Christi Anderson

About Christi Anderson

I lead with strategy, creativity, and heart — solving complex problems, uplifting others,…

Experience

1. VP of Client and Performance Media Strategies

   Cannella Media Dtc

   Oct 2019 — Present

   Responsible for leading a team of 12 employees across 3 different functions, utilizing cross-channel agency offerings including programmatic digital media, television, long-form and short-form creative opportunities, and audio, resulting in a 300% increase in the client’s sales portfolio • Oversee the management of a $1.6M weekly performance media budget, developing and utilizing 3 new internal KPIs and 25 new analytical data reports to maintain budget alignment • Leveraged television audience targeting strategies and strategic internal solutions, growing a large, national houseware brand’s DTC television, retail, and digital sales by 80% within 2 years • Vetted, implemented, and facilitated the launch of a company-wide project management software system • Created and implemented a media buying solution, driving an increase in department billings by 15% over a single quarter • Established an executive weekly task force, focusing on generating innovative, creative ways to monetize a $2.5M weekly national media platform • Addressed and resolved a known issue through the development of a projection formula, generating a 10% average increase in phone order conversions for the clients • Utilized expertise to train, mentor, and guide the team, achieving department success in hitting or exceeding yearly revenue goals by 10% to 15%, as well as establishing team retention with each member. • Directly responsible for integrating culture-based activities, as well as working with HR to implement programs increasing employee longevity, an anniversary recognition program, and an all-agency communication program to establish transparency