ABOUT
Dedicated. Passionate. Collaborative. Creative. Adaptable.
Hi! I'm Krystal, Forbes Top 50 Most Entrepreneurial CMO, Business Insider CMO to Watch, Brand Innovators "Industry Innovator," Ad Age Social Campaign of the Year 2024 winner, 2x Cannes Lions Award shortlist, and Clio Sports Sliver winner. My superpower? Captivating Gen Z by designing brands rooted in innovation, purpose and pop culture, unleashing their power to build community and drive commerce.
For 15 years I've built and led world class marketing, creative & communications teams for global entertainment and consumer product brands and PE / VC-backed startups, motivating them to deliver their best work to drive results.
I have built and scaled global marketing teams for hyper-growth startups (Paris Hilton's 11:11 Media, Terry Crews' Super Serious, Fullscreen and Evil Geniuses), led a marketing team within a Fortune 500 global entertainment company (WarnerMedia), helped a legacy sports organization reinvent itself for a Gen Z audience (NBA), and crafted award-winning campaigns for some of the world's best consumer brands (HBO, Hilton, Taco Bell, Klarna, Uber, Lyft, Nike, L'Oreal, NBC, Beats, Red Bull and more).
Along with signature strengths of honesty, perseverance, curiosity, perspective and humor, my diverse experience has given me the grit and creativity needed to take on any project, market to any audience, build content and storytelling functions, establish digital / social media programs, attract attention of elite press, design best-in-class brand activations / experiential events, forge strategic partnerships, and develop integrated multi-channel campaigns (out-of-home / OOH, print, mobile, radio, broadcast / TV, digital, social) that drive results.
A highly versatile marketer, my expertise spans DTC, B2C and B2B marketing, including sports teams and leagues; streaming services; film and TV; consumer products; digital products and services; talent (influencers, creators, celebrities and public figures); and professional services. I have a deep understanding of emerging technology, social media platforms, internet culture, and Gen Z and Gen Alpha audiences, and a passion for creating compelling marketing content that connects people with products, brands, and companies to love.
As a people-first leader, I enjoy recruiting, developing, and coaching diverse teams of rising talent. Driving team diversity to over 40% (from 13%) and achieving high talent happiness and retention rates are some of my proudest accomplishments. Talent I've led have gone on to thrive in rewarding careers at Meta, Netflix, Snap, Sony, Amazon, Google, OpenAI, Hello Sunshine and more.
For a full presentation of my background and experience, check out my profile on LinkedIn.