Expand your Kingdom impact.Through better marketing decisions.

Crux is an integrated strategy and marketing team bringing together research, brand, go-to-market and growth marketing for ministries and faith-based organizations.

We help organizations understand their audiences, strengthen their brands and reach more people—while staying true to the mission at the center of their work.

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What we do

Four practices, one integrated path.

Insights

Understand the human and the market

Research that shows what is changing in people, audiences, categories, and markets, and what it means for the decisions in front of you.

Audience research and segmentation
Generational and consumer insight
Ethnography and in-market fieldwork

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Brand

Decide what you stand for and own

Positioning, portfolio architecture, and messaging built on the difference only you can hold.

Positioning and differentiation
Brand and portfolio architecture
Messaging and category strategy

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GTM

Take it to market

Go-to-market and launch strategy for a new product, company, category, audience, or market.

Go-to-market and launch strategy
Channel, campaign, and partner strategy
Market and category expansion

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Growth

Build and scale what works

Find what moves the business, build the growth system around it, and leave your team with the capability to keep scaling.

Acquisition and channel development
Measurement and optimization
Growth systems and capability

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Meet your team

Your own in-house integrated team, with senior leaders who have built at scale across technology, culture and consumer brands—and who carry their faith into the work.

Kevin Lee

LinkedIn →

Insights, Research & Global Practice

Two decades leading research across North America, Greater China, Southeast Asia and Japan for Fortune 500 brands, global platforms and international institutions.

Faith & ministry

Supported Alpha in the narrative development of their Chinese curriculum, and has served for many years as an Elder at Solomon's Porch.

Places we hail from

Jess Chin

LinkedIn →

Brand, Innovation & Product

Former global marketing and innovation leader across Apple, Nike, WhatsApp and frontier technology, turning audience understanding into brand and innovation strategy.

Faith & ministry

Serves on the advisory board of the Center for Faith, Work and Technology, working at the intersection of belief and emerging technology.

Places we hail from

Mimi Chan

LinkedIn →

GTM & Integrated Marketing

Twenty-five years of Fortune 500 marketing across Amazon Books and AT&T, and winner of the American Marketing Association's first Effie for multicultural marketing.

Faith & ministry

Founded and led the Christian network at Amazon, growing it to a community of 4,000 believers across the company.

Places we hail from

Genevieve Owyang

LinkedIn →

Growth & Performance Marketing

Growth marketing leader across consumer tech and digital platforms. Built and scaled customer acquisition and performance marketing programs that drive measurable growth.

Faith & ministry

Has served in small group and worship ministries for more than 20 years, and brings her growth experience to Christian ministries and startups.

Places we hail from

Our work

Brand + GTM · Global entertainment franchise

The Chosen · Building the brand and market strategy for theatrical release

Client need: Expand beyond the existing fan base and understand the audiences most likely to engage with a theatrical release.
Crux contribution: Audience segmentation and emotional need states informed brand strategy, messaging, creative direction and go-to-market priorities.
Impact: A strategic foundation for audience targeting, creative development and global theatrical rollout.

Insights · National faith campaign

He Gets Us · Insights that shaped a Super Bowl campaign

Client need: Better understand and engage Gen Z around faith and spiritual curiosity.
Crux contribution: Multi-region Gen Z research across the U.S. and U.K. combined quantitative and qualitative insights into spiritual curiosity, skepticism and barriers to engagement.
Impact: The research helped shape the message and platform strategy behind the campaign's next-generation engagement, including its Super Bowl presence.

Growth marketing · Consumer Scripture app

Bibliojam · Building the growth strategy for a Bible-in-music app

Client need: Build awareness and app-store adoption around the launch of a new way to experience Scripture through music.
Crux contribution: Launch and growth strategy spanning App Store optimization and creative, Google Ad Grants, paid social, influencer marketing and audience acquisition.
Growth foundation: Building the foundation for awareness, app downloads and sustained adoption.

How we work

Faith

Mission stays at the center.

Integrity

Do the right thing, even when it's harder.

Excellence

Bring rigor and craft to work that matters.

Built for ministries ready to grow

Ministry Growth Assessment

A strategic assessment for ministries and nonprofit organizations that want to reach more people and make better use of the digital channels they already have.

Audience & Growth Strategy

Identify the strongest opportunities to reach new audiences, deepen engagement and build sustainable growth.

Google Ad Grants

Assess eligibility, account strategy and opportunities to make effective use of up to $10K per month in nonprofit search advertising.

Digital Front Door & Measurement

Review digital touchpoints, conversion paths and measurement to identify the highest-impact opportunities for improvement.

Creators & Influence

Identify opportunities to expand reach through creators, influencers, partnerships and community-led growth.

For U.S. 501(c)(3) nonprofit organizations. Google Ad Grants eligibility and participation are subject to Google's separate program requirements.

Contact

Ready to grow your reach?

Let's talk about where your ministry is going next.

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