2020 JUDGE PROFILE

Cristiane Ross

‎Group Head of Customer Experience, Corporate Sales and CSR

Pure Group International

As the Director of Customer Experience, Cristiane Ross wears many hats: overseeing the client experience, corporate accounts and sustainability for The Pure Group. Passionate, driven and creative, she sets the direction of all customer interactions, improving engagement at different touch-points to enhance the customer journey.

She designed and leads its corporate programme, which represents 40% of sales, cementing Pure as the wellness partner of choice for corporate clients. She manages potential PR crisis in the age of digital readiness and works behind the scenes to turn negatives into positives. She also drums up different initiatives to surprise and engage customers, creating a sense of community, all the while paving the way for customer loyalty and increased business through referrals.

She has an MBA in international business from FGV in Brazil and a bachelor in economics from The University of Texas at Austin in the US. She’s a dynamic professional with a strong international background in customer behaviour, consumer insights, brand reputation, business development, corporate communications, service excellence and an ability to bridge gaps and bring different stakeholders together.
She has a contagious energy and is a fitness lover. When she’s not working, she can be found weight training at Pure Fitness, practising yoga at Pure Yoga or hiking through Hong Kong Hills.