want higher direct relationships with their associates. As I discussed above, affiliate networks have change into higher facilitators, however there’s nonetheless an extended method to go earlier than advertisers can actually embrace the truth that associates are doing the onerous work of promoting for them and so shouldn’t be on the backside of the income distribution. There remains to be an extended method to go to make online marketing extra clear and I consider affiliate networks might do extra to help associates. Affiliates assist to construct buyer loyalty for advertisers. Long time period constructive impression of working with associates shouldn’t be underestimated. 

What’s your high tip for advertisers?

Embrace a sustainable enterprise mannequin. Preparing and implementing sustainable adjustments to what you are promoting now will set it up for a brighter future. 

What different areas of the business are you able to see your self working sooner or later, maybe?

I’d like to concentrate on a tech startup advisory but additionally enterprise help for women-driven companies in efficiency and online marketing in addition to digital companies centered on sustainability.  If I can obtain enterprise success with three youngsters and English as my second language then anybody can. They simply want to begin on the proper place.

We hope you loved this installment of the Publisher Diaries. If you want to become involved please get in contact through our Typeform.

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