At the Intersection of Market Ops & Execution
I've worked inside marketing teams, alongside agencies, and in operational leadership roles. What I kept seeing was that the hardest problems weren't about effort or talent. They were about structure, and whether the business underneath the work was built to support it.
A Career Built across Marketing, Systems, & Operations
My name is Kristen De Lay. I've spent 20+ years in digital marketing building campaigns, working with analytics, managing martech systems, and sitting close enough to the agency-client relationship to see where things break down on both sides.
Over time, I moved from building strategy and implementing the marketing work to leading the operations behind it. I owned reporting structures, delivery workflows, and systems that enabled teams to consistently do their best work. I started looking at work the way operators do — not just what needs to happen, but whether the business is actually built to sustain it, and whether it's making money doing it.
That's the lens I bring to agency work now.
How I Work
I don't come in with a predetermined answer. I start by understanding what's actually happening — your systems, your team structure, where your time and money are going, and where delivery breaks down. From there, you get a clear picture of what's working, what isn't, and what to address first.
Some clients take that and run with it. Others want to work through the changes together. Either way, the goal is the same: an agency that runs well, with or without me in every conversation.
Outside of Work
I'm based in Denver, Colorado, where I live with my husband and a full house of animals. I've raised two kiddos, with the oldest recently off to college and the other one about to graduate high school.
Outside of work, I'm pursuing my Native Plant Master certification and spending time in my garden. I am also focused on my health with weight training, walking/hiking, and healthy eating.
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.