One of Krista’s favorite things—alongside a good conversation, time with her family, or being near the water—is learning about people and situations in depth. Curiosity is core to her being, with questions like:

What’s really going on here?

For more than a decade, she has worked at the intersection of positioning, communication, and leadership, helping founders and executives make sense of how they are seen, where they’re going, and what it takes to bring those two into alignment.

Her work is grounded in a belief that positioning is not just about messaging. It’s about clarity at a deeper level—understanding the relationship between identity, expertise, ambition, and perception. At its best, positioning becomes an expression of what she calls aspirational authenticity: a reflection of who you are on your best day, and a direction that allows for continued growth.

Underlying this is a broader perspective she brings to her work—what she thinks of as a more becoming-led approach to positioning. Rather than anchoring solely in the past or projecting too far into the future, her work helps leaders position from a place that honors both who they are and who they are in the process of becoming.

At Positioning Collective, Krista leads the development of the firm’s positioning frameworks and works closely with clients to shape how they show up across brand, communication, and leadership presence. Her work often extends beyond traditional strategy into helping leaders understand how authority, trust, and perception are built over time—and how to shape them in a way that feels both intentional and deeply their own.

As one client put it, Krista has “an ability to see the throughline between who you are, what you do, and what you’re becoming—and then help you actually build it.”