Where Strategy Meets Creativity
With over 15 years in consumer marketing, Christina Hurley has mastered the balance between data-driven insight and inspired storytelling — proving that great strategy begins with understanding people.
Published on:
10/22/25, 5:49 PM
We’re excited to have you with us today! For readers meeting you for the first time, how would you sum up your professional journey in one or two sentences?
I’ve spent more than 15 years leading marketing and product strategy in the consumer packaged goods industry, building brands and product lines that connect with real people in meaningful ways. My journey has been about blending data-driven insight with creative storytelling — turning ideas into innovations that drive both growth and loyalty.
Your passion for your field comes through right away. What excites you most about working in this space?
My “why” is helping people see the value in everyday products that make life simpler, better, and more beautiful. I’m driven by curiosity — understanding what truly motivates consumers — and by collaboration, bringing together cross-functional teams to turn that insight into action. At its core, my work is about creating solutions that serve both the customer and the business with equal purpose.
Every career has its milestones. Could you share one project that you’re especially proud of — and what impact it had?
One project I’m especially proud of was leading the invention of the Retail Customer Engagement Process at LIXIL for the American Standard brand. We brought together cross-functional teams across marketing, sales, and engineering to create a multi-year product roadmap rooted in real consumer and shopper insights. That initiative not only drove over 9% net sales growth in the faucets category but also reshaped how we approach collaboration with key retail partners. Seeing a strategic framework translate into tangible growth — and improved consumer experiences — was a rewarding reminder that disciplined strategy and creativity can absolutely coexist.
Leadership shows up in many forms. Could you share a moment where your leadership or collaboration style truly made a difference?
During my time at Liberty Hardware, I led a cross-functional team through a major product line simplification initiative that required difficult decisions across marketing, engineering, and sales. My focus was on creating alignment — helping each group see the broader “why” behind the change. By listening first, encouraging open dialogue, and reinforcing the shared vision, we not only streamlined the portfolio but also strengthened team trust and ownership. That experience taught me that leadership isn’t about having all the answers — it’s about creating clarity, connection, and confidence so others can contribute their best work.
We often overlook what makes us unique. What perspective or approach do you bring that you believe others might not see right away?
I think my uniqueness lies in blending creative intuition with operational discipline. I’m equally comfortable talking about brand storytelling and margin targets — because I see both as essential to sustainable growth. I approach marketing as both art and architecture: the art of understanding human behavior, and the architecture of building systems that deliver consistent, profitable outcomes. That balance of empathy and execution has shaped how I lead, strategize, and innovate throughout my career.
Well, thank you so much for sitting with us today. As we close, let’s look forward. What does your ideal job or workplace look like to you?
My ideal role is one where strategy meets creativity — where I can shape the go-to-market vision, mentor strong teams, and turn insights into action that drives both brand and business growth. I’m most energized in environments that value curiosity, collaboration, and innovation — where diverse perspectives are encouraged and bold ideas have room to take shape. Ultimately, I’m looking to contribute to a culture that’s forward-thinking and customer-centered, where the work we do not only performs well in the market but also makes a meaningful difference in people’s lives.