Krystal’s Kinda-Klear Career

Hey there—I’m Krystal (with a K). Welcome to my not-so-linear career journey, where I’ve mixed laughter, high-stakes digital projects, and a whole lot of learning curves into one giant (and hopefully entertaining) professional story.

TL;DR? Jump here.

Just here for the portfolio? I got you. Skip the chatter →

If you hear me before you see me, that’s normal ~ my laugh arrives early and unapologetically.

That same authenticity shapes how I work: direct, genuine, and never afraid of detours.

From CNA to Marketing Explorer

My path has been anything but linear. I began in healthcare as a CNA, drawn to helping people but weighed down by the emotional toll. A friend then nudged me toward marketing—something I barely understood at the time. Why not? I thought. At Fox Valley Technical College, I discovered a field that let me blend empathy for how people think with data‑driven strategy. Digital marketing quickly became my playground.

First Big Break: Lapham‑Hickey Steel

My first big break came at Lapham‑Hickey Steel, where I collaborated with an agency on a new website. That project revealed a sweet spot for me: merging creative storytelling with analytics to build human‑friendly digital experiences.

Jumping in at Interact Marketing

Soon after, I joined a tiny startup called Interact Marketing as its very first employee. Barely six months in, the founder had to step away for personal reasons—and, almost overnight, I inherited the client list, the invoices, and the “CEO” hat. At the time, I was a single mom with an almost‑two‑year‑old, so every late‑night website build and dawn‑break SEO audit carried extra weight: keep the servers up, keep the clients happy, and—most important—keep food on the table.

From Hustle to Strategic, High Impact Results

Blue Door Consulting: Growing into Large‑Scale Web & Marketing

Role: Senior Consultant & Web Director

  • Team Leadership & Collaboration: Led cross‑functional team, juggling budgets up to $700K across multiple concurrent projects. The range of clients and industries kept me on my toes, forcing me to adapt and innovate constantly.

  • Complex Builds & Big Wins: From a 6,000‑hour Magento e‑commerce build to dozens of WordPress sites, I learned the importance of process optimization (like building out QA workflows and automations) to keep projects on track without sacrificing quality.

  • Strategy Meets Data: I doubled down on data‑driven insights—using Google Analytics, keyword research, and conversion metrics—to refine user experiences and deliver real results. Whether it was a full brand refresh or a targeted SEO project, everything revolved around measurable outcomes.

What I Took Away
I discovered the power of aligning creative vision with business strategy, and I saw firsthand how a well‑run team can tackle anything from multi‑site integrations to brand overhauls—so long as you keep communication honest and the coffee flowing.

BlueModus: Scaling Strategy Across Enterprise Projects

Role: Strategic Director

  • Leading a Cross‑Functional Team: I led and mentored a 9‑member squad (developers, designers, project managers), overseeing everything from estimating proposals to managing product roadmaps for enterprise clients.

  • Kentico & Sitecore Expertise: Working heavily with Kentico and Sitecore platforms allowed me to merge technical know‑how with marketing strategy, translating client goals into scalable, user‑friendly digital solutions.

  • Sales Pipeline & Growth: Beyond project execution, I owned a big piece of the sales pipeline, aligning business development with strategic goals. Monthly leadership meetings and transparent feedback loops became my go‑to continuous improvement method.

What I Took Away
I sharpened my skills in stakeholder alignment—coordinating with C‑suite clients and in‑house teams to keep complex web builds on time, on budget, and on vision. The experience cemented my belief that culture and communication can make or break any project.

10up: Leading High‑Profile Digital Transformations

Role: Lead Account Strategist

  • Multi‑Million Dollar Portfolio: As a sector team of three, we manage a portfolio spanning high-profile clients like Microsoft, GitHub, Entrepreneur, and Uber. I specialize in making the not-so-Krystal-klear client needs…well, a lot clearer—by shaping them into scoped projects, measurable milestones, and purposeful digital solutions.

  • Strategic Roadmapping & Account Growth: From proposals to product roadmaps, I collaborate with clients and internal teams to ensure we solve the right problems and drive real business impact.

  • Holistic Project Execution: Through cross-functional collaboration, I align design, development, and QA to deliver launches that meet enterprise standards for performance, security, and user experience.

