“Let curiosity lead the way,” Cristina Lawrence from Razorfish

Meet Cristina Lawrence, Chief Social & Innovation Officer, at Razorfish. In her role, Cristina leads the social media discipline and Razorfish’s innovation team. Her 20 years of experience have helped her oversee integrated consumer strategy, creative programming, execution, and more. She’s done award-winning marketing work for a variety of Fortune Global 500 brands across verticals like automotive, consumer packaged goods, financial services, and mobile technologies. Cristina also successfully assembled a team of cross-discipline experts who developed and launched an innovation hub that develops everything from creator strategies to generative AI-enabled marketing tools and prototypes. She was recently named to the Campaign US 2026 Most Inspiring Women list in the Transforming Technology category. 

During CES, Cristina sat down with Jocelyn Hudak, Senior Director, Content and Digital Marketing at SiriusXM Media in our Pass the Mic booth. Together, they discussed why pushing past expectations and rules are important, and how leaning into connection and intuition creates strong teams.

Listen to the full interview below, then hit play on highlights from the conversation. 

Let your curiosity lead the way.

Highlight: “Throw the rulebook out the window, follow your curiosity. If you want to be in this industry, you've got to go out there and let your curiosity lead the way. Because everything you learn, everything you learned in your personal life, let's say, through interests or hobbies, you will be able to apply it. You will bring it to the job.” - Cristina Lawrence

Lead from the front lines.

Highlight: “I fervently believe that, as a leader, you must operate in the trenches. You need to be a practitioner, and the only way you become a practitioner is by doing the work. And so I very much believe that you’ve gotta lead from the front lines. You've gotta dig in and work alongside your team, because I think that that creates trust and sets an example.” - Cristina Lawrence

Deliver feedback the moment something happens.

Highlight: “Having very clear and direct conversations with people, so delivering feedback the moment something happens, as opposed to sitting on it. I think that you should be addressing things in the moment and then get over it, move on.” - Cristina Lawrence

Lean into what you feel.

Highlight: “You have to lean into what you feel… You have to lean into what you think is natural to you. I think there's a certain intuition. You can start to see, as you progress in your career, what actually works for you and what works for others.” - Cristina Lawrence

Make connections every step of the way.

Highlight: “I think it is about making those connections with people every step of the way, because you never know when you're gonna see them or run into them again. And that is the community that you start to build through every step of your career. We need each other in order to do what we're doing here.” - Cristina Lawrence

Throw the rulebook out the window and let curiosity and intuition lead the way. For more inspiring conversations like Cristina’s, check out the Pass the Mic page.

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