Welcome to Crystal Media, where your retail success is our passion.
Founded by Crystal Vilkaitis in 2012, we saw a world of opportunity waiting for retailers in the realm of social media and digital marketing. Crystal, with her deep roots in both social media and the retail industry, envisioned a place where every retailer could thrive online, using online tools to drive offline foot traffic and sales.
Here at Crystal Media, we're more than just a team; we're your dedicated partners in growth. Our experts have joined forces with thousands of retailers, unlocking millions in revenue. Our approach isn't just about numbers; it's about empowerment. We've guided countless retailers to harness the power of digital tools, crafting strategies that resonate with audiences and deliver real, impactful results.
Our Why
We love that we have a small part in helping communities across the country.
Local independent retailers are at the core of every community. Our clients are providing products and services, generating jobs, donating to local schools and charities, and creating events.
If we can help retailers reach more people and become more successful, not only are we able to change lives, but we also play a small role in their ability to positively impact the local community.
Key Characteristics:
We're Happy to Help
Our ethos is built on a foundation of support for our retailers, partners, and each other. This principle drives us to think ahead and simplify processes for those we assist.
Enthusiastically Agile
The landscape of digital marketing is ever-changing. Our team is adept at quickly evolving and adapting to ensure your marketing strategies remain on the cutting edge.
Obsession with Clarity
We're committed to demystifying marketing, making it easy for our retailers to understand and implement strategies that builds confidence and drive success.
Our Services
EVOLVE Conference
Gain industry-leading insights to inspire and innovate your marketing strategies.
Learn More →
Facebook and Instagram
Ads Management
Precisely targeted advertising campaigns that connect you with your ideal customers.
Learn More →
SCALE Program
Our flagship yearlong offering for retailers ready to amplify their growth and reach new levels of success.
Learn More →
Embrace Your Digital Potential
With Crystal Media, you're not just adopting digital marketing strategies; you're embracing a partner dedicated to your store's success. Let's work together to transform your challenges into opportunities, ensuring your retail business not only competes but excels in the digital landscape.
#TeamCrystalMedia
We're fueled by our love of social media, passion for retail and lots of caffeine.
Crystal Vilkaitis
CEO, The Wolf of Main Street
Crystal powers her busy days with an 8-ounce medium strength, hot coffee with a splash of oat milk and a scoop of collagen.
Crystal is a globally acclaimed speaker and the founder of Crystal Media, a pioneering media company focused on retail education, inspiration, and community. She’s a passionate advocate for building resilient, connected communities within the retail industry.
Crystal has spoken around the globe and has shared the stage with industry giants like Martha Stewart, Gary Vaynerchuk, Bethenny Frankel, Brendon Burchard, and more. As the host of the popular Rooted in Retail podcast and producer of the annual EVOLVE conference, Crystal leads a company that is more than just a business—Crystal Media is the home of the Resilient Retailer, where retail dreams take root and flourish.
Vilkaitis means Wolf, hence her nickname “The Wolf of Main Street”. 🥰 🐺
You can connect with Crystal on Instagram at @rootedinretailpodcast and
Pauline Blasetti
COO
Pauline powers her busy days with Seeking Health Optimal Electrolyte in the berry flavor every morning. She also enjoys drinking iced coffee with heavy cream, two scoops of Great Lakes Wellness plain collagen, and a dash of salt.
For nearly ten years, Pauline has worked in almost every role at Crystal Media, and has been instrumental to the company's growth and evolution. With key attributes of mental acuity, organization skills, and orientation toward process and structure, this wine-and-pizza-loving leader is particularly passionate about aligning our clients' needs with the right products and services to help them achieve growth, managing the team, and pivoting seamlessly in the ever-changing world of social.
Pauline's proven track record of high-level strategic planning and management is supported by her years of background in day-to-day operations (everything from accounting to human resources), goal-focused sales, retail experience including store management and district expansion, financial analysis and streamlining procedures for efficiency, team development, and creating a customer-centric culture. Pauline truly roots for and champions the underdog. Partnered with her relatable style, it makes her the perfect fit for working with small businesses and independent retailers.
As Crystal Media's COO, Pauline gets to exercise her leadership strengths for this flourishing company-that is, when she's not out bike riding in her Oceanside, CA neighborhood, composting, hosting dinner parties, spending time with her boyfriend, you will find her volunteering at and supporting the Solana Center for Environmental Innovation.
Maddie Goode
Business Development Coordinator
Maddie powers her busy days with Dunkin' vanilla cold brew coffee (purchased in jugs from the grocery store) with vanilla almond milk.
After joining the Crystal Media team in 2019, while fulfilling a lifelong dream of living out west in San Diego, this Pittsburgh native and Steelers die-hard now contributes to Crystal Media's growing influence as Business Development Coordinator. With her Marketing and Supply Chain Management degree from the University of Pittsburgh, social media ads management background, speaking engagements experience, and flair for creativity, Maddie's knowledge of the business from all different angles helps keep our team, clients, and public outreach moving forward.
Maddie's easy-going nature might fool you, but this taco aficionado's organization, detail-oriented approach, and sharp wit has led to notable client successes as a previous CM Ads Manager-including a 68.7% increase in YTD sales and multiple 10+x return on ad spends-as well as educating and impressing retailer audiences from regional and national stages.
Now back in Pittsburgh, Maddie enjoys championing her local small businesses while helping CM strengthen its ever-expanding retailer and vendor connections and partnerships.
Dustin Peyser
Business Development Coordinator
Dustin powers his busy days with a single cup of coffee.
Thrilled to be a part of the Crystal Media team, Dustin hails from the beautiful landscapes of Upstate New York, and his journey has led him to perfectly sync up with our dynamic company. Dustin stands for creativity, empathy, and working together - qualities that make him a wonderful addition to the Crystal Media team.
