Hi, I’m Kathy Rivera!
Building brands, shaping strategy & finding growth.
I connect brand strategy, audience insight, business goals, and technology to uncover growth opportunities and turn ideas into action.
Curiosity connects the dots.
- Brand building
- Creative strategy
- Growth & GTM
- Technology & analytics
Understanding what matters to find what’s possible.
Good work starts with understanding the people, priorities, and challenges behind it. Looking across audience insights, business goals, data, and technology helps uncover opportunities, question assumptions, and clarify where to focus. From there, strategy and creativity turn ideas into practical plans, meaningful experiences, and measurable improvements.
01
Listen & understand
Get to know the people, context, and goals behind the work.
02
Connect the pieces
Bring together customer behavior, business priorities, data, and technology.
03
Find a direction
Identify the opportunity and agree on what is worth pursuing.
04
Make it happen
Turn ideas into strategies, systems, and experiences, with a plan for measuring the results.
05
Analyze & learn
Look at what changed together and talk through what it tells us.
06
Optimize & improve
Build on what works, or change course when the findings point elsewhere.
Selected work
From insight to outcome.
01
SEO, product, and content systems
Scaling an acquisition opportunity
Connected search demand, page structure, templates, and publishing operations to help scale a content initiative.
3 → 12 pages per week
02
Brand, go-to-market, and marketing operations
Building a marketing function from scratch
Built foundational marketing capabilities for a cybersecurity startup, connecting positioning, visual identity, website, lead generation, and sales enablement.
03
AI, automation, and data infrastructure
Making marketing work smarter
Developed workflows that connect APIs, data infrastructure, AI, and task-management tools to make recurring SEO processes more repeatable.
A few things I’ve learned.
Some things only become clear when you look closer, question your assumptions, and explore how the pieces connect and influence one another.
01
A bottleneck is often a signal, not just a problem.
It can point to a broken process, a missing resource, or an assumption worth revisiting.
02
A good strategy still needs an organization that can bring it to life.
The plan is only one part of the equation. People, processes, and priorities determine what actually happens.
03
Good experiences don’t happen in silos.
Brand, content, product, and service all shape how people experience a business. When those pieces work together, the experience feels more coherent.
04
Automation is often less about replacing work than redesigning how it happens.
The biggest opportunity may be rethinking the process before automating it.
05
Demographics don’t always explain behavior. Context matters.
People who look similar on paper can have very different needs, experiences, and levels of familiarity with technology.
06
Sometimes the answer is hiding in a connection nobody thought to make.
A new perspective can emerge when you bring two seemingly unrelated ideas, systems, or observations together.
Illustrations
I enjoy exploring visual ideas, learning new tools, and making things simply to see where they lead.
A little about me:
I’ve always been curious about how things connect, from the ways people think and interact to the ideas, technologies, and experiences that shape our world. I love those moments when something clicks, a new perspective shifts how I see a problem, or an unexpected connection opens up a new possibility (or sends me down a rabbit hole!).
That curiosity follows me beyond work, too. I enjoy learning new things, exploring creative ideas, and following a question simply because it’s interesting. Sometimes it leads to something worth sharing; other times, the fun is in the exploration itself.
There’s always something new to discover, and I think that’s part of what makes life interesting.
Currently curious about
The world is endlessly interesting, and there’s always something new to learn.
I’m usually learning something new, trying a different creative medium, or following a side quest to see where it leads. I love finding unexpected ways to combine interests, too. Sometimes it leads to something worth sharing; other times, the reward is a new perspective, skill, or simply the satisfaction of figuring something out.
Learning list · Q4 2026
- TouchDesigner
- Workflow optimization
- Communication
Current read
Salt: A World History
A reminder that even an everyday ingredient can open up a much bigger story about history, trade, culture, and power.
A fact worth keeping
In 1930, Gandhi and his companions walked about 240 miles over 24 days to make salt from the sea at Dandi. A pinch of an everyday mineral became a protest against British colonial rule.
Tools and experiments
- Projection Mapping
- Touch Designer
- Procreate Dreams
An exploration lab is in the works. Stay tuned.
Good things can start with a conversation.
Always happy to connect, exchange ideas, explore a question, or see where a conversation leads.