Krystle Craycraft (pictured) has joined Jewelers Mutual Group as senior vice president of marketing.

In her new role, Craycraft will lead the Neenah, Wisc.–based organization’s branding and marketing efforts, with a focus on improving its digital customer experience and growing its direct-to-consumer business.

Craycraft was most recently head of marketing at Brinks Home. Before that, according to LinkedIn, she was the head of marketing for ModeSens, a digital shopping assistant, as well as director of marketing for Bergdorf Goodman, part of the Neiman Marcus Group.

“We are fortunate to have someone with Krystle’s passion and experience to lead our marketing and e-commerce efforts,” said Mike Alexander, executive vice president of Jewelers Mutual, in a statement, citing her “background in building brand strategies, driving digital transformation, and developing memorable customer experiences.”

Former JCK publisher Mark Smelzer joined Jewelers Mutual earlier this year, as did senior editor Emili Vesilind.

(Photo courtesy of Jewelers Mutual Group)

 

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