Dustin's unique path started with Graphic Design and Human Services before delving into the world of real estate. His flexibility and unwavering commitment allow him to excel in the role of Business Development Coordinator. Dustin's "all-in" attitude working closely with local businesses reflects the same spirit that drives Crystal Media's mission of boosting retailers through effective social media and digital marketing strategies.
Beyond his work experience, Dustin founded The Bruiser Woods Vilkaitis Foundation, which speaks to his empathetic nature and aligns perfectly with our shared goal of nurturing communities. His journey proves that embracing endless possibilities leads to an exciting adventure!
Mike Bolter
Retail Social Media Strategist and Ads Buyer
Mike powers his busy days with two cups of regular coffee plus Coldstone creamer (although he's enjoyed Earl Grey tea long before Captain Picard from Star Trek made it cool).
With 20+ years of marketing and IT management in the party supply business, Mike brings a wealth of double-digit YOY growth and experience to the CM team. His holistic approach to marketing has included proven email, SMS and multi-platform social media strategies. Mike's focus on digital sales, efficiencies and metrics analysis is also a key contributor to the business health and customer connection. But don't let that left brain fool you. Mike's creative side is ever-present in campaign and content development and enjoys a good team brainstorm.
A self-proclaimed simple man with complex tastes, this father of three girls (and an at-home zoo of many furry and feathered friends) is a lover of multiple fandoms-always willing to Boldly Go hunting Horcruxes as long as The Force is with him. He's happy to share his latest genre-bending read and loves to get lost in a forest of words. You can also catch Mike volunteering with his local Little League Challenger Baseball, which provides a fun and safe environment for children with special needs.
Grecia Hernandez
Retail Social Media Strategist and Ads Buyer
Grecia powers her busy days with Starbucks' white mocha frap with an extra shot of espresso. Yes, she knows her mocha frap already comes with espresso, but she loves an extra shot, and no whip cream. Her dad treats her to one every Monday morning, and the rest of the week she manages to unsuccessfully recreate that recipe at home.
This bilingual, East L.A. native prides herself in building strong human, trustworthy connections with her clients, but lets her 8 years of varied brand and industry experience speak for itself through online profitability, audience engagement, and capturing leads. With the lime green Mac desktop her dad bought her at age 14, Grecia's start online eventually parlayed into a Cal State Fullerton Communications & Advertising degree. As the mommy of two, she's also almost certified as a slime master.
When forever-fan Grecia's not at Disneyland parks (or planning for her next visit to the Happiest Place on Earth), chat her up about bears, beets, and Battlestar Galactica to put a smile on her face! Grecia enjoys making philanthropy a mainstay in her life. She volunteers four days per month at two of her local libraries for storybook time, she also assists with immigration translations, and she and her family donate toys and clothes twice a year to refugee centers in Mexico. Additionally, she has a rule that for every gift her children receive, they must donate another one to charity.
Erick Sapalaran
CRM Manager
Erick powers his busy days with home-brewed cold turmeric ginger tea.
Currently living in the city of Bacoor, Erick is the hardest working team member native to the Philippines! His education in Business Administration from Polytechnic University of The Philippines and impressive management and supervisory roles in the customer service, e-commerce and International Project Management fields led him to a digital researcher position with Crystal Media. Erick's penchant for learning, growing with the evolving needs of the company, and innate happy-to-help demeanor made him the perfect fit as our Get Listed Account Manager. Problem-solving, fixing things, and offering solutions for clients and co-workers is Erick's jam!
Outside of work, you can catch this basketball/Lakers-loving fan absorbing the latest YouTube tech news, playing Hearthstone (an online card game), and enjoying every extra minute he can with his growing son. Erick supports ADRA Philippines, a relief agency that assists those affected by disasters and improves social development for vulnerable communities with families living in extreme poverty.
Marvin Sapalaran
Get Listed Manager
Marvin powers his busy days with sour juices like lemon juice or calamansi juice.
Currently living in Las Piñas, this movie and TV-loving guru uses his attention to detail as a Get Listed Manager at Crystal Media. With a knack for tackling intricate challenges and a computer engineering degree from Polytechnic University of the Philippines, Marvin approaches every project with a "can-do" attitude and a commitment to delivering excellent results, making him a perfect addition to the Crystal Media team.
Outside of work, you can catch strategic thinker Marvin solving complex puzzles or playing competitive games (including a friendly competition with his brother, Erick, for the title of "Hardest Working CM Team Member in the Philippines"). His unique blend of passion, determination, attention to detail, and creative flair allows him to deliver incredible service to his beloved Get Listed clients.
Hailey Pangilinan
Administrative and Social Media Assistant
Hailey powers her busy days with a can of Guayaki Yerbamate in the Enlighten Mint flavor every morning.
Hailey is a driven and ambitious student on the path to earning her bachelor's degree in Business Administration with a specialization in Marketing and a minor in Women & Gender Studies. With a blend of academic insight, professional dedication, and a heart for social causes, Hailey is carving her path toward a future where she can merge her business skills with her commitment to social impact. Currently, she contributes her organizational skills and ever-growing enthusiasm as an Administrative and Social Media Assistant.
Beyond her academic and professional pursuits, Hailey is a true music aficionado, having immersed herself in the live concert experience by attending an impressive 22 concerts during the year she turned 20. She also spends her days embracing the joys and challenges of being a cat mom to two furry companions, who, amusingly, have yet to establish a harmonious relationship.
In addition to her busy schedule, Hailey is deeply committed to making a positive impact in her community. A fervent advocate for social causes, she volunteers her time and energy to support initiatives focused on helping others, with a particular emphasis on uplifting those with mental health issues and amplifying the voices of the Asian community.
