Turning Passion Into Positive Change
Thank you for checking out my work.
I’m in a never-ending quest for growth and inspiration. Fueled by passion, creativity, innovation, and a healthy dose of the competitive spirit, I excel in energetic environments with visions I believe in.
Autism Society of America
Chief Marketing Officer
May 2019 to Present
-
The Autism Society of America is the nation's leading grassroots Autism organization and exists to create connections to empower the Autism community to live fully. As Chief Marketing Officer I oversee all marketing and communication efforts throughout all public-facing and internal channels. Marketing is responsible for executing the Brand voice and vision in a cohesive manner across social media platforms, digital channels, and 360 marketing efforts. Additionally, our marketing and communication efforts support our Affiliate network to successfully implement our mission at the local and state levels. This role allows for creative flexibility, strategic thinking, and an entrepreneurial attitude.
• Successfully relaunched a new Brand in November 2021 nationally and across our Affiliate network.
• Led 20 month Marketing & Branding Strategic Planning initiative that addressed: Research & Discovery, Creative Development, Website Development, Internal Onboarding, Public 360 Launch. The project involved 150+ people and two agency partners.
• Led 7-month project in collaboration with Liberty Mutual to address Systems Architecture and Database project. Outcomes provided Systems Architecture blueprint and implementation plan to achieve with agile methodology.
• Secured partnerships and/or sponsorships with Disney, Freeform, Nickelodeon, NBA Cares, Purple, UBS and more.
• Closed new donors and additional revenue streams with family foundations, Nickelodeon, Igloo Corp., Disney, Motorola Foundation.
• Participate in panel discussions, round tables, think tanks, and public speaking engagements including: UBS Town Hall with 20k attendees, Moderated Hulu show (EGBO) Facebook Live with 1.2 MM views, panelist at UBS Autism Round Table with 50+ UHNW individuals/donors.
-
• Develop and implement a branding, marketing, and communications plan.
• Create Strategic Planning initiatives for Marketing, Branding, Communications, and Systems Architecture initiatives.
• Develop messaging and marketing collateral for different target audiences: Constituents (Autistic individuals, Caregivers, Professionals, Advocates), Donors, and Autism Society Affiliates.
• Ensure consistency in brand management, promotion and strategic messaging.
• Develop, create and implement marketing and collateral materials to boost awareness, service usage, program participation, and fundraising at national and Affiliate levels.
• KPIs include business development goals in collaboration with Development department to pitch donors, corporations, business partners, and sponsors.
• Oversee event management for National, including digital & in-person conference development & execution, and large-scale fundraising galas.
• Participate in panel discussions, round tables, think tanks, and public speaking engagements.
• Graphic design and creative development
• Manage and market the digital platform associated with our website, social media and e-mail.
• Write news releases and opinion pieces, and secure media interviews.
• Manage earned and digital media strategies alongside Communications agency.
• Develop marketing collateral for national campaigns, and marketing toolkits for affiliates to implement at local level.
• Serve as staff liaison to the Board of Directors Marketing Committee and the Council of Autistic Advisors to foster and advance relationships, receiving strategic guidance and advancing overall community/board relations.
• Manage and oversee any marketing consultants, and marketing team members.
• Oversee all communication efforts with earned media, public relations, media training, crisis communication and more.
-
Adobe Suite: Photoshop, Lightroom, Illustrator, Keynote, website building (Wordpress, Squarespace, Shopify), Mailchimp, Constant Contact, css/html, iMovie, Salesforce, EveryAction, Canva, Sprout Social, GiveLively, communications, public speaking, writing, copywriting, social media marketing, digital advertising
KoaWare
Co-Founder & Chief Marketing Officer
January 2015 - April 2019
KoaWare provides powerfully simple real estate marketing software, including an automated Property Website tool, instant Agent & Brokerage Website builder platform, and KoaWare Marketplace, an automated scheduling tool.
As an original Co-Founder, I am involved in every aspect of the business, and have worn every hat throughout our growth - innovator, marketer, operational manager, front-end developer, HR, customer service, legal counsel, and more.
• Work collaboratively with other co-founders for overall strategy, product roadmap, and development.
• Create + execute Brand development, strategy, and marketing efforts.
• Handle all copywrighting, messaging, blogging, and ensure cohesive + effective brand messaging.
• Oversee QA, testing, and beta phases; liason between customers and development team.
• Lead customer support efforts; personnel, knowledge base, bots, sales funnels, drip campaigns, troubleshooting, etc.
• Create content for marketing efforts: website, blog, email marketing, ppc, Adwords, social media advertising, PR outreach, etc.
• Facilitate high-level partnership integrations & affiliate programs; pitches/presentations, oversee legal/contract work, joint marketing efforts, and integration efforts.
• Extensive knowledge of product development; liason between customers and development team. Contribute to product roadmap, development needs, requests, enhancements, etc.
• Product lead for bldr agent websites; conducted demos, 90% sales conversion rate, create customer success plans, enhance ux/ui.
• Represent the brand in all PR/Marketing efforts; public pitch presentations, trade shows, webinars, how-to videos, etc.
• Handle all legal business associated with contracts, terms + conditions, TM & IP, partnerships, etc.
