Anna Craven | Strategic Marketing Professional

The person vendors remember from Vegas buying trips, the one who scans a tray of jewelry and says "this one, this one, none of those" while others deliberate for hours. I built out everything digital for a local jewelry store. Website, email list, social. When we opened a second location in the Tri-Cities where nobody knew us, I did it again from scratch. The CEO started bringing me on Vegas buying trips after that. He trusted my judgment with $500K in purchasing decisions because my calls panned out. Now creating viral content for DTC jewelry brands while testing AI tools daily and staying ahead of what's actually converting.

This started in high school. At 17 I was hitting Goodwill and consignment shops, spotting designer pieces others walked past, flipping them for 3-4x. Never took a loss. Paid for gas and groceries through college.

Selected Results

$500K

Buying decisions as CEO's strategic partner on semi-annual Vegas market trips

14K

Email subscribers built from zero; contributed to store's best revenue year (2017)

$1M+

Inventory planned for 2nd location launch—merchandised entire store, coordinated paid media in a blind market

5,000+

Customers migrated from paper loyalty system to integrated platform tracking warranties, repairs, purchases

1M+

Views on viral jewelry content; built engaged social following in regional markets from zero

Experience

Content Creator & Digital Strategist

2023 – Present

Charles & Colvard | Remote

Create acquisition-focused video content; multiple pieces exceeding 1M views
Own full creative lifecycle from concept through post-production, optimized for conversion
Test emerging AI tools and formats daily; adapt strategy as platforms shift

Associate Marketing Director

2021 – 2023

Slate & Tell | Remote

Drove multi-platform social strategy across Instagram, TikTok, YouTube, Pinterest
Partnered with CEO on brand positioning and content that moved product
Collaborated on email/SMS retention programs; tracked ROAS weekly to optimize spend

Head of Marketing & Merchandising

2010 – 2019

Jewelry Design Center | Spokane

Started in merchandising; became CEO's strategic partner within two years
Built every digital channel: website (2-3K daily sessions), email (14K list), social, paid
Managed $1-2M jewelry inventory—forecasting, seasonal trends, vendor negotiations
Designed and launched loyalty program from scratch; trained all staff on rollout
Led second location launch: full merchandising, inventory planning, market-specific ad strategy

Education & Credentials

Education: BA, Communication (Eastern Washington University) | GIA Certified: A.J.P., Diamonds & Diamond Grading, Colored Stones