Turning Culture Into Competitive Advantage: Christie Hendricks on Marketing Alignment & Data

In this episode of Impact Stories, host Lisa Genovese sits down with Christie Hendricks, Director of Marketing & Culture at Abstract Construction, to explore why business development, marketing, and culture aren’t separate functions—they’re one integrated system that shapes brand trust and client experience.With a career built across BD, marketing, and culture, Christie shares how her definition of impact has evolved from “doing more” to building clarity, confidence, and consistency that lasts even when she’s not in the room. From implementing CRM infrastructure to aligning how teams communicate and collaborate, she offers a practical look at how culture shows up in the details—and how it’s felt most by clients.You’ll take away:How BD, marketing, and culture work together to influence decisions, shape reputation, and create trustWhy culture is experienced through client interactions (tone, response time, accountability, problem-solving)—not just values on a wallHow building a CRM and clean data foundation helps leadership shift from reactive decision-making to intentional strategyWhat it really means to drive innovation in a “traditional” industry through consistency and follow-through (not flash)Why confidence comes after action—and how growth accelerates when you stop waiting for permissionIf you’re leading marketing, shaping culture, or building client trust in a people-driven industry, this episode delivers grounded insight and actionable takeaways you can apply immediately.