Christina Bouglass on Reimagining Purpose after Burnout
Christina Bouglass is originally from the UK and raised in Switzerland. She began her marketing career at Procter & Gamble in Geneva and spent 20 years as a marketing executive shaping some of the world’s most iconic beauty brands, working with celebrities and fashion houses. She held global, regional, and local roles at P&G, Coty, and The Wella Company, spanning every category of the beauty industry.
Then, in Christina's own words:
"After a toxic private equity takeover, the absence of values and purpose my work led to burnout — and to a complete re-evaluation of my life and what success meant to me."
As I stepped away from the corporate world and embarked on an inner transformation, I realised that marketing has alot to answer for: marketing doesn’t just sell products. It manipulates us, fuels endless growth, and reinforces a single-minded picture of success.
I took all my industry experience — and my frustration with the way marketing has been done — retrained in sustainable marketing - and reimagined a better way forward. A way for brands not just to sell more, but to serve more. To contribute to solving the world’s biggest challenges rather than accelerating them."
From this vision, Christina created her 4B Brand Model:
⭐ Think BIG – brands tackle the world’s biggest challenges and lead the way for others
⭐ Be BOLD – brands challenge the status quo of their industry
⭐ Act BRAVE – brands stand up and live by what they believe in
⭐ Become BELOVED – brands build communities that share their values
Today, she helps scale-up founders and leaders at the growth stage reimagine their brands through this lens — building brands that create a positive impact for people, planet, and profit. She also teaches marketing and purpose-led brands at the Haute École de Gestion (HEG) in Geneva as part of their International Bachelor program, sharing this vision with the next generation of marketers.
You can contact Christina and subscribe to her newsletter Brands For A New World here:
https://www.thebutterflymovements.com
If you'd like to contact Ruth and find out more about coaching you can do that here:
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