Kristina Drociak

Director of Public Relations and Digital Strategy

Stonyfield

Kristina Drociak’s path to a career in public relations began when she was a junior in college and read Stonyfield Farm co-founder Gary Hirshberg’s 2008 book, “Stirring it Up: How to Make Money and Save the World.”

Drociak had majored in communication with an environmental science minor and was contemplating working for a nonprofit in the environmental field. Reading the book changed her plans. She liked the New Hampshire yogurt company’s progressive approach to operating a for-profit company.

What has your career journey been like?

“When I read Gary’s book, I was so inspired about business doing that and potentially the greater impact that business could have,” Drociak says. “So I went knocking on Stonyfield’s door.”

She had to knock several times. After interviewing for a few jobs that she did not get, Drociak accepted a temporary position with the company’s internal communications department. What she ultimately wanted was a job in public relations, but she had to start at the bottom of the yogurt cup.

“I actually answered the phone for everyone calling the 1-800 number on the yogurt cup, which always kept you on your toes,” Drociak says. “Eventually I made my way into kind of a temp role in communications. Then finally I got a full-time job in communications and then just continued to throughout the last 15 years to grow my team.”

Early in her tenure, Drociak began visiting the local farms that supply organic milk for the Stonyfield. She continues to be inspired by those partnerships, which have continued through the Londonderry company’s ownership by two French dairy conglomerates. Lactalis, the world’s largest dairy corporation, purchased Stonyfield from Danone in 2017 it was for $875 million.

Stonyfield has espoused organic farming and organic dairy products since its founding in 1983. But Drociak and her team continue to work on converting consumers.

“Consumers still don’t fully understand organic. It’s much better than even when I first started, but a big challenge for us is helping them understand the value behind organic,” she says.

Did you have mentors as you pursued your career?

“My father has been my biggest business mentor. He was high up in banking, so a completely different industry,” Drociak says. “He really started coaching me at a young age in terms of how to go up the ladder.”

He encouraged her to say “yes” to everything and not be intimidated if she wasn’t quite sure of the function or role she was accepting.

“He really instilled in me that you would figure it out as you went, and it was OK if you were learning as you were growing. I’ve had many 6 a.m. and midnight calls with him just talking about business and talking about career, and he really, really helped me,” Drociak says.

“And Gary Hirshberg, the co-founder at Stonyfield, has always been really supportive, and I’ve learned a lot from him.”

What are some of your biggest challenges?

“I feel so responsible for every single person on my team, and I always want the best for them,” she says. “Making sure that I have clear paths for people on my team … keeping them engaged, keeping them growing, when there isn’t necessarily like a clear path on paper.”

“Another one is we’re part of a global company now.

There are some really great, exciting parts that come along with that and a lot of resources that come with it. But there are some identity challenges with that, too.”

What career advice do you have for women?

“You have to be proactive for yourself and advocate for yourself, such as for promotions and new roles, even if you have the most supportive manager in the world,” she says. “I’ve had plenty of really amazing managers, but that next step in your career won’t just happen.”

That means making sure your managers understand and appreciate the value you could provide to the company. And don’t be afraid to ask for some time with them.

“When I was 23, and my temp job was ending at Stonyfield — and it was when I was literally just mailing bloggers coupons — the budget ended for my temp job,” Drociak recalls. “At the time, it was our co-founder, Gary, I asked his admin if I could just have 10 minutes with him so I could prove my case of why they should keep me and that I should be full time and not a temp. And I was terrified.”

The gambit paid off. More than a decade later, Drociak and her team work on both Stonyfield and its Lactalis sister yogurt company, Siggi’s. And she sees potential to expand her reach.

“Our parent company is certainly positioned for growth in the U.S. market, where they’re investing,” she says. “I think there could be a lot of exciting opportunities staying within the company and maybe some new brands we take on.”