Crystal Yang Edwards

Crystal Yang Edwards Email and Phone Number

Founder and Advisor and Fractional Exec @ Make Waves Communications
Los Angeles, CA, US
Crystal Yang Edwards's Location
Los Angeles, California, United States, United States
Crystal Yang Edwards's Contact Details

Crystal Yang Edwards work email

Crystal Yang Edwards personal email

n/a
About Crystal Yang Edwards

Record of success in achieving new levels of awareness and engagement across demographics for sports brands. Inventive storyteller whose extensive brand-side / agency-side experience is at the foundation of high-quality PR, communications and events strategies that consistently exceed expectations. Motivated to discover and share timely / relevant stories that deserve to be told. Leads with a blend of optimism, pragmatism, emotional intelligence, persistence and curiosity. Creates positive, inclusive, and collaborative work cultures that inspire and empower teams.Multilingual Communicator & Relationship Builder with a deep network of contacts across hundreds of global and local media targets dedicated to sports, sports business, health and fitness, men’s / women’s interests, entertainment and news.HIGHLIGHTS▪ Founded and leads an AAPI-female-owned PR and communications collective sought out by a wide range of sports brands. Delivered year-over-year revenue and client growth for the past 7 years.▪ Public relations and communications lead in the transformation of the AVP Pro Beach Volleyball Tour. In partnership with the leadership team, created the PR strategy that elevated awareness of this 8-stop national tour, including the largest event to date with +75,000 fans in attendance over 4 days. Developed athlete and culture-driven stories, and world-class media experiences.▪ As surfing became an Olympic sport, delivered growth in media value and impressions for the world’s largest action sports festival—the Vans US Open of Surfing—within 3 weeks. As the organization’s PR arm, achieved national visibility and syndication for the open with The Washington Post, Associated Press, The New York Times and top sports writers.▪ Played a pivotal role in the year-over-year growth of ESPN’s X Games brand over 10 years. Put PR strategies and campaigns in place that drove awareness across younger targeted demographics, resulting in up to 60% growth in attendance, up to +50-fold growth in viewing households and expansion on a global scale.▪ Former member of the board of directors for Women in Sports and Events (WISE LA).

