I think the job description is also important. In some places with an existing and large affiliate list (yes, I know, you said new program, but I digress), the Affiliate Manager is just that, chief babysitter, in charge of the other affiliate representatives and also in charge of in house education, articles, and forums.
However the Marketing Director would be a different person, in charge of campaigns, promo materials, getting whale accounts. On a brand new program (see, my tangent has come full circle), the two positions could (now maybe they should or maybe they shouldn't) be easily filled by a single person. But if that is done, the plan should be that it be brief (one person) because of (hopefully) quick program growth.
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