1591 COUNTRY HAVEN TRAIL
|
CRYSTAL PHELPS
NASHVILLE, TN 37122
|
-
|
- DIRECT
Dear Hiring Manager,
Building.
It's what I do for a living.
ABOUT ME
“My passion is marketing and digital.
I love building brands and creating best
No, not in the traditional hammer and nail sense
in class analytics + optimization
but in the business sense—whether it’s building a
marketplace for a brand, building a series of integrated strategies and seeing higher engagement
rates. I love reaching the target customer
marketing campaigns, or building a business.
wherever, whenever + however
I am known for my proven ability to build businesses using a
they shop. And most of all,
combination of analytics and creativity to build a brand’s unique
I love building integrated
identity. Successful brands use an integrated marketing approach that
strategies built on targeted
reach the target consumer whenever, wherever and however they shop
storytelling and a unique
and engage. I love using testing and analytics to develop smart strategies and
identity that resonates
a marketing plan of attack focusing on growth strategies including effective
design, messaging, testing and optimization, usability and the extensive use of with target consumers.”
analytics. Ultimately, I built several successful businesses for some of the country's leading brands.
Working closely with cross functional teams, I led a company generating $3 Million in sales to one generating almost
$300 Million in a few short years—this by building a series of innovative digital marketing campaigns including social
and lifestyle content that respond to an ever-changing marketplace. As technology has evolved, I've been able to
adapt to the changing playing field with effective product offerings, value-added content, accurate forecasts and
expected outcomes—many with annual sustained sales in excess of $950 Million.
I'm excited to learn more about your company, and I'm thrilled at the chance to build your business. I look forward to
following up with you about the Marketing position.
Regards,
Crystal Phelps- direct
CRYSTAL PHELPS
Proven Change Agent and Brand Marketing Leader
NASHVILLE, TN 37122
|
- DIRECT
|
-
AREAS OF EXPERTISE
Brand Building
Strategic Planning
Direct / Brand Advertising
Team Development
Campaign / Site Analytics
Product Launches
Project Management
Agency Management
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■
■
ABOUT ME
Integrated Marketing
“My passion is Brand Marketing and
P&L Responsibility
reaching consumers across all touchpoints –
eCommerce
wherever, whenever + however they shop. I
love building brands, creating best in class
Testing / Analytics
analytics + optimization strategies and
Campaign Optimization
delivering higher engagement rates. Most
Digital / Retail / Wholesale
of all, I love building integrated
Cross Functional Team Management
strategies built on targeted
Advertising / Promotions Management
storytelling and a unique
identity that resonates
with target consumers.”
CAREER CHRONICLE
SEI WORLDWIDE – Nashville, TN (November 2017 to Current)
A direct to consumer growth firm for consumer driven organizations. As principal, evaluate the business’ product design
and innovation, supply chain, eCommerce, retail, customer service, marketing and communications and operations.
Develop growth strategies and business plans to reach broad and targeted audiences and drive revenue, brand
awareness and loyalty. Build integrated campaigns across all consumer touch points. Lead research activities, leveraging
data and analytics to optimize campaigns, build brand awareness, affinity, revenue and build global market expansion
strategies. Consumer driven organizations: Markwins Beauty Brands – Wet ‘N Wild, Physician’s Formula, Lip Smacker
and Black Radiance; Hunter Fan Company; Home by Jennifer Adams; NZXT; and Blast Motion.
CABEAU – Woodland Hills, CA (December 2015 to November 2017)
Leading consumer goods manufacturer of travel comfort products found in 80% of global airports and leading retailers.
Responsible for building the direct to consumer business, re-branding and establishing best in class testing, optimization
and data analysis to reach the target consumer whenever, however and wherever they shop. Led cross-functional teams
and built growth strategies to drive traffic, acquisition, retention and sales.
Senior Director of Consumer Marketing
Performance Highlights:
■
■
■
■
■
Leveraged and lead consumer research to identify target consumer, messaging, sales channels and bring
data driven personas to life—evaluated database and conducted 1000’s of sales funnel experiments.
Led global brand branding—built integrated campaigns across all customer touch points, driving corporate
re-branding, messaging, design, and target consumer personas.
Led integrated marketing campaigns to drive consumers into the sales funnel--conversion rates: desktop:
+212%; mobile: +120%; tablet: +110%. Traffic: desktop +10%; mobile: +126%; tablet: +63%.
Built direct to consumer business—product design and innovation, supply chain, eCommerce, retail,
customer service, marketing and communications and operations—revenue contribution 32% from 2.5%.
Led strategic and hands-on brand and direct campaign launches and optimization—demand generation:
CPC from $2.50 to $0.78; SEM: +17% CTR and -24% cost per conversion; eMail: 40% of direct sales.
RAZER – San Diego, CA (October 2013 to December 2015)
Leading consumer goods manufacturer of gaming and entertainment hardware and software found in leading
retailers. Responsible for building Razer’s brand and direct to consumer business— +400% direct sales increase.
Managed $100M+ budget and led team of 27 direct reports. Leveraged consumer research and analytics to identify
target consumer, optimize campaigns and build growth and marketing strategies.
CRYSTAL PHELPS
|- DIRECT
|-
| LINKEDIN.COM/IN/CRYSTALPHELPS
Director of Global Online Sales and Marketing
Performance Highlights
■
■
■
■
■
■
Led integrated marketing and growth strategy of testing + optimization—sales CR: 0.00026% to 2.4%.
Led market expansion in Latin America + Asia—$3.1M generated within 12 months of Korea launch.
Performance measurement—develop organizational awareness of success metrics against financial and
consumer goals including a 5-year pro-forma and stretch plan.
Led cross-functional team – added strategic + optimization team members and mentored tactical team.
Responsible for P&L—developed + maintained measurable KPIs, maintained forecast variance of +/- 5%
and 9% margin increase.
Managed 40+ product and campaign launches—merchandising, product roadmap, promotions and assets.
CRICUT - PROVO CRAFT – Salt Lake City, UT (October 2012 to September 2013)
A leading consumer goods manufacturer of die cutting machines and crafting products with a strong retail presence.
Responsible to build direct to consumer business and increase eCommerce and marketplace sales.
Senior Online Marketing and eCommerce Manager
Performance Highlights:
■
■
■
Change agent – led product innovation and new revenue stream, a subscription-based online design
studio built from existing products.
Led campaign efficiencies including automation, testing and optimization strategy development and
prioritized efforts and metrics based on ROI to the business—acquisition and retention costs, conversion
rates, etc. while maintaining 64% margin.
Managed business forecast—maintained forecast variance of +/- 4%.
SOLAR ELECTRIC – San Diego, CA (January 2005 to September 2012)
A global alternative energy pioneer, retailer and service provider responsible for building the consumer and wholesale
business. Led performance & retention marketing, ecommerce, product management, customer support and
operations to deliver sales revenue and growth. Built the marketing department and created the eCommerce channel,
managing 50k+ SKUs. Responsible for and led the growth of sales revenue from $3M to $297M.
Vice President of Marketing and Business Development
Performance Highlights:
■
Built the brand, brand pillars and brand identity—launched direct and brand campaigns on offline and
online media channels, focusing on the customer experience.
■
Change Agent—leveraged consumer research and analysis to define target consumer, changing consumer
perceptions of new technology and how it was bought and sold.
■
Developed and implemented integrated marketing programs—led creative process, campaign testing and
optimization, media buying and placement, customer segmentation and messaging.
■
Led development of demand forecasting system; aided in development and launch of new targeted product
lines, marketing communications strategies and sales forecasts—maintained forecast variance of +/- 3%.
ADDITIONAL HIGHLIGHTS
Built pioneering online banking system in 1997 as Marketing Director of TransWest Credit Union, including online and
offline integrated marketing strategy. Built online career + employment business in 2001 for world’s largest chemical
sciences organization, American Chemical Society. Developed and launched integrated marketing campaigns—brand
and direct—across online and offline channels surpassing acquisition forecast of both employers and job seekers.
EDUCATION
BRIGHAM YOUNG UNIVERSITY – Provo, UT, Bachelor of Arts
WESTMINSTER COLLEGE – Salt Lake City, UT, Master of Business Administration
CRYSTAL PHELPS
|- DIRECT
|-
| LINKEDIN.COM/IN/CRYSTALPHELPS
