If you're gonna have a crackin' good media department, you need a numbers person in the mix. Someone who can make magic out of spreadsheets. And you need a person who enjoys doing it. Christa's all three. "I crunch numbers, and I like it," she says, pivot-tabling a massive Excel file between bites of Olive and Sinclair small-batch chocolate.
It goes without saying that digital media plans aren't worth diddley unless they're accountable; Christa likes that. She believes strongly in doing "what's right for the client, and having the numbers to back it up."
She has more shoes than anyone.