Kristina R.

About Kristina R.

Digital experience and customer journey leader with 10+ years of optimizing how people discover, evaluate, and purchase products online, across both DTC e-commerce and SaaS environments. Skilled in AI-assisted content workflows, personalization strategy, experimentation, and insight-driven experience design.At Microsoft Security, I lead strategy and execution for high-impact digital journeys across global web properties, using behavioral insights, testing frameworks, AI-powered content tools, and cross-functional collaboration to reduce friction, improve trial engagement, and increase purchase intent. I focus on creating connected, intuitive pathways for both SMB self-serve customers and enterprise buyers with more complex, sales-assisted motions.Known for a collaborative approach, strong storytelling with data, and the ability to translate ambiguous problems into clear, actionable digital strategies that support business outcomes.CORE STRENGTHS-Digital experience leadership (SaaS + DTC e-commerce)-Customer journey design & optimization-Behavioral analytics & insights-to-action-Experimentation & CRO strategy-AI-assisted content & personalization workflows-Web, e-commerce & self-serve purchase experience optimization-Cross-functional partnership (Product, PMM, UX, Engineering)-Strategic storytelling & executive communication

Experience

1. Web Marketing Manager Cloud Security

   Microsoft

   Jul 2022 — Present

   Lead digital journey strategy for Microsoft 365 Cloud Security experiences, partnering with Product Marketing, Engineering, Analytics, and UX.•Own strategy for improving acquisition, trial engagement, and purchase conversions across Microsoft Security web properties.•Build and deploy AI-powered content workflows and personalization frameworks to improve relevance and reduce user friction.•Analyze data to identify behavioral patterns, insights, and optimization opportunities across trial and purchase funnels.•Develop experimentation plans and collaborate on A/B test design to validate hypotheses and optimize content, layouts, and pathways.•Create alignment across PMM, Brand, UX, and Engineering by presenting insights, test outcomes, and recommended journey improvements.•Collaborate cross-functionally with Integrated Marketing (Paid Media, SEO, Email, Social, Events, Content) to build coordinated, omnichannel marketing strategies that support end-to-end journey performance.•Create monthly web analysis for leadership reviews, translating complex behavioral data into clear insights, trends, and recommended actions for improving web experience and conversion performance.

Education

• HIM Business School

  Bachelor's Honors Degree, Hospitality Management and Tourism

  2012

• Swiss Hotel Management School

  Higher Diploma, International Hospitality and Tourism Management

  2010

• Northwood University

  Bachelor of Business Administration (Honors)

  2012