Karina Karn is a Behavioural Marketing Strategist and founder of Choice Decoded, helping SaaS companies understand why buyers hesitate, convert, and pay — and turn those insights into revenue.

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She grew up in Marbella, but she didn’t experience it as a tourist. As a Cross-Cultural Kid, she grew up in an unusually international environment, exposed from a young age to different cultures, languages, entrepreneurs and people operating in very different worlds of business and wealth. Rather than being taught how to run a business, she was observing how people thought, negotiated, communicated and made decisions.

Years later, she started building businesses herself, including an e-commerce brand that grew to 14,000 followers,  and built her first marketing consultancy in Marbella before moving to the UK and experiencing a very different commercial and cultural environment.

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That combination shaped the way she sees marketing: growth isn't just about getting more people through the door. It's about understanding what happens in their minds once they arrive.

With over a decade of marketing experience, Karina has worked across growth, positioning, conversion, product marketing and marketing operations, identifying the friction that causes buyers to hesitate or drop off.

 

Her work has been featured in International Business Times, she advises research networks, and she delivers workshops and expert talks on customer psychology at leading universities.

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She developed the Triple-Sail Framework™, combining behavioural science, evolutionary psychology and decision-making research to identify where growth breaks across the funnel — and how to fix it without adding unnecessary complexity.

Because the most expensive thing in your funnel isn't always the traffic you didn't get. It's the buyer who arrived and didn't convert.
 

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Through Choice Decoded, Karina supports high-functioning neurodivergent professionals and analytical minds, providing tailored resources to turn complex thinking into strategic impact for corporations.