What I Took Away
My time at 10up has shown me how critical it is to bridge the gap between business goals and technical execution, keeping user needs front and center.

When everyone—from stakeholders to developers—shares the same vision, truly transformative digital experiences happen.

What You Can Expect from Me:

  • I take business seriously, but never myself. In my world, meetings should be productive and fun. Expect deep-dive analytics, big-picture roadmaps, and possibly a friendly joke or two.

  • You’re never just a line item on my to-do list. I believe in human-first collaboration, where understanding your “why” leads to truly tailored (and sustainable) solutions.

  • Finding hidden process bottlenecks is my jam. A “simple” website project for Triangle Manufacturing once turned into a full-on ERP overhaul. (Sometimes the best solutions aren’t the obvious ones.)

  • Launch day is only the beginning. Using analytics, heat maps, and user feedback, I help clients refine user experiences, SEO strategy, and content structure long after the first “go-live.”

Expertise & Focus Areas

SEO Research & Strategy

I’ve spent 15+ years honing scalable SEO processes—from auditing site architecture to predicting ROI—and I love helping teams see that search optimization is as much about strategy as it is about technical know‑how.

  • Developed and led ROI‑driven SEO methodologies, using data, CTR, and conversion metrics to justify investment

  • Built repeatable frameworks and training modules, empowering both internal teams and clients
    Embraced AI and automation, leveraging tools like Looker Studio and BigQuery for performance analysis

  • Drove high‑impact migrations, including a 6,000‑hour Magento e‑commerce build that boosted organic traffic by 45%

Operations & Process Management

Under the hood, I’m a workflow nerd—whether that means integrating CRM/ERP systems or nailing down the perfect QA checklist, I’m all about making the complex feel effortless.

  • Translated client pain points into actionable process improvements, boosting efficiency at every step

  • Aligned technology solutions with organizational goals, so teams can focus on innovation over firefighting

  • Wrote SOPs and implemented repeatable frameworks, saving hours (and headaches) across multiple projects

Website Optimization & User Experience

A site can’t just look good—it has to run like a dream. I apply UX best practices and technical chops to create platforms that are engaging, fast, and flexible enough to scale.

  • Managed end‑to‑end launch processes, from design handoffs and QA to final UAT

  • Integrated PIM and e‑commerce solutions across Magento, Shopify, and WordPress

  • Focused on data‑driven UI/UX improvements, tying everything back to user behavior and conversion rates

Leadership & Team Development

I’ve built and led cross‑functional teams in fast‑paced agency environments, seeing firsthand how culture and mentorship can transform both morale and bottom lines.

  • Unified designers, developers, and content specialists under one cohesive vision

  • Fostered open communication, continuous feedback, and transparent performance metrics

  • Created scalable training programs for SEO, analytics, and workflow automation

My Values & My Vibe

  • Honesty & Integrity: Clear is kind—especially when the news isn’t great. That transparency is how I build trust and solve problems quickly.

  • Vulnerability & Respect: I show up as I am (loud laugh and all) and respect others for doing the same. Open communication fuels the best partnerships.

  • Passion & Curiosity: My favorite question is “But what if we tried...?” I’m always exploring new tech, AI-driven analytics, and fresh approaches.

  • Community Engagement: Serving on the Board of Directors for Nova Counseling Services and Run for Recovery; coaching a VEX Robotics team—because I love passing on that spark of innovation to the next generation.

Goals & Where I’m Headed

Currently, I’m all about blending digital strategy, marketing expertise, and operational know-how into one package—kind of like a Swiss Army knife for digital transformation. Looking ahead, I see myself diving deeper into strategic consulting, helping businesses thrive not just online, but in their internal processes and culture.

  • AI & Automation: This is where the world is headed, and I'm absolutely not getting left behind. From integrating machine learning elements to streamlining workflows via automation, I’m all in on harnessing new tech to keep solutions efficient, intuitive, and a step ahead.

  • Scalable SEO Frameworks: I plan to keep refining repeatable processes for SEO—helping even small teams tackle big organic goals without losing their minds.

  • Leadership & Culture: I love nurturing transparent, fun, and high-performing teams. If I can influence more organizations to value authenticity over jargon, I’ll consider that a win.