Chief Growth Officer, Thinx Inc.
Crystal Zerrenner is the Chief Growth Officer of Thinx, Inc., the leader in period and bladder leak absorbing underwear. With over 20 years of experience in marketing and strategy, her work has reinforced the idea that doing good is good for business. As a proven marketer, she has successfully harnessed authentic insights to enable effective, creative work that is culturally relevant, and changes behavior.
Since joining Thinx, Crystal’s leadership has propelled the marketing and expansion of the sustainable period underwear company. The recent launch of Thinx for All, a lower priced product, made sustainable period solutions more accessible to consumers and helped transition the DTC brand into an omnichannel company.
She has set the ambition to bring authenticity and empathy to the personal care category. Most recently, the team launched its most ambitious campaign to date, “How a New Generation Thinx,” bringing the portfolio of brands together to show innovation, ease, and comfort of Thinx leak protection, across age and life stage.
Prior to joining Thinx, Crystal was the Global Chief Marketing Officer at BBDO. During this time, Crystal helped marketers design creative content that was precise, personalized, and impactful for our world. Her approach merges performance marketing and brand purpose to ensure audience-first experiences.
Under her leadership BBDO tripled the number of effectiveness awards it won. This includes the Grand Prix at APG Strategy Awards for Crystal’s work on Barbie’s “Imagine the Possibilities” campaign, which showcased how Barbie inspires the limitless potential inside every girl.. Other winning campaigns include, the Jay Chiat Global Strategy Gold winning "Feed the Good" campaign for Pedigree and the Cannes Creative Effectiveness Lion for Snickers “You’re Not You When You are Hungry”.
As a MAKER, Time’s Up Signatory, founding member of Chief, and Ad Age 40 under 40 honoree, Crystal has long focused on building teams that foster equity and create opportunity for all. This dedication is most evident in the work she did to assemble one of the most diverse agency strategy teams in the business—rebuilding the Planning department to establish pay equality across gender, race and role while tripling minority representation during her tenure. Most important of all, Crystal is mom to Logan, a two year old who is her biggest inspiration. She lives in New Jersey with Logan, her husband Justin and rescue dog Hudson.
Inductee, 2022 Advertising Hall of Achievement
Last Updated: August 2022