Krystle Craycraft is a distinguished global C-Suite leader, board member, and marketing visionary with over 15 years of expertise in driving revenue and profit growth for companies ranging from startups to established enterprises. Her track record of success spans the luxury, lifestyle, and tech sectors, with a unique ability to blend product innovation, digital transformation, and customer-centric strategies. With deep experience in leading both online and physical businesses, Krystle consistently delivers results that enhance customer experiences, foster operational efficiencies, and generate strong employee engagement.
Currently serving as the Senior Vice President of Marketing & Digital Business at Jewelers Mutual Group, Krystle oversees the company’s largest and most profitable P&L while spearheading new distribution channels. Her strategic initiatives have propelled brand awareness, improved conversion rates, and retained over 90% of B2C customers through her dedication to customer-focused and data-driven approaches. At Jewelers Mutual, she has also been instrumental in launching the Gem + Jewel portfolio, which includes new product offerings and a digital content ecosystem that amplifies the love of jewelry, creating new revenue streams for the organization.
In addition to her role at Jewelers Mutual, Krystle is a Managing Director at NyTex Partners, where she leverages her strategic marketing expertise to consult on growth initiatives. Her leadership journey includes transformative roles at Brinks Home, where she repositioned the brand post-restructuring, driving customer retention and building a profitable marketing and digital organization from the ground up. As Chief Marketing Officer at ModeSens, a luxury shopping startup, she rapidly scaled user sessions and revenue by over 200%, proving her ability to turn visionary ideas into actionable growth strategies.
Krystle’s innovative approach to marketing and brand strategy is further recognized in her contributions as a member of the Forbes Communications Council. As a thought leader, she has published articles on encouraging experimentation and risk-taking in marketing, and on helping new business owners navigate the complexities of brand focus. Through her published insights, she continues to support the industry’s next generation of leaders in achieving sustainable growth and strategic clarity.
A Cornell University alumna with dual Bachelor of Science degrees in Applied Economics & Management and Communication, Krystle has a robust academic foundation that underpins her professional achievements. Her educational background has been a launching pad for her success, helping her bring a balanced, analytical, and people-oriented perspective to her roles. Her academic and career accomplishments have been celebrated through awards such as the 2024 Power Players award and the Ambient Experience 100 Leader recognition by Constellation Research, underscoring her impact as a leader in the Dallas business community.
Krystle’s commitment to community service is reflected in her extensive volunteer work. She is a board member for Jewelers of America, has served on the board of Juliette Fowler Communities, and is an active volunteer with the Junior League of Dallas, where she has held numerous leadership positions. Her other civic engagements include roles with the Texas Ballet Theater, Folds of Honor North Texas, and the Dallas Symphony Orchestra League, among others.
As a board member and strategic advisor, Krystle seeks new opportunities to bring her depth of experience to innovative companies looking to grow. With a personal mission to make a positive impact, she is especially interested in board roles where she can leverage her background in brand strategy, digital marketing, and customer experience. Her focus is on helping organizations achieve scalable growth and navigate the complexities of today’s digital economy.
Outside of work, Krystle is an avid traveler and outdoor enthusiast, enjoying activities like cycling, hiking, and painting. Her love of adventure and creativity drives her to constantly explore new ideas and bring fresh perspectives to her professional and personal pursuits. She values these passions as reflections of her core belief in growth, innovation, and continuous learning.
Character:
Krystle Craycraft is a principled leader known for her integrity, dedication, and unwavering commitment to excellence. She fosters a collaborative, team-oriented environment that inspires trust and motivates others to achieve their highest potential.
Knowledge:
With deep expertise in digital transformation, strategic marketing, and customer experience, Krystle brings a robust understanding of how to drive revenue and brand growth. Her knowledge spans across sectors, from luxury and retail to tech, making her a versatile leader equipped to navigate complex challenges.
Strategic:
Krystle combines creative innovation with data-driven insights to craft strategies that are both ambitious and results-focused. Her approach balances short-term wins with long-term growth, enabling companies to scale profitably while delivering exceptional customer experiences.
Communication:
As a transparent and engaging communicator, Krystle builds strong cross-functional relationships and fosters open dialogue across teams. Her clear, purposeful communication style empowers her to align diverse stakeholders around shared goals and drive organizational success.
