Available to hire
I’m Crystal White, a manager-level digital experience and SaaS leader with 10+ years in enterprise/B2B and IT-driven environments. I connect strategy to execution for complex digital initiatives, shaping roadmaps, aligning senior stakeholders, and delivering measurable commercial and experience outcomes for Fortune 500 and high-growth companies.
Known for good-humored, people-first leadership, data-driven decision-making, and coaching cross-functional teams through large-scale change. I specialize in CRM and customer-facing platforms (Salesforce, HubSpot, etc.), driving adoption and value realization through CX analytics, NPS, and product utilization.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Beginner
Language
French
Intermediate
Work Experience
Director–Owner at Bearing Straight B.V.
January 1, 2025 - PresentProvide content strategy, copywriting, design and development of small business websites. Lead end-to-end delivery of research, product and experience strategies for AI/ML and professional services clients, coordinating with designers, developers and cross-functional teams to ensure successful releases. Act as trusted advisor to founders and leadership, framing platform and data decisions (e.g. CRM, marketing automation, analytics setups) in terms of customer impact, operational efficiency and long-term scalability.
Owner at Bearing Straight
January 1, 2024 - January 1, 2025Ran a boutique consultancy delivering research, strategy and software development across financial services and AI startups, aligning business goals, regulatory considerations and technical constraints into coherent platform roadmaps. Crafted business cases and value narratives for new capabilities (often CRM-linked), quantifying impact on acquisition, retention and operational efficiency to support investment decisions.
Client Experience Director, Digital at ADP Inc.
January 1, 2020 - January 1, 2024Led research and experience strategy for ADP HRO’s most significant multiyear technology investment, covering an integrated landscape of CRM, sales, service and employee-facing platforms (Salesforce Lightning, VEGA scoring engines, prospect portal, Service Portal, Henry CRM, MySolutions, mobile app experiences). Partnered with product, engineering, CRM admins and business stakeholders to define and evolve roadmaps, align priorities and sequence delivery, ensuring new capabilities could be absorbed operationally and technically. Drove outcome-focused delivery with measurable benefits realization and oversaw post-launch adoption using tNPS/rNPS, product utilization and behavior analytics.
Strategy Director at Launch Interactive LLC
January 1, 2014 - January 1, 2019Led research, digital strategy, content strategy, and copywriting for enterprise and SaaS clients whose revenue and service models depended on stable, scalable platforms (Salesforce, Autodesk, GE Power, Dropbox, Assurant, Stanley Black & Decker, Genesys). Defined phased roadmaps, customer journeys and architectural implications for CRM-adjacent and self-service experiences, including a market and user research program for Autodesk’s Services Marketplace and a major cost/experience initiative that led to a chatbot solution.
Teaching Assistant / Adjunct Professor at Kennesaw State University
January 1, 2011 - January 1, 2014Taught research, writing and rhetoric, developing the ability to explain complex concepts clearly and coach individuals with diverse backgrounds.
Owner at Bearing Straight USA
January 1, 2024 - January 1, 2025Ran a boutique consultancy delivering research, strategy and software development across financial services and AI startups, aligning business goals, regulatory considerations and technical constraints into coherent platform roadmaps. Crafted business cases and value narratives for new capabilities (often CRM-linked), quantifying impact on acquisition, retention and operational efficiency to support investment decisions.
Client Experience Director, Digital – HRO Business Unit at ADP Inc.
January 1, 2020 - January 1, 2024Led research and experience strategy for ADP HRO’s most significant multiyear technology investment, covering an integrated landscape of CRM, sales, service and employee-facing platforms (Salesforce Lightning, VEGA scoring engines, prospect portal, Service Portal, Henry CRM, MySolutions, mobile app experiences). Partnered with product, engineering, CRM admins and business stakeholders to define and evolve roadmaps, align priorities and sequence delivery, ensuring new capabilities could be absorbed operationally and technically. Drove outcome-focused delivery: demonstrated benefits realization such as ~20-day reduction in sales cycle, 9M USD additional annual sales, and 6x higher close probability for VEGA-identified prospects, using these metrics to inform roadmap decisions and resource allocation. Oversaw postlaunch adoption and performance of CRM-related experiences using tNPS/rNPS, product utilization, behavioral analytics and qualitative feedback; identified stability, usability
Education
Master of Arts, Professional Writing at Kennesaw State University
January 1, 2011 - January 1, 2013Bachelor of Arts, French (Minors in Business & Economics) at Georgia Southern University
January 1, 1994 - January 1, 1998Master of Arts, Professional Writing at Kennesaw State University
January 1, 2011 - January 1, 2013Bachelor of Arts, French (Minors in Business & Economics) at Georgia Southern University
January 1, 1994 - January 1, 1998Qualifications
AMY Award – Innovation in Market Research (Autodesk Services Marketplace)
January 1, 2018 - March 6, 2026Industry Experience
Software & Internet, Professional Services, Manufacturing, Financial Services, Media & Entertainment, Education
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Beginner
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