How Cris Gordon Shapes Beauty Brands at Marina Maher Communications

Please share a brief introduction and tell us something about your business, Marina Maher Communications (MMC):

I’m Cris Gordon, a beauty industry leader, founder of CB Communications, and Head of MMC Beauty at Marina Maher Communications (MMC). I’ve spent over 15 years in the PR industry, holding leadership roles across both agency and in-house marketing and communications. During that time, I recognized a clear gap between clients and agencies that needed to be addressed. That insight led me to start my own PR agency, CB Communications, where I built a strong roster spanning indie beauty brands, legacy companies, and founder-led businesses at every stage of growth. Today, I lead MMC’s dedicated beauty practice, working with brands to shape how they show up in culture, strengthen consumer trust, and create long-term relevance through an earned-first, human-centered approach.

Did you always know you wanted to be an entrepreneur?

Not from the beginning, but I always knew I wanted ownership over my ideas, my work, and the impact I was making. Entrepreneurship became the natural next step once I realized I wanted to create long-term value rather than operate within someone else’s vision.

Do you have a co-founder?

I do not have a traditional co-founder, but I have learned that strong partnerships, whether with leaders, clients, or teams, require trust, communication, and aligned values. Clear roles, honest conversations, and mutual respect are non-negotiable.

Are you a mamaprenista?

Yes, I am a mom. My best advice is to anticipate challenges before they happen, plan ahead, and build a strong support system. I would not be able to achieve what I have without the family behind me. You cannot be everywhere at once, so preparation is essential, especially when you travel frequently for work and have children whose schedules are constantly changing. Planning ahead allows you to stay present, grounded, and effective in both your business and your family life.

Take us back to when you launched Marina Maher Communications? What was your marketing strategy?

When I first launched my business, my strategy was relationship-driven and earned-first. I focused on delivering exceptional results, building trust, and letting word-of-mouth and media credibility drive growth. It didn’t happen overnight, but it created a strong foundation that proved far more sustainable than traditional launch tactics.

What accomplishments are you most proud of to date in your business?

I’m most proud of the trust I’ve built with clients and teams over the years. Seeing brands evolve into category leaders and knowing our work helped shape their voice, visibility, and long-term success is incredibly meaningful.

What is one thing you wish you had known when you started your Entreprenista journey?

I wish I had known how common self-doubt is, even at high levels of success. Early on, I thought confidence would arrive once I hit certain milestones. What I learned is that confidence is built through repetition, support, and inner work. Knowing that sooner would have helped me move faster and with more ease.

When hiring, what is your go-to interview question?

My go-to interview question is, What are your core values? Making sure a candidate’s values align with the values of the business is essential. Core values are the foundation of what drives someone and shapes how they show up every day. In a high-intensity industry like PR, values alignment matters almost as much as skill because it influences decision-making, communication, and how a team performs under pressure.

What did you do before starting your own business?

Prior to starting my own agency, I held leadership roles across both agency and in-house environments within marketing and public relations. Those experiences gave me a deep understanding of media, storytelling, and consumer behavior and helped me see firsthand where brands were falling short in communicating their value.

What made you take the leap to start your own business?

I consistently saw brands struggling to clearly define and communicate their voice in increasingly crowded markets. I knew there was an opportunity to do things differently, to build brands through strategy, storytelling, and earned influence rather than noise. That realization gave me the confidence to take the leap and build something of my own.

Do you have any recent wins?

This past year, I stepped into the role of Head of MMC Beauty, helping elevate beauty into a standalone practice within a global agency network. We’ve also driven major earned media wins, strengthened executive thought leadership, and expanded our strategic capabilities to support brands at every stage of growth.

What's one app on your phone that you cannot live without?

My calendar. It is not just a scheduling tool. It is how I protect my time, my energy, and my priorities.

Who are your customers?

My customers are beauty brands and the founders, executives, and leadership teams behind them, from emerging disruptors to established global names. They’re brands that understand beauty is no longer just about products, but about culture, community, and emotional connection.

What's your top productivity tip?

My top productivity tip is using checklists and being extremely mindful of my calendar. I am fortunate to have a team that helps protect my time, but it is still essential not to book your entire day with meetings and leave no room for focused work or time for yourself. I rely on checklists to stay organized and accountable, which helps me prioritize what truly matters and move through my day with clarity and intention.

What's your favorite business tool?

My favorite business tools are systems-based solutions that keep projects streamlined when multiple team members are working on them at the same time. Having a centralized place for updates, timelines, and communication is essential. It creates clarity, reduces inefficiencies, and ensures everyone stays aligned and accountable, especially in a fast-paced industry like PR.

What's your approach to work-life balance?

I think of it as work-life integration rather than balance. As a mom of four and a senior leader, there are seasons where work needs more of me and seasons where family does. The key is being present where you are, setting clear boundaries, and releasing guilt. Integration works when you lead with intention instead of perfection.

How do you avoid burnout?

I focus on emotional stamina. Burnout does not usually come from workload alone. It comes from sustained emotional strain. Mindfulness practices like journaling, meditation, and reflection help me stay grounded. I also pay close attention to how I feel in my body. When I feel centered and confident, I lead better and avoid running on empty.

What advice do you have for aspiring Entreprenistas?

Build emotional stamina as intentionally as you build your business. Success is not one big moment. It is showing up consistently over time. Invest in your inner work, surround yourself with community, and trust that confidence is built through action, not perfection.

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