Krista leads value creation efforts in brand development, marketing strategy, ecommerce and digital, sale & marketing effectiveness, customer loyalty and drives customer segmentation and market research efforts.
Krista has over 25 years of experience in marketing and management consulting including as a P&L executive, entrepreneur,
and Chief Marketing Officer. Most recently, Krista was SVP,
Marketing and Insights at Arteriors, a middle market home décor
company, where she repositioned the brand, built a high performing
marketing team, and successfully sold the business to a large cap
private equity firm in 2019. Prior to Arteriors, Krista led marketing
and media strategy for Pier 1 Imports and Wisteria, where she
spearheaded new marketing processes and build new organizations
to drive growth. At Wisteria, Krista had P&L responsibility for all
channels and defined and implemented a revitalization and
restructuring of the marketing organization, including new customer
engagement processes and the adoption of new customer
engagement technologies and tools to promote customer repeat
purchase and loyalty. Krista served as a Vice President, Strategy
and Business Development, at American Express, where she
partnered with the CEO, CFO and the executive leadership team to
define and implement high value, cross functional, strategic
initiatives and operational improvements.
Krista was a Manager for Bain & Company leading strategic and
operational projects in several industries internationally, including
Shopper’s Drug Mart, CAE Electronics, South African Airlines, Bell
Canada, GWL/Investor’s Group, Cott’s Beverages, Nedbank, and
Norbord Industries. Krista began her career in healthcare consulting
and marketing, working at CSC in health system operations and at
Novartis in marketing research.
Krista earned her MBA from McGill University in Montreal, Canada, a
Bachelor of Commerce with distinction from Concordia University,
and a DEC in Health Sciences from Dawson College.