Founder, CMO & Consultant

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.

Connect with Christine on LinkedIn

Content Marketing & Project Manager

Keara fell in love with the hospitality industry while living in the beautiful destination of Invermere, B.C. She hailed from Calgary and spent much of her childhood exploring the Rockies year-round and traveling to many other areas with her family. Her favourite place to be is outdoors.

She has a Bachelor of Arts in behavioural science and has held leadership and supporter roles in the hospitality industry and non-profit organizations - all to do with her passion for people.

A dynamic marketing professional, Keara excels at crafting engaging content, including blogs, website copy, digital marketing assets, and guest communications. She also creates click-inducing email marketing campaigns, ensuring each message resonates with the target audience.

Her exceptional organizational skills enable her to manage timelines and achieve project goals precisely and efficiently. She attentively listens to client objectives and understands guest needs, creating tailored productivity systems that enhance workflow. Additionally, Keara’s proficiency in project management drives successful outcomes, making her an invaluable asset to the team.

Keara lives in Calgary and has two young children. She loves spending time with friends and family at the lake, on the volleyball court, and on the ski hill.

Connect with Keara on LinkedIn