Brand
& Creative
Strategy
EMPLOYERS | CLIENTS | PARTNERS
15+ years of executive and board-level brand & creative strategy for global brands.
Multilingual marketing executive and board director with corporate and agency-side experience launching brand, content, and partnership strategy for luxury, lifestyle & travel brands.
A strategist trusted by blue-chip and global luxury brands, Christal delivers at the intersection of brand strategy, content innovation, and partnerships.
She is the founder of BOA—a media company and talent representation firm for high-achieving women navigating public, professional, or financial inflection points.
Former Executive Vice President & Publisher of Air Canada’s enRoute media ecosystem, Christal has led award-winning editorial teams, built target-beating sales and business development teams, and has driven innovation across digital strategy and creative—attracting and nurturing top talent along the way.
Previously, she was hired to develop a new luxury boutique hotel brand for Loews Hotels and architect lifestyle partnerships for Fairmont Hotels, including co-creating travel scents with the founders of Le Labo and orchestrating musical experiences with Universal Music Group within the legendary walls of Abbey Road Studios.
A seasoned on-air live TV personality, luxury and travel expert, invited speaker and panel leader at industry events, Christal has a passion for sharing knowledge and fostering innovation across industries by leading actionable workshops and insightful panels.
Throughout her career, Christal has helped iconic global brands—including BMW, Mercedes-Benz, Bombardier Business Jets, Saks Fifth Avenue, and L’Oréal—bring their stories to life, launch new digital platforms, and set the stage for audiences to create stories of their own.
Christal also now serves in board director roles, and consults across the luxury, travel, and lifestyle sectors.
With an MBA from Queen’s University’s Smith School of Business, Christal honed her luxury expertise in Paris through an MBA specialization in International Luxury Brand Management at ESSEC Business School’s LVMH-Chaired Luxury Program.
From building luxury platforms to architecting high-impact collaborations, she aligns narrative, product, and distribution strategy to drive measurable commercial and reputational outcomes.
MEDIA INTERVIEWS & APPEARANCES
