hi! i’m krystina. i’m a marketing leader, strategist, speaker, and contributor with a passion for podcast advertising and growth marketing.
i also love dogs, dim sum, and dumb Slack emojis.
what i do
I started the offline growth marketing practice at Right Side Up in 2018.
Fast forward to today, we’re one of the top 3 performance podcast advertising buying entities in the world. We’ve profitably invested over $250 million in ads in the last five years for over 120 different brands, including Aura, Calm, DoorDash, Robinhood, Rocket Money, StitchFix, and Wealthfront.
My marketing expertise spans across 2 decades, 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. Having sailed well past the $500 million mark in media investment managed in my career, I get a ton of satisfaction and fulfillment from sharing learnings from my successes and failures with other marketers.
I am privileged to serve as a significant speaker, advisor, and contributor to both the marketing and media spaces.
i also host Growth Talks, the growth marketing show
Growth Talks is a podcast and YouTube series where I sit down with growth leaders and marketing executives from leading brands and companies across industries and stages including Credit Karma, Coinbase, Whisker, and many more.
and i love teaching other marketers the tricks of our trade
podcast advertising for customer acquisition
in this webinar I covered:
The basics of podcast advertising, including who's listening and how podcast ads work.
Pros and cons of podcast ads and who's likely to find success.
How to know if your company is ready to test into the channel.
Campaign planning and execution best practices, from show research and negotiations to creative best practices and host onboarding.
How to approach campaign attribution and measure success.
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 Fairing.
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?
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.
get in touch
I’m available for advisory and board roles, mentorship, podcast interviews,
speaking engagements, birthdays, weddings, and bar/bat mitzvahs