Krista Moats — Founder & Strategic Communications Leader
Krista runs IT Marketing & Communications for the University of Notre Dame’s Office of Information Technology, where she leads a team that turns technical updates into plain language and puts them in front of the right people—fast.
At Notre Dame, she created AAURI™ content strategy framework, a five‑step, evidence‑based process that moves teams from insight to execution without the usual bloat. All in the name of content that reaches the right person, at the right time, with the right message.
AAURI’s core objective is to keep marketers locked on work that actually moves the needle—no chasing shiny deliverables, no slides-for-slides’ sake. Every tactic traces back to a clear purpose, measurable impact, and a single statement of “why.”
Before Notre Dame, Krista logged more than fourteen years across TV news promotion (yes, writing/shooting/editing under tight deadlines), ad agency leadership (more tight deadlines, just not as tight as news), and corporate marketing.
At Pathfinders Advertising she led influencer and social programs for national brands, pairing data discipline with creative direction and sharpening her focus on audience retention, engagement, and storytelling. This was where she was able to fine-tune her reporting skills and learn how every move you make changes the message efficacy.
All of her experience taught her the importance of learning your audience and speaking directly to them. In news, she learned how to get to the point—extremely fast. In influencer marketing, she learned the importance of an authentic audience that actually listens and takes action when spoken to. At Notre Dame, she saw the big picture, pulled it all together, and created AAURI™.