Ali spent 18 years at Burton Snowboards — most of them as Chief Strategy Officer, holding strategy, sustainability, transformation, and customer insights simultaneously. She was in the room for every major strategic decision the company made during that period, and she built and led the work that made Burton one of the first snowboard companies to become B Corp certified.
Her path was unusual: she started in sustainability, concluded it could only go as far as the business strategy beneath it, and built the strategy function too. That experience — moving from purpose into strategy, not the other way around — is what makes her perspective distinct. She has seen firsthand how purpose and competitive strategy reinforce each other when they’re designed together, and what it costs when they’re kept separate.
She knows what it looks like when a leader is operating at their best — and what it costs an organization when they’re not. She’s worked with boards, built sustainability strategies that became genuine competitive advantages, and learned how to make purpose precise enough to guide every decision. That’s the work she brings to clients.
Kristy built and scaled a $300M business at eBay — leading P&L across multiple business lines and markets, driving revenue growth, and designing the operating systems that turn strategy into execution at scale. She’s done the work of figuring out where to grow, how to win, and what it takes to build an organization that can actually deliver.
What sets Kristy apart is that she has actually built what she now advises on. She didn’t study execution from the outside — she led it from inside one of the most complex technology organizations in the world. She knows what it looks like when decision rights are unclear, when teams are working hard on the wrong things, when a good strategy sits unused because the operating infrastructure isn’t there. And she knows how to fix it fast.
She’s a pattern recognizer — someone who has seen enough organizations, enough markets, and enough leaders to know what works and what doesn’t. She’s direct, execution-focused, and she builds systems that run without requiring the leader to hold them together.