About Cristina Anne Costa
Senior Vice President of Sales at Pēq, Speaker, P2P 40 Under 40 2023 Honoree, 2025 Women of Excellence “Industry Impact” Award Recipient.
Cristina is a results-driven sales executive passionate about aligning data, analytics, and shopper marketing to drive measurable incremental growth. With deep expertise across CPG, beverage alcohol, and retail media, she builds revenue strategies that centralize performance measurement and eliminate fragmentation. Today, she partners with brands and retailers to create standardized sales frameworks that serve as the definitive source of truth for industry-wide performance.
Building Incremental Sales Through Measurement
Cristina Anne Costa has built her career at the intersection of sales, data, and shopper marketing. From digital account leadership roles to Senior Vice President of Sales, she has consistently focused on one outcome: measurable incremental growth.
Throughout her leadership in CPG and beverage alcohol, Cristina has driven integrated sales strategies that connect retailer objectives, brand positioning, and digital activation. Her expertise lies in transforming fragmented reporting into standardized measurement systems that provide clarity, transparency, and actionable insight. By aligning analytics with revenue strategy, she ensures that every initiative is accountable to performance.
Her work centralizes incremental sales measurement, creating unified frameworks that empower brands to scale efficiently in an increasingly complex retail media landscape.
Advising Brands & Revenue Leaders
Cristina Anne Costa serves as a strategic growth partner to brands, retailers, and revenue teams navigating the evolving retail media and CPG environment. She provides executive-level guidance on building high-performance sales organizations, strengthening brand-retailer relationships, and improving promotional effectiveness through analytics.
With experience spanning shopper marketing, digital conversion, and enterprise sales leadership, Cristina delivers frameworks that translate consumer intent into measurable revenue. Her approach blends data rigor with commercial execution—ensuring strategies are not only visionary, but profitable.
Her leadership style emphasizes transparency, cross-functional alignment, and disciplined execution that drives sustained, scalable growth.
Cristina Anne Costa’s Story
Cristina Anne Costa built her career from the ground up in shopper marketing and digital strategy, steadily rising through account leadership and sales director roles before stepping into executive sales leadership.
Her early experience managing client relationships, retailer initiatives, and digital activations provided a deep understanding of the full shopper path to purchase. As her responsibilities expanded, she led CPG sales teams, headed beverage alcohol verticals, and ultimately took on senior leadership roles focused on revenue growth and measurement standardization.
Today, as Senior Vice President of Sales at Pēq, Cristina leads initiatives that centralize and standardize incremental sales measurement across the industry—positioning data as a competitive advantage and transforming how brands define performance.