Cristina is Director of Social Media and Word of Mouth Marketing in the Social Media Practice at Razorfish. She brings more than a decade of experience in assembling strategic interactive programs with specialized expertise in social media marketing and community building, digital communications strategy, influencer programming, creative content development, search engine marketing, promotions and partnership programming. At Razorfish, Cristina provides senior-level social media insights, strategy, program development, execution and management for a variety of clients and their brands including Kraft Foods, AT&T, Enterprise Holdings, ADT, Carnival Cruises and ServiceMaster.
Prior to joining Razorfish, Cristina served as senior vice president in Fleishman-Hillard’s digital practice group where she led the Chicago digital team and provided strategic leadership and campaign initiatives on a variety of online programs for clients such as Gatorade, Allstate, ConAgra Foods, FICO and Dow Corning.
Previous to Fleishman-Hillard, Cristina worked at Edelman in the interactive services group. At Edelman, Ms. Lawrence provided strategic counsel and architected digital communications and social programs aimed at engaging target audiences, driving user participation and fostering loyalty for clients such as Hershey Foods, Bayer, Johnson & Johnson, Unilever and National City Bank.
Cristina also served as a Senior Manager at Participate.com, the original evangelists of online community management. Working exclusively with Microsoft, she led MSN Games (formerly the Microsoft Gaming Zone) account where she used online community programming as a powerful tool to cultivate and build relationships, create consumer-generated content, foster loyalty and drive revenue.
Cristina holds a Bachelor of Arts in English – Creative Writing from Miami University of Ohio. She also received her Master of Fine Arts in Writing from The School of the Art Institute of Chicago, where she focused primarily on poetry. She currently resides in Chicago.
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