the work
TIKTOK
Challenge: Amid rapid platform growth and regulatory scrutiny, TikTok needed to strengthen creator trust and brand safety, while driving sustainable success across a global, highly visible creator network.
Approach: Kirstyn co-led brand and creator platform strategy for 3,500+ influencers, guiding growth, trust, and safety initiatives. During the high-stakes #TikTokBan, she managed a team of Community Strategists while directing communications and crisis management, maintaining 93% satisfaction and a 96% Net Promoter Score. She also partnered with senior stakeholders to design 40+ creative development sessions with CAA, Mattel, Uber, TurboTax, Unrivaled, and top creators. Finally, she focused on the program’s future, building roadmaps for international expansion into Australia, South Africa, and the UK.
Results: +1.3B collective follower growth for underrepresented digital creators; 93% satisfaction and 96% Net Promoter Score; 40+ live sessions with leading brands and agencies; Strategic expansion plan for three new global regions
YAHOO
Challenge: In the wake of the 2020 racial justice movement, Yahoo sought to engage its 800M+ monthly users with meaningful, culturally relevant content that could strengthen audience trust, brand leadership, and long-term loyalty.
Approach: Kirstyn designed and launched the Yahoo Allyship Pledge, an immersive digital platform that translated cultural urgency into a scalable brand initiative. She assembled and virtually led a lean team to deliver a multi-channel strategy, producing video, editorial, and live programming featuring the ACLU, Color of Change, and Dr. Cornel West. By blending thought leadership with interactive experiences, the initiative positioned Yahoo as a trusted cultural voice while equipping users with accessible tools to engage and share across their networks.
Results: Engaged 800M+ unique, global visitors; 85K+ video views within the first six weeks; 16M+ social media impressions; 19K+ social actions; 81% positive audience sentiment
HENRY SCHEIN
Challenge: As the healthcare landscape rapidly evolved, Henry Schein—a global distributor of medical and dental supplies—sought to refresh its visual brand identity to remain competitive and future-focused.
Approach: Kirstyn pointed out persistent underrepresentation in medicine and dentistry — a critical industry challenge — and identified inclusion as a strategic driver of innovation. In the wake of a global brand shoot, she developed an inclusive casting framework that guided representation in model selection and on set, capturing a range of body types, ages, races, and ethnicities. To ensure sustainability, she also developed a Production Playbook with standards for inclusion, providing ongoing standards that protect and represent diverse identities.
Results: 27K+ diverse and adaptable brand assets; Strengthened global brand positioning; Long-term production standards to embed inclusion across marketing operations
