HIFI Highlight: Sydney Crawford

Sydney Crawford

Position: Client Strategist

Joined the HIFI team: November 2025

“It’s been a good transition overall, and I’m very glad that I made it,” said Sydney Crawford, who is nearing her first anniversary at HIFI.

Sydney graduated from the University of North Carolina at Chapel Hill in December 2023, with a degree in communications and minors in health & society and anthropology. Shortly after graduating, she spent two years conducting market research for management consultancies.

The move to HIFI came with a learning curve. Some skills from her previous role, like client relations and managing specific accounts, carried over, but this was her first time marketing for banks. Not only did Sydney end her previous job on a Friday and start at HIFI the following Monday, but she also entered a new industry. Luckily, Mary Kate Burns, Sydney’s college roommate and now colleague, was able to provide support as a member of the client team herself.

At HIFI, Sydney is a liaison across teams, managing both creative and media-focused clients. She leads client calls, sets agendas, and makes sure everyone stays aligned, both internally and externally, managing relationships and communicating with vendors. Because teams like programmatic media and creative speak different languages, translating each team’s goals is a huge part of her role.

Over the past year, Sydney has worked on multiple types of campaigns, ranging from media to web projects. “I get to dabble in all of the different channels a little bit,” she said. Her favorite part of her job is seeing how each team continuously evolves and grows.

On the client side, she says, organization is key. At the start of each project, she builds extensive internal trackers for multiple campaigns to keep track of numerous assets and updates them constantly.

Looking five to 10 years ahead, Sydney is excited about the impact AI can have on both banking and marketing workflows. She is also curious about how digital currencies will change the landscape of the banking industry and how these new technologies can influence marketing strategies and campaigns.