Christina Citrola

A legacy of Italian beauty, born in Rome and raised in New York. Architect of a global brand repositioning strategy refining heritage story and voice to reignite brand awareness for modern audiences, fuel growth and expand distribution. Build end-to-end GTM strategies spanning DTC, Amazon, marketplace, retail, partnerships, and social commerce contributing to Borghese's 'Renaissance,' a full brand repositioning recognized by WWD Beauty. Translate consumer insights into fully integrated, funnel-disrupting marketing strategies spanning paid social (Pinterest, Meta, TikTok, YouTube), CTV, OOH, Influencer partnerships, and experiential activations (pop-ups to NYFW) leveraging content across paid and organic channels to drive discovery, engagement and conversion. Leading sales, marketing and eCommerce initiatives to scale the brand, building a superstar team, new agency partners, processes and performance trackers, Board-level reporting, and budget ownership.

Rebuilt Pinterest presence from scratch, developing SEO-rich, subcategory-specific content linked to Amazon, driving measurable category sales lift; repurposed top-performing pins as paid off-site media achieving DTC CTR targets. Built creator-led advocacy ecosystem achieving up to 10% TikTok engagement rate institutionalizing community voice as the brand's primary demand and proof driver. Reset product and marketing strategies to unlock profitability, delivering revenue growth and EBITDA through disciplined omnichannel leadership. Modernize brand relevance by building a Gen-Z–focused creator and influencer strategy, establishing social proof, fueling community-led growth and engagement. Redirect DTC strategy and overhaul email marketing to drive growth and improve profitability. Realigned product innovation and launch roadmap to focus on high-return newness and core franchises, delivering incremental sales and improved commercialization to achieve revenue targets.

Headed global brand and channel marketing strategy across regions, integrating digital innovation, retail experience and consumer engagement to deliver double-digit growth YoY; activated cross-functionally building a culture of collaboration, strategic rigor, and executional excellence. Built 3-year strategic plans in partnership with Brand Presidents balancing long-term brand equity with commercial priorities. Guided the business through Covid-era disruption through scenario planning and mitigation strategies.

Promoted into global product marketing from commercial leadership overseeing innovation, positioning, and long-range financial planning for key skincare franchises. Partnered with Sephora on global launches managing global creative for lip, age-delay skin care and body care categories. Primary liaison for APAC with a focus on Hong Kong and South Korea.