Culture and Talent

A Day in the Life: How Behalf’s head of marketing keeps a cross-border team innovating

  • "When you work on a global team, it’s super important to be there for your colleagues . Otherwise, you end up as a bottleneck to progress."
  • Outstanding real-time communication lies at the heart of Eastman's cross-border marketing strategy.
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A Day in the Life: How Behalf’s head of marketing keeps a cross-border team innovating
  Although Crystal Eastman has over a decade of experience working at American Express, her recent switch to head of marketing at SMB financing firm Behalf has her pumped: “For a marketer,” she said, “the opportunity to build a brand from scratch is an incredible gift.” It’s also a challenging gift. Working with a startup, Eastman has to do a lot with a little, and her four-person team, which covers the gamut from brand to acquisition to lifecycle marketing, is spread across the company’s NYC and Israel offices. One of Eastman’s main goals is spreading awareness of Behalf’s SMB financing solution. With oh so many fintech and even bank SMB financing products on the market, standing out from the crowd is no easy task. As far as Eastman’s concerned, Behalf’s marketing win is in its value proposition, which leverages supply chain financing to help SMBs optimize their cash flow, so they can buy more, which then increases merchant sales. Here’s what an average workday in Eastman’s life looks like. 6 a.m.: As soon as I get up around 6 a.m. (!), I make my first cup of coffee and spend an hour on quick touch-base calls and respond to all of my emails. When you work on a global team, it’s super important to be there for your colleagues . Otherwise, you end up as a bottleneck to progress. I then proofread the day’s customer emails and give my team the green light to drop.

7 a.m.: After this I go offline for an hour to get my kids ready and take them to school. This is either the best part of my day or the most challenging part of my day, depending on the day. 

8 a.m.: My day in the office typically kicks off in high gear with video conference collaboration sessions with our Israeli office colleagues until noon. At Behalf, we establish “Squads” of cross-functional teams to tackle our strategic priorities. As head of marketing, it’s my job to bring the customer focus to the squads and ensure we are building for consistent, cross-channel delivery of engaging experiences. Today, for instance, we are reimagining the way our customers pay another business for the first time via our platform. We have a lot of fun kicking around new ideas (though I am certain some of my best jokes are getting lost in English to Hebrew translation).

Noonish: A bunch of us have signed up for a new lunch subscription service from a start-up called Meal Pal, so we all have to run to our lunch pick-up appointments. We make a concerted effort to be early adopters of new products and services, then discuss our likes/dislikes with a lens on potential applications to our customer experience.
2 p.m.: I sit down for a face to face with one of our newly-signed strategic merchant partners to plan the launch of our service to their SMB customers. Together we develop a hook for a cobranded announcement, and my team will then focus on creating banners, emails, and a landing page to support the launch over the coming week.

4 p.m.: Time to review some web analytics. We recently relaunched behalf.com, and are in process of A/B testing our conversion experience, as well as optimizing our content for search -- exciting times for a marketing geek! Once I’ve got what I need from the world wide web, I touch base with my team to share insights and make a game plan for the week.

5 p.m.: I sync with our CEO, Benjy Feinberg. Since we’re a startup, we always have way more work to do than people to do it. Having a daily conversation with Benjy helps me prioritize projects and keep my sights set on the biggest opportunities 6 p.m.: We unwind as a team with drinks in our common area. We call this “Behalf O’Clock” and it is a great way to stay connected and recharge after a long, hard day!

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