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.

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Phil Donaldson, Director of Marketing

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 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 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:

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Christina Oswald, Content Writer/ Marketing Specialist

Christina Oswald, Content Writer / Marketing Specialist, PropelGrowthChristina is a senior-level writer with nine years experience in crafting content and developing creative concepts for the financial services and technology industries. She is skilled at translating complex subject matter into clear, compelling copy that drives results. She earned both her BA and MA in English Literature from Centenary College.

Christina began her career at A.M. Best Company, an international credit rating organization. While there, she wrote and managed marketing projects from creative concept through to execution for the company’s line of insurance products and services. Christina was then employed for SunGard, one of the world’s leading software and technology service companies. In her role as a Sr. Marketing Manager, she was responsible for the writing and project management of a wide range of marketing, communications and press-related materials for the organization’s corporate software solutions business unit.

Currently, Christina serves as a Senior Content Writer/Marketing Specialist here at PropelGrowth. In this role, she develops content, including thought leadership, educational and promotional pieces, primarily for financial technology firms. She is an effective storyteller that helps businesses create brand awareness, attract leads, expand accounts and retain customers.

Christina enjoys running, swimming and spending time with family and friends.

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