Our Story

Built from
the inside.

The Crux was built by operators who lived it. Not advisors who studied it. We spent years inside one of the most respected mid-market PE firms in the country — and we built The Crux because we knew marketing value creation could be done faster, smarter, and with far less lift for deal teams.

Why We Built This

The problem we kept seeing.

We met at Charlesbank Partners, one of the most respected mid-market private equity firms in the country. We spent years embedded in deal teams and portfolio companies — running diligence, driving strong starts, sitting on boards, and leading the marketing and digital transformation work that moved enterprise value.

From our experience, marketing was consistently underleveraged in the value creation playbook. Not because the people weren't capable. Because the system wasn't built for it. The consultants didn't understand PE timelines. The agencies didn't understand what actually moved a multiple. And strong CMO talent is hard to find and retain.

We built The Crux to fix that. An AI-native operating partner designed specifically for private equity — with the operator judgment to get to the crux fast, and the platform to execute with the speed and rigour the IRR clock demands.

17+
Combined years as operating partners within PE firms
5+
Board seats across VC, PE and public companies
$2B+
Portfolio enterprise value supported across the investment lifecycle
7
Blue-chip companies including Amazon, American Express, Expedia, Microsoft, Nielsen, Starbucks and WeWork
The Crew

Operators who have
sat where you sit.

Shivani Tejuja
Shivani Tejuja
Co-Founder

Shivani is a seasoned marketing and digital transformation operator with a career spanning blue-chip global brands and PE-backed companies across the US and Europe. At Charlesbank, she partnered directly with portfolio company CEOs to drive growth and digital transformation — embedding alongside leadership teams to identify the few moves that actually moved enterprise value.

Before Charlesbank, Shivani served as EVP and Chief Digital Officer at FullBeauty Brands and as Operating Adviser for the digital practice at Apax Partners. Earlier in her career she held senior leadership roles at Microsoft, Starbucks, Amazon, and Expedia, as well as Multichannel Director at New Look in the UK where she led a full business turnaround.

Shivani holds a BA in Economics from the University of Pennsylvania and an MBA from London Business School, where she continues to serve as a guest lecturer in marketing and analytics. She is also a mentor for the Penn Wharton Entrepreneurship program. In her spare time, she is an avid rock climber, sailor and scuba diver.

Charlesbank Apax Partners Amazon Microsoft Digital Transformation Board Director
LinkedIn
Marcy Shinder
Marcy Shinder
Co-Founder

Marcy is one of the most experienced marketing and growth operators in the PE ecosystem. At Charlesbank, she partnered with portfolio company CEOs to drive organic growth, brand transformation, and digital capability — while also co-leading the firm's responsible investing efforts.

Before Charlesbank, Marcy served as Chief Growth Marketing Officer and Global Head of Partnerships at WeWork, and as Global Chief Marketing Officer of Nielsen. She spent 17 years at American Express, where she held executive roles including Head of Marketing and General Manager of OPEN Small Business and Global Business Travel. She also served as Chief Marketing & Communications Officer at WorkMarket.

Marcy holds an MA from Villanova University and an MBA from NYU Stern. She sits on the boards of CarMax and Zappi, is a founding member of Brilliant Friends Investing, and is a guest lecturer at Princeton's Keller Center for Entrepreneurship. In her spare time, Marcy is an avid skier, hiker and loves to travel.

Charlesbank American Express Nielsen WeWork Board Director
LinkedIn
Work With Us
Ready to find
your crux move?

Whether you're in diligence, 100 days in, or preparing for exit — we'd like to understand where you are and where the leverage is.

Talk to Our Team