Vice President Client Services Leader

Dear Ms. Crayne and True North Hiring Team,

I am excited to apply for the Vice President, Client Services position at True North. Throughout my career, I have built and led high-performing client service teams, managed complex enterprise relationships, protected and expanded multimillion-dollar accounts, and translated marketing and performance insights into measurable business growth. True North’s emphasis on excellence, stewardship, transparency, and continuous improvement strongly aligns with how I lead teams and serve clients.

Most recently, as Principal and Senior Vice President of Client Insights at Circana, I led an 18-person client-facing team supporting a portfolio representing more than $4 billion in client business. I served as a trusted strategic advisor to senior marketing, insights, sales, and commercial executives, helping clients turn consumer behavior, media performance, loyalty, pricing, promotion, and market data into actionable growth strategies. Through proactive account planning, early identification of relationship risks, and expansion of high-value services, my team achieved 100% client retention and approximately 15% revenue growth.

At HH Global, I managed an approximately $80 million client P&L and led a cross-functional team of 30 supporting Lowe’s. I was responsible for executive client relationships, contract and financial performance, resource allocation, program delivery, vendor coordination, issue resolution, and continuous operational improvement. This experience required the same balance of strategic account leadership, production efficiency, financial accountability, and team development that True North is seeking.

My background closely aligns with the core priorities of this role:

• Building, coaching, and developing client service teams with clear accountability for relationships, deliverables, timelines, and revenue;

• Managing the full client lifecycle, from onboarding and strategic planning through renewal, retention, and organic growth;

• Establishing trusted-advisor relationships with C-suite executives and senior marketing decision-makers;

• Identifying account risks early and implementing intervention strategies to protect client confidence and prevent churn;

• Partnering with sales teams to identify, position, and close expansion opportunities within existing accounts;

• Managing contracts, forecasts, budgets, P&L performance, and executive reporting;

• Translating media, brand, customer, and measurement data into clear business recommendations; and

• Collaborating across analytics, creative, technology, operations, and commercial teams to improve service quality and delivery efficiency.

I bring deep experience in marketing analytics, customer insights, performance measurement, brand strategy, revenue growth management, and data storytelling. My work has consistently required me to connect detailed channel and performance metrics to broader client objectives, helping leaders understand not simply what happened, but why it happened and what actions would create the greatest business impact. I also bring technical fluency across Power BI, Tableau, Snowflake, Alteryx, syndicated data, loyalty analytics, and enterprise reporting platforms.

While my experience spans consumer products, retail, marketing services, and analytics rather than a healthcare-only agency environment, the central challenge has remained consistent: understand the client’s business, align integrated marketing capabilities to its growth priorities, demonstrate measurable value, and continuously strengthen the relationship. I would bring a focused commitment to deepening my knowledge of healthcare consumer behavior, service-line marketing, regulatory considerations, SEO, digital media, and provider engagement.

My leadership style is collaborative, candid, and accountable. I believe strong client organizations are built by matching people thoughtfully to accounts, setting clear expectations, coaching teams through difficult client situations, recognizing development opportunities, and addressing performance or relationship concerns before they become larger problems. I am comfortable commanding a room in high-stakes conversations while also creating a positive, supportive culture in which distributed teams remain connected and motivated.

Following a planned career pause to manage significant family caregiving responsibilities, I am ready to return to an executive client leadership role with renewed energy and perspective. The opportunity to work directly with True North’s CEO, strengthen an established client portfolio, develop talented account leaders, and help shape the agency’s continued growth is especially compelling.

Thank you for your consideration. I would welcome the opportunity to discuss how my experience in enterprise client services, team development, account retention, organic growth, marketing analytics, and operational leadership could help True North deepen its client relationships and scale its success.

Sincerely,

Alicia K. Watson

Charlotte, North Carolina

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