# Onney Crawley

> Onney Crawley is the Chief Marketing Officer of Goodwill Industries International, where she leads brand management, creative, digital, public relations, consumer insights and corporate communications across roughly 3,300 stores and hundreds of job service centers. A University of Michigan MBA, she built a career growing billion-dollar brands at General Mills, Kellogg, Mars/Wrigley, Sears and Serta Simmons Bedding before turning her marketing firepower toward a 122-year-old mission brand and its unlikely rise as a Gen Z thrift obsession.

- **Role:** Chief Marketing Officer at Goodwill Industries International
- **Organizations:** Goodwill Industries International, Serta Simmons Bedding, Sears / KCD Brands (Craftsman, Kenmore), Mars / Wrigley, The Kellogg Company, General Mills
- **Nationality:** American
- **Education:** MBA, Marketing and Corporate Strategy, University of Michigan (Ross School of Business)
- **Known for:** Named Chief Marketing Officer of Goodwill Industries International in 2021., Built and led the 'New Lives' marketing campaign highlighting the human impact of donations., Drove growth strategy on multiple $1B+ brands across Fortune 500 companies.

## Career timeline

- **1999** — Earns MBA in marketing and corporate strategy from the University of Michigan Ross School of Business.
- **2000s** — Holds marketing roles at General Mills, The Kellogg Company and Mars/Wrigley, working on flagship products such as Rice Krispies and Life Savers.
- **2010s** — Serves as a high-impact marketing executive at Sears, leading marketing for KCD Brands including Craftsman and Kenmore.
- **2010s-2020** — Serves as Vice President of Marketing at Serta Simmons Bedding, driving strategy for the Serta mattress brand.
- **2021** — Appointed Chief Marketing Officer of Goodwill Industries International, effective February 16, 2021.
- **2024** — Speaks as a featured voice on how Goodwill became a Gen Z thrift obsession; Goodwill reports supporting more than 2.1 million individuals through job training and placement.

## Achievements

- Named Chief Marketing Officer of Goodwill Industries International in 2021.
- Built and led the 'New Lives' marketing campaign highlighting the human impact of donations.
- Drove growth strategy on multiple $1B+ brands across Fortune 500 companies.
- Oversees brand across roughly 3,300 retail stores and 650 job service centers.
- Worked on iconic flagship products including Craftsman, Serta mattresses, Rice Krispies and Life Savers.

## Latest updates

- **2024-10** — Featured speaker on the theme 'Why Are You So Obsessed with Me? How Goodwill Became Gen Z's Thrift Obsession,' as Goodwill reports supporting over 2.1 million individuals through job services.
- **2021-02** — Began as Chief Marketing Officer of Goodwill Industries International.

## Links

- Website: https://goodwill.org
- LinkedIn: https://www.linkedin.com/in/onneycrawley/
- Twitter/X: https://twitter.com/GoodwillIntl
- YouTube: https://www.youtube.com/watch?v=IyQhZN9GzLo
- Instagram: https://www.instagram.com/onneycrawley/
- Facebook: https://facebook.com/GoodwillIntl

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Profile page: https://yespress.io/onney-crawley
Published by YesPress — https://yespress.io
Last updated: 2026-07-25