At the Intersection of Market Ops & Execution

Over the last 20+ years, I’ve worked inside marketing teams, alongside agencies, and across operations — often in moments when effort was high, systems were messy, and leadership needed clarity they could trust.

What I’ve learned is that marketing rarely fails because of talent or intent. It breaks down when execution, systems, and decision-making drift out of alignment.

That space — between doing the work and understanding whether it’s working — is where I focus.

A Career Built across Marketing, Systems, & Operations

My name is Kristen De Lay. I started my career in digital marketing, building and evaluating campaigns, working with analytics, and partnering closely with agencies and internal teams. Over time, I became increasingly drawn to the systems and processes behind the work — how tools connect, how performance is measured, and how decisions get made.

That path led me into operational leadership roles, where I owned martech systems, reporting structures, delivery workflows, and cross-functional alignment. I learned to speak the language of marketing, technology, and finance — and to translate between them.

Today, I bring that integrated perspective to small and midsize businesses that need clarity without overhead.

How I Work

My work is diagnostic and collaborative by design.

I don’t replace teams or run campaigns. Instead, I help leaders and marketing teams understand what’s actually happening, where insight is being lost, and which changes will have the greatest impact.

The goal is always the same: clearer execution, better decisions, and systems that support the work — not get in the way.

I work with teams navigating increasing complexity — including automation and AI — and help them decide what’s useful, what’s premature, and what’s simply noise.

I live in Colorado with my husband, two kids, and a full house of animals. Outside of work, I’m drawn to systems — in work and life — that thrive when the right foundations are in place.

Let’s Start with a Conversation

If you’re unsure what’s working, where things are breaking down, or what to focus on next, a short conversation can help clarify whether I’m the right fit.