Kristen is Chief Brand Officer and Head of Creative Commerce at Fieldbar, the Cape Town-born luxury cooler brand that has grown from startup to global brand in under four years — becoming a category leader at Harrods and topping the Financial Times ranking of South Africa's fastest-growing companies.

Her career has been built at the intersection of brand and commerce, with a background in disrupting the traditional South African wine industry before bringing that same challenger instinct to Fieldbar.

She speaks on the strategic architecture of challenger brands, the case for keeping brand, creative marketing and commercial accountability in the same hands, and what it actually takes to build a luxury brand from scratch in a market that didn't know it needed you.