CRYSTAL PHELPS
eCommerce | Digital Marketing Executive
Expert in steering eCommerce operations and digital marketing, adept at leading high-performing teams and managing $125M+ budgets. Excel in devising and executing strategies that drive market expansion, sales growth, and customer engagement. Thrive in developing innovative solutions for diverse industries, ranging from technology and automotive to beauty and retail.
​
Currently located in Nashville, TN.
EXPERIENCE
May 2022 - Jul 2023
Global Director, eCommerce Marketing
Led a team of 4 in managing a $120M budget for ecommerce marketing. Oversaw daily operations, cross-functional team leadership, marketing and sales plans, large-scale product launches, analytics, and special projects.
Feb 2022 - Jun 2023
eCommerce Consultant
Focused on enhancing eCommerce growth and efficiency. Managed client website operations and served as project manager for new content, product introductions, and delivery processes. Collaborated with clients like Lancome, Walmart and Office Depot, developing strategies and optimizing online presence.
Oct 2020 - May 2023
Senior Business Analyst, eCommerce
Specialized in eCommerce expansion and business opportunity analysis with a $2.5M budget management, focusing on high-growth programs and achieving substantial sales increases.
Nov 2017 - Apr 2022
Vice President, Digital Marketing and eCommerce
Led strategy evaluation across product design, innovation, eCommerce, and marketing, managing a 300M budget. Collaborated with clients like Ferrara Candy, Yamaha Entertainment Group – Artist Relations, Weber Grills, Hunter Fans, developing growth strategies for broad and targeted audience engagement, driving revenue and brand loyalty.
Dec 2015 - Dec 2017
Senior Director, Consumer Marketing
Managed consumer marketing operations with a $500K budget, leading a team of 3. Led technology stack development, media plan creation, and eCommerce strategy.
Oct 2013 - Dec 2015
Global Director, Online Sales and Marketing
Managed a diverse team of 13 with a $15M budget, focusing on direct-to-consumer (D2C) sales and creating a lifetime relationship with gamers. Owned the global P&L of RazerZone.com and several localized sites.
RESULTS
32%
Doubled Amazon sales, achieving 32% Q4 revenue growth and increasing ROAS from 3 to 18 in 6 months.
$48M
Increased online sales to $48M in 18 months, nearing a $50M goal, by implementing effective digital marketing and eCommerce strategies.
$11M
Launched a private label product, achieving an 11 ROAS and generating $11M in the first year, through strategic product development.
EXPERTISE
-
Digital Strategy Development
-
eCommerce Management
-
Data Analytics & Insights
-
Brand Building & Management
-
Omnichannel Marketing
-
Customer Experience Optimization
-
Team Leadership & Development
-
Budget Management & Cost Optimization
-
Content Marketing & SEO
-
Performance Marketing & ROI Analysis
-
Market Research & Consumer Insights
-
Technology & Innovation Adoption
-
Stakeholder Engagement & Collaboration
-
Global Market Expansion Strategy
EDUCATION
(MBA) Master of Business Administration
(BA) Journalism
MEET CRYSTAL
Q & A
What is your greatest accomplishment?
Having discovered the solar industry in its infancy, I used my consumer marketing background to help propel the industry into the mainstream while growing Solar Electric Inc. from a small $3M company to a $300M powerhouse in less than 8 years.
Do you live by any piece of advice or motto?
Vision without action is just a daydream.
What behavior or personality trait do you most attribute to your success, and why?
Adaptability. Working in the digital space, you need the prescence of mind to recognize a dead end when you’re walking down one and find another route. Adaptability has allowed me to shift the game plan during these times.
Who inspires you and why?
Susan Wojcicki, the CEO of YouTube, is a technology giant and someone I have looked up to for years. Her approach helped open a lot of doors to women.
INTERESTS & HOBBIES
FOODIE
NASHVILLE MUSIC SCENE
SWIMMING
TESTIMONIALS
"I had the pleasure of working with Crystal on the marketing team at Matterport. Crystal has amazing business acumen. She possesses and the keen ability to create and drive marketing programs through the e-commerce channel to achieve maximum results. A true team player!"
Jennifer Rowe-Nakos, Director, Global Channel Marketing, Matterport
"I wholeheartedly endorse Crystal as an outstanding colleague and business partner. I had the pleasure of working with her on major product launches at Matterport. Crystal's exceptional skills and dedication were evident as she navigated the complexities of these launches, showcasing her ability to manage challenges and drive results effectively. She always prioritizes customer needs, demonstrates a deep understanding of eCommerce, and exhibits strong analytical skills in business case development. Working with her on resource-constrained projects has been a privilege, and I am confident that Crystal's leadership, analytical prowess, and commitment to excellence make her an invaluable asset to any team or project."