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 founded and run the offline and audio practice at Right Side Up, covering podcast, terrestrial and satellite radio, streaming audio, OTT, and linear TV, and I also host our growth marketing podcast, Growth Talks.
My path here wasn't a straight line. After college, I spent ten years on the New York agency carousel: paid search, programmatic, comms planning, pharma, CPG, you name it. I got hooked on paid search before paid search was really a thing, and I'm a rare unicorn who actually uses her college major (advertising). Eventually I moved west, found Right Side Up, and fell back in love with marketing.
In 2018, I built our offline practice from scratch. Today, my team and I have profitably invested $340M+ in audio advertising for 200+ brands, including Calm, Robinhood, and Rocket Money. Along the way, I've become one of the go-to voices in podcast and audio advertising as a speaker, strategist, and advisor, on stages that include SXSW, Cannes, Podcast Movement, TechCrunch Early Stage, and the NAB Show.
If that all sounds intense, you've figured me out (I am a New Yorker, after all). Even when it isn't a competition, I'll try to win, unless it involves sportsball, in which case you've lost me. That intensity comes in handy when a VP of Growth or CMO is staring down diminishing returns on Meta and Google and wondering whether podcast, radio, streaming audio, or TV actually works. (The answer is yes, but only with the right approach.) I get a lot of satisfaction from sharing what I've learned, the wins and the failures both, with other marketers.
If you're trying to grow something, tell me what it is. If I can help, I will.
i host Growth Talks, the growth marketing show
On Growth Talks, I sit down with other growth leaders and marketing executives from leading brands and companies across industries and stages, including Bilt Rewards, Credit Karma, DSW, Gusto, Nutrafol, Rocket Money, Robinhood, Skillshare, Uber, and many more.
Find the show wherever you get your favorite podcasts!
and i love teaching other marketers the tricks of our trade
podcast advertising 101 for growth marketers, covering a wide range of topics including:
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 culture catalyst: how brands thrive on podcasts @ SXSW
In today’s media landscape, podcast advertising isn’t just a nice-to-have—it’s the direct line to cultural relevance and deeper audience engagement. As the intersection of politics, society, and consumer trends, podcasts empower forward-thinking brands to move beyond digital dependency and embed themselves in vibrant, peer-driven conversations. This session will arm you with the strategies to diversify your marketing mix, reduce reliance on volatile ad platforms, and claim your place in the cultural zeitgeist. Offline media, including podcasts, isn’t just an option—it’s your competitive edge.
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.
why after 20 years, podcasting is finally getting the attention it deserves @ Cannes Lions
Podcasting didn't suddenly become important. The wider media landscape just finally caught up. For more than 20 years, podcasting has been steadily building audiences, trust, and measurable business outcomes. Today, advertisers are investing more seriously than ever, major platforms are competing for attention, and podcasting has earned its place alongside the most established media channels. So what changed?
get in touch
I’m available for advisory and board roles, mentorship, podcast interviews,
speaking engagements, birthdays, weddings, and bar/bat mitzvahs