We’re delighted to welcome a new UK Commercial Director to Crimtan. Natalie Firth has over 17 years’ experience in marketing, and will be leading our commercial and client services team.
Natalie comes to Crimtan fresh from Verizon Media, where she led their Independent Agency and Client Direct business in the UK. She joined Verizon as part of the Yahoo acquisition, where she was Head of Retail & Fashion and helped launch the Oath brand. Previous to that, she was a Group Publisher specialising in Retail, Fashion & Beauty.
While at Verizon, Natalie began to observe the growth opportunity in smaller, independent agencies. She noticed that spend in larger, network agencies was increasingly challenging – and client migration to in smaller agencies increasing. So she started looking for the right role in a fast-growing independent agency with the right potential.
And that agency was Crimtan.
It was also important for Natalie to work in culture that shared her values and vision, again something she was delighted to find in Crimtan.
Natalie is keen to use her considerable expertise, and help Crimtan build on the success we’ve had over the past few years. She is also excited about the growth opportunities in new sectors.
She sees our unique lifecycle marketing approach as an increasingly valuable proposition for brands in every sector looking to maximise the opportunities in all stages of the customer journey.
Why Crimtan are perfectly positioned for the new world of programmatic
Over the past few years, there has been a trend for some large brands to bring programmatic in-house, but Natalie has noted that this model hasn’t lived up to its promise for many.
Why? Because it takes a significant investment to build an in-house team, and unlike agency accounts, they can’t simply ‘turn off’ these teams when they want to reduce their advertising spend. It’s also expensive attracting and retaining the top talent – especially if your head office is outside the main metropolitan areas, where most traders prefer to live and work.
Natalie believes that it’s much wiser to outsource programmatic to experts. While some large agencies are criticised for pricing models and low transparency, she sees an opportunity for smaller, independent agencies that can sit as a white label department within your business – and give you access to the top talent, without the expense and commitment of an in-house team.
Another key advantage Natalie is excited about, is that Crimtan own our own technology. Not only does this offer our clients transparency in performance, but it enables us to create a secure environment for clients to get the most out of their own data.
It’s this advantage, and the opportunities that lie in it that attracted Natalie to Crimtan, and she’s looking forward to pursuing.
We’re looking forward to an exciting future
And the feeling is mutual. We’re excited to welcome Natalie on board, and to harness her experience, ideas and energy as we build on our past successes, and continue our mission to be a trusted partner who delivers the most relevant, consented display advertising, that drives exceptional incremental ROI across every stage of the customer lifecycle – while delivering excellent customer service and outstanding results.
Here’s what Oliver Chapman, our Managing Director, EMEA has to say about Natalie’s appointment:
“We’re delighted to welcome Natalie into the Crimtan team as UK Commercial Director. Natalie comes with a wealth of experience from some big blue chip companies, and her skill set is a great match for Crimtan’s vision.
Natalie will be leading the commercial effort in the UK, and joins on the back of a period of sustained positive growth. I have no doubt she’ll be a great success in contributing to taking Crimtan to the next level.“
Love to find out more about how we work? Get in touch and we’d be happy to have a chat.