Purpose without action is nothing more than words. When purpose is merely used as a marketing tactic, we call it purpose-washing. True purpose is used as a tool for leaders to create focus, alignment, and meaning. When you use purpose this way, it drives higher performance, creating a win for the triple bottom line — profit, people, and planet.

Cristina joined BCG BrightHouse New York in 2017. She has since led purpose projects for iconic luxury, automotive, technology, and consumer goods clients worldwide, and she also oversees our own marketing and branding efforts. Cristina began her career in advertising with large global brands at Ogilvy & Mather, Leo Burnett, and J. Walter Thompson, leading teams for over a decade to develop award-winning campaigns for their clients. She then transitioned to the client side as VP of Marketing for Ralph Lauren Corporation and later as Global Head of Marketing for Steinway & Sons in New York.

With more than 20 years of marketing experience on both sides of the business, Cristina has helped brands of all sizes find their clear and distinct voices and develop strategic roadmaps for growth. Cristina is a native Spanish speaker and earned her B.A. from the University of Michigan, Ann Arbor.