Maria Esqueda, 31
Marketing Communications Manager
Crawford Electric Supply
When Maria interviewed to work at Crawford she had no electrical distribution experience—but she did have a strong drive to get into a creative and collaborative field. “I always knew I wanted to work in a creative role that had a broader impact on an organization,” she explained. “The hiring manager had a big vision for the role and strongly valued matching it with the right person. So, she asked for examples of my creative content approach. I was thrilled at the challenge and designed a couple pieces of content as on-brand to Crawford as possible, which thankfully, was enough to welcome me in the door!”
Once officially on the team, Maria hit the ground running. “I worked on multichannel marketing campaigns focused on specific branches in local markets, managed social media, and each year, I learned new skills and took on higher visibility projects that made a positive difference for the entire company,” she said. “I recorded videos and edited them for internal communications, redesigned the internal newsletter into a magazine-style associate connection, created templates for presentations and letterheads, designed email campaigns, led the employee morale team, and wrote industry releases.”
As the team grew, Maria was promoted to marketing communications manager and now oversees a marketing communications specialist. “Soon, I’ll also have a content marketing specialist on my team,” she said. “As the department continues to develop, I become more excited for what is to come for my career adventure.”
Maria explained that she arrived in the industry completely by chance, as she found the opportunity online and with no connections. “As a potential employee, I was drawn to Crawford because everyone I spoke to throughout the hiring process seemed genuine and down-to-earth,” she recalled. “I can honestly say that that translates into the industry as well. There is an authenticity around caring for employees as well as customers. As a marketer, it is important for me to support the product and the industry to find happiness in my career. In electrical distribution, we are connecting with real people and honest products that help keep the world powered on.”
Asked about a challenge she sees in the industry, Maria pointed to the turnover and disconnect that can happen in the warehouse. “In my role, I work to include the warehouse in communications and increase representation,” she said. “I ensure that associate activities we promote and the internal newsletters that are distributed are inclusive of associates that may not have regular access to their work email. I am grateful to have the opportunity to also aid in communicating organizational programs across different channels to increase internal viewership.”
Looking ahead, Maria’s next career goal is to successfully develop the marketing communications team at Crawford. “In preparation for my next steps, I am working closely with my mentor to strengthen my leadership skills and sharpen my strategic planning abilities,” she said.
Maria would tell someone just entering the industry to welcome change. “Our industry is constantly evolving, new technologies are always on the horizon, and the way we operate is modernizing each day, so welcome change and remember that things are only new for limited time,” she explained.
Outside of work Maria enjoys traveling, sharing meals with friends and family, going to art markets, and attending live music events. “When I’m home, I enjoy reading a good suspense/thriller story and exploring various creative craft projects,” she added.
Each year tED magazine recognizes 30 of the industry’s best and brightest under the age of 35. Please visit tedmag.com/30Under35 for nomination information and updates about the 2025 program. Questions can be sent to tED Editor Misty Byers at mbyers@naed.org.
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