Crystal King

Current

• Adjunct Professor, College of Communications at Boston University
• Director, Communications at Computer Associates

Past

• Sr. Manager, Public Relations at Sybase
• Adjunct Professor at UMass Boston, College of Management
• Marketing Consultant at Nexaweb (Self-employed)

• Marketing Director at Taxware
• Marketing Consultant (Self-employed)
• Marketing Director at eMaven
• Marketing Manager at Event Zero
• Marketing Manager at Bowne Internet Solutions
• Marketing Manager at Open Sesame

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Education

• UMass Boston
• Whitworth College

Recommended

17 people have recommended Crystal

Connections

441 connections

Industry

Public Relations and Communications

Websites

• My Blog
• My Company
• My Company

Crystal King’s Summary

Senior marketing strategist with over 15 years of experience in building brands and businesses through traditional and non-traditional means. Professor, editor and published author.

Crystal King’s Specialties:

Strategic planning, social media, mobile marketing, internet marketing, public relations, corporate branding, writing, program development/budgeting, direct marketing, event planning, company & product launches, messaging & positioning, communications development, advertising.

Crystal King’s Experience

• Adjunct Professor, College of Communications

  Boston University

  (Educational Institution; Higher Education industry)

  July 2009 — Present (5 months)

  Teaching Fall 2009 graduate course, "Writing for Media Professionals." Includes public relations writing, writing for the Web and social media, marketing, television and radio.

• Director, Communications

  Computer Associates

  (Public Company; CA; Computer Software industry)

  April 2008 — Present (1 year 8 months)

  Direct communications for CA's service management, information governance and emerging technology products. Manage social media planning and execution for CA communications team. Instrumental in helping company shape social media strategies ranging from blogs, YouTube, Twitter, social bookmarking and other innovative Web tools to build brand and drive awareness.

• Sr. Manager, Public Relations

  Sybase

  (Public Company; 1001-5000 employees; SY; Computer Software industry)

  July 2004 — April 2008 (3 years 10 months)

  Responsible for overseeing all product-related public relations activity at Sybase including management of relationship with public relations firm, public relations strategy, campaign development, blog strategy, byline articles and development of product press releases (averaging 50+ a year). In addition, previously managed marketing for AvantGo, now a service of Sybase 365, including marketing communications, contest management, Web content development, promotional activities, events, advertising and other related activities.

• Adjunct Professor

  UMass Boston, College of Management

  (Educational Institution; 501-1000 employees; Higher Education industry)

  September 2005 — August 2006 (1 year )

  Taught Critical Analysis & Business Communication including business writing basics, interoffice communication tactics, critical thinking and decision making, research and analysis.

• Marketing Consultant

  Nexaweb (Self-employed)

  (Self-Employed; 11-50 employees; Computer Software industry)

  December 2003 — July 2004 (8 months)

  Full-time consultant with ongoing input into the development of the overall marketing program. Re-developed company Web site including development of all content. Creation of new collateral. Wrote press releases and assisted with PR. Launched monthly newsletter and first public webinar. Developed white paper lead generation campaign. Implemented Google Adwords and search optimization for company Web site.

• Marketing Director

  Taxware

  (Privately Held; 201-500 employees; Computer Software industry)

  June 2002 — November 2003 (1 year 6 months)

  * Successfully revitalized and expanded brand identity following acquisition by govONE solutions, resulting in increased sales pipeline activity, major competitive advantage, higher visibility among the editorial and analyst community and positioning Taxware as a knowledge leader in the transaction tax industry.
  * Managed overall strategic marketing activities including more than 30 tradeshows, 18 direct mail campaigns, web seminar program, public relations, advertising, new Web site launch, Taxware 8th Annual User Conference, vendor relationships and results tracking and analysis, among other activities. Directed development of new branding and collateral materials – brochures, case studies white papers.
  * Oversaw marketing budget of $1m. Reported to President. Supervised staff of four.

• Marketing Consultant

  Self-employed

  (Self-Employed; Myself Only; Computer Software industry)

  February 2001 — June 2002 (1 year 5 months)

  Project-based market research, press release writing, direct marketing campaign development, collateral development, Web site project management and other project-based marketing consulting based on client needs.

• Marketing Director

  eMaven

  (Privately Held; 11-50 employees; Computer Software industry)

  October 2000 — February 2001 (5 months)

  * Brand building, development of new collateral system, case studies, corporate logo redesign and other promotional activities.
  * Developed email newsletter that drove customer up-sell opportunities, resulting in over $300k in add-on business in the first issue.
  * Instrumental in choosing and strategy for customization for the sales/marketing database for better organization and follow-up of leads.

