Nice to meet you.

I’m Krista—an executive creative leader with over a decade of experience shaping global brands across beauty, fashion, and lifestyle. As Senior Creative Director at Paula’s Choice, I define and steward the brand’s creative vision, partnering closely with executive leadership to translate strategy into culturally relevant, high-impact storytelling across digital, retail, and experiential platforms.

I specialize in building and evolving visual identities at scale—leading multidisciplinary teams, developing brand systems and guidelines, and delivering omnichannel campaigns that elevate perception and drive performance. My work spans end-to-end creative direction, including global campaigns, photoshoots, product storytelling, and immersive brand experiences, always grounded in clarity, consistency, and craft.

Photography has long been a personal creative practice and continues to inform my eye for composition, light, and narrative. Alongside leadership roles, I’ve collaborated with brands on product photography featured in campaigns and social platforms, as well as select freelance portrait and lifestyle work.

Outside of work, I’m usually wine tasting, in the garden, refining interior spaces, or curating the perfect Spotify playlist—often with a candle burning nearby.

I’m always open to meaningful creative conversations and collaborations.
Let’s connect.

Featured in Hemispheres Magazine.

Guest on This Is Design School podcast, discussing the intersection of passion and design