Have you heard? Liv Upstone, Element’s Dolly Parton Fan Club president, was recently promoted to Client Services Manager. With many years of experience managing brand partnerships, a proven ability to lead projects from idea to execution, and a passion for storytelling, Liv is all about building client relationships that move the needle. Let’s meet her.
Q: With your background in live entertainment, tell us: How does managing brand partnerships in music venues compare to managing marketing clients?
A: They’re more similar than you’d think. Managing brand partnerships in the music industry had one major focus—to deliver a killer brand experience for fans. That same mindset translates directly to our clients. We create marketing strategies that are intentional, authentic, and effective. Same energy, just not as noisy.
Q: What can we learn from Dolly Parton about fostering positive relationships?
A: Dolly Parton is the queen of remaining true to yourself. She reminds us that there’s power in kindness and that everyone deserves respect. Because when people feel seen and heard, connection happens naturally. Even Jolene can make friends! But please, girl ... don’t take anyone else’s man.
Q: Which bonding activity would you most like to attempt with a client?
- Polar plunge
- Black Friday shopping at Kohl’s
- Art heist
- Half marathon
A: Easy. Black Friday shopping at Kohl’s, but not current Black Friday shopping. I mean a blast back to early 2000s Black Friday shopping. Picture this: It’s 4 a.m. “Crazy in Love” is on the radio. We’re drinking now-discontinued Sprite Remix. We line up outside and make our game plan on what departments we want to tackle first, with nary a smartphone in sight to tell us what discounts to expect. We bust the doors and run past the useful electronics to score a deal on a random kitchen tool (George Foreman grill? Slap Chop?) and a pair of fuzzy socks we’ll wear once. The adventure ends at a diner, where we recap the thrill of it all. Now, that’s bonding! If you want to go Black Friday shopping with me this year, DM me on LinkedIn.
Q: How would you define a good client relationship? Or, what’s a set of TV characters that represent that ideal AE-client dynamic?
A: I think a good client relationship is one built on trust, honesty, and mutual respect. It should be a relationship where each person acknowledges the other’s strengths. The partners should work together to accomplish a common goal. For some reason, that makes me think of Danny Tanner and Uncle Jesse from Full House. They may be slightly different in their approach to managing a household, but the goal is mutual. Thankfully, our version of teamwork focuses on strategy and results, not raising three kids!
Q: How will your new role as Client Services Manager help you elevate the Element client experience?
A: This new role will allow me to be more proactive about how our clients experience Element at every touchpoint. I’m able to “zoom out,” identify areas for improving communication and processes, and ensure our team stays tethered to a shared goal.
Q: What are you most excited to tackle in your new role?
A: I’m most excited to continue strengthening long-term client partnerships. We say it often here at Element, but we do truly aim to be an extension of our clients’ teams. Working together to think beyond individual projects and about the bigger picture is always our intention, and something I really look forward to doing with more of our clients. I also can’t wait to explore more industries, whether it’s food & beverage, manufacturing, healthcare, finance, or otherwise. There is something incredible to learn from every industry!
Q: What’s the difference between a happy client and a loyal client?
A: A happy client is satisfied with the work in front of them. A loyal client trusts you beyond the individual deliverables and feels comfortable and confident coming to you with their questions. They know you’re invested in their long-term success. They know you’ll do whatever you can to show up for them and get to the bottom of a challenge, and not just once or twice, but always.
Q: Integrated marketing only works when everyone is aligned. How do you help bring clarity to clients and teams when things start to feel complex?
A: I always go back to our “why,” or the goal the client wants to reach. If the “why” hasn’t changed, the next step is to simplify what needs to get done by triaging: what’s urgent and what can be reprioritized? Then, the name of the game is communication and transparency. I always aim to set clear expectations with both clients and internal teams, so nobody is left in the dark. Keeping it real goes a long way!
Q: What’s your role in making sure clients feel the progress they’re making? (Versus seeing a bunch of data thrown in a report.)
A: We all know data is important, but I think the data only matters if it tells a story. Courtesy of my mom’s feedback, I’ve apparently always been a bit of a storyteller. But instead of the made-up stories of my youth about me being a pop star or the first female president, I now help tell factual stories that connect the dots between data and our clients’ goals. What’s moving the needle right now? What feels stagnant and needs a refresh? Again, I think it all boils down to communication and transparency. Keep. It. Real.
Q: We know you’re talented at taking projects from ideas to execution. What’s your favorite part of the project timeline and why?
A: My favorite part of the project timeline is the “a-ha,” which typically exists somewhere between version one and the final product. It’s that moment when our client sees the work and says, “Yep, I love where this is going.” That’s when strategy, creativity, measurement, and execution click.
We’re proud to see Liv step into her new role as part of our full house of marketing pros. Want to work with Liv and the Element team? Get in touch today. And be sure to watch the video below and follow us on Facebook for more from Liv (and Element).