It all started when…

At the age of 16, Katrina met a professor at her local community college in San Luis Obispo while taking night classes in black and white photography. In that darkroom, she unearthed a passion and clarity for the arts, discovering language and community in the process of creating, critiquing, and exhibiting work. She left her small town to study film photography at Point Loma Nazarene University, where she studied abroad in India, the UK, and throughout Europe — experiences that showed her how commerce and art can not only collide but strengthen one another.

Upon earning her Master’s degree in Arts Management from Claremont Graduate University and working for Center Theatre Group, Katrina founded Mischief Managed, a company dedicated to bridging art and business through education, mentorship, and creative consulting. She believes that by unveiling the truths behind managing your business as an artist and creative, we move closer to a more equitable and sustainable creative economy.

Over the past decade, Katrina has worked across the music, arts, non-profit, and entertainment sectors, bringing her expertise to the next generation of artists and innovators. She has lent her voice to platforms including the United States of Women, Netflix, ArtCenter College of Design, and The Colburn School of Music, and has taught courses in Music Entrepreneurship and Marketing at both California Baptist University and UCLA Extension.

Naturally drawn to the intersection of creativity and systems design, Katrina’s career evolved toward building structure and sustainability within creative and tech environments. Through Culture Shift Collective, she and her team facilitate courageous conversations and design systems that advance equity, inclusion, and workforce transformation — particularly within organizations employing creatives.

In 2020, she realized her long-held dream of launching Lauretta Records, an independent record label supporting emerging artists and brands as they claim their place in the vibrant, ever-expanding music landscape. As CEO and Founder, Katrina is redefining what it means to run a label by prioritizing education, transparency, and access to information. As a Black Independent Music Accelerator (A2IM) Fellow, she received mentorship and community that reinforced her belief that empowered artists and executives make the entire industry stronger.

Currently, Katrina works at Amazon MGM Studios, where she supports 360° creative advertising campaigns for both series and theatrical releases on Prime Video’s platform. She partners with leading print and AV agencies to coordinate high-impact creative assets and marketing materials. With over ten years of experience across entertainment campaigns — from music videos and photoshoots to brand and product launches — Katrina thrives at the intersection of storytelling, creativity, and operational excellence.

Previously, as Associate Director of Programs at Live Nation Foundation, Katrina managed a nationwide team while building internal operational structures that supported more efficient remote collaboration. She designed and executed storytelling campaigns that promoted educational and workforce development initiatives, led creative strategy and campaign execution across multiple platforms, and partnered with executive stakeholders to ensure cohesive brand messaging. Katrina also oversaw vendors, photographers, editors, and copywriters while producing digital content and live experiences that supported workforce development.

During the pandemic, Katrina co-founded Families for Black Lives, a community-driven organization born out of an urgent need for racial equity and family advocacy. Revived during the Eaton Fires, the initiative produced impactful community campaigns, live events, and digital storytelling projects that united local residents in solidarity and action. She built print and AV assets for citywide use and marketing in partnership with sponsors and vendors, managed communications, branding, and volunteer engagement across social and grassroots channels, and led fundraising efforts that distributed direct financial aid to local families in partnership with a neighborhood travel agency.

Through every chapter of her career — from independent artist management to global entertainment campaigns and grassroots advocacy — Katrina continues to operationalize creativity, empowering artists, executives, and communities to bring bold ideas to life with purpose, structure, and heart.