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Work Background
Away From Keyboard ATL // AFK ATLCreative Executive, IRL Platform Development
Jan. 2025Atlanta Metropolitan AreaLeads the end-to-end creative and strategic development of AFK ATL, a purpose-built event discovery platform that connects users to real-world experiences across Atlanta and the Southeastern U.S. From zero to launch, I’ve overseen the platform’s product vision, experience design, editorial programming, and partnership infrastructure. My role blends product leadership with creative direction—bridging user needs, cultural insight, and business viability to deliver an experience-first solution in the saturated event and media landscape. // Key Highlights/// 0→1 Product Launch: Spearheaded the full product lifecycle—from user research and feature definition to MVP release—serving three core audiences: consumers, event organizers, and CVBs Experience Design: Led UX and content strategy for a mobile-optimized discovery experience, complete with geofilters, category tagging, and event-level personalization Multi-Sided Value: Built a scalable ecosystem that supports B2C discovery, B2B promotion tools, and B2G tourism partnerships across the Southeast Revenue Enablement: Created monetization pathways including premium event listings, destination sponsorships, and branded content campaigns Brand Positioning: Crafted a distinct, culture-forward identity with the tagline “Log off. Link up.” and built a voice-first strategy across channels
TechstarsStartup Mentor
Jan. 2022Atlanta, Georgia, United StatesI help founders translate bold ideas into scalable products—with clarity, speed, and strategic intent. My expertise sits at the intersection of product management, business design, and growth experimentation. Whether you're navigating product-market fit, standing up a platform from scratch, or building your first data stack, I bring a pragmatic, customer-first approach to shaping what's next. Key Areas:
Zero-to-One Product Strategy: MVP scoping, roadmap creation, and user validation Business Model Design: Value proposition refinement, ecosystem mapping, and monetization strategy Growth & Go-to-Market: Early traction channels, feedback loops, and influencer-led marketing Cross-Functional Leadership: Aligning engineering, design, and stakeholders around key outcomes Data & Platform Thinking: Designing product experiences that drive clear decisions and scale via systems
Cox CommunicationsSr Manager, Business Design / Acting Staff Product Manager – Innovation Platforms
Jan. 2022 - Jan. 2024Atlanta, Georgia, United StatesLed strategic business design initiatives across healthcare and marketing innovation, translating complex problems into scalable, human-centered solutions. Oversaw cross-functional programs from discovery through delivery, aligning product, design, and operations teams around measurable business outcomes. Key Initiatives & Impact: * IoT Healthcare Asset Tracking Program * Partnered with hospitals to design and pilot an IoT-based solution for tracking high-value medical assets from warehouse to operating room. ▸ Conducted stakeholder interviews and service blueprinting to map asset touchpoints and uncover process inefficiencies ▸ Defined business model and data architecture in collaboration with product and engineering leads ▸ Enabled operational transparency and reduced asset loss risk across 1 major hospital network *Local Business Influencer Network* Developed a new platform strategy connecting social media influencers with small local businesses to increase brand awareness and foot traffic. ▸ Designed and tested an influencer engagement model focused on authenticity and hyperlocal relevance ▸ Facilitated co-creation workshops with small business owners and creators to shape value propositions ▸ Launched pilot program in two cities with 15+ businesses onboarded, driving 35% increase in local impressions and engagement
Cox Automotive Inc.Lead Product Manager | Reporting + Data Management
Jan. 2016 - Jan. 2022Greater Atlanta AreaOwned the end-to-end lifecycle of internal and customer-facing BI tools. Designed data strategies, prioritized feature development, and collaborated with engineering to deliver insights that informed high-stakes business decisions. *Key Achievements:
Led product vision and roadmap for a centralized reporting and BI platform used by internal stakeholders and external partners Launched platform enhancements that increased data accessibility, visualization speed, and reporting automation for enterprise clients Collaborated with global Agile teams, engineers, and data architects to implement system integrations across business units Drove a 30% increase in platform capabilities through strategic partnerships and vendor alignment Conducted market research and stakeholder interviews to align feature development with evolving user needs in the automotive space Defined and monitored KPIs to track adoption, performance, and satisfaction—reporting results to executive leadership *Tools & Methods:
Power BI, Tableau, Looker, Google Analytics, Jira, Agile, SQL (basic), Stakeholder Engagement, Technical Requirements Gathering
AutoTrader.comManager of Analytic Capabilities
Jan. 2012 - Jan. 2016Greater Atlanta AreaDrives the development of technology platforms to transform big data into a competitive advantage. Define, implement and support Enterprise BI Strategy & Architecture across multiple subsidiaries. Ensures strategic applications delivery with creation of robust BI architecture environments scaled for long- term enterprise use. Formulates and presents high-ROI business case for new strategies/upgrades to management; employed value engineering and risk management to fulfill Enterprise Reporting and Analytics needs. Develops and executes multi-pronged strategy that included support to existing applications, education and shared best practices within BI community (developers, application teams, users). Adds capability for increased revenue through improved market insight by positioning users to capitalize on purchased/accumulated data with whole company perspective. Leverages emerging technologies with integration into existing processes; evaluated and implemented tools for OLAP, ETL, BI, and enterprise content management, with no additional cost due to license agreements.
AutoTrader.comSr. Business Analyst
Jan. 2008 - Jan. 2012Greater Atlanta AreaAs a Business Analyst, Krystina identified and articulated IT solutions at the largest online automotive advertiser in the world. Well versed and experienced in facilitating meetings, gathering customers requirements and translating requirements into technical specifications. Experienced in use cases documentation, user acceptance training (UAT) documentation, process documentation, business requirements and functional documentation for enterprise applications and systems. Extensive experience in translating technical ideas into non-technical language. Excellent knowledge of project management control techniques (i.e. scope control and task dependencies). Extensive experience using both Agile and SDLC methodologies. Sound troubleshooting and diagnosis experience. Excellent communication, documentation, and presentation skills. Specialties: Business Analysis: Requirements engineering, business process modeling and improvement, gap analysis, cause and effect analysis, decision trees, data flow diagrams, data modeling, wire frames, UAT Methodologies: SDLC, Agile Data Modeling: Star schemas, FACT and Dimensions Tables, Entity-relationship diagrams,and Visio Designer. Microsoft Office Tools: Excel, Word, Project, Access, Visio, PowerPoint and Outlook
AutoTrader.comBusiness Analyst -- BI/CRM
Jan. 2004 - Jan. 2008Effectively interviews business users/owners, stakeholders and subject matter experts (SME’s) to elicit reporting needs and translates those needs into concise functional requirements. The main goal of these requirements is to build actionable reports that empower business representatives to make better operational and strategic decisions. Iteratively refines requirements based on feedback from business, development and test teams.
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