Kristi B.

About Kristi B.

I\'m a performance marketing & e-Commerce growth leader with 15+ years of experience…

Experience

1. Sr Director - Digital Marketing

   Second Nature Brands

   Mar 2021 — Present · Pittsburgh, PA, US

   Here at Second Nature Brands we reimagine the way people enjoy snacks and treats that make lives better, naturally. Our family of brands include Kar\'s Nuts, Second Nature Snacks, Sahale Snacks, Brownie Brittle, Sanders and Voortman Bakery.Lead Amazon Strategy: • Lead Amazon strategy across marketing, sales, and operations—transforming it from a passive channel into a top 5 customer with $15M+ annual revenue. Own full P&L, forecasting, and budget management to drive profitable growth. Manage agency partnerships and daily operations while serving as the cross-functional liaison to align media, content, supply chain, and promotional efforts with brand and business goals.Head of Website & DTC Strategy: • Oversee the build and launch of a unified, scalable website that enabled DTC sales across all brands for the first time ever—transforming it into the central hub for brand storytelling, consumer engagement, and revenue generation. Established eCommerce infrastructure from the ground. Handle all CRM/SMS campaigns with closed-loop measurement. Mergers & Acquisition (M&A) Integration:• Work cross-functionally to align systems, processes, and market strategies. Delivered a seamless handoff, recognized efficiency gains, accelerating speed-to-market. Digital Media Flighting:• I serve as the bridge between our digital agency and internal brand teams—ensuring campaigns are aligned with brand objectives, consumer targets, and business goals. I translate media strategy into actionable insights for the brand teams, helping them understand the pros and cons of each campaign flight.Integrated Marketing & Social Media • Handled all social media efforts across multiple brands—including agency management, content, influencers, and paid strategy—prior to the creation of a dedicated team. Led platform growth across Meta, TikTok Shop, & influencer activations.Direct Report Management

Education

• Penn State University

  Bachelor of Science - BS, Public Relations, Advertising, and Applied Communication

  2004 — 2008

• Massachusetts Institute of Technology

  Executive Program, Digital Marketing Analytics

  2019 — 2020

• University of Maryland

  Master's degree, Business Administration and Management, General

  2011 — 2013