BLOOMFIELD HILLS, Mich. — February 24, 2025 — Fabric innovator Crypton announces the addition of two key roles in the organization, part of the brand’s pledge to improve relationships with all its customers and partners. Kristen Schoenfield has been named Customer Experience director and Kyla Herbes joins the company as Content Marketing manager.
“With these new roles we look to reinforce our commitment to delivering a world-class brand experience for every customer,” said CEO Lance Keziah. “Crypton will continue to invest in enhancing customer satisfaction and ensuring that every touchpoint aligns with our brands high standards of service and quality.”
As part of its drive to develop excellence in customer service, Crypton named retail and customer service veteran Kristen Schoenfield as Customer Experience Director. With a career based in managing consumer-facing service positions, Schoenfield is known for her forward-thinking customer initiatives and ability to solve complex operations challenges.
Most notably, Schoenfield spent 20 years with Bed, Bath and Beyond at the corporate level, helming customer service and gift registry for the Fortune 500 retailer. Early in her career, Schoenfield gained on-the-ground experience in retail with brands including Victoria’s Secret, Eddie Bauer, and The Disney Store. These face-to-face interactions gave her a deep understanding of customer needs, expectations, and pain points.
“Overall, my retail experience ensures that I can maintain a customer-first mindset, anticipate needs, and adapt processes to provide a seamless and positive experience from manufacturing through to the customer’s hands,” said Schoenfield.
In her new role, Schoenfield will collaborate with sales, production, marketing, purchasing and accounting to identify and address needed improvements in customer service that will enhance the customer experience and operational efficiency.
“I’m excited about the opportunity to connect with our customers, gain a deeper understanding of their needs, and find the best ways to serve them,” said Schoenfield. “We have an incredible team that’s fully committed and eager to deliver an exceptional experience.”
Schoen field reports to CEO Lance Keziah.
Noted content and marketing executive Kyla Herbes has joined Crypton as Content Marketing manager.
“I am amazed by how many brands partner and carry Crypton,” said Herbes. “It’s a very exciting time to be part of the company’s story.”
Herbes is well known in the home sector as a content creator, design influencer and SEO expert, often speaking at industry events including U.S.-based furniture markets and conferences such as the Multifamily Social Media Summit. She brings more than 20 years of experience in the creative, digital and SEO space, from her own business to positions at Chicago-based marketing agency The Weinstein Organization and Pinterest, where she created pins for brands including GAP, General Motors, Nordstrom, Room & Board and Pottery Barn, among others.
Herbes is charged with developing a comprehensive content strategy that drives brand awareness and business growth. She is responsible for the brand’s social media, email marketing, and all supporting content.
“It’s more than just posting beautiful photos,” said Herbes. “It’s about being responsive and authentic. Each time Crypton enters an inbox or replies to a comment online, we are shaking a customer’s hand.”
Herbes reports to Vice President of Marketing Elise Gabrielson.
Posted: February 25, 2025
