hi! i’m krystina. i’m a marketing leader, strategist, speaker, and contributor with a passion for podcast advertising and offline growth marketing.
i also loooove dogs, dim sum, and dumb Slack emojis.
check out my latest webinar
podcast advertising for performance marketers
Learn the ins and outs of podcast advertising and how to determine when your business is ready to test into the channel. This session is brought to you by Right Side Up's industry-leading podcast advertising practice, that I founded and still lead. We’ve profitably invested over $160M in ads in the last four years for clients including Aura, Calm, Dave, DoorDash, Notion, StitchFix, Wealthfront, and many, many, many more.
more speaking engagements and interviews
the problem with programmatic
presented at Podcast Movement: Evolutions and the National Audio Broadcasting (NAB) Show in 2022
As more marketing dollars flood the podcast ad space, the urgency around adapting programmatic technology for the buying and placing of ad content in the channel has reached a fever pitch.
Publishers and networks rightly see the success of streaming audio and have identified an additional lane for revenue, but is our industry weighing the pros and cons?
Will programmatic really benefit advertisers, publishers, and creators, or will it ultimately dilute the magic of the podcast ad for all parties involved?
data dump: overcoming the challenges of podcast ad measurement
Produced in partnership with Magellan.ai, CEO Cameron Hendrix and I discussed the challenges and successes of podcast ad measurement and media planning.
interview on offline attribution and podcast measurement (so meta)
A wide ranging interview for Question Authority, a podcast where marketing experts teach brands about the art & science of questions. We covered offline attribution and podcast advertising, and made a lot of dumb jokes.
some articles I’ve written or co-written
podcast advertiser boot camp
Our team at Right Side Up partnered with Podcast Movement to host a virtual boot camp for podcast advertisers. We summarized it all in a detailed, highly actionable 4-part recap series on RSU’s blog.
are you (actually) ready to test? part 1
media planning & buying part 2
ad copy best practices part 3
campaign attribution and analytics part 4
podcast advertising has a business intelligence gap
A featured article on TechCrunch, my colleague Grant and I explored the business intelligence gap that exists in podcasting, and what’s holding the industry back from even more accelerated monetization.
the guide to offline marketing attribution via survey based methodology
My colleague Lindsay and I co-wrote this guide on how to use post-purchase surveys to attribute offline marketing activity, in collaboration with the awesome team at industry leader Enquire Labs.
what i do
I am the founder of the offline growth marketing practice at Right Side Up, where I’ve built a team of highly specialized consultants that partner with high growth tech companies to diversify their marketing mix and stand offline channels up in-house.
My marketing expertise spans across 15 years, from being an early master of digital, paid search and display, to applying digital lessons (and foregoing others) in offline and podcast advertising. I’ve served as an experienced strategist to over 100 brands across just about every category, scaling multi-million dollar campaigns that achieve goals and build businesses.
As the head of the offline practice, a leader across marketing disciplines, and a seasoned driver of growth, I am proud to serve as a significant speaker, advisor, and contributor to both the marketing and media spaces.
a little more about me
Born in Bensonhurst, Brooklyn — though, if you’ve heard me tawk, you already know that — right down the block from the pizzeria in the opening scene of Saturday Night Fever. After living and working in NYC and then the Bay Area for years, I’m now in Las Vegas, working remote (and loving it!)
When I’m not advising brands on how to diversify their paid media, marketing and customer acquisition strategies, I spend my time cooking, baking and gaming, playing with our hyper doodle, Mellow, and, regardless of time of day, I’m probably trying to figure out what’s for dinner.
get in touch
I’m available for advisory roles, mentorship, podcast interviews, speaking engagements, birthdays, weddings, and bar/bat mitzvahs