Cristal Gonzalez

Strategic Storyteller & Growth-Driven Marketing Leader

Marketing and communications leader with 8+ years of experience driving growth, strengthening brand positioning, and building high-impact partnerships across corporate, nonprofit, and service-based organizations. Skilled in leading teams, managing multi-channel digital strategies, and optimizing processes that improve client experience and operational efficiency. Recognized for aligning strategic vision with measurable results, mentoring collaborators, and developing systems that enhance cross-department collaboration and organizational performance.

Director of Communications

2025 - Present

Company: buceoEcológicord | Fully remote · Objective-based

• Develop and execute the organization’s communications strategy to promote ecological diving and marine conservation.
• Lead brand development efforts, ensuring a cohesive visual identity and messaging across digital and on-site experiences.
• Optimize the customer journey across the website, booking tools, and customer service channels to improve usability and conversion.
• Plan, manage, and analyze paid advertising campaigns to boost visibility, reach, and experience enrollment.
• Oversee social media management, campaign planning, and digital storytelling to increase awareness and community engagement.
• Collect and analyze participant feedback to refine messaging, user experience, and program effectiveness.

Marketing Director

2022 - 2025

Company: WellVet Health & Wellness Centre

• Lead and mentor a small team and external providers, ensuring timely delivery of creative and operational projects.
• Planned and executed multi-channel campaigns (SEM, Meta Ads, inbound) to drive client acquisition and engagement.
• Oversaw website redesign and implementation of digital processes, improving patient experience and internal workflows.
• Developed systems for handling requests across departments, improving collaboration and accountability.
• Designed and implemented feedback collection processes (patients & staff), translating insights into service improvements.
• Automated email workflows and client communication strategies, boosting engagement and retention.

BuzzAgent Intern

2018 - 2019

Company: Miss Rizos Salon | Remote (with in-person audiovisual production days)

• Managed the brand’s online community, fostering engagement and strengthening audience relationships.
• Created digital content, including photography, social media posts, and copy for multiple platforms.
• Wrote and scheduled email marketing campaigns aligned with brand initiatives and promotions.
• Produced blog articles focused on beauty, natural hair care, and community topics.
• Participated in on-site audiovisual production days to support photo and video shoots, ensuring high-quality storytelling and brand consistency.

Binational Director of Communications

2018 - 2022

Company: TECHO Dominican Republic and Haiti

• Managed a multidisciplinary communications team, coaching members and aligning strategies with fundraising and operations.
• Forged partnerships with institutions, media, and community leaders to expand reach and meet growth goals.
• Designed and enforced brand identity guidelines, ensuring consistency across all channels.
• Directed fundraising campaigns via email, social media, and PR, surpassing targets and strengthening donor engagement.
• Conducted market research and performance analysis to optimize communications strategies.

Communications Manager

2017 - 2018

Company: La Savonnerie RD

• Managed the brand’s social media presence, overseeing content planning, scheduling, and community engagement.
• Developed and executed communication plans to strengthen brand positioning within the natural and organic skincare and haircare market.
• Produced graphic design assets, product photography, and visual content aligned with brand identity.
• Implemented marketing strategies focused on sales growth, product awareness, and customer retention.
• Coordinated public relations efforts to enhance visibility and strengthen relationships with partners and media outlets.
• Edited promotional videos highlighting product benefits, brand values, and customer experiences.

Internal Communications Intern

2016

Company: Intellysis D. Corp

• Collaborated closely with the Human Resources team to strengthen internal communication and employee engagement.
• Created internal communication content, including newsletters, email campaigns, and updates aligned with company culture and HR initiatives.
• Designed and implemented an internal communications strategy aimed at improving transparency, team alignment, and workplace environment, achieving positive measurable results.
• Supported Agile project teams by assisting with documentation, internal updates, and communication flows between departments.

Customer Service Representative

2015

Company: Data Vimenca (Western Union)

• Responded to customer inquiries, questions, complaints, and requests via phone.
• Investigated and resolved customer issues.
• Role performed entirely in English.

B.A. in Corporate Social Communication, Communication and Media Studies

2013 - 2017

University: Pontificia Universidad Católica Madre y Maestra (PUCMM)

Activities and groups: PUCMM Theater Group — Backstage Manager

Key Learnings and Competencies Developed

• Strengthened foundations in organizational communication, media studies, and strategic messaging.
• Developed strong writing, storytelling, and public-speaking skills through coursework and creative projects.
• Gained hands-on experience in planning and executing communication strategies and campaigns for diverse audiences.
• Built teamwork, adaptability, and creative problem-solving skills through collaborative academic and artistic work.
• Enhanced coordination, time management, and crisis-resolution abilities by managing backstage logistics (regiduría) during theater productions.
• Improved leadership and communication by ensuring smooth transitions, technical cues, and backstage operations during performances.

Diploma in Managerial and Strategic Communication

Institution: Universidad Pedro Henríquez Ureña (UNPHU)

Key Learnings:

• Strengthened strategic communication skills for leadership and organizational decision-making.
• Learned to design communication frameworks that support alignment, transparency, and institutional goals.
• Developed abilities in stakeholder communication, conflict management, and internal cultural cohesion.

Diploma in Social and Community Management

Institution: TEP-PUCMM

• Gained practical knowledge on community development, social project design, and participatory methodologies.
• Strengthened skills for engaging communities, conducting field evaluations, and supporting grassroots initiatives.
• Developed competencies in coordinating multi-sector collaborations to address social challenges.

Diploma in Gender and Humanitarian Protection in Disaster Contexts

Institution: FLACSO

• Developed an understanding of gender perspectives within humanitarian response and disaster scenarios.
• Learned best practices for safeguarding vulnerable populations and applying protection principles in field operations.
• Enhanced abilities to assess risks, design inclusive interventions, and ensure ethical, safe community engagement.