• Marketing Manager

  Event Zero

  (Privately Held; 51-200 employees; Computer Software industry)

  June 1999 — October 2000 (1 year 5 months)

  * Built marketing program and team from ground up. Managed creation of all collateral, PR, advertising, Web site and events, resulting in greater competitive advantage, increased marketplace visibility, and significant pipeline activity.
  * Developed targeted marketing programs to SMB entrepreneurs to drive more than $10.5m in new client revenues in the first year.
  * Initiated and led process for changing company name from Inscribe Technologies to Event Zero. Developed positioning messages, mission and value statements, and led overall corporate branding initiative.
  * Managed $7m marketing budget. Reported to CEO. Managed staff of five.

• Marketing Manager

  Bowne Internet Solutions

  (Public Company; 1001-5000 employees; Computer Software industry)

  August 1998 — June 1999 (11 months)

  • Managed and executed all aspects of over 15 financial services tradeshows and seminars, including direct mail campaigns, advertising, content development, booth management and securing speaking events.
  • Responsible for on-going development of the BIS Marketing Resource Center, an employee Intranet designed to share marketing related information. Responsible for creative development, navigation, content, and internal marketing.

• Marketing Manager

  Open Sesame

  (Privately Held; 11-50 employees; Computer Software industry)

  March 1997 — May 1998 (1 year 3 months)

  Purchased by Bowne Internet Solutions.
  • Established the Open Sesame brand in the personalization space, resulting in a successful buy for the company by Bowne.
  • Ongoing development of marketing communications tools including case studies, white papers, data sheets and web content.
  • Effectively created and promoted a brand identity for the Open Sesame personalization software product and its demo site, an online consumer entertainment site with over 200,000 users. Managed all aspects of marketing to those who opted-in to the service.
  • Instrumental in the promotion of the Open Sesame CEO’s book, Agent Sourcebook: A Complete Guide to Desktop, Internet, and Intranet Agents, including Web site, direct mail, promotional giveaways and securing speaking events.

Crystal King’s Education

• UMass Boston

  M.A. , Critical & Creative Thinking , September 2002 — December 2004

  Did extensive research in problem-solving and creativity in business, for managers, marketers and writers.

• Whitworth College

  B.A. , English Writing & Literature , 1989 — 1993

  Activities and Societies:

  Double Major in writing and literature.
  Minors in communications and French.
  Program Director, Music Director and DJ, KWRS.
  Scholarship from the Spokane Public Relations Society.

Additional Information

Crystal King’s Websites:

• My Blog
• My Company
• My Company

Crystal King’s Interests:

Editor, Plum Ruby Review http://www.plumrubyreview.com Mobile Marketing Columnist: iMedia Connection, PDAStreet Restaurant Review Columnist: The Alewife Freelance Writer Personal Interests: Internet marketing, Web 2.0, social media, mobile technology innovation, poetry, reading, writing, hiking, fine food and wine, collecting early 20th century postcards

Crystal King’s Groups:

Currently:
- Grub Street, Inc. Independent Writing Center (volunteering PR expertise, events, workshop teaching)
- Social Media Club
- Boston Communicators Happy Hour
- Public Relations Society of America
- American Marketing Association

Previously:
- DigitalEve, Boston, MA (2000-2002)
- Boston Webgrrls, Boston, MA (1997-2002)
- New York New Media Association (1998-2002)
- Synapse Literary Magazine Editorial Board, Seattle WA (1996-97)
- Script Literary Magazine Editorial Board, Spokane WA (1992-93)
- Whitworthian Newspaper Staff, Spokane WA (1989-92)

•    ITSMF interest (1300+)
•    The Sybasement
•    CA, Inc.
•    Innovative Marketing, PR, Sales, Word-of-Mouth & Buzz Innovators
•    CA Alumni and User Group
•    Public Relations Professionals
•    Sybase Alumni
•    University of Massachusetts at Boston Alumni
•    Whitworth University
•    IT Asset Management - Global
•    Ex SYBASE
•    itSMF International
•    The Talent Group - Advertising, Marketing, PR - Job Network
•    Women in CAnection
•    Public Relations and Communications Jobs Community
•    #PRStudChat

Crystal King’s Honors:

- CA marketing award for social media work (June 2008)
- Marketing team award for social media work (Dec 2008)
- Pushcart Prize Nominee 2005
- Spokane Public Relations Association Award, Spokane WA (1991)
- Gray Journalism Scholarship, Spokane WA (1989-90)
- Outstanding Feature Writing, Idaho Journalism Advisers Assoc., Sun Valley, ID (1989)

Crystal King’s Contact Settings

Interested In:

• career opportunities
• job inquiries
• expertise requests
• business deals
• reference requests
• getting back in touch