Crystal Eastman is BlackRock’s Head of Integrated Marketing for the U.S. Her team leads content and distribution strategy across the BlackRock, iShares, and Aladdin brands for both the Personal Investor and Financial Advisor audience segments. Crystal’s team develops and executes channel-specific growth strategies utilizing advertising, digital marketing, direct marketing, proprietary events and sponsorships, and sales enablement tools and tactics. Prior to joining BlackRock in late 2017, Crystal held numerous high impact marketing roles across the financial services space. Crystal served as Chief Marketing Officer of an early stage commercial lending start-up, developing the corporate brand and value story, building a Marketing organization from scratch, and growing customer acquisitions over 500% during a two year period.
Crystal also spent six years at American Express, serving in a variety of Product Marketing and Customer Acquisition roles in the Consumer and Small Business groups. During her tenure, Crystal renegotiated the Hilton/American Express partnership agreement and relaunched the Hilton American Express card with improved customer benefits, resulting in a JD Powers win for Best Travel Credit Card. Crystal began her career as a management consultant, working for both BearingPoint and DiamondCluster International. In this capacity, Crystal advised financial services clientele, including Allstate; The Hartford; and Citibank, on CRM strategies and technologies. Crystal grew up in Miami, FL, and graduated from the University of Miami. She currently resides in downtown New York City with her husband and two children.