Member Since March 2024
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About
I have been an essential member of the Media Culture team since the business was founded as Koeppel Direct more than 25 years ago. I spent my career building the company from the ground up — leading with forward-thinking vision for the agency and taking on any role, from accounting to media buying to new business. My dedication to making Media Culture a strategic, analytical, and trusted partner to clients brought growth and continued competitive success as the surrounding industry has experienced rapid change. Along the way, I received recognitions, including an Echo Award for my work with Turbo Tax.
![Christena Garduno's avatar](/profile/_next/image?url=https%3A%2F%2Fs3.amazonaws.com%2Fcco-avatars%2F117bf84f-a5c7-47b0-879b-f587a868fe2e.png&w=128&q=75)
Christena Garduno
Published content
![9 tips for business owners searching for brick-and-mortar real estate](/profile/_next/image?url=https%3A%2F%2Fimages.fastcompany.com%2Fimage%2Fupload%2Ff_webp%2Cq_auto%2Cc_fit%2Fwp-cms-2%2F2024%2F08%2Ffceb-ep-1920x1080-9_tips_for_business_owners_searching_for_brick-and-mortar_real_estate.jpg&w=3840&q=75)
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Business owners must carefully evaluate key factors to ensure their brick-and-mortar locations are set up for long-term success. For any business owner, securing the right real estate for a brick-and-mortar location is a critical decision that requires careful consideration of several market factors. Decisions made during this process can have a long-lasting impact on a business’s success. Below, Fast Company Executive Board members offer valuable tips to help you make informed decisions when selecting a physical location for your business. From understanding current market trends to evaluating the long-term potential of a location, here's how these key elements can make or break the success of the business.
![14 methods to boost business-client engagement in the digital age](/profile/_next/image?url=https%3A%2F%2Fimages.fastcompany.com%2Fimage%2Fupload%2Ff_auto%2Cq_auto%2Cc_fit%2Fwp-cms-2%2F2024%2F07%2Ffceb-ep-1920x1080-14_methods_to_boost_business-client_engagement_in_the_digital_age-.jpg&w=3840&q=75)
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Your brand may be selling itself short by remaining socially distant. Here's how to reconnect with customers and maintain their loyalty. As the virtual e-commerce system continues to evolve, brand leaders can no longer afford to sit on the sidelines if they want to see their companies thrive. That is why it is so important to actively engage with current and potential customers in the digital spaces they rely on to keep them informed about how your business can make a difference in their lives and meet their needs. If you're beginning to feel a disconnect between your audience and want to reestablish a stronger bond by elevating your efforts in brand awareness, here are 14 strategies from Fast Company Executive Board members to help start you off. You may need to catch up in some areas, but by applying these tips of the trade, you'll learn to be better engaged in the digital community and drive business impact to its highest capacity.
![Are your company's original DEI efforts suddenly at a standstill?](/profile/_next/image?url=https%3A%2F%2Fimages.fastcompany.com%2Fimage%2Fupload%2Ff_auto%2Cq_auto%2Cc_fit%2Fwp-cms-2%2F2024%2F07%2Ffceb-ep-1920x1080-are_your_companys_original_dei_efforts_suddenly_at_a_standstill.jpg&w=3840&q=75)
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Here are 12 reasons why equity and inclusion methods must move up another notch (the C-suite level) to reach desired outcomes and develop trustworthy employer-employee-consumer relationships. One of the reasons well-intentioned DEI initiatives often fall by the wayside in some work environments is because of the lack of full resources, expertise, and support that is required to keep them on the top of a company's agenda. Introducing new strategies to address DEI shortcomings may sound good on paper during the initial push, but if the leadership team is unwilling or unable to provide the proper expectations, communications, and training as it relates to the company's core values and objectives, their efforts will continue to come up short. To ensure DEI is given the attention it needs, 12 experts from Fast Company Executive Board each share their thoughts on why equity and inclusion efforts should be moved out of the HR department and elevated to C-level decision-makers instead.
![Balancing AI and human ingenuity: 20 ways to avoid overreliance on ChatGPT](/profile/_next/image?url=https%3A%2F%2Fimages.fastcompany.com%2Fimage%2Fupload%2Ff_auto%2Cq_auto%2Cc_fit%2Fwp-cms-2%2F2024%2F07%2Fusing-chatgpt-20-ways-to-balance-ai-with-human-ingenuity.jpg&w=3840&q=75)
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Although ChatGPT is helpful, overreliance on AI tools in the workplace can stifle professional growth. ChatGPT and other generative AI (GenAI) tools have become integral aspects of many business operations, from sales and marketing to corporate communications. While GenAI offers efficiency and valuable insights, leaning too heavily on this technology can ultimately stifle creativity and innovation. Leaders and teams that use these tools need to strike a balance between technology and human ingenuity. To help, 20 Fast Company Executive Board members discuss how organizations can avoid overreliance on ChatGPT and similar AI tools. Here's how to find a middle ground and encourage efficiency with a healthy dose of critical thinking and original ideas.
![20 customer success metrics that unlock business insights](/profile/_next/image?url=https%3A%2F%2Fimages.fastcompany.com%2Fimage%2Fupload%2Ff_auto%2Cq_auto%2Cc_fit%2Fwp-cms-2%2F2024%2F06%2Ffceb-ep-1920x1080-20_customer_success_metrics_that_unlock_business_insights.jpg&w=3840&q=75)
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Tracking these key measurements of customer behavior can transform your business efforts. Creating a truly customer-centric business strategy requires tracking the right metrics. Understanding specific key performance indicators related to consumer behavior can offer insights into what's working and what is not, so your company can make the appropriate adjustments. Below, 20 Fast Company Executive Board members explain which customer success metrics have provided their businesses with invaluable knowledge about their business efforts. With these measures in mind, you can make informed, strategic decisions and highlight areas that need improvement.
![20 proven cold contact strategies for successful business partnerships and sales](/profile/_next/image?url=https%3A%2F%2Fimages.fastcompany.com%2Fimage%2Fupload%2Ff_auto%2Cq_auto%2Cc_fit%2Fwp-cms-2%2F2024%2F06%2Ffceb-ep-1920x1080-20_proven_cold_contact_strategies_for_successful_business_partnerships_and_sales.jpg&w=3840&q=75)
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Revitalize your cold outreach strategy for more successful sales outcomes. In any industry, reaching out to a cold contact can be intimidating. The unfamiliarity can create anxiety and stress; however, with the right approach, it can lead to valuable opportunities. Below, Fast Company Executive Board members share their effective strategies for initiating contact with potential partners or clients. Follow their recommended methods to make a compelling first impression that can lead to a successful business relationship.
Company details
Media culture
Company bio
Since our founding in 1995, Media Culture — formerly known as Koeppel Direct — has existed at the forefront of change in the performance marketing industry. And as technology and media consumption has evolved, so have our capabilities. We’ve developed leading analytic capabilities, expanded our proven, nimble brand response and demand generation approaches across a variety of channels, and built a track record of success. And through it all, our clients have remained priority #1.