We serve the B2B community with a unique mix of in-agency experts, experienced industry veterans, and an auxiliary team of specialists. Our passion for entrepreneurism led us to build an agency dedicated to serving growth-mode B2B organizations. With decades of combined experience, both agency and in-house, we’ve built a hard-earned and well-deserved reputation that sets us apart from other agencies. Our clients count on the Crossroads team for the experienced leadership and strategic council needed for successful PR and marketing engagement.
We’re based in Raleigh, NC, at the heart of Research Triangle Park (RTP), one of the largest research parks in the world and home to three major research universities: Duke University, NC State University, and the University of North Carolina at Chapel Hill.
Founder & CEO
Kristi has more than 20 years of experience in B2B public relations and marketing for companies of all sizes from emerging growth to established leaders. Having worked both in-house and at multiple high-tech national PR firms, Kristi has launched dozens of companies and products in a wide variety of industries. Prior to Crossroads, Kristi worked with several technology companies, including TogetherSoft as the public relations manager, where she was responsible for building credibility for the company, products and management which helped lead to a successful $210m acquisition by Borland Corporation. Kristi also served as a director at RFBinder Partners (previously Ruder Finn), where she was responsible for building the agency’s high-tech practice both in RTP as well as in Boston, MA. Prior to RFBinder, she served as public relations manager for OpenSite Technologies which sold to Siebel Systems for more than $500 million in May 1999. Kristi began her career at Brodeur Worldwide. Kristi has a Bachelor of Science degree in business with a concentration in Marketing from Meredith College. In addition, Kristi is a winner of the Triangle Business Journal’s 40 Under 40 award.
Chief Analytics Officer
Laura comes to Crossroads as a digital marketing professional with experience in a variety of industries including Software as a Service and Clinical Research. Her creative and energetic approach brings innovative solutions to life across platforms and media. She takes complex ideas and distills them into easily understandable content. Laura develops strategy from a research-based approach that is tailored to the industry, the needs of her clients, and their customers. At Crossroads, Laura develops and manages strategic, integrated marketing campaigns for global clients in the tech, healthcare, and CRO industries.
Chief Marketing Strategist
Brittany is a creative, dedicated life sciences professional with nearly two decades of marketing experience. Though she has a foundation in academic publishing, she has spent the majority of her career in the life sciences. She has experience in project management, business analytics, and market research, but she’s most passionate about writing, content creation, and marketing strategy. At Crossroads, Brittany listens to the unique stories of our tech and life science clients, translating them into effective integrated marketing and public relations campaigns.
Director, Content Creation & Strategy
Using her diverse writing experience, Jamie can tailor information for any audience, delivery method, and content area. Jamie provides her expertise in scientific writing across all forms of collateral, including whitepapers, reports, ebooks, infographics, blog posts, web content, and more. She researches and develops content for a number of therapeutic areas, technologies, and global regions.
Director, Graphic Design
Vanese has 25+ years of experience strategizing and creating designs across multiple industries. Her team supports full rebranding, web design, collateral development (case studies, infographics, brochures, ebooks, presentations), animated videos, conference poster presentations, exhibitor booth design, and social media support.
