Kristel grew up on a Wisconsin dairy farm in the 1980s, during a time when family businesses were under pressure to either scale quickly or disappear. Watching people work incredibly hard without always seeing financial stability shaped the way she approaches business today. She learned early that hard work alone is not enough. Sustainable growth requires clarity, strategy, and the ability to adapt.

After building a career in strategic communications and marketing leadership across agriculture, food systems, education, and mission-driven organizations, Kristel noticed a common problem. Many businesses were overwhelmed by marketing that felt reactive, disconnected, or overly complicated. They were told to post more, do more, and chase every trend without a clear strategy or measurable return.

That experience led her to create BlueStem Marketing. By combining real-world business experience with practical marketing expertise, Kristel helps businesses cut through the noise, clarify their message, and focus on the strategies that actually drive growth. Her approach is grounded, strategic, and results-focused, helping brands build stronger businesses that are positioned to last.