Today we’d like to introduce you to Cheri Crabtree.
Hi Cheri , thanks for joining us today. We’d love for you to start by introducing yourself.
My story is built upon growth, resilience and a passion for being a light to others. It begins at the early age of 12 in Durham, NC when dance became my first true love. Back then, I never imagined how the art form would be such an architect of my life. Lookin back on it, minus the physical attributes, I can confirm that in grade school, dance taught me how to be a team player, discipline, a drive for excellence and also prevented me from heading down the wrong path. I am blessed to have had the opportunity to obtain a bachelors degree in dance and performing arts where my growth continued in confidence, artistry, skill, leadership and overall the independence of who I am. After performing professionally in the summer of 2003 after graduation, opportunities threw me into teaching which at first was just a paycheck, but quickly became a new passion. I taught dance for the next 20 years. Steps on Stage Academy of Performing Arts was my first child. In 2011, I founded the business, which is now owned an operated by my former students. During that time, I was asked to take over a high school dance program where I quickly became chair of the fine arts department and was nominated for both Benson and the Triangle’s Teacher of the year. A natural, provider, I then took on the role of Treasurer for the North Carolina Dance Education Organization where I had the honor of working as part of an insightful board to develop continuing education, grants and scholarships for NC dance teachers. After a life event, I decided it was best to relocate back home in 2023. I knew I could do more for the industry I love, and had the opportunity to reinvent my wheel. I obtained a masters from UNCW in Integrated Marketing Communications where I focused most of my project work for non-profits and small and large scale businesses in the dance industry. In 2025, I founded Align Marketing: Branding and Communications and am a freelance marketing and communications specialist. My passion here stems from the needs of the industry in the current 21st century marketplace, as well as, being that person I wish I had when I owned a studio. Of course, I cant leave the performance world, so I also spend time at dance competitions and conventions as a judge, tabulator, event administrator and/or “jack of all trades” (so I’ve been called).
In my personal life, I am a mother to an amazing 12 year old boy, 2 fur babies and an amazon parrot, and help maintain my families homestead (land).
We all face challenges, but looking back would you describe it as a relatively smooth road?
What’s a smooth road? If anyone successful has had a straight and easy path, I’d love to meet them. Where success is, there was failure. My drive for excellence, passion for helping others and ambition to leave things better than I found them made work-life balance an issue. To make organizations profitable and kids and colleagues under me successful, both in the dance studio and public school, I spent just as much unpaid time “working” as I did paid. The price was paid, but I now have a decent work-life balance, unfunded programs that are now funded and my own students filling every past role I had. The legacy is the success and lets me rest assured my job for those chapters of my life were completed.
Can you tell our readers more about what you do and what you think sets you apart from others?
As an IMC specialist, my niche of the dance industry sets me apart because I have walked in almost every shoe of the industry. From business, to artist, to visionary, to choreographer, producer, private and public education , artistic director, studio owner, auditorium facility management , coach , fine arts coordinator and department chair and more… My experience and perspective from all roles in conjunction with the education I’ve completed gives me a boost when it comes to internal and external communications, branding, and digital marketing consistency for the dance industry in the 21st century market place. I keep my clients confidential for their benefit, but I work with both dance studios and competitions as well as other service work clients and churches. I continue training in the areas of digital marketing when the world changes to stay relevant.
As a freelancer in the dance industry, I am known for as being a technician, coach and motivational mentor.
What does success mean to you?
Getting back up when you fall, being a life-long learner, staying ahead of the curve when the world changes or develops new ideas, finding the next best opportunity when your world becomes stagnant and most importantly… helping others succeed . When those you help are successful, you are successful.
Contact Info:
- Website: https://Alignmarketingbrands.com
