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Define and strengthen Crystalia’s positioning in the US premium market
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Build consistent messaging and brand standards across channels and customer touchpoints
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Develop a visual production pipeline for completed projects — photography, video, and portfolio content
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Build PR and media presence in architecture, interior design, construction, and relevant lifestyle publications
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Develop partnerships with architects, interior designers, contractors, and other trade professionals
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Own marketing-sourced growth across both B2B and B2C
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Manage and allocate a $200K+ monthly media budget
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Lead strategy across paid search, paid social, SEO, content, CRM, and other acquisition channels
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Make channel and budget decisions based on closed revenue and unit economics, not lead volume alone
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Improve qualified demand, conversion, CAC, ROMI, and overall marketing efficiency
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Build visibility from first touch through closed revenue
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Develop attribution and channel-level unit economics
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Track and use CAC, ROMI, conversion rates, close rates, average deal value, and sales-cycle length
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Analyze lost opportunities, objections, CRM data, and customer conversations to improve positioning and campaigns
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Build concise executive reporting focused on metrics that drive decisions
You will work with Sales leadership as a peer partner, not as the manager of the Sales organization.
Together, Marketing and Sales will:
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Define and review lead qualification criteria
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Analyze lead quality, conversion, and revenue by source
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Review funnel performance and lost-deal reasons
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Improve the handoff and customer journey between Marketing and Sales
Marketing owns funnel analysis through closed revenue; Sales leadership owns sales targets, processes, and people.
You will lead a distributed marketing team across B2B and B2C marketing, SEO, PPC, Paid Social, SMM, Community, Design, and CRM.
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Assess and develop the existing team structure
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Strengthen brand and analytics capabilities
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Hire and manage specialists, contractors, and agencies
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Establish clear ownership, processes, quality standards, and accountability
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Build systems that can scale with the business
Our new website is currently in development and will introduce e-commerce elements, including customer accounts and online purchasing for selected products.
E-commerce is not our primary business model, but experience with digital customer journeys, online conversion, and e-commerce mechanics will be valuable.