How My Story Began…
“Every brand has a story worth telling.
I believe in marketing that builds connections, creates impact, and makes your story matter."
“I didn’t set out to become a marketer, but looking back, every step I took naturally led me here. My career began with a curiosity for digital landscapes—how people interacted with content, how businesses connected with audiences, and how strategic decisions influenced growth.”
I started with SEO, learning how search engines shaped online visibility and user behaviour. That curiosity expanded into social media, where I explored how brands engaged with communities in real-time. From there, I ventured into paid media, email marketing, SMS, and push notifications, each channel adding another layer to my understanding of the customer journey.
Over the years, I found myself gravitating toward lifecycle marketing. While much of my early career focused on acquisition—bringing new users into the funnel—I always felt a pull toward retention, engagement, and building long-term relationships with customers. I wanted to understand not just how to attract users, but how to keep them, nurture them, and create meaningful experiences that extended beyond the first touchpoint.
That shift led me to spend the past four years specializing in lifecycle marketing, where I’ve built and optimized programs that not only drove acquisition, but retention and customer value. But even within lifecycle, I started noticing something—product marketing had a level of structure and strategic thinking that I admired. I approached problems with a methodical, cross-functional mindset, particularly in how they aligned lifecycle efforts with business goals, and that’s when it clicked.
That realization sparked a new curiosity for me. I value the full 360 in lifecycle marketing especially when it comes to retention and production adoption strategies—felt like a natural extension of what I love about marketing. As I explore this path further, I see an opportunity to combine my years of experience in growth marketing with a more structured, strategic approach that product and lifecycle marketing offers.
“My journey is still evolving, but at its core, it’s always been about understanding people, crafting meaningful experiences, and driving impact in a way that feels both intentional and lasting.”
What People Are Saying
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Krystal is a great lifecycle marketer and her skills are second to none in email marketing, push notifications, in-app notifications, website banners.
But more importantly Krystal has this positive energy and spirit that makes going to work even better. Loved all her important initiatives she had (like adding push notifications automations which improved revenue from that channel by 500% month over month) and also how effective she was in following procedures.
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— Mustafa from OKX.
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Krystal consistently exhibits unwavering respect, integrity, meticulous attention to detail, natural curiosity, kindness, and a proactive can-do attitude in her work, leading to consistently exceptional outcomes. What truly sets Krystal apart is her empathetic approach, ensuring not only the success of campaigns but also the cultivation of a positive and collaborative work environment.
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— Farah from Speedo USA.
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Krystal has an uncommon, but invaluable eagerness to integrate player research into her projects. We worked together to ensure her new player onboarding efforts for MTG Arena were informed by insights concerning the difficulties new players face when learning Magic. I was consistently impressed with her ability to empathize with our players' problems and create effective marketing solutions to address them.
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— Jazmine from Wizards of the Coast.
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Krystal has qualities that will make her an invaluable asset to any company. It is her undying persistence and constant hunger to learn that separates her from most people out there.
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— Benny Luo Founder of NextShark.
Awards I’ve Won
Mailchimp "Best Campaign" Award – Recognized for my work on a high-performing campaign, demonstrating excellence in strategy, execution, and impact.
Customer.ai Email Expert Recognition – Selected as an Email Expert and featured in their ‘2025 Email Marketing Hot Takes’, highlighting what’s in, out, and next.
Retention Marketing Leader of the Year – For your contributions to improving customer retention strategies.
Your story is already there—I’m here to help you bring it to life.
Chat with me
Let’s bring your story to life! Whether you need strategic guidance, marketing insights, or just a fresh perspective, I’m here to help. Let’s chat!