KAREN M CRISTELLO, MBA, CTSM
brand development
integrated marketing communications
events & trade shows
MBA DEGREE
Master of Business Administration
Sacramento State University, 2020
Executive MBA Program
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When I decide to do something, I do it in force.
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​I resolved to pursue an MBA degree in October 2018, moved to Sacramento and started in March 2019, and finished in July 2020.
​Rather than doing a capstone project related to my job, I preferred a greater challenge—to explore a company and industry I knew almost nothing about.
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I chose Gekkeikan Sake USA (Folsom, CA) because I was thirsty to learn more about the Japanese beverage and its challenges in the U.S., and to construct a blueprint for increasing market share. I embraced the opportunity to create a comprehensive, strategic marketing plan in just 10 weeks that required extensive research into legal, regulatory, and economic issues as well as sociocultural, environmental, and sustainability forces.
CTSM (GOLD) CERTIFICATION
Certified Trade Show (and Events) Marketer
Northern Illinois University, 2016
Bronze – 2017, Silver – 2018, Gold – 2018
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From March 2015 to November 2016, I completed the program of 28 courses, a three-hour comprehensive exam, and an 80-page portfolio demonstrating application of essential learning components.
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My portfolio is a case study on the American Academy of Ophthalmology Resource Center at AAO 2015 and AAO 2016. I detail measurable objectives, exhibit design and production, integrated marketing communications (IMC), results reporting, and more. The portfolio review committee commented:
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"Most thorough IMC section we have seen in a portfolio"
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"Your enthusiasm for always making things better shines through."
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"Very thorough, well done, and very professional"
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"Fascinating reading"
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"You should consider presenting a topic at ExhibitorLive."
I've also volunteered as a mentor to new enrollees in the program and as a portfolio advisor.
CTSM is the only university-affiliated professional certification program for trade show and event marketers.