Merkle taps Beckwith as Dell team lead

CRM agency Merkle has named Cyndie Beckwith VP and client team lead for its Dell Americas account. In the new position, she will report to Scott Cone, SVP and GM of Merkle's client leadership group, and lead a team of 15 to 20 marketers.

Beckwith will focus on helping Dell develop one-to-one and trigger campaigns through email and direct mail, with a slightly smaller emphasis on social and mobile, said Cone.

She will also manage the integrated delivery of strategy, analytical, data and technology services for Dell's CRM operations. Beckwith's mission will be to “drive the strategic application of CRM by leveraging the Merkle database, [as well as] the analytic and strategic resources that Merkle has in place for Dell, specifically for the Americas,” said Cone.

Beckwith served as VP of customer experience and operations at Walmart.com before starting at Merkle on June 27. She also held leadership roles in CRM and consulting for the California State Automobile Association, E.piphany and Epsilon.

“Beckwith had a great mix of supplier-side as well as client-side experience in understanding the dynamics of how CRM works in a large corporation and applying it beyond direct marketing to call centers and online activities, which are some of the priorities for Dell right now,” said Cone.

Dell expanded its role with the Columbia, Md.-based shop last year after a decade with the firm. Merkle manages Dell's international CRM activities. A similar client team lead position exists for both the Asia-Pacific and Europe, Middle East and Asia markets, said Cone.

Dell's domestic advertising spending is $422.7 million, according to Advertising Age. The technology company hired agencies Sid Lee and Arnold Worldwide in March to work alongside its AOR, WPP Group's Young & Rubicam, on consumer business and small- and medium-sized business marketing.