Lincoln Memorial Group, one of the largest family-owned cemetery companies in Georgia, is proud to announce the appointment of Crystal Gonzales as the company’s new director of cemetery sales and funeral lead. This newly created role marks another bold step in Lincoln Memorial Group’s ambitious strategy of building a best-in-class team to serve families across Atlanta.
With more than 11 years in the Death Care Industry, Crystal joins Lincoln from Service Corporation International, North America’s largest death care company, where she spent nearly seven years, several in leadership positions. Most recently, she served as sales manager for Dignity Memorial’s New York East Market, one of the company’s top-performing funeral markets. Prior to that, she excelled as a family service counselor, helping families make important end-of-life decisions with compassion and professionalism.
“When presented with the opportunity, I recognized the immense potential to create something bold and innovative—something capable of transforming the trajectory of the death care industry,” Gonzales said.
“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.”
Crystal has already made a strong impact in the community since joining Lincoln. She has hosted “Lunch and Learns” for seniors, led IT training sessions, organized the “Trunk or Treat” Fall Festival at Lincoln Cemetery, and is planning meaningful programming for upcoming events including Veterans Day and the annual Christmas Tree Lighting.
“We are incredibly fortunate for Crystal to join this growing team,” said Raymond Burr, chief operating officer of Lincoln Memorial Group. “She is a well-rounded cemetery and funeral professional who brings positivity, hard work, and professionalism every day. Her community ethos and experience will be such an asset as we build the team to deliver on our bold aspirations for Lincoln’s future.”
About Lincoln Memorial Group
Lincoln Memorial Group is one of the largest family-owned cemetery companies in Georgia. LMG operates four historic cemeteries with over 230 acres of land combined, serving more than 1,000 families annually. The portfolio includes Lincoln Cemetery, Monte Vista Biblical Gardens, Dawn Memorial Park, and Washington Memorial Gardens — together preserving history while innovating end-of-life care for the future. Lincoln Cemetery, the largest cemetery in the LMG portfolio, is one of the largest historically Black cemeteries in the United States and the final resting place for many notable Atlanta citizens, including civil rights leaders Hosea Williams and Rev. Ralph David Abernathy.
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