Director of Commercial Partnerships
Crystina has over sixteen years of experience working in advertising, the brand entertainment space and brand partnerships.
Crystina started her career in account management at Publicis, before joining Saatchi&Saatchi and working across film, TV documentaries, events and music releases, working with brands like Sagatiba, Dr Martens and Shockwaves.
In 2008 Crystina joined Sony Music as Business Director to help launch the pan European creative agency, SBX, which was set up to develop marketing partnerships between talent and brands. She went onto lead Reebok Classics music strategy across Europe, collaborating with the likes of Alicia Keys, Mike Posner and Labrinth. She also led the UK partnerships business and worked closely with Sony businesses, including Sony Headphones, helping to launch multiple artist led product campaigns, content programs and product development with The Script, Katy B and Hurts.
Following this, Crystina was promoted to Senior Director of Strategic Partnerships working closely with Sony Mobile, as co-author and co-creator of Xperia Access, a content program and platform giving Sony Mobile users exclusive access to the best of Sony Music artists, the music industry, and events.