CRISTIN BEVERLEY
Senior Director, Strategy
Austin,Texas
Summary
Dynamic and accomplished leader with 8 years of experience managing and handling sophisticated needs of enterprise clients. A growth-focused thought leader with expertise spanning PPC Management, client integration, contract negotiation, search optimization, strategic planning, market research, budget management, and more.
Overview
10
10
years of professional experience
2
2
years of post-secondary education
2
2
Languages
Work History
SENIOR DIRECTOR, STRATEGY
ADLUCENT
AUSTIN, TX
08.2021 - Current
- Led initiative to reinvent go to market strategy and RFP process that increased close rate for new clients by approximately 30%
- Built cross-channel client stories that influenced agency position and services, and allowed us to expand our offerings to include tech, strategy, and full-funnel tactics, increasing new client revenue by an average of 15%
- Engaged with client services teams to understand client pain points and built plan to address, improving retention rate by 11% quarter over quarter
- Proposed and rolled out an organizational evolution to better utilize resources, which increased agency effective hourly rate and improved overall profitability
- Partnered with internal teams to build systems to evaluate performance, client satisfaction, and identify business needs
- Worked with engine partners to adopt new betas, solutions, and build best practices around new campaign types and improved partner relationships overall
- Evaluated service contracts and collaborated with legal counsel on a new SOW that ultimately created better outcomes and improved client management
ACCOUNT DIRECTOR
ADLUCENT
AUSTIN, TX
08.2019 - 08.2021
- Oversaw $500M+ revenue per year for enterprise level clients and a team of 25
- Supported sales operations for RFPs for prospective clients by leading strategic direction and opportunities, and was a key part of closing 4 new enterprise clients
- Worked with team on annual projections and planning for clients, and increased budgets by an average of 10-15% per year
- Drove new business initiatives to support best practices and improve operational efficiency, including an evolution of our campaign buildout process that reduced build time
- Negotiated renewals and new contracts by revising terms to maximize opportunity for the client and agency, closing an average of 2 upsells per year per client owned
- Led hiring for the client services organization and proposed changes to hiring process that improved recruitment outcomes
ACCOUNT SUPERVISOR
ADLUCENT
AUSTIN, TX
08.2016 - 08.2019
- Oversaw over $100 million per year in client revenue
- Generated and present quarterly business reviews
- Participated in sales audits and discovery calls for prospective clients
- Pitched and closed new service proposals to existing clients
- Managed integrations of new clients and services, including Facebook, Pinterest, YouTube, PPC, and Amazon
- Achieved 10-15% YoY growth for 6 different retail clients
- Maintained relationships with search engine reps to maximize campaign effectiveness
- Evaluated digital marketing trends for incorporation into client strategy
SEARCH ENGINE MARKETING MANAGER
SOFTWARE ADVICE
AUSTIN, TX
05.2016 - 08.2016
- Analyzed search and display audiences based on marketing trends and campaign performance
- Directed revenue, spend, and traffic to achieve quarterly goals
- Identified and implemented best practices for experimental design in search marketing
ACCOUNT MANAGER
ADLUCENT
AUSTIN, TX
01.2015 - 05.2016
- Improved CTR by 10% for brand ads by rolling out new ad copy for major enterprise client
- Tested and launched company-wide best practices using Google ad customizers
- Proposed solution to fetch URLs after redirects, significantly reducing time to re- launch after a website change
- Optimized keyword coverage, keyword bids, account structure, and ad copy
MARKETING CONSULTANT
BELL PARTNERS
AUSTIN, TX
02.2012 - 07.2014
- Acted as primary sales consultant for new rental community with highest close rate of the region
- Managed social media and search efforts to create awareness for the property
- Owned contract and renewal process for new and prospective residents
Education
BACHELOR OF BUSINESS ADMINISTRATION (B.B.A) - DIGITAL MEDIA
St. Edward's University
Austin, TX 01.2012 - 05.2014
Skills
Team Building and Motivation
Sales and Upsells
Paid Search, including Google, Microsoft and Video
Incrementality Testing and Analytics
Strategic Planning and Direction
Organizational Direction and Planning
Social Media and Programmatic Strategy
Accomplishments
- Awesome at Adlucent in 2021,an annual award that recognizes 1 person who exemplifies Adlucent's core values and outperforms in their role
- Marketing Exchange Program:1 of 3 individuals company-wide selected to participate in a marketing exchange program and lead collaboration between agencies
Timeline
SENIOR DIRECTOR, STRATEGY
ADLUCENT
08.2021 - Current
ACCOUNT DIRECTOR
ADLUCENT
08.2019 - 08.2021
ACCOUNT SUPERVISOR
ADLUCENT
08.2016 - 08.2019
SEARCH ENGINE MARKETING MANAGER
SOFTWARE ADVICE
05.2016 - 08.2016
ACCOUNT MANAGER
ADLUCENT
01.2015 - 05.2016
MARKETING CONSULTANT
BELL PARTNERS
02.2012 - 07.2014
BACHELOR OF BUSINESS ADMINISTRATION (B.B.A) - DIGITAL MEDIA
St. Edward's University
01.2012 - 05.2014