Krista A. Treide

Krista A. Treide is General Manager of NOWATCH USA, guiding the brand’s journey from early market discovery to scalable growth. In close partnership with global leadership, she shapes localization, omnichannel and D2C evolution, strategic partnerships, PR, and the operational foundations to enable thoughtful expansion. With global brand experience in cross-sector leadership, she brings a grounded blend of creative intuition and commercial clarity—translating insight into momentum. Krista helped build Nike Sportswear into a $1B+ global category — a pivotal experience that led her to found MODUS, a boutique brand strategy agency. There she led a wide range of diverse brands such as UGG Australia, Apeel Sciences, and Santa Barbara SKY FC to guide growth strategy, go-to-market development, and brand evolution across technology, health & wellness, sport, social enterprise and CPG. Most recently, she exited a 12-year product, retail, and fulfillment spinoff venture she co-founded and helped grow through acquisition. Krista finds balance in movement, nature, and purpose. A proud mom of a teen girl, she’s a lifelong athlete and active board member, fueled by family and a deep belief in impact-driven work—building products and technologies that meaningfully improve lives