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Neenah, WI—Krystle Craycraft has joined the leadership team of Jewelers Mutual Group as senior vice president of marketing. In this role, Craycraft will lead the organization’s branding and marketing efforts, with a focus on improving its digital customer experience and furthering growth of its direct-to-consumer business. She will also work closely with senior executives to develop an end-to-end digital vision to drive significant improvements in the company’s ecommerce systems and processes.

Craycraft comes to Jewelers Mutual with an extensive background in developing business and marketing strategies for both startups and established companies. She was most recently head of marketing at Brinks Home. Prior to that, she drove digital transformation and ecommerce growth efforts for Neiman Marcus Group and J. Crew Group. 

“We are fortunate to have someone with Krystle’s passion and experience to lead our marketing and ecommerce efforts,” said Mike Alexander, executive vice president of Jewelers Mutual. “Her background in building brand strategies, driving digital transformation, and developing memorable customer experiences will be instrumental in our continued quest to raise the tide of the jewelry industry.”

“The opportunity to play a role in the next chapter of this heritage brand is truly exciting as there is unlimited potential to unlock,” said Craycraft. “I look forward to collaborating with the team to increase brand awareness as well as deepen our relationship with those who already know and love Jewelers Mutual.”

In addition to her corporate experience, Craycraft is active in the civic sector, volunteering as a member of the board of directors for Juliette Fowler Communities. She previously served on the board of the Junior League of Dallas. Craycraft holds two degrees from Cornell University.