Today we meet Cathy D’Ambrosio, a content strategy manager at Merkle Inc., who splits her time between advising clients about consumer lists and database marketing consulting.
D’Ambrosio finds lists for Dell, DirecTV, TIAA-CREF, Geico and other clients. She’s most actively involved working with Proctor & Gamble, which because of its many brands actually seems like more than one client to her.
“I probably spend more than half my time putting together list recommendations for new and existing clients,” says D’Ambrosio.
She joined Merkle in March 2004, after spending a few years as a media buyer and account executive with Roska Direct.
“What I like about brokerage is the fast pace, working with different programs and different clients,” she says.
It’s a given that some clients are more hands-on, while others require extra handholding and rely more on a broker’s recommendations.
D’Ambrosio attributes success in brokerage to listening and adapting to every client’s individual needs. “Every client has a different personality,” she adds.
Outside the direct marketing realm, D’Ambrosio enjoys working out at the gym and bicycling while exploring Philadelphia. She also likes cooking and entertaining friends and family at home. “They call me Martha as in Martha Stewart,” she says.
How are clients handling the economic downturn?
D’Ambrosio says she sees many clients trying to find ways to save money wherever possible. Marketers are feeling pinched by higher postage costs and the economic downturn.
“But they’re still trying to drive the same or better results,” she adds.
Some clients are investing more in data analysis upfront and are less willing to mail tests. “It makes it more challenging for brokers,” she says.
What’s the payoff for having good relationships with list managers and owners?
“Relationships with list owners and managers are very important, because sometimes a broker needs a special price or net name arrangement,” says D’Ambrosio.
Keeping in touch by phone and playing fair during negotiations matters in the long run. “Take telephone calls and listen,” she advises.
Just as it’s important for brokers to look out for clients’ interests, it’s important that list owners and managers know you’re trying to work with them too, says D’Ambrosio.
Know someone you’d like to suggest for Meet the Broker? E-mail [email protected]
Network
