Crystal Neels

Commander
DISC Type : D

Vice President Store Environment at Lowe's Companies, Inc.

Charlotte Metro, United States

Overview

Crystal Neels is a seasoned retail executive with over 20 years of leadership experience at Lowes, Target, and PepsiCo, currently serving as a Vice President. She has a proven record of driving sales and operational excellence and attended the University at Albany. Colleagues consistently describe her as a highly motivational, results-driven, and strong leader.

She is deeply committed to philanthropy, serving on the Executive Leadership Team for the Go Red for Women campaign to advance womens heart health. Crystal also dedicates her time to hands-on community service, such as volunteering with Sleep in Heavenly Peace to build beds for children.

An accomplished industry voice, she was a featured speaker at the Top Women in Hardware & Building Supply event.

Personality Overview

Strong-Willed

Decisive

Impact-Driven

They like to be in a position where they can control the conversation and terms.  They like to act fast and expect others to do the same. More than the product, they care about the effectiveness of the product.

Topics They Care About

Women in Leadership
She sponsors the Women in Leadership program at Lowe's and was recognized as a "Rising Star" at the Top Women in Hardware & Building Supply event.
Retail Merchandising
Her executive roles at Lowe's, including her current position as VP of Store Merchandising, center on driving sales through merchandising, resets, and pricing strategies.
Operational Excellence
Her career at Lowe's, Target, and PepsiCo reflects deep expertise in managing large-scale store operations, supply chains, and multi-billion-dollar P&Ls.

Media Appearances

Crystal has no verified media appearances

Work History

7-2024
Vice President Store Environment at Lowe's Companies, Inc.
2-2024 - 6-2024
Senior Director of Merchandising - Assortment Planning at Lowe's Companies, Inc.
4-2022 - 1-2024
Divisional Merchandising Services Director at Lowe's Companies, Inc.
10-2015 - 12-2017
Senior Market Director at PepsiCo
6-2014 - 5-2015
Senior Director of Distribution at Target

Education

2001 - 2004
BS from University at Albany
1997 - 2000
Business/International Economics from Cleveland State University

More Information

Social Presence :

Prographics :

Exp : 10 Location : Charlotte Metro, United States Job Level : Senior Designation : Vice President Store Environment at Lowe's Companies, Inc.
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Insights For Selling To Crystal

During A Call Or A Meeting

DO's

  • Speak about competitive differentiation that your product offers
  • Get to the point quickly instead of spending time doing small talk
  • When negotiating terms, help them build an impression that they are the ones calling the shots

DONT's

  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Avoid being a storyteller and don’t try to oversell
  • Don’t take too much time in sending them information if they ask for any

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Crystal is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Crystal

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Crystal move?

  • They can take decisions very fast if you manage to convince them.
  • Can Crystal take some risk or not?

  • The risks don’t matter much to them.

You And Crystal

Personality Compatibility


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