Advantix Elevates CRO to CEO

Advantix has promoted Chief Revenue Officer Natasha Royer Coons to chief executive officer.

Royer Coons is an entrepreneur and accomplished executive with more than 20 years of experience in the telecommunications industry. She cut her teeth at Sprint as a sales engineering manager before founding TeraNova, a managed mobility and expense management provider.

When TeraNova merged with Advantix in 2018, she became a partner and chief revenue officer leading channel development, sales, marketing and several strategic initiatives.

Royer Coons ushered Advantix into a new era of innovation by overseeing the launch of SmartSIM and working with senior leadership to transform Advantix into a managed connectivity experience (MCx) provider that blends multi-carrier connectivity with proprietary SaaS tools to help partners and customers optimize, manage and report on the entire telecom stack.

“There is no better person to lead Advantix than Natasha,” said Nathan Brown, co-founder and president of Advantix. “Natasha’s vision and passion have had an enormous impact over the past few years. She is a force of nature – a trailblazer and an incredible leader with a clear business vision and the ability to bring people together. Natasha inspires all of us at Advantix and with her at the helm we know that our brightest and most innovative days are ahead of us.”

Royer Coons said she is “honored” to “step into the CEO role” to lead such the company in its growth. “I’d like to thank Brad Frazier and Nathan Brown for being my business partners and embracing change as the only constant in our business,” she said. “I’d like to thank our employees for their hard work and dedication, and our channel partners for their collaboration and commitment to delivering innovative technology solutions to customers. With our MCx launch, it’s an exciting time at Advantix and I’m extremely optimistic for the future of our great company.”

As a technology expense management (TEM) provider for more than 22 years, Advantix accumulated a library of market knowledge and best practices across carrier billing, contracts, tools and support. This cache of industry knowledge is the foundation for the company’s MCx strategy, which focuses on the customer experience with purpose-built tools for managing carriers, avoiding bill shock, visualizing data, and enhancing monitoring, management and reporting capabilities.