Crystal Lee Email & Phone Number

Austin, Tx, Us

In this hybrid role, I lead both strategic planning as Chief of Staff and oversee the go-to-market strategies for the Parx brand launch.► Operational Efficiency: Conducted an internal audit of the customer service team, implemented restructuring, enhancing satisfaction and streamlining processes.► Partnerships & Events: Established seeding partnerships and coordinated brand events to boost awareness and engagement.► Brand Strategy: Provided creative input on design projects, shaping branding strategy for strong market presence.► New SKU Development: Managed cross-functional teams and collaborated with a food scientist to formulate new SKUs.► Website Launch: Spearheading the Parx website launch and coordinating marketing to establish identity in food service and retail sectors.

Austin, Texas Metropolitan Area

Advised on the development of the company’s business model, focusing on food systems integration.► Research & Analysis: Conducted in-depth research on food systems to ensure alignment with business objectives.► Strategic Planning: Developed spreadsheets, financial projections, and strategic recommendations to inform decision-making.► Expert Collaboration: Led interviews with industry experts to validate strategies and optimize the business model.

New York City Metropolitan Area

In this role, I worked closely with Cook Unity’s leadership to implement sustainable sourcing strategies, reduce food waste, and establish local supply chains in major and emerging markets.► Ingredient Sourcing: Connected clients with top suppliers for 100-200 organic, sustainable products, prioritizing wellness and profitability.► Food Waste Reduction: Reduced waste and reclaimed up to $250K/month through optimized ordering, storage, and composting partnerships.► Local Supply Chains: Established supplier networks in key cities like LA, NYC, and Austin, introducing seasonal, region-specific ingredients.► Sustainability Metrics: Defined KPIs/OKRs based on industry standards to elevate fair trade and farm-to-table practices.► Vendor Performance: Developed scorecards to assess and improve vendor compliance with sustainability best practices.

New York, United States

My goal was to introduce diners to the joys of healthful, mindful eating by planning and delivering highlyinteractive, educational dinner retreats in partnership with local chefs, sommeliers, and specialty foodcompanies. We produced 4-hour organic meals for 25-50 people, with intermittent speeches from sponsoring chefs, farmers, butchers, restauranteurs, and food/wine connoisseurs. Food education retreats were held at upstate New York farms and gardens where we gained referrals for the supper club.

Greater New York City Area

In this role, I developed and managed 100+ accounts, building relationships with brokerage firms andmanufacturers along the eastern seaboard to significantly increase sales of sweeteners and candy lines in Grocery and Natural markets.► Took charge of company’s largest accounts including Wegmans, Stop & Shop, Sam’s Club, and BJ’s, growing revenues up to 20% by introducing new products and increasing overall spend.► Landed new accounts with emerging/disruptive brands such as Fresh Thyme, Ahold, and Fresh Direct,playing a key role in reinforcing Wholesome as a progressive/contemporary brand.► Educated executive decision-makers on organic and fair-trade products via pitch meetings and trade shows.

Greater New York City Area

I was brought on board to expand distribution of ILIADA olive oil and bulk olives throughout the US, andaccomplished this by overseeing sales, social media marketing, logistics, inventory, quality control, andoperations. The position required extensive travel in the US and internationally.► Grew revenue 33% in first year of leadership by acquiring hundreds of new customers via new and existing distribution channels.► Increased per-account revenues and boosted top-of-mind among consumers by maximizing relationships with industry leaders such as Chef’s Warehouse, gaining presence in 22 of their nationwide markets.► Launched new products and product categories, such as 3-liter organic line and bulk olives, winningplacement in 20+ west coast Whole Foods, Molly Stone’s, and Rainbow Grocery stores.

Houston, Tx

I was hired to drive GTM, launch, PR, sales, marketing, and social media for new Little Soya brand. I hired,trained, and led sales force; worked with external design/digital agencies to conceptualize, create, and perfect packaging, PR, social media content, website, trade show collateral, and POS materials.► Scaled distribution into over 2,000 retail locations. Personally closing highest volume accounts in thecompany. Product accounted for 40-50% of total company revenues by 2015.► Led 2-phase strategy of channel sales through grocery and retail partners, followed by expansion into food service, allowing for higher margins through lower-cost 5-gallon products/packaging.► Penetrated tier-1 markets through trade shows, marketing events in the US and Europe, and direct sales presentations.

-Hosted and co-coordinated Media Breakfasts with nearly 200 people to showcase the culinary talent we had garnered for the festival.-Executed sponsor development and management of all major accounts namely PlayStation, Silver Eagle/Budweiser, Ikea, Jeep, Chipotle, Marlboro, Red Bull, and Sweet Leaf Tea. Secured Anvil Bar Refuge as major partners, exhibiting remarkable relationship building, communication, and sales skills. Integrally involved in coordinating with press to promote festival and establishing restaurant partnerships.-Onsite sponsor activation. Vendor Operations and activation. Overall problem solver and get it done'er.

I managed a portfolio of companies in Food & Beverage, Renewable Energy and Oil & Gas sectors, taking accounts from proposal through pitch, close, and project management of identity development process and multi-channel marketing campaigns.► Owned 10 key accounts; coordinated client-side creative teams and agency developers, designers,engineers, and marketers.► Took the lead in managing agency’s social media platforms to drive inbound marketing campaigns.

Directed all aspects of branding, PR, events, and cross-promotion activities, including creating and negotiating contacts & sponsorship agreements, overseeing events setup (staff hiring, equipment, and logistics), cultivating advertiser and sponsor relationships, and designing marketing collaterals. Managed marketing budget (monthly/annual) to ensure effective execution of cost control measures.-Increased company visibility and branding by successfully leading full coordination of monthly large scale events, issue release parties, and marketing promotions with 500+ attendees.-Forged and maintained strategic alliances with key sponsors and vendors (i.e. Anheuser-Busch, Stoli Vodka, Burton).-Established 2,000+ international contacts through lead generation, market research, and networking.

Business Administration, Marketing

Activities and Societies: Program for Excellence in Selling

Business Administration, Marketing