Crystal Iverson

Brand Marketing | Retail Marketing | Campaign Development

San Clemente | US

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In my own words

— Crystal

Dynamic and results-oriented marketing leader with over 20 years of experience driving brand growth through compelling storytelling, consumer engagement, and data-informed omni-channel strategies.

Currently leading marketing efforts at Volatile Footwear, overseeing go-to-market strategies across three distinct footwear brands and executing high-impact D2C and B2B campaigns that accelerate product adoption and elevate brand presence. Skilled in content development, visual storytelling, and campaign performance optimization across eCommerce, email, social media, and B2B.

Passionate about building integrated marketing programs that connect emotionally with consumers while driving measurable business results. Known for cross-functional leadership, from sales and product teams to creative and visual execution.

Trajectory

Sep 2024 — Now

Marketing Manager · Volatile USA

- Developing and executing Go-to-Market (GTM) strategies for three unique footwear brands, increasing product adoption and market penetration through integrated marketing campaigns and resulting in a 27% YOY sales increase. - Developing eCommerce strategy by creating SEO-optimized product descriptions, high-quality visuals, and cohesive video content. - Spearheaded data-driven marketing initiatives leading to a 25% increase in conversion rates, employing advanced analytics tools for customer behavior analysis and insights integration. - Design, develop, and implement visual content production for D2C and B2B marketing, ensuring alignment with product positioning and sales strategies. - Design and execute B2B promotional campaigns to enhance brand visibility and drive sales, aligned with the product and brand storytelling.

Dec 2023 — Sep 2024

Manager, Partnership Marketing · Irvine Company

- Developed and managed strategic sponsorships and partnership marketing initiatives, enhancing brand visibility through experiential activations and creative signage. - Collaborated with internal teams and stakeholders to align experiential marketing programs with brand and business objectives. - Executed marketing campaigns that leveraged sponsorship opportunities and customer insights to improve tenant engagement and customer experience. - Oversaw budget planning and reporting, ensuring effective allocation of resources to maximize ROI on partnership-driven marketing initiatives.

Apr 2022 — Dec 2023

Director of Marketing Operations · TRIOMPHE DESIGN

- Revamped marketing operations to improve efficiency, brand consistency, and campaign performance across multiple channels. - Conducted competitive analysis and consumer insights research, identifying opportunities to improve brand positioning and customer engagement. - Spearheaded cross-functional collaboration with sales, design, and engineering teams to align operations and budgets with business objectives. - Led cross-functional collaboration across marketing and design to ensure alignment of initiatives with client goals.

Feb 2018 — May 2022

Regional Merchandising Manager · Lennar

- Created and implemented national merchandising strategies, driving a 20% decrease in product customization and regional market alignment. - Leveraged consumer insights and sales data to develop high-impact marketing strategies that improved customer retention and conversion rates. - Provided evaluations for all furniture purchasing, resulting in savings of approximately $100k per division per year, totaling just under $1m. - Organized cross-functional efforts to align product offerings with regional consumer preferences, resulting in enhanced market penetration and consumer satisfaction.

Jun 2016 — Feb 2018

Retail Marketing Manager · ASICS America

- Created regional GTM marketing plans based on strategic goals and marketing objectives, created a marketing budget that supported the marketing plan, conducted ongoing budget monitoring, executed fixture forecasting, and adjusted areas as needed to meet year-end projections. - Provided sales and statistical analysis, handled financial reporting, managed retail relations, traditional and digital media, and documented program results. - Conceptualized and launched a custom-designed women's activation at retail 25% increase in sales. - Established 90% brand alignment within 3 months for all retail locations.

Apr 2015 — Jun 2016

Trade Marketing Manager · ASICS America

- Developed and facilitated innovative sales promotions, special events, and internal and external communication strategies to drive sales. - Ensured seamless execution of trade marketing platforms and tools, enhancing overall market impact and client satisfaction. - Managed and negotiated contracts with multiple vendors for an average savings of $8k per campaign. - Coordinated and administered marketing efforts in support of business strategic and operational goals to align with Specialty account specifications. - Directed cross-functional teams in the execution of trade marketing initiatives that increased product visibility, driving enhanced retailer engagement and sales growth.

Apr 2013 — Apr 2015

Retail Channel Marketing Manager · ASICS America

- Communicated with DTC and maximized sales through sales promotions, visual merchandising, and marketing promotions for my retail accounts. - Effectively collaborated on digital media programs and conducted comprehensive market and consumer research to develop a marketing plan and support sales efforts. - Supervised and organized the implementation of brand development and opening of the first full-price retail location in Times Square, NY, for the North American region.

Jan 2012 — Dec 2013

Visual Project Manager for Global Retail · Oakley

- Contributed to developing innovative promotional ideas, formulating strategic visual merchandising plans, and supporting new project launches to drive top-line and bottom-line sales growth. - Created multiple programs that supported organizational strategic initiatives, managed long-term goals, and developed budgets and operational plans for programs and special projects. - Managed visual execution of 1-2 global store openings monthly and designed and facilitated a new store layout in 25 international store locations. - Designed and implemented 100+ impactful new store layouts across the US.

Jan 2007 — Dec 2012

Visual Merchandiser · Oakley

- Managed a $7 million fixture budget to cover all new and existing store needs. - Facilitated and provided coaching on visual merchandising standards for over 30 locations and 6 district flagships. - Assist stakeholders, senior management, the product organization, and regional leads in communicating effectively with 150 stores and 8 district managers by serving as a key point of contact for internal communications.

Nov 2003 — Apr 2007

Assistant Manager/District Visual Merchandiser · Carlsbad Vault

- Assisted in managing staff of 10-15 employees. - Completed recruiting and training for all new employees. - Maintained proper inventory controls, facilitate inventory transactions and maintain compliance standards for shrink control. - Conducted store visits to drive a consistent visual brand among stores. - Liaison between all district stores and the District Manger.