Women's History Month Spotlight: Kristen Kalupski

We're continuing this year's celebration of Women's History Month with more features that give insight into how thought leaders from across our global offices tell, build, run, and find innovation in the digital space. 

This week, we are spotlighting Global SVP of Marketing, Kristen Kalupski! Here are her thoughts on leadership, stakeholder capitalism, corporate social responsibility, and more: 

Can you tell us a little bit about your time at Investis Digital so far? 

I lead our global marketing efforts as the Global SVP of Marketing. I came to Investis Digital in 2018 right before our rebranding which became an exciting opportunity to unite our solutions and services under one brand. It has been a great challenge to witness and adapt to the growth and change we have seen, especially since the beginning of 2020.  

What does Women’s History Month mean to you? 

This is a great time to celebrate the efforts and achievements of so many different individuals. As a working mom it makes me especially proud. Women’s History Month is an opportunity to push boundaries, and when I think of my daughter, I see it as a chance to shape a better world for her with fewer hurdles. 

Tell it - What are some women-led companies or individuals you think deserve more amplification? 

Firstly, I would like to note and celebrate that women own 36 percent of small businesses worldwide and the number of women entrepreneurs is growing rapidly. There is obviously still a long way to go, but it is a start.  

As for an individual, I’d like to highlight American TV Personality Amanda Kloots. I was touched by her ability to leverage social media to rally a community and raise money for her late husband, Nick Cordero, before she lost him to COVID-19 in 2020. I was also touched by her strength and resilience as she went on to expand her fitness business, become a best-selling author, and compete on Dancing with the Stars.  

Another woman who inspires me is Parachute founder and CEO Ariel Kaye. Before starting her luxury bedding company, Kaye was in advertising with interior design as a hobby. I admire how she blended her advertising background with her passion for design to create a thriving business.  

Build & Run it – What are the most crucial aspects of building and running a digital presence? 

Focus on your purpose and take the time to understand your audience. Know what you stand for (as an individual or company) and know what makes you needed. Come up with a holistic strategy that melds those two things well and use data/insights to continuously support and evolve that strategy. 

What advice would you give to other women trying to build their careers in the digital marketing space? 

Succeeding in a digital-first world that is changing rapidly requires a lot of agility and patience. Take challenges as opportunities to grow. It can feel overwhelming but continue to look for opportunities presented in chaos. As a female leader, or any leader really, you need to show consistency. It is crucial to create an environment of stability for your team and remind yourself to create balance as well. Part of good leadership also means taking time to meet your own needs.  

Find it – What do you think will be the most important performance marketing strategies of 2022? 

Do not be afraid to build and transform your brand, especially in a time of such rapid change. Stakeholder capitalism is also going to be a key part of creating and measuring success in 2022. You can read more on my thoughts about this in my piece, Stakeholder Capitalism, Corporate Social Responsibility, and the War in Ukraine, but it is crucial for businesses to understand who their stakeholders are—and build trust by aligning words with actions.  

To add to the ‘build it’ section, creating strategies to prioritize data security while also finding new ways to understand digital audiences will be key for 2022 as cybersecurity becomes an even greater concern.  

How should digital marketers think about measuring success differently in 2022? 

The first rule is to set clear KPIs for what success looks like for you and your company. Optimize the performance marketing tools you have and take the time to also consider the ‘softer’ metrics that are difficult to measure like brand culture or awareness.  

Stay tuned for more 

Thank you, Kristen, for these great insights! Stay tuned for one more feature to come this month. And, if this feature inspired you to enter the technology industry, look at our careers page to see if you are a good fit for any of our current openings!