Kristan founded Conifr in 2017 and led it through 2024. She previously served as Director of SEO at Zillow Group, overseeing a channel with more than 1 billion visitors annually, and Head of SEO at Amazon Web Services.

Kristan has worked on SEO for many notable brands, including Google, Zillow, Trulia, National Geographic, Amazon, and Express. She spent 15 years in search marketing, and before SEO developed award-winning brand campaigns and managed public relations.