THE VARSITY TEAM

Varsity Commerce is a consultancy led by Erik Weigel — a 25-year veteran of media, advertising, and digital commerce. Erik has held leadership roles at Ziff Davis, CNET, CBS,  and NBC, helping publishers, brands, and agencies build content-driven commerce strategies that scale.

Through Varsity Commerce, Erik helps clients bridge editorial storytelling with performance marketing, turning content into measurable revenue channels.

We combine strategic clarity with hands-on experience, helping organizations create sustainable growth in a rapidly shifting digital landscape.

Publishers:

• Launch or optimize affiliate commerce programs that add incremental revenue without disrupting editorial integrity.
• Build data-driven commerce frameworks that align with audience interests.
• Create editorial processes that blend discovery, storytelling, and shopping intent.

Brands:

• Develop content partnerships with trusted publishers and creators.
• Integrate affiliate and influencer strategies into the broader marketing mix.
• Turn awareness campaigns into measurable, commerce-driven results.

Agencies:

• Equip client teams with affiliate and commerce best practices.
• Identify new revenue opportunities through publisher collaboration.
• Build frameworks and training that position your agency as a commerce leader.

Varsity Commerce engagements are customized to each client’s maturity, structure, and goals.

• Strategic Advisory – Roadmaps, revenue models, and competitive analysis.
• Implementation – Hands-on buildout of affiliate and commerce operations.
• Training & Enablement – Editorial and business-side training sessions.
• Fractional Leadership – Interim strategic leadership for in-house growth.