Kristine Works Behind the Scenes to Make Paladin Look Good

Many Paladin clients may never meet or even speak with Kristine Luque. But anyone who reads a Paladin email, views its social media channels, or watches a video on the company’s website has almost certainly seen her work. In a short time, Kristine has made a significant impact as one of Paladin’s communications specialists. 

Since joining Paladin in April 2025, Kristine has quickly carved out a niche supporting the sales team while also taking ownership of the company’s social media presence and helping launch a renewed focus on marketing video production. She’s also known for jumping in wherever needed, tackling a wide range of projects that support both sales and marketing efforts. 

A major part of Kristine’s role involves close collaboration with Paladin’s sales department. She meets regularly with sales representatives, gathering insights from their conversations with supplier partners and business owners. From there, she distills that feedback into clear, compelling materials including scripts, flyers, brochures, and case studies designed specifically for store owners evaluating technology providers. 

“I do a lot of work for those guys to help them. I prepare case studies for people considering a point-of-sale system, put together information comparing Paladin to competitors. It not only helps them out, it helps us, too, in marketing to know what people are thinking about.” 

Kristine’s influence is also easy to spot across Paladin’s websites. She has played an integral role in ongoing redesign efforts aimed at making the sites more navigable, engaging, and informative. One key focus has been the addition of video content. Working closely with Wellness Specialist Traci Castillo, Kristine identifies potential store partners. She then coordinates video shoots and manages the process all the way through final production. 

Kristine earned a bachelor’s degree from Reed College in Portland and an MBA from Oregon State University, which propelled her into the world of technology. She came to Paladin after stints at G5, a company specializing in multichannel real estate marketing, and Velox Systems, where she worked in IT and cybersecurity. Paladin’s Director of Business Development Paul Butcher is pleased that path led her to his department. 

Paladin’s Director of Business Development Paul Butcher is pleased that path led her to his department.

“Kristine brings exceptional skill, energy, and insight to our communications and marketing efforts. Her combination of technical expertise, strategic perspective, and creative communication continues to elevate our sales and messaging. Thanks to her work, Paladin’s voice remains clear, consistent, and compelling across every platform,” Paul says.

“I’m kind of a projects person. I’ve always liked doing a lot of different planning. I enjoy putting together events and projects. I like that I’ve been given the autonomy to do projects and expand our video collections,” she says