Anyone who’s ever climbed a mountain and reached its summit can attest to it being an awe-inspiring moment—perhaps a once-in-a-lifetime journey. And while we don’t know if Krista Salladay owns a pair of hiking boots, one thing is certain: the first time she attended Ricoh’s dealer summit in Las Vegas, she found it to be an eye-opening experience.
The large scale of the event was mind-blowing for Salladay. It also left her impressed with the manner in which the manufacturer supports its dealers and commits to their success. After 27 years with Ricoh, she continues to be impressed with the OEM’s dedication to ensuring its dealer partners are armed for success. But it was that first time attending the summit after moving over to the dealer channel that reinforced her respect for Ricoh.
“I had no idea the conference would be so large and impactful,” said Salladay, a 2025 ENX Magazine Difference Maker. “Understanding what our dealers need to grow their business forms the foundation of what drives me. Their success inspires me to deliver strategies and solutions that create real value and lasting partnerships.”
She’s certainly been impactful to dealer partners in her own right. Salladay’s funneled her energies into enabling dealer partners to bolster their digital marketing chops. One of the biggest splashes she’s made is the launch of Ricoh’s marketing-as-a-service platform, for which she received the coveted Gold Ricoh Way award for excellence.
A journalism major from Ball State University with a minor in marketing, Salladay has long been intrigued by technology, how it’s evolved and shaped the way she thinks. It’s also evident in her ability to be a catalyst for dealer marketing efforts.
“I feel most energized when I’m creating strategies that inspire others and deliver meaningful results/positive difference through innovative marketing campaigns that connect people and ideas,” she added.
It’s not surprising that one of Salladay’s primary influences is Jennifer Healy, Ricoh’s vice president of channel and SMB marketing, a 30-year professional and one of the industry’s most accomplished women. She’s always encouraged Salladay to focus on her goals and remain committed to her development.
“Through sharing her knowledge and best practices, she has helped me sharpen my leadership skills and grow as a professional,” she noted of Healy.
One of the shining moments from this past year saw Salladay promoted from senior marketing and campaign strategy to the director role back in April. “[It marked] a pivotal moment in my career and reinforcing my commitment to growth and leadership,” she noted.
An open mind is a gateway to personal growth. Salladay is determined to remain curious, be open to new ideas and willing to learn. She’s set a brisk self-improvement agenda that includes attending a marketing strategy workshop, reading a marketing or leadership book every quarter and better grasping AI-driven marketing tools.
“Growth happens when we embrace change and explore perspectives beyond our own,” she noted.
On the home front, Salladay and her husband, Donn, have been together for eight years. They enjoy traveling, and she had perhaps her most memorable experience earlier this year when they visited the Hawaiian Islands. One in particular was a slice of heaven.
“We explored four incredible islands, and while each had its charm, Kauai stole our hearts as our favorite,” Salladay noted.
