hEllo, I'm Krystal.

A BIG PICTURE STRATEGIST and RELENTLESS EXECUTOR driven by a desire TO DO GOOD.
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RESUME

About ME

Future-Focused Strategist + ACTION CATALYST
I’m a creative business strategist, problem-solver and storyteller with over 9 years of experience transforming ideas into action at Fortune 100 companies, early-stage startups, and everything in between. I specialize in tackling complex challenges, turning ambiguity into clarity, and delivering results in fast-paced, ever-changing environments.
CORE COMPETENCIES- Corporate Strategy - Product Marketing - Design Thinking - Entrepreneurship WHAT DRIVES MEI’m motivated to tackle societal challenges at an individual level by creating thoughtful, delightful product experiences, particularly in health tech. My work is guided by curiosity, empathy, and a belief in being bold.
WHAT SETS ME APARTI’m a root-cause detective with a knack for uncovering the "why" behind every challenge, a quick thinker who thrives under pressure, and a results-driven doer with a reputation for making things happen. Whether it’s driving initiatives across cross-functional teams or navigating uncertainty, I bring laser focus and a solutions-first mindset to everything I do.
MY EDUCATIONI'm proud to call MIT (MBA) and Stanford University (BS in Engineering: Product Design) my alma mater.

American By Birth,

Global Citizen By Choice

48 countries & TERRITORIES AND counting.
I’ve lived and worked in five U.S. cities—Boston, New York, San Francisco, Los Angeles, and Houston—but my passion for an international career and lifestyle has taken me well beyond those borders. Most recently, I was based in Seoul, South Korea, and I’m currently on sabbatical in the Asia-Pacific with my husband. Outside work, I’m an avid traveler, bookworm, nature enthusiast, and foodie. My curiosity for new cultures is boundless, and wherever I go, you can count on me to discover the best bakeries in town!
My husband (Scott) and I riding camels in Mongolia

my career path

(because the best journeys are non-linear)
MY RESUME
  • 2024
    PERSONAL SABBATICAL
    Building Something New Exploring the world above and below water, gaining hands-on experience through active volunteering, pursuing a Global Master of Public Health degree, and indulging my voracious love of reading.
  • 2021 - 2024
    SAMSUNG
    Global Strategy & US Health Tech Strategy (Senior Manager) Future-proofing Samsung's core consumer electronics business, while looking for the next big idea in health tech, fintech, and smart home technologies.
  • 2019 -2021
    MIT SLOAN SCHOOL OF BUSINESS
    MBA (Business Analytics Certificate) Rounding out my skillset with finance, operations, and business analytics skills—because solving big problems needs more than just big ideas.
  • Summer 2021 Product Marketing (MBA Intern)
    RXWARE
    Reimagining and simplifying the patient journey for individuals with complex, rare diseases.
  • 2016 - 2019
    the bliss group
    PR & Marketing Communications (Senior Account Executive) Turning dense, jargon-filled B2B corporate messaging into clear, compelling stories that lead to actionable business leads and sales.
  • 2015 - 2016
    fairy (acquired by postmates)
    Growth & Operations (4th Employee) Bringing order to chaos in the startup world by building a marketplace platform that provided weekly housekeeping subscriptions to luxury apartment residents.
  • 2014 - 2015
    oracle
    Business Development (Consultant) Turning marketing enterprise software into sales pitches and stories that even your grandma could understand.
  • 2010 - 2014
    stanford university
    B.S. Engineering: Product Design Leveraging "design thinking" to create solutions that blend human empathy with engineering precision.

strategy

COMPLEX QUESTIONS I HELPED ANSWER
HEALTH TECH: US CORPORATE STRATEGY
What should Samsung's short and long-term US digital health strategy be?
SLEEPTECH: US PRODUCT-MARKET FIT
What is the US product-market fit for a new sleeptech concept?
FINTECH: gLOBAL MARKET EXPANSION
Which countries should Samsung Wallet prioritize for expansion after its launch?
SMART HOME: GEN Z PRODUCT INNOVATION
How can Samsung future-proof its Digital Appliances business for a growing Gen Z consumer base?
SMART HOME: BUSINESS MODEL INNOVATION
How can Samsung's Digital Appliances business innovate business models to boost online sales?
BIG TECH: METAVERSE IMPLICATIONS
What are the long-term implications of the metaverse for Samsung?
PHARMA: SUSTAINABILITY FRAMEWORK
What sustainability framework should Biogen use to assess its advanced therapies across its product lifecycle?
FINTECH: thailand GO-TO-MARKET (gtm) STRATEGY
What GTM strategies should Funding Societies, Southeast Asia's largest lending platform, prioritize for entering Thailand?
TECH: US BEACHHEAD MARKET
What should be the beachhead market for Matilda, an early-stage intelligent web development platform?

MARKETING

INITIATIVES THAT MADE AN IMPACT
usda & technoserve: prosper cashew PROJECT
Prosper Cashew is a 7-year project implemented by TechnoServe and funded by the U.S. Department of Agriculture (USDA) to increase cashew processing in West Africa by 50% of its local production. Brand Marketing Developed a 2025 US marketing roadmap to introduce a new West African Cashew category-level brand to the US market. Designed local campaigns for one of Côte d'Ivoire's largest cashew processors.
AMERICAN RED CROSS
The American Red Cross is a humanitarian organization that provides emergency assistance, disaster relief, and education. UX Writing & Communications Revamped external disaster relief communications using UX writing and plain language principles. Co-authored the Red Cross' 1st organization-wide UX Writing Guide to improve the accessibility of communications in crises.
HEALTH EMERGENCY INITIATIVE
The Health Emergency Initiative is a nonprofit based in Lagos, dedicated to providing emergency medical support, capacity building and healthcare services across Nigeria. Social Media Marketing & Communications Developed social media content strategies and materials on LinkedIn, Facebook and Instagram to increase engagement and awareness.
rxware
RxWare is an integrated B2B2C digital health platform designed to streamline patient onboarding and improve medication adherence for specialty pharmaceutical brands.
Product MarketingCo-developed new product positioning, messaging and UX design with the CMO and Chief Product Officer. Revamped messaging strategy based on comprehensive SWOT and competitive analyses and a synthesis of insights from 55+ interviews across the specialty patient journey.
bdo USA (via the bliss group)
BDO USA provides a wide range of professional services–financial audits, tax planning, risk management, cybersecurity and digital transformation–across multiple verticals, including healthcare, technology, manufacturing, real estate, and financial services.
Integrated MarketingLed integrated marketing initiatives for the Bliss Group's $1B+ client, focusing on its Technology, Technology & Business Transformation, and Global Forensics practices. Strategically revamped its PR, media and marketing communications strategy, the success of which led to duplication across 7 verticals.
Fairy (acquired by postmates)
Fairy was an early-stage marketplace platform offering weekly luxury housekeeping subscriptions to apartment residents in San Francisco and New York.
Growth & Guerilla Marketing (4th Employee)Drove growth and operations as the 4th employee. Developed the full consumer and housekeeper acquisition and onboarding funnels, increasing our recurring paid subscriber base (demand side) from <10 to 300+ in less than one year and ensuring our housekeeper onboarding (supply side) kept pace. Co-expanded operations to New York after a successful San Francisco pilot.

musings

(more to come)
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