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Marketing leader with over 15 years of experience in marketing, communications, brand and relationship management. Member of the core team that launched Zelle, drove growth to household name status in partnership with thousands of banks and credit unions. Skilled in collaborating with cross-functional teams to produce measurable results. Specialties: B2C Marketing, B2B2C Marketing, Partner Marketing, Brand Strategy, Brand Marketing, Multi-Channel Marketing, Public Relations, IPO Communications, Acquisition Communications, Financial Services Marketing, Bank Marketing, Fintech Marketing, Measurement
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Vp, Brand & Marketing, Zelle®Early Warning® Oct 2021 - Jul 2024Scottsdale, Arizona, UsLed a high-performing team of up to 24 across diverse functional areas including product marketing, brand marketing, partner marketing, social media, design, brand governance, and consumer education. Member of the core team to launch and grow the Zelle® brand from 0% awareness to household name status.Developed and led consumer marketing strategies to drive engagement and adoption across our extensive network of 2,100+ financial institutions. Strategies contributed to 28% increase in transactions made by consumers and small businesses in 2023. Oversaw the development of national advertising campaigns and corresponding partnerships(LAFC, Detroit Pistons, TBT) to support business goals. Ensured campaigns delivered intended results, specifically lifts in product understanding, consideration, intent to use and transactions.Led the development of the partner marketing strategy and relationship management infrastructure from the ground up, maintaining strong connections with senior marketing leaders at major financial institutions nationwide to support and enhance their Zelle® marketing initiatives. Oversaw consumer education strategy designed to empower consumers with knowledge on digital payments safely. Through partnerships with Vox Media, Better Business Bureau, National Council on Aging, HerCampus, EVERFI and more, reached more than 40 million consumers with education in 2023. Led the evolution of enterprise reputation risk approach in collaboration with cross-functional teams, reinforcing our commitment to consumer trust. Managed a multi-million dollar budget, forecasting and investments across various advertising channels to maximize ROI and brand impact. -
Senior Director Of Partner Marketing, Zelle®Early Warning® Jul 2020 - Oct 2021Scottsdale, Arizona, UsLed partner marketing strategy designed to drive consumer awareness and usage of Zelle® through thousands of member financial institutions and resellers (B2B2C). Also owned Zelle® B2B marketing strategy for the reseller channel.
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Director Of Partner Marketing, Zelle®Early Warning® Sep 2018 - Jul 2020Scottsdale, Arizona, UsLed partner marketing strategy designed to drive consumer awareness and usage of Zelle® through thousands of member financial institutions and resellers (B2B2C).
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Partner Marketing, Zelle® - ConsultantEarly Warning® Apr 2018 - Sep 2018Scottsdale, Arizona, Us
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International Travel / Career BreakTravel Aug 2017 - Feb 2018Career break to fulfill lifelong dream of world travel.
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Director Of Partner Marketing, Zelle®Early Warning® Feb 2017 - Aug 2017Scottsdale, Arizona, UsFirst incumbent of newly established role responsible for creating and driving Zelle® partner marketing strategy. In this role, led a team dedicated to driving consumer awareness and demand for Zelle® through 30+ member financial institutions and processors, including Bank of America, Capital One, Chase, PNC, Truist, US Bank and Wells Fargo.
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Director Of Product Marketing, Payments (Zelle®)Early Warning® Jan 2016 - Feb 2017Scottsdale, Arizona, UsSpearheaded B2B marketing efforts for Early Warning’s payments business line, including Zelle®.
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Marketing & Pr ManagerEarly Warning® May 2015 - Jan 2016Scottsdale, Arizona, UsPrior to Early Warning's acquisition of clearXchange, was responsible for leading marketing and public relations efforts for clearXchange's digital payments network.
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External Communications ManagerZayo Group Jan 2014 - May 2015Denver, Colorado, UsLed Zayo's newly established Earned Media team. Responsible for the development and execution of Zayo's external communications strategy, media relations, and social media.Specific responsibilities included: - Lead on IPO communications - internal and external strategy and execution- Acquisition communications - internal and external strategy and execution- Creation and management of corporate events- Email campaign strategy and execution- Promotional campaign design and execution- Webinar development, promotion, and execution - Management of community partnerships, including Galvanize- Management of corporate marketing partnerships, including the NBA - Press release creation and distribution- External award development and submission -
Mba CandidateUniversity Of Colorado Denver Aug 2012 - Jul 2013Denver, Co, UsCompleted CU Denver's accelerated, full-time MBA program to enhance leadership and analytical skills. Program focused on international business, specifically strategy, human resources and global communications. -
Online Public Relations Account ManagerCommunications Strategy Group Sep 2009 - Aug 2012Denver, Colorado, UsLed digital public relations strategies for clients ranging from small non-profits, to Fortune 500 companies. Notable clients included New Belgium Brewing, Tyson Foods, Intuit Turbo Tax, Cochlear, and more. Increased online visibility and engagement for clients through content creation and distribution, fostered online conversations, and implemented SEO strategies. -
Various Communications RolesShade Foundation, Marketingworx Pr, It'S Just Lunch Jun 2006 - Aug 2009
Crystal Thomas Skills
Crystal Thomas Education Details
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Colorado State UniversitySpeech Communication -
University Of Colorado DenverBusiness
Frequently Asked Questions about Crystal Thomas
What is Crystal Thomas's role at the current company?
Crystal Thomas's current role is VP of Marketing | Brand Marketing | Partner Marketing | ex-Zelle®.
What is Crystal Thomas's email address?
Crystal Thomas's email address is ct****@****-pr.com
What is Crystal Thomas's direct phone number?
Crystal Thomas's direct phone number is +130343*****
What schools did Crystal Thomas attend?
Crystal Thomas attended Colorado State University, University Of Colorado Denver.
What skills is Crystal Thomas known for?
Crystal Thomas has skills like Press Releases, Public Relations, Social Media Marketing, Marketing Communications, Social Media, Marketing, Blogging, Management, Event Planning, Strategic Communications, Media Relations, Marketing Strategy.
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