Marketing leadership through growth and change

I build teams that deliver, especially when things are moving fast

Hi there, I'm Kristin. For over 15 years, I've led go-to-market strategy at the moments companies change most: acquisitions; reorgs; and product launches. That GTM work has driven real, measurable revenue. But what people remember isn't the numbers, it's how it felt to work with me. I bring that same leadership to the nonprofits and community organizations I serve, from a food pantry to my town's cultural council.

I'm currently available for Director and VP marketing roles, plus select project and board work. If your team is growing, merging or rebuilding, I'd love to hear what you're working on.

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What I bring

You get a leader who can scale a team without losing momentum, even tripling one mid-acquisition. You get someone who can build a function from scratch, as I did going global from a single hire. And you get people who grow, since several of my reports have moved into bigger roles. One hire who sets the strategy, does the work, and builds a team that delivers.

Marketing strategy

Full-funnel GTM strategy that connects positioning, pipeline, and revenue

Revenue generation

Demand orchestration that fills the funnel and converts pipeline into revenue

Customer marketing

Education, adoption, expansion, and advocacy programs that grow customer revenue

Events & field marketing

Executive roundtables, conferences, and launch moments that convert

Content marketing

Websites, campaigns, and storytelling built for PR, search and AI discovery (SEO/GEO)

Team building

Coaching and scaling teams, including how to use AI effectively, into high-performing functions

Projects

Some of what I've built

Some of this work was for global tech companies. Some was for nonprofits and community groups that I'm passionate about. The budgets were very different. The way I work, and the bar I hold myself to, were not.

United two brands after an acquisition

Reward Gateway (acquired by Edenred)

I joined Reward Gateway's U.S. business one month after the Edenred acquisition, with a mandate to unite and grow our brand and business in the American market. I inherited two distinct organizations and, as part of the U.S. Executive Leadership team, helped shape how we'd bring the two teams and brands together.

I led the integration of the two marketing teams into one Americas function, scaling it 3x across growth, customer, product, content, and brand marketing. I also partnered with the global Edenred business to launch our joint branding for the U.S. market, while driving alignment across sales, revenue operations, business operations, and customer success under one go-to-market motion.

The result

Improved marketing ROI by 150% in year one
Overhauled the website, cutting mobile load time 20% and lifting conversion up to 106% on key pages
Secured increased marketing investment from global executives by proving clear ROI

Built a global function from zero

Cybereason (acquired by LevelBlue)

Cybereason had a U.S.-only customer advocacy function when I joined. I built it into a global program covering customer education, product adoption, account growth, and advocacy. I ran it with a lean team, just one full-time direct report and a dotted-line partner in EMEA splitting time between regional and global work.

I launched an invite-only Executive Advisory Board of C-level clients and a quarterly product webinar series, and scaled up the online customer community that already existed. I built strong cross-functional partnerships with Customer Success leadership, and worked with Marketing Ops to build the tracking and reporting that showed whether any of it was actually working.

The result

Influenced $9M in renewal and expansion revenue, a 45x return, with a $200K budget
Expanded online customer community membership 94% and engagement 43%
Built a quarterly product webinar series that lifted attendance 25% QoQ

Fueled revenue growth from the ground up

Criteo

I joined Criteo as the company's first U.S. customer marketing hire. Over five years, I grew into a leadership role in which I ran U.S. regional marketing, built a global customer lifecycle motion, and supported the launch of Criteo's global partner marketing function. During that time, I hired and developed six marketers, several into bigger roles as their scope outgrew where they started.

I partnered with regional sales to build pipeline across owned, earned, and paid media. I also built a global SaaS customer lifecycle program that reduced churn and improved product adoption across the SMB and mid-market segments, and founded a Customer Advisory Board with marketing executives from Criteo's top 30 enterprise clients and agencies.

The result

Delivered $112M+ in marketing-influenced revenue in 2020, a 53x ROI
Cut churn 30% and improved product adoption 19%
Helped turn a new global partner program into one that beat its targets by 40%+

Experience & technology

The roles and the tools behind the work

Over 15 years (and counting), I've built marketing functions from scratch and led whole regions through major change. I've done it at small companies and at large global organizations. Here's where I've done the work and what I've used to accomplish it.

The roles

2023 – 2025

Director, Americas Marketing

Reward Gateway (acquired by Edenred)

Led Americas marketing, driving regional strategy across client acquisition, retention, and expansion with a nine-person team and a $1.5M+ annual budget. Joined during a period of significant transformation following the acquisition by Edenred, with a mandate to scale the team, grow revenue, and help shape the combined brand.

