Crypton adds new marketing VP

Bloomfield Hills, Mich. – Performance fabric supplier Crypton has promoted Elise Gabrielson to be the company’s new vice president of marketing.

“(Elise) possesses the right skill set to align our brand with our company goals,” said Crypton CEO Lance Keziah. Gabrielson joined the company in 2015 to launch consumer-facing brand marketing for the company’s line, Crypton Home Fabrics.

“In a remarkably short period, her single-minded focus resulted in significant benchmarks for the residential brand,” added Keziah.

Keziah also said that the company’s current leadership status in the residential furniture manufacturing market, residential design trade and at retail is due in part to recent initiatives by Gabrielson along with the firm’s sales, outreach and product design and development teams.

In her new post, Gabrielson will oversee everything from strategic planning and brand platform strategies to partnership marketing. She is charged with crafting programs that speak with a singular brand voice to all audiences across the residential and commercial channels of Crypton.

Her scope will be international, encompassing domestic marketing of Crypton contract and Crypton Home fabrics as well as Crypton Europe and the Crypton Nanotex brand. Additionally, she will helm internal communications and lead Crypton’s advertising, brand strategy, PR, digital and graphic design internal teams and external agencies.

“Elise’s positive, forward-thinking vision works particularly well at a company like Crypton, known first and foremost for innovation,” said Jack Eger, Crypton senior vice president Jack Eger.

Gabrielson sits on the Board of Directors of the International Textile Alliance.  Prior to joining Crypton, she was a product merchandising and marketing manager at Arden Companies, where she launched the Bombay Outdoors furniture brand.

See also: Ballard Designs adds Crypton Home Fabrics option

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