In short (which I am), I empower brilliant teams, build creative brands, design slick website experiences, lead excellent product designers, and create successful marketing materials.
highlights
+60% Growth in Traffic
Directed design, creation, and copywriting for 100s of new landing pages for Shutterstock’s suite of AI design tools.
#creativedirection #seooptimization
Grew Cash Revenue ~10%
Pairing effective visuals with in-product messaging and campaign development for PicMonkey’s SaaS Pro offering.
#designleadership #productstrategy
Boosted Social Engagement
Achieved 72% click-through rate on PicMonkey’s link in bio through a social strategy refresh.
#socialstrategy #instagramdesign #letsgolive
Built Efficient Teams
Created collaborative infrastructure including intake optimization, agile workflows and review processes, and strategic content planning.
And made it fun.
#designleadership #goteam
Managed $1.5M Budget
Including both managing an external team and licensing assets to fulfill needs for Shutterstock’s design tool content.
#financialplanning #productcontent
Areas of Expertise
Creative Direction
Executive Leadership
Designing for Impact
Strategic Planning
Cross-Functional Collaboration
leading qualities
Empower
I truly believe in people. Often what people need is someone to pump them up. Time to get sh*t done and have fun doing it!
Grow
Let’s define career trajectories, learn business metrics, and continuously learn both individually and as a team.
Be Transparent
Be clear about our purpose, principles, and objectives. We can be respectfully honest about what works (and doesn’t) for our goals.
Collaborate
Inclusively working together, particularly across teams, helps us find the best outcomes. We are better together.
Have Empathy
We’re all human and everyone has specific needs. Let’s lean into our strengths, come together positively, and work forward together.
Optimize
We always have room for improvement, continuously evaluating anything between processes or production, personal or team.
“Crystal’s inclusive leadership style not only motivates team members but also empowers them to unleash their full creative potential.”
— Troy Coleman, Principal Product Designer
Out of office
IRL, I tend to overuse hashtags, text my sister 24/7, and run the occasional marathon.
I take thousands of photos (that I rarely, if ever, share). I cook often. I care about people. I collect sunnies. I smile a lot. I love dad jokes. I spend most of my time and attention on my shadow self; my dog, Hashtag. Yes, he does have his own IG account.
Mostly I make time to play and maintain balance in my life for breathing, painting, and spending time in the sun. #thankful