Christine Malfair isn’t your typical marketing strategist. She’s a former hotel General Manager who can read a P&L as fluently as she writes a marketing plan—because she’s done both under pressure.

Long before “fractional CMO” was a hospitality buzzword, Christine was already serving in that role for independent hotels across Canada, the U.S., and the Caribbean. Over the past 15 years, she’s built and refined her Obsess About the Guest framework—a lean marketing approach that eliminates waste, improves performance, and drives profitability without big-agency bloat.

A graduate of Georgian College’s Hospitality & Tourism program and Cornell University’s prestigious General Manager’s Program, Christine has spent her career bridging the gap between marketing strategy and operational reality. She’s an industry speaker, a member of HSMAI British Columbia, and an advocate for hoteliers who want to achieve revenue growth without sacrificing the guest experience - or their sanity.

Today, Christine lives in Cranbrook, BC, the west side of the Canadian Rockies just north of the Montana border. Her family enjoys the mountain playground, with activities such as hiking, fishing, golfing, camping, skiing, and biking. Christine also enjoys reading personal and business development books, listening to good podcasts, savoring a great cup of coffee, and any Mexican food.

Christine is panel expert of the Digital Marketing in Hospitality panel.