Hello! I’m Krista.

Global Brand & Marketing Leader

Global Brand & Marketing Leader

A seasoned brand & marketing leader who builds memorable, data-driven experiences across lifestyle, music, sports and consumer categories.

  • Gibson Brand Book

    I led the development of the Gibson Brand Book to align our voice, visuals, and storytelling across global teams and consumer touchpoints. Partnering with Creative, Product, and Commercial leads, I built a tool that became foundational for brand training, product launches, and campaign execution.

    Explore It
  • NAMM 2025

    NAMM 2025 Speaker

    At NAMM 2025, I joined Gibson’s Senior Director of Marketing on stage to present Is Brand Dead? Building a Brand in the Music Industry at the NAMM Idea Center. We focused on the recent launch of the Les Paul Studio and Les Paul Studio Session, highlighting how brand storytelling still drives connection and conversion.

    Learn More

  • Revoicing the Future

    In this episode, I share my journey in brand and marketing leadership across the music industry, including my time at Gibson. I talk about building consumer connection through storytelling, artist partnerships, and product strategy—all while navigating career growth and leadership as a woman in music.

    Listen Here
  • Epiphone 150

    Celebrating 150 Years of Epiphone

    I led the brand strategy and marketing launch of Epiphone’s 150th anniversary collection, celebrating its legacy from 1873 to today. This included commemorating new products, creating lifestyle merchandise, coordinating product storytelling, and executing go‑to‑market campaigns that honored the heritage while engaging more modern players.

    Celebrate Here
  • Gibson Acoustic Specials

    White Space Solution

    I launched Gibson’s Acoustic Specials series, the J‑45, L‑00, and Hummingbird models, priced between $1K–$2K to target younger players and tap into an accessible premium segment. Through strategic messaging, channel placement, and tailored storytelling, I captured 2 points of market share within that price range.

    Play Loud
  • Xenith Product Playbook

    Xenith Product Playbook

    I built a product playbook for Xenith that spanned helmets, accessories, and gear to support both retail partners and direct-to-consumer channels. The goal was to create clear, compelling guidance that made it easier to position products, drive sell-through, and connect with athletes and parents.

    Tackle Here
  • imogene + willie

    imogene + willie

    I launched the Gibson x Imogene + Willie partnership and led multiple apparel collections that brought together our shared roots in music, craft, and storytelling. From concept to launch, I worked closely with both teams to develop tees, hats, jackets, and more that felt true to both brands and resonated with fans.tion goes here

    Style It
  • Leo Scale Master Artisan

    Establishment of Gibson Master Artisan

    I led the creation and launch of Gibson’s Master Artisan program, collaborating with world-class luthiers to craft exclusive, one-of-a-kind instruments under the Custom Shop. The program honors Gibson’s heritage of craftsmanship while delivering playable works of art that inspire musicians.

    Explore Artistans

Did you hear?!

I had the privilege of working closely with Krista for over five years at Gibson, including directly managing her during a critical time of brand transformation. She built and led the brand function from the ground up, connecting teams across product, creative, digital, and commercial to launch campaigns that consistently delivered results. Krista blends strategic thinking with sharp execution, whether that’s refining GTM processes, launching global campaigns, or translating insight into action. She drove growth in both DTC and retail, led a high-performing team, and helped position our portfolio for long-term success. Beyond that, she’s a trusted mentor, a tireless advocate for her team, and a real force in the industry.

Beth Heidt, Chief Marketing Officer at Gibson

"I’ve had the privilege of working under an incredible leader at Gibson—Krista Gilley. Her impact extends far beyond job titles or day-to-day deliverables. Krista leads with both clarity and compassion, setting the tone for a team culture rooted in support, collaboration, and real growth. She’s a fierce advocate for her team, especially when it comes to creating space and opportunity for women—in and outside the MI space.

What truly sets Krista apart is her commitment to the entire consumer experience. She sees the brand through a wide lens—whether it’s the energy of a launch event at Guitar Center, the storytelling behind a lifestyle campaign, or the experience someone gets when they walk into the Gibson Garage. Every touchpoint matters, and she ensures they all connect to something bigger: an authentic, meaningful brand that inspires.

Working with Krista has been both an awesome learning experience and a professional highlight. She doesn’t just lead—she uplifts, advocates, and drives purpose through everything she does."

Marianne Smith, Direct Report at Gibson

"Krista was an invaluable member of our Digital Team. Her creativity, attention to detail and ability to utilize out of the box solutions for everyday challenges allowed our digital team to maintain a cadence of programs on the Web, on Mobile and in communication channels like Email and Text Alerts.
In addition she also took lead in multiple initiatives including but not limited to; program management, micro-site creation, advertising creative, program analytics and campaign recaps."

Hu Longmire, Digital Engagement Director at Fareway Stores

Krista helped lead the Gibson portfolio across a range of MI categories and brands — we worked closely on pro audio, amps, and pedals, but Krista also supported the bigger picture across the full Gibson lineup.

Krista partnered with Gibson’s commercial and regional teams to develop and roll out campaigns, supporting sell-in and guiding the marketing ops team on creative execution.

She also contributed to the success of Gibson’s product roadmap through insights from forecasts, product specs, and customer feedback to help shape roadmaps and make sure we were building the right stuff.

Any team or team member is lucky to work with Krista.

Kevin Van Pamel, Global Business Development Director of Sound Solutions at Gibson

"I had the pleasure of working with Krista during our time at Dollar General via PureRED, and from the start, it was clear she was the go-to for her team and the business, especially when it came to growing digital. She led a ton of projects with ease and kept things moving smoothly, even when there was a lot on our plates. People trusted her because she always had answers and was a few steps ahead.

We reconnected again while I was at Opry Entertainment and she was at Gibson. What really stood out was her pulse on music, artists, and culture. She just gets how to make brands feel real and relevant, especially in spaces where community and storytelling matter. It’s no surprise she’s continued doing amazing work in the music and product world. We’ve stayed close over the years, and I’d jump at the chance to work with her again."

Cody Mohon, Associate Media Director at GS&F

  • 10+ Years of Marketing & Brand Experience

    Across lifestyle, music, sports and culture

  • Community Leader

    Volunteering, Connecting, Supporting

  • Delivering Results

    Strategically taking marketshare