Lincoln Memorial Group (Atlanta) recently appointed Crystal Gonzales as its new director of cemetery sales and funeral lead. With more than 11 years of deathcare experience, Gonzales most recently served as sales manager for Dignity Memorial’s New York East market. Prior to that, she spent nearly seven years with Service Corporation International, where she held several leadership positions. She also has served as a family service counselor, helping families make important end-of-life decisions.

“When presented with the opportunity, I recognized the immense potential to create something bold and innovative, something capable of transforming the trajectory of the deathcare industry,” said Gonzales.

Since joining the company, Gonzales has made a strong impact on the community. She has hosted lunch-and-learns for seniors; led IT training sessions; organized the “Trunk or Treat” fall festival at Lincoln Cemetery; and planned meaningful programming for holidays, such as Veterans Day and Christmas.

“Our vision when we took over Lincoln was to elevate our business, tapping into the very best talent so we can unlock growth,” said Shayda Frost and Timothy Amoui, owners of Lincoln Memorial Group. “With Crystal, we have a true standout – a seasoned, results-driven cemetery and funeral leader with an exceptional record of serving families with the utmost compassion. She is deeply engaged locally, will reestablish Lincoln’s presence within the communities we serve, and embodies our values and mission to be the leading organization devoted to honoring those we serve.” LincolnMemorialGroup.com