In today’s fast-paced wellness industry, success isn’t just about having an innovative product—it’s about building a team of top performers who can drive transformational growth. In this exclusive Q&A, Christina Cartright, the vibrant CRO of ONNIT offers an unfiltered look into her vision for the wellness sector. She shares her innovative approaches to team building, a steadfast commitment to consumer-first branding, and the strategic moves fueling organizational change. Christina's insights as a seasoned brand builder are essential reading, whether you’re a founder, CEO, private equity investor, C-suite executive, or HR leader.
Vision for the Wellness Category: Seeing Opportunity in Every Connection
ForceBrands: You’ve been very vocal about the rapid evolution of the wellness industry. What about this space truly excites you, and how has that perspective shaped your vision for your new role and team?
Christina: Oh wow, where do I even start? I’m excited about the wellness industry because its evolution is bringing real, innovative solutions to consumers across so many sectors. When I say ‘wellness,’ I’m not just talking about VMS. I’m talking about the full spectrum—the way consumers connect emotionally with products. Take Headspace, for example. Even though it launched over 10 years ago, it completely redefined what investing in personal wellness could mean for so many people. It’s not merely an app; it’s a lifestyle shift. Nutrafol is another great example. They deliver confidence by solving a real problem that so many women and men are facing.
In my new role, I’m embracing the challenge of embedding that consumer-first mindset into every strategic decision we make at ONNIT. It’s all about quickly recognizing the potential of a consumer problem or unmet need and building a team that can help solve that problem effectively across areas of the business. It’s not enough to list out functional benefits or lean solely on the science—even though, trust me, the science is solid. You need to nail that emotional insight and then everything else starts to become clear and eventually falls into place. If we can truly connect on an emotional level with our consumers, growth isn’t just impactful. It’s sustainable.
That’s why our strategy isn’t just about leveraging technology or innovation—it’s about creating an experience that genuinely connects with our consumers’ lives. We’re not in the business of just selling products; we’re in the business of solving real problems in a way that is both personal and genuine. We deliver on that promise with both passion and precision.
Revolutionizing Team Structure: A Blueprint for Focused Execution
ForceBrands: ONNIT was at an inflection point, and you mentioned the organization needed a fresh approach to staffing and team structure. Can you walk us through how your team evolved to meet these ambitious goals?
Christina: Absolutely. ONNIT was at a critical juncture—this year is a real turnaround year for us. We all recognized that the way we had been operating wouldn’t cut it. We needed a structure that both empowered leaders while also enabling them to be laser-focused on their specific channel or area of expertise, to ensure we could accomplish our strategic growth goals. I was incredibly fortunate to have the full backing of our CEO, who gave me the freedom to rethink our entire team structure. I worked closely with Jen Tierney from Force Brands—a partner I trust implicitly—who understood our needs, even when they weren’t explicitly in the job descriptions. In our conversations, I’d outline the structure I envisioned, and Jen would challenge me with insights that pushed me to refine our approach. It wasn’t about checking off boxes but aligning every hire with our ambitious vision.
We designed our team so that each leader can focus exclusively on their specialty. Whether it’s a head of acquisition, retention, or our Amazon channel, every role was crafted so that leaders aren’t spread too thin. This isn’t about rapid hiring; it’s about strategic placement. By building a nimble, specialized team, we’re better equipped to execute our omnichannel strategy and adapt quickly to market shifts. And let me tell you—it’s already yielding results.
Driving Organizational Growth: Aligning Vision with Agile Execution
ForceBrands: How are you driving organizational change and growth in a dynamic market through your team-building and leadership decisions?
Christina: It all comes down to aligning vision with execution. In an industry as dynamic as wellness, there’s no room for half-measures. We built our team to be agile—each leader is a specialist in their channel, yet they also contribute to the overall strategy at the executive table. This dual focus is critical.
For instance, we needed fresh perspectives across digital channels and retail. We divided responsibilities so that each function can go deep into its area without being overwhelmed. Our head of acquisition, for example, focuses solely on growth while our head of retention zeros in on keeping our consumers engaged. This clear division of focus ensures that every part of our business gets the dedicated attention it deserves.
But beyond structure, it’s about collaboration. I’ve always believed in working with people who challenge you and broaden your perspective. When you have a team that’s diverse in experience but united in vision, tangible growth happens. It’s not merely about making quick hires—it’s about making the right hires that fundamentally transform the way we do business. That’s how we drive change, and it’s something I’m incredibly proud to be part of.
Merging Team Cultures: Creating Synergy Through Diverse Experience
ForceBrands: Let’s talk about your team. How do you approach merging new talent with long-tenured team members to build an environment that drives performance while preserving ONNIT’s heritage?
Christina: When I look at our team, I see a rich mix of fresh talent and seasoned veterans. On one hand, we have a new energy with our recently onboarded leaders, who bring a unique perspective and cutting-edge expertise. On the other hand, our long-tenured team members carry the deep institutional knowledge that defines ONNIT’s heritage. Merging these cultures is about creating real synergy. The fresh faces might not have the historical context, and that’s where our