Crystal Yang Edwards's Current Company Details
Make Waves Communications

Make Waves Communications

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Founder and Advisor and Fractional Exec
Los Angeles, CA, US
Website:
makewavescommunications.com
Employees:
2
Crystal Yang Edwards Work Experience Details
  • Make Waves Communications
    Founder And Advisor And Fractional Exec
    Make Waves Communications
    Los Angeles, Ca, Us
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  • Make Waves Communications
    Founder / Advisor / Fractional Exec
    Make Waves Communications Jul 2016 - Present
    Greater Los Angeles, California, United States / Worldwide
    Launched and leads this AAPI-female-owned PR and communications collective serving as the outsourced publicity arm for clients in select industries, including sports, fitness, health and wellness, lifestyle, entertainment, publishing, food / beverage and nonprofit. Directs PR strategy and campaign execution, event media operations, internal communications, story development, key messaging, media training and cause marketing. Manages relationships with athletes, celebrities, executives and the media / press.▪ Developed and serves a growing portfolio of clients.▪ Built a team of subject matter experts in sports and youth culture, giving clients a boutique yet efficient solution for increasing the awareness of events, athletes and brands.▪ Provides additional value by expanding PR and event strategies into editorial and social platforms. ▪ Earned a reputation as a go-to expert in elevating the brands for female-led events, female athletes and women in business.▪ Played a pivotal role in the transformation and growth of sports brands including large-scaled events. SELECT WORKEvents / Organizations (U.S., international): Assoc. of Volleyball Professionals – California Skateparks – Dew Tour – espnW – ESPYs IMG – ISA World Surfing Games – Jose Cuervo Pro Beach Volleyball – Just Women’s Sports – LA Times + FIBA 3x3 Basketball – Layne Beachley Classic Surf – Manhattan Beach Open – Nike Prefontaine Classic – Red Bull: New Year, No Limits – Super Girl Gamer Pro – Track Town USA – USA Climbing – Vans US Open of Surfing – World Surf League – World’s Strongest Man – X GamesWork has also included numerous athletes, consumer brands, nonprofit / prososical collaborations, and various content projects.
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  • Espn
    Associate Director, Espn Communications, X Games & West Coast Publicity
    Espn Sep 2013 - Jul 2016
    Los Angeles Metropolitan Area
    During a time of restructuring, recruited back to join the ESPN Communications team. Oversaw the pitch strategy and media relations for the West Coast (e.g., X Games, espnW and ESPYs), crisis / reputation management, executive talking points, media training and press events. Served as the primary media operations, SportsCenter LA and LA Production Center team on behalf of ESPN Communications.▪ Strengthened ESPN’s storytelling by working closely with talent and athletes to uncover new and compelling story concepts.▪ Continued to expand knowledge of and embrace emerging media platforms to reach younger fans and audiences.▪ Played a key role to position ESPN’s executive women for recognition and awards.
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  • Make Waves Communications
    Founder / Advisor
    Make Waves Communications Jun 2011 - Sep 2013
    Los Angeles Metropolitan Area / Worldwide
    Make Waves Communications specializes in event PR, action sports, sports, health/wellness, fitness and lifestyle arenas. Current and past clients and projects include Elena Hight, IMG, Jose Cuervo Pro Beach Volleyball Series, ESPN X Games, Jamba Juice, Cancer Support Community-Redondo Beach, Bird Rock Coffee Roasters, ASA Entertainment (Sonic Generations of Skate), Boarding for Breast Cancer (B4BC), Orphaned Starfish Foundation, Semper Ride, K-Swiss, SMACK Sportswear Inc., Taste of Brews, AWSM, Twisted Bindings and more. A contributing writer past and present for Fit Bottomed Girls, ESPN HS and The Inertia.
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  • Espn X Games
    Event Team, X Games & West Coast Publicity
    Espn X Games 2005 - Feb 2011
    Los Angeles Metropolitan Area
    Drove the PR / publicity strategy design and execution for the X Games, espnW, ESPYs, regional brands and cause marketing campaigns across media platforms. Built and managed a +20-member team responsible for onsite event media operations (press officers and photographers), managed crisis / reputation management as well as relationships with ESPN talent, athletes, media / press and community contacts.▪ Driver behind publicity and communications campaigns that fueled the expansion of the X Games brand.▪ Elevated X Games’ L.A. presence through community outreach with AEG, Life Rolls On, STOKED, Tony Hawk Foundation, Surfrider, LAPD’s San Fernando Coalition on Gangs and the Office of the Los Angeles Mayor (Antonio Villaraigosa).▪ During these years, the X Games grew from ~35M viewing households to as many as 44M while hitting important milestones: ratings increases and growth on digital platforms. Winter X Games grew from ~70,000 to +114,000 attendees. Viewing households grew from ~747,000 to ~40 million. ESPN viewership grew from 92M to 98M subscribers. (Source: ESPN)▪ Served as a contributing editor to digital properties, including ESPNFrontRow.com and ESPNHighSchool.com.
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  • 20Th Television
    Media Relations Coordinator
    20Th Television 2004 - 2005
    Los Angeles Metropolitan Area
    Managed day-to-day publicity for syndicated series and the respective talent. Played a key role in the planning and orchestration of events, including media days and press junkets, season premieres and additional talent placements. High-profile series included “24,” “Arrested Development,” “On-Air with Ryan Seacrest” and “Good Day Live.”
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  • 20Th Century Fox
    Licensing & Merchandising Coordinator
    20Th Century Fox 2002 - 2004
    Los Angeles Metropolitan Area
    Recruited to support the group focused on monetizing Fox Filmed Entertainment and Fox TV content through licensing and merchandising deals.
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Crystal Yang Edwards Skills

Social Media Social Media Marketing Public Relations Digital Media Event Management Press Releases Media Relations Entertainment New Media Sponsorship Facebook Action Sports Video Production Marketing Creative Direction Publicity Television Broadcast Sports Sports Marketing Film Brand Awareness Digital Marketing Strategy Ap Style Integrated Marketing Social Networking Brand Development Event Planning Publishing Radio Online Marketing Internal Communications Marketing Strategy Blogging Copywriting

Crystal Yang Edwards Education Details

Frequently Asked Questions about Crystal Yang Edwards

What company does Crystal Yang Edwards work for?

Crystal Yang Edwards works for Make Waves Communications

What is Crystal Yang Edwards's role at the current company?

Crystal Yang Edwards's current role is Founder and Advisor and Fractional Exec.

What is Crystal Yang Edwards's email address?

Crystal Yang Edwards's email address is cr****@****tal.com

What schools did Crystal Yang Edwards attend?

Crystal Yang Edwards attended Uc Irvine, Ucla Extension, Mira Costa High School.

What skills is Crystal Yang Edwards known for?

Crystal Yang Edwards has skills like Social Media, Social Media Marketing, Public Relations, Digital Media, Event Management, Press Releases, Media Relations, Entertainment, New Media, Sponsorship, Facebook, Action Sports.

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