I’m Christina Yi, a Strategist (not in the traditional ad agency way) — put simply, a creative problem solver.

Defining myself broadly in this way is intentional. In today’s web-based society, where technology is constantly updating and memes die fast, I believe a successful strategist is adaptable and honestly, a bit of a generalist. I’ve often found myself to be the first person on my team to look into the latest trend and turn those learnings into actionable strategies for brands.

Driven by my curiosities and entrepreneurial spirit, I like to go where the innovation is happening. Because of this, I helped transform legacy brands to digital and build out digital disruptor brands in beauty and audio streaming. This curiosity also led me to explore web3 during my recent sabbatical and now I’m diving into UX projects at Instrument.