Right Side Up Talent Spotlight: Kealin Civetti

The Right Side Up Talent Spotlight series highlights the incredible talent within our team, from full-time employees to growth marketing consultants in our collective. This month, we’re excited to introduce Kealin Civetti, a director on our project strategy team.

Although Kealin only recently celebrated her one-year work anniversary at Right Side Up, the mark she’s made is undeniable—which is why she’s our latest Talent Spotlight.

Kealin’s time in the marketing world spans over a decade and includes a breadth of experiences, including media buying, performance marketing, and leading growth marketing teams. Add to that expertise a caring, supportive, and empathetic personality—and you’ve got the perfect fit for a director on our project strategy team.

“Kealin readily celebrates others' achievements, creating a positive and supportive atmosphere. Her approach is refreshingly authentic; she prioritizes understanding and empathy, making everyone feel truly valued.”

Let’s get to know Kealin and how she juggles wanderlust, family, and her role as a self-described “marketing matchmaker.”

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Where do you call home and what is your work environment like?

I live in Barrington, Rhode Island. We moved here last year after many years in New York City and Boston to be closer to the water and give our two daughters—and our dog—more space to run around. 

Both my husband and I work from home, so I have a built-in coworker, but working remotely also gives me the flexibility to take breaks during the day, walk our dog, and spend a few minutes by the water—which has been a huge benefit for my work-life balance.

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Tell us a little more about your role and time at Right Side Up.

I’m a director on the project strategy team, and I just celebrated my one-year anniversary with RSU in March. I like to think of my role as a marketing matchmaker: I dive deep with client partners to really understand their marketing challenges and needs, and then work to match them with the perfect resource within our collective.

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Could you dive into your professional background and any achievements you’re proud of or notable brands you’ve worked with?

I have a pretty broad background, with experience across a range of industries and company sizes—from startups to large, established brands. 

I got my start agency-side, working as an integrated media buyer for Mercedes-Benz, before transitioning into performance marketing on accounts like TD Ameritrade, Darden Restaurants, TJ Maxx, and Marshalls eComm.

From there, I moved in-house to two DTC startups: Liteboxer, a connected fitness company, and Droplette, a skincare tech brand—where I led Growth Marketing. I was drawn to these companies because their missions, products, and values closely aligned with my own.

In those roles, I really had to dive in headfirst, and learn so much in a short period of time. While my background started in performance marketing, working at startups meant I had to cover the full growth ecosystem: CRM, affiliate, referral, offline, influencer, and more. 

Those three years gave me a true 360° view of growth, and I think that broad experience has really set me up for success in my current role.

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Give us your take on growth marketing today: What excites you, how have things changed since you got started, and where do you think it’s headed?

What I love about growth marketing is that it’s always evolving—it keeps you on your toes. Over the past ten-plus years, I've watched it shift dramatically as technology, consumer behavior, and market trends have changed. 

Early on, growth was super channel-specific and all about driving performance. I was drawn to it because I love being able to measure impact seeing exactly how marketing efforts move the needle. That’s what pulled me away from more traditional media into roles focused on performance and optimization. 

Now, growth marketing is so much bigger: it’s about building full-funnel experiences, creating real brand loyalty, and thinking holistically about the customer journey. Looking ahead, I think the best growth marketers will be the ones who blend creativity with data, lean into personalization, and use AI and automation to scale authentic connections at every touchpoint.

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What has the flexibility of Right Side Up’s remote-first model allowed you to do outside of work?

The flexibility at RSU has been a total game-changer. It has allowed me to be way more present for my family—whether that's being there for my daughters after school, squeezing in walks by the water with my dog, or just having a little more breathing room day-to-day. Having that balance has made me more energized, more creative, and honestly, better at what I do.

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A few fun questions to conclude: First, what did you want to be when you grew up?

Growing up, I watched the morning news with my mom every day, and for as long as I can remember, I wanted to be a news anchor. I even met Katie Couric once and told her I wanted to be her when I grew up. She gave me her autograph, which I found when I was cleaning out my childhood home a few years ago.

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Lastly, tell us about the favorite places you’ve traveled to.

I've been really fortunate to travel a lot over the years—it was something my family prioritized growing up and something my husband and I still make a big priority. Two trips stand out for me:

• First, South Africa. I went years ago, and honestly, going on safari is one of those rare experiences that completely lives up to the hype — it’s unforgettable. I think this trip solidified my love for travel at a young age. 
• Second, Vietnam. We spent two weeks in Southeast Asia for our honeymoon, and I absolutely fell in love with Vietnam: the natural beauty, the food, the culture, the people—all of it. It’s one of those places that stays with you long after you leave.

‍Looking to hire full-time or fractional marketing talent? Drop us a line. Are you interested in joining the Right Side Up team? Reach out at talent@rightsideup.co.