Skills: Adobe Suite: Photoshop, Lightroom, Illustrator, Sketch, Keynote, website building (KoaWare, Wordpress, Squarespace), Mailchimp, Intercom, Hubspot, Freshdesk, Stripe, css/html, Excel, iMovie, Medium, writing/blogging, copywriting, Facebook, Instagram, Adwords
Make Waves Family Foundation
Make Waves is a 501(c)(3) that supports organizations focused on equal employment opportunities, replicable housing models, and social engagement programs to allow Autistic individuals to achieve a happy, quality lifestyle. We believe that everybody has the ability to create a ripple effect, and together we can Make Waves.
• Oversee all content creation, brand marketing and messaging.
• Create and execute fundraising campaigns including events, and production for a storytelling sibling series.
• Manage event coordination, sponsorships, audience engagement, and promotion.
• Identify grant recipients, scholarship opportunities, and organizational partners.
TwentyOne Fish.
Co-Founder, April 2015 - April 2017
21 fish. helped brands make a splash through creative Brand Marketing strategies. It reinvigorated Brand personalities through vivid imagery, buzz-worthy social media, inspiring digital footprints, & experiential marketing strategies.
• Content creation for branding, logos, marketing collateral, and style guides.
• Created social media strategies including content calendars, content creation, copywriting, partnerships, giveaways, promotions, and more.
• Art direction and storyboard creation for lifestyle videos for brands including Igloo, Cool Gear International, Villa Manzu, and more. (Click links to view respective videos.)
• Built and managed blogs, articles, guest posts, influencer outreach, blog post creation.
Vita Coco
District Marketing Manager, February 2013 - January 2015
• Bringing the Vita Coco brand to life in the New England area through consumer sampling, events, influencer marketing, and activation of local assets
• Managing and executing the strategic marketing direction of the brand; tailoring brand marketing initiatives to the local market landscape
• Help create and execute 360˚ marketing plans surrounding brand initiatives
• Working with the local sales team/local retailers to integrate into key sales programs, driving brand awareness and product sales
• Building integrated Retail Programs to life through consumer facing contests/giveaways and product promotions. Utilizing key partnerships with like minded brands to offer joint co-promotional opportunities; point person for content development and contract negotiation.
• Field Marketing: Manage, motivate, & inspire a team of Brand Educators responsible for educating consumers on the functional benefits, delivering Vita Coco experiences, and activating events in the local markets
• Developing cohesive, 360˚ campaigns around major tentpole events, i.e. Boston Calling Music Festival, product launches (Vita Coco Lemonade), boat cruises, Yogathons, and more.
• Successfully relaunched the Vita Coco Cafe brand in the New England market with field support, OOH campaign, digital strategy, PR, and social.
• Manage college Student Brand Manager program: 6 SBM's in New England area, and 2 in East Great Lakes. I oversee SBM's as they develop and expand their knowledge of brand marketing through business planning, marketing campaigns, and social media strategies at each respective campus.
Cool Gear Intl.
Marketing Manager, October 2009 - February 2013
•Built the Marketing department in a fast-growing, global Company
•Develop, execute, and manage marketing strategy
•Hire, manage and collaborate with external marketing agency.
•Handled all media buying opportunities, and created a unilateral campaign through multiple platforms and channels of trade
•Created and manage all social media accounts including: Facebook, Twitter, Pinterest, Youtube, and LinkedIn
•Content creation for distribution channels including photos, videos, giveaways and promotions.
•Company representative and internal press contact for media inquiries, interviews, and video demonstrations
•Work with the 15+ International distributors to execute the Company’s Marketing campaign on a global scale, while tailoring concepts to cultural differences
•Assistant Project Manager for all trade show strategies, PR support, & company representation during shows
• Coordinate sponsorship opportunities and charitable programs that align with company‘s mantra
Kristyn Roth is that special professional who views her clients as partners in advancing the work of corporations, not for profits and individuals. Her approach and her understanding to her clients is not only outstanding but demonstrates her extreme skills and knowledge of her work. Kristyn’s impact on the Autism Society has been exceptional. She helped us assess the future of our industry, rightfully challenge our assumptions and then provided us the tools and work product results to be viable, responsive, strong and successful in the years ahead.
- Scott Badesch, former CEO of Autism Society of America
About Me
On a mission to create, innovate, and grow.
-
Boston College
Carrol School of Business; 2006 - 2010
• Bachelor's Degree in General Management; Marketing Concentration
• Division 1, ACC Varsity Swim Team; ACC Championship competitor all 4 years
• Dean's List, Student Tutoring Program, SAAC Penpal, Investment Club
• Internships included, Marketing roles at Fenway Sports Management and Improper Bostonian.
-
Autism Society of America
National Board Member & Marketing Chair
July 2017 - May 2019
I was nominated to the National Board of Autism Society of America by former CEO, Scott Badesch, and began term in July 2017 as the youngest board member in the organization's history.
In December 2018, I was nominated and accepted the Chair of the Marketing Committee, working with the VP of Marketing and executive staff in rebranding efforts and strategy.
-
Public Speaking
Through various work, projects, and events I've honed my public speaking skills and enjoy engaging a crowd. From C-suite level presentations, to peers, to a room of 500 people, or a virtual audience of 1 mm + - I've pitched, presented, and inspired through impassioned, relatable storytelling.
Events include, UBS Autism Round Table, Dear World, Inman Connect RE Tech Conference, Sales Kickoffs, and more.
