Crystal Payne
Marketing Manager | 336.417.5452 | Contact
As Marketing Manager, Crystal leads the firm’s marketing and employer brand strategy, ensuring a strong, consistent presence across all platforms. She oversees website content, social media, graphic design, advertising initiatives, and niche-specific e-newsletters, while also tracking analytics to measure performance and guide future efforts. In addition, she manages all promotional items and branded materials to ensure alignment with the firm’s identity and values.
Beyond marketing, Crystal plays a significant role in the firm’s recruiting efforts. She partners closely with firm leadership and recruiting stakeholders to define hiring goals, messaging, and follow-through aligned with overall growth and employer brand objectives. Her responsibilities include executing recruiting marketing and candidate experience initiatives across job boards, the firm’s website, college platforms, and social media; managing job postings; and coordinating the candidate lifecycle from initial outreach through interviews and ongoing communication. She also helps prepare and manage annual marketing and recruiting budgets, tracking expenses and reporting performance metrics to leadership.
Crystal joined Gilliam Bell Moser in November 2014 after spending ten years as an office manager for a local business. She is based in the Burlington office.
Education
- BS, magna cum laude, Communication/Advertising with a minor in Sociology – Appalachian State University
Affiliations
- Allinial Global
- American Institute of Certified Public Accountants (AICPA)
- North Carolina Association of Certified Public Accountants (NCACPA)
- Association for Accounting Marketing (AAM)
- Women in Networking (WIN)
Community Involvement
- Mentoring Monday – 2025 Mentor
- United Way of Alamance, Campaign Co-coordinator
- JDRF One Walk
- Financial Literacy – Past Mentor
- Alamance County Habitat for Humanity Blitz Build, Volunteer
- Leadership Alamance Class of 2019 – 2020, Alumni
- Alamance Community College (ACC) – Advisory Board: Accounting, Business Administration, and Information Technology
Personal Background
In her free time, Crystal enjoys reading, gardening, hiking, pottery, traveling, and spending time with family and friends.