Candyce Edelen, CEO and Founder of PropelGrowth
Candyce brings more than twenty-two years of experience in launching and managing technology companies and founded four companies prior to PropelGrowth. She has a background in product and company launches, developing successful go-to-market strategies and building sales, marketing, and delivery teams.
Candyce focuses on best practices for complex sales processes and integrating sales and marketing. With extensive experience in lead generation and lead nurturing for complex sales, Candyce is highly effective at building sales pipelines. She also has expertise in aligning marketing and sales with customer buying cycles to maximize close rates for complex sales.
For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. She was a co-founder and President of Kaskad Technology, which provided complex event processing technology for compliance, algorithmic trading, risk management and fraud detection. Prior to founding Kaskad, Candyce co-founded Selero (formerly IBSN). Selero provides order routing, compliance, and integration technology for the financial services industry.
Candyce and her PropelGrowth team have helped more than 20 capital markets and financial technology providers refine their sales and marketing strategy to increase revenue and drive organic growth. The team guides companies in defining and articulating their value propositions – clarifying their messages based on industry needs. PropelGrowth segments the capital markets industry based on needs, helps clients identify the best strategic niches, and designs the strategy, positioning and messaging to penetrate those target segments.
Candyce graduated from Colorado State University with a B.A. in Humanities.
Candyce is also involved in community service. She works with inner city youth mentoring programs and serves in music and women’s ministries. She serves on the council for Ramabai Mukti Mission, which operates group homes and schools for orphans and abandoned children in India. Candyce also serves as a strategic advisor to multiple non-profit organizations and ministries.
Phil Donaldson, Director of Marketing
Phil brings over twenty years of award-winning creative and marketing expertise to the PropelGrowth team. He is responsible for tactical marketing implementation, which includes marketing automation, social media, graphic design and messaging. A creative and versatile professional, Phil has extensive hands-on experience in motion graphics, video, web/interactive design, print design, photo retouching, audio production, music composition and voiceovers. He has been responsible for projects as diverse as online applications, websites, banner ads, video documentaries, trade show presentations, animated character presentations, journal ads and print collateral. From outbound marketing to national sales meetings, Phil has demonstrated a “roll-up-the-sleeves” approach to getting the job done, crafting quality creative that communicates the sales and marketing story.
Phil has been involved with strategy, branding as well as product launches in the Pharmaceutical, Financial, Energy and Insurance industries. While at Business Edge Solutions (now EMC), Phil participated in the development and launch of a B2B energy procurement portal, where he ran creative and helped drive online marketing. For the launch, he produced a narrated Flash-based guided tour that communicated the value proposition and taught users how to use the site. Phil also provided tools to aid the sales process and ensure that the sales team communicated a consistent message.
Phil has experience developing a wide range of marketing and sales tools from sales presentations and slide decks to high end multimedia loops for trade shows to interactive training programs.
At PropelGrowth, Phil is responsible for inbound and outbound marketing that supports the lead generation and lead nurturing needs of our clients. He is in charge of marketing automation and is very hands-on on with Marketo and Salesforce.com. He also develops sales decks, multimedia marketing promotions, interactive product demos, and produces audio and video recordings for promotional and training materials.
Phil also serves at his church as a worship leader and has served as Director of Music. He has been involved with churches and ministries, providing music for various functions. He has also been involved with teaching music technology to urban youth in New York City through City College: