Management Team

Candyce Edelen: CEO and Founder

Candyce Edelen, CEO and Founder, PropelGrowthCandyce 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.

Click here to read Candyce’s “Message from the CEO.”

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Phil Donaldson: VP, Marketing & Creative

Phil Donaldson, Director of Marketing, PropelGrowthPhil brings over twenty years of award-winning creative and marketing expertise to the PropelGrowth management team. He is responsible for marketing strategy and tactics, which includes content strategy, thought leadership programs, social media, marketing automation and graphic design. 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 also develops microsites, sales decks, multimedia marketing promotions, interactive product demos, and produces audio and video recordings for promotional and training materials.

Phil serves on the board of Efrem Foundation, an organization that helps children through the bereavement process through creative arts. He has been involved with churches and ministries, providing music for various functions. Phil has taught music technology to urban youth in New York City through City College:

Van Dyke Houses Music Class
Rutgers Houses Music Class

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