Alex Crawford is turning 7⁠-⁠Eleven into a staple of pop culture

Alex Crawford has never been afraid to get her hands dirty to try different things. After more than six years at 7-Eleven, the senior marketing specialist says that’s what has set her apart in her career. See all of Ad Age’s 40 Under 40 honorees here “I’ve worked on signage in-store. I’ve served on private brand packaging, and from there I went to digital and the shopper marketing team [at 7-Eleven],” Crawford said. “I’ve gotten to know its customer well, which helps me understand what’s going on in pop culture and what will resonate well with our customers.” That earlier career experience is what Crawford, 35, pulled from when in January 2023, she developed and led the launch of 7-Eleven’s e-commerce merchandise shop, 7Collection, which was designed to appeal to Gen Z and core customers. Since its launch, Crawford has overseen curated collection drops and high-profile partnerships with athletes including Tony Kanaan and Sabrina Ionescu. Such deals have pushed the 7Collection to sell more than 100,000 pieces of merchandise, resulting in 32% sales growth from January to July of 2024. Tapping into her affinity for sports marketing, Crawford recognizes opportunities to partner with high-profile talent and hop on timely trends. For instance, when NFL player Ja’Marr Chase referenced 7-Eleven’s “Always Open” tagline in a tweet, Crawford quickly organized the development of a clothing line, game-day activation and social campaign within 48 hours. Through it all, Crawford remains true to her instinct and does not shy away from risk. “No matter what obstacles there are, I‘m committed to innovating and pushing an idea if I feel like it’s a strong enough one,” she said. If you could have dinner with one person, alive or dead, who would it be and why? Former Alabama football coach Nick Saban. While I was a student at Alabama, we won two national titles, so I’d probably start by thanking him for some of the best years of my life and, of course, for sharpening my sports trash talk game by setting impossibly high expectations for winning. But what gets me the most isn’t just the trophies or the titles (all six)—it’s the culture he built. Alabama always had a rich legacy but faded from the spotlight. Saban didn’t just revive it; he transformed it into a dynasty, season after season, with relentless discipline. His “process” mindset has shaped how I approach my work at 7-Eleven, a brand with its own deep history woven into the culture and memories of millions of customers. I strive to adopt that same focus by being fully present, taking each step with intention, constantly improving, adapting, learning and aiming to create work that impacts the marketing landscape and leaves a lasting legacy. What are the top two social media sites you use on a regular basis? Pinterest and TikTok. They’re my go-to for inspiration and “research,” but let’s be honest—they’re where work and play start to blur. Pinterest is like my personal mood board for both work projects and my dream life that I may or may not ever get around to. And TikTok? It’s my escape to catch up on pop culture gossip, dive into wild conspiracy theories and appreciate ridiculously talented and hilariously weird people—all while pretending my 45-minute binge is totally “for work.” Because who’s going to argue with that logic? What’s currently on your bedside reading list? It’s a mix of work, fun and bedtime chaos. “Big Magic” by Elizabeth Gilbert is my tried-and-true, dog-eared, highlighted go-to whenever I need a reminder to stay curious, keep creating and not let fear get in the way. Every time I pick it up, I discover something new that speaks to me. Then there’s “Where the Sidewalk Ends” by Shel Silverstein—a nostalgic classic I used to read with my dad, and now I get to hear my boys laugh over it just like I did. And finally, “The Seven Husbands of Evelyn Hugo” by Taylor Jenkins Reid. It had me laughing and crying—and now it’s patiently waiting for a well-deserved re-read. What was the last show you binge-watched? Well, I never used to be into reality TV—I‘d just follow the drama on social media and knew who the main players were. But after football season ended, I suddenly had too much time on my hands. I accidentally opened the door to “Summer House,” and before I knew it, I’d devoured every season in two weeks. Oops! At what age do you hope to retire? Honestly, whenever I can stop shopping. So, maybe never. See all of Ad Age’s 40 Under 40 honorees here

Alex Crawford is turning 7⁠-⁠Eleven into a staple of pop culture

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