2021 – 2022

Director, Global Customer Marketing

Cybereason (acquired by LevelBlue)

Built and led the global customer marketing function, owning the full-funnel strategy across customer education, growth, partnership, and advocacy with a $200K annual budget spanning AMER, EMEA, and APAC.

2016 – 2021

Senior Manager, Americas Field and Global Customer Marketing

Criteo

Led marketing strategy across the full customer journey, managing a globally dispersed team of six with a $1M annual budget. Expanded scope and responsibility over five years, moving into a Senior Manager role and taking on global ownership of customer lifecycle marketing alongside U.S. demand generation.

2012 – 2016

Corporate Marketing Manager

AppNeta (acquired by Broadcom Software)

Owned AppNeta's full marketing function across brand, demand generation, events, and analyst relations with a $1.3M annual budget, securing placement in Gartner's Application Performance Monitoring Magic Quadrant three years running and landing senior leadership speaking slots at 90% of 10+ annual industry events. Earned three promotions in four years, growing from content specialist to Corporate Marketing Manager.

2010 – 2012

Community Manager

C Space

Managed 13 online market research communities for clients including Pinnacle Foods Group and Walmart, delivering insight reports that shaped client strategy and supporting the launch of eight new communities that generated $4.9M in sales. Earned two promotions in two years, growing from intern to Community Manager.

The tools

Marketing automation & CRM

Salesforce
HubSpot Marketing Hub
HubSpot CRM
Pardot

Demand gen, ABM & advocacy

6sense
ZoomInfo
Reachdesk
Influitive

Events

Splash
ON24
Goldcast
Zoom Events

Website, content & design

Wix
Squarespace
HubSpot CMS
Figma
Canva

AI

ChatGPT
Claude
Gemini
Lovable
Copilot

Project management

Asana
Monday.com

Community & nonprofit

Givebutter
Printful

The community work

I also hold active leadership roles with Stronghold Food Pantry, the Norwood Cultural Council, and the Norwood Evening Garden Club. See more under Community Projects above.

Recommendations

What people say about working with me

A few of the recommendations I've received. Read all of them on LinkedIn.

Filter by topic

Kristin is one of the most thoughtful and caring people managers I know. She led her team through multiple organizational changes, including restructures and acquisitions, with calm, transparency, and a consistently positive approach while keeping the team focused and engaged.

Edwina DendlerManaged Kristin directly, CriteoLeadership & team developmentCollaboration

I can't say enough about what a smart and dedicated strategic partner she has been in shaping the next era of marketing at our organization. Kristin tripled the size of the U.S. based marketing crew with talented, effective team members and cultivated an atmosphere of positive energy and psychological safety during a turbulent time of transition post-acquisition.

Oren SmithMarketing Operations partner, Reward GatewayStrategy & dataLeadership & team development

Kristin is an incredibly smart and data-driven marketer, who really excels at diving into the details while keeping the big picture in mind. She is a creative thinker who brings fresh ideas to campaigns, events, and content, but also can dive into the numbers and the data to analyze progress and performance. Beyond being an impressive strategic marketer, Kristin has a gift for managing people.

Jennifer Caesar, MBADirect Report, Reward Gateway & Peer, CriteoLeadership & team developmentStrategy & data

Leveraging various customer success and relationship management techniques, Kristin excels at developing and executing strategies that focus on the success and growth of customers. In addition, Kristin is a strong leader who can galvanize teams, particularly through business transformations and navigating challenges, always putting her team first while consistently meeting and exceeding business goals.

John PonteManaged Kristin directly, CriteoLeadership & team developmentCustomer focus

Kristin was not only experienced, knowledgeable and data-driven but extremely approachable and collaborative. She led her team with a blend of humanity and accountability which earned her the respect of both her direct reports and peers. Kristin built her team's culture to reflect an inspiring, creative, strategic and healthy environment which impacted her team's performance and retention.

Ryann RedmondSales leadership partner, Reward GatewayLeadership & team developmentCollaboration

Kristin is a smart and effective marketer who really gets the customer. Within her first month, Kristin set a clear vision for the Customer Marketing function focused on driving business outcomes through both long and near-term strategies. Not only is Kristin a sharp marketer, but she is also a seasoned people-centered leader.

Lona TherrienManaged Kristin directly, CybereasonStrategy & dataLeadership & team development

Let's build something

If your org is in motion, I'm here to help

I'm currently available for Director and VP marketing roles, plus select project and board work. If your team is growing, merging or rebuilding, I'd love to hear what you're working on.

Email me LinkedIn