Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.
Holly Ruprecht is one of the most beloved figures in adult, with a grand personality that is joyfully festive, endearingly kindhearted and industrious.
There is no limit with what we can achieve with Playboy. It is a brand that transcends mainstream and adult, so I want to offer the very best in websites and promo tools to every affiliate.
And not only is she intimately familiar with internationally renowned brands from her years at Hustler and her newfound role as affiliate marketing manager for Playboy, she is also well-acquainted with the increasingly star-driven trenches of the biz.
Adored by sexy superstar performers and respected by countless execs, Ruprecht transcends the industry divide between those in front of the camera and those who make behind-the-scenes magic.
Take a seat, then, and pull up a chair, for this interview with our Woman of the Month.
XBIZ: What led you to join the Playboy team?
Ruprecht: Playboy has played the role of catalyst of culture, pushing the envelope and challenging taboos for over 65 years. It’s an iconic brand that I fell in love with in my early teens. Playboy played an integral part in allowing me to discover and become comfortable with nudity and sexuality. When the opportunity to work here presented itself, I could not say no! I absolutely love Playboy and what it represents.
XBIZ: Since this isn’t your first time working behind the scenes for a huge global brand, what past experiences have proven most valuable in shaping your overall approach to Playboy?
Ruprecht: The key to this business is relationships. Adult is such a small space, and in many ways like a family. I try my best in this role, like my previous ones, to maximize my contacts in a way that is beneficial to both parties.
XBIZ: Describe your role as affiliate marketing manager for such a storied brand. What does it entail as far as major goals and overarching ambitions?
Ruprecht: I am responsible for growth by running PlayboyAffiliates.com What I like most about this job is that it is so entrepreneurial. I am responsible for my success, and that motivates me daily to go out, take risks, take chances and do the very best I can to achieve success.
XBIZ: Getting down in the trenches, how does a “typical” day unfold for you, as you execute those objectives?
Ruprecht: No day is typical, though there are many tasks that are predictable. Emails, calls, posts on boards such as XBIZ.net. What I love the most is coming in and looking at my sales numbers and finding creative ways to achieve my goals. It is never dull or boring, and something I am truly passionate doing.
XBIZ: What internal departments at the company do you interface with the most and how?
Ruprecht: I interact with Playboy’s content and product teams regularly. Playboy has entrusted me to really shape the content on PlayboyPlus.com, so I am constantly recommending new talent, working with the product team on new affiliate promotional tools, etc. We work really well cross-collaboratively and are all working towards a shared goal.
XBIZ: Discuss your main strategies for recruiting and retaining affiliates, as well as driving traffic generally.
Ruprecht: I reach out to my network of contacts to recruit new affiliates. Playboy is a brand that a lot of people want to work with. But we need to be mindful of who that is and what those partnerships look like.
I think the key to retaining affiliates is making payouts on time, offering new tools constantly and providing good support. There are so many choices out there, that once they choose you, you should do everything in your power to keep them!
XBIZ: How has Playboy’s content strategy evolved, especially with Playboy Plus, and what milestones are you hoping to achieve with the brand?
Ruprecht: Like all good brands in our space, we are constantly watching the content that is created, but also how it is being served. We keep a close eye on trends and are constantly searching for new and interesting talent and voices. We want to be a leader in the entertainment space and are working daily to drive towards that goal.
XBIZ: Tell us about a new initiative you started at Playboy, that has proven successful so far, or that is beginning to show a lot of promise.
Ruprecht: We have achieved a lot in the short time I have been here. We completely re-launched our affiliate site, modernized the text, the look and the feel, changing the name from Playboy Webmasters to Affiliates.
One of our newest offerings to affiliates is the ability to have a white label of Playboy Plus. We launched a few of these with select partners and see that they are already doing well.
XBIZ: Describe the Playboy Plus brand in a nutshell, as far as visual style, talent casting and audience analytics. How does it continuously evolve to stay competitive in the modern digital media game?
Ruprecht: Playboy Plus is our NSFW site. The content on the site is amazingly vast, with everything from celebrities to Playboy Muses. We stay ahead by partnering with top talent and producers.
XBIZ: What are your grand plans for Playboy in 2019 and beyond?
Ruprecht: I want to build the affiliate program up by adding new offerings as well as improving the tools we offer affiliates currently. I want to be the first place people go to and think of when they are deciding where to send their valuable traffic. I want Playboy Affiliates to become the leader that inspires our audiences and others in this space.
There is no limit with what we can achieve with Playboy. It is a brand that transcends mainstream and adult, so I want to offer the very best in websites and promo tools to every affiliate.
