Cristina Lawrence

Cristina Lawrence is Chief Social & Innovation Officer at Razorfish, where she leads the innovation engines shaping the agency’s future at the intersection of social, culture, and technology — where modern brand building happens. With more than 20 years building breakthrough, social-first strategies, she defines how brands come to life and become memorable — connecting creativity, innovation, and brand expression in ways that resonate with the audiences that matter most. As the founder of Razorfish’s Social Discipline and leader of its Consumer and Content Experience practice, Cristina assembled a cross-disciplinary team in 2021 to launch the agency’s innovation incubator and studio. Under her leadership, Razorfish Beta Lab has become a flagship thought leadership and innovation hub, pioneering new GenAI content creation models and developing proprietary tools like Razorfish SEED, a system for creating and scaling AI-powered virtual personas, alongside Seismic, a cultural seismograph that detects where culture is emerging in real time.

In 2024, she launched the Razorfish Creator Colab, a pioneering agency model that embeds in-house creators directly into strategy and creative teams, helping brands move at the speed of culture and produce authentic, culturally-fluent work that drives deeper audience connection. Together, this body of work has resulted in Razorfish being named Campaign US’s Most Innovative Agency for three consecutive years (2024–2026). A recurring speaker at CES, Cannes Lions, and Oxford University’s OxGen Generative AI Summit, Cristina contributes to global discourse on responsible innovation, governance, and human-centered technology. She is also a committed advocate for neurodiversity and young women in the workplace.