Neenah, Wis.—Jewelers Mutual is expanding its leadership team, welcoming Krystle Craycraft as its new senior vice president of marketing.
Craycraft will be tasked with leading the company’s branding and marketing efforts, particularly working on improving its digital customer experience and growing its direct-to-consumer business.
She will also develop “an end-to-end digital vision” to improve its e-commerce systems and processes, alongside the senior executives.
“Her background in building brand strategies, driving digital transformation and developing memorable customer experiences will be instrumental in our continued quest to raise the tide of the jewelry industry,” said Mike Alexander, executive vice president of Jewelers Mutual, in a press release about the new hire.
Craycraft, who holds two degrees from Cornell University, has worked with startups and established companies on developing business and marketing strategies to increase brand awareness, said Jewelers Mutual.
Prior to joining Jewelers Mutual, Craycraft was the head of marketing at security systems company Brinks Home.
She’s led digital transformation and e-commerce growth within several organizations, including Neiman Marcus and J. Crew.
“The opportunity to play a role in the next chapter of this heritage brand is truly exciting as there is unlimited potential to unlock,” said Craycraft. “I look forward to collaborating with the team to increase brand awareness as well as deepen our relationship with those who already know and love Jewelers Mutual.”
Outside of her work life, Craycraft volunteers as a member of the board of directors for Juliette Fowler Communities, a retirement community in Dallas. She has previously served on the board of the Junior League of Dallas.
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