"One thing that's clear from my years of management consulting is that most organizations search for growth in all the wrong places. The strongest brands and businesses are built upstream."

Meet Kristin

Kristin Kurth has an accomplished career in both upstream and downstream marketing. Her perspective comes from working across a wide range of industries, including consumer goods, financial services, health care, hospitality, publishing, real estate, and technology.

Kristin co-founded EquiBrand Consulting in 2000, helping clients from startups to Fortune 100 companies strategize, plan, and launch integrated brand-building initiatives. She has developed an extensive ecosystem of marketing and brand-building partners who contribute to her engagements as needed.

Kristin began her career in the advertising profession as a media planner on the Procter & Gamble business. From there, she worked in account management at BBDO on packaged goods businesses. She spent the majority of her career at Ogilvy & Mather, where she ran the NutraSweet/Equal Sweetener business, and was a Senior Partner/ Worldwide Management Supervisor in charge of the Wilson Sporting Goods business globally.

Kristin has a BBA from the University of Michigan Ross School of Business and an MBA from the University of Chicago Booth School of Business, with specialization in marketing, finance, and economics.

She has guest lectured extensively at top MBA programs, including Stanford, Haas Business School at University of California Berkeley, Northwestern’s Kellogg School of Management, and the University of Chicago’s Booth School of Business.

She has been an adjunct professor of marketing in the undergraduate and graduate programs of the School of Economics and Business Administration at St. Mary’s College.

Kristin is a certified practitioner of the Myers-Briggs Type Indicator®(MBTI) assessment tool and uses this in training and team development workshops, including Marketing Career Bootcamp, a program she developed to assist college graduates, recent graduates and others explore the field of marketing.



Learn more from Kristin on Upstream Marketing

Download the first chapter for free which includes the upstream marketing framework.