Kristina S.

About Kristina S.

I’m a content and growth strategist who uses data, UX insights, trend analysis, and innovation to drive performance and strengthen our brand presence in the market.I currently use data to shape Wayfair\'s seasonal GTM (Go-to-Market) campaigns and landing pages; use behavioral data, customer insights, and UX tools to inform creative assets and messaging frameworks/content systems; and co-lead the viral trend initiative - expanding our TAM by creating content that traditional GTM and promotional channels can’t effectively pursue.Previously, I built and managed Wayfair’s SEO Content Team - owning editorial strategy, operations, and performance. I grew all-channel revenue by 33% by expanding distribution beyond search into email, SMS, Reddit, Meta, and display, and led a continuous testing roadmap that improved conversion and engagement. I launched new workstreams like video creation, integrated AI to efficiently reach underserved parts of our TAM, and streamlined publishing workflows.Across roles, I’ve translated customer insight into content strategy and execution.

Experience

1. Content Intelligence Strategist, Gtm Editorial Creative and Integrated Campains & Content

   Wayfair

   Jul 2025 — Present

   Leverages data to inform our GTM (Go-to-Market) strategy, landing pages, and curations for all seasonal campaigns• Co-leads our viral and seasonal trends initiative to open content TAM and fill gaps from GTM and promo• Uses UX tools to understand customer needs and behavior to inform creative assets and landing pages

Education

• University of Connecticut

  BA, Communication Processes

  2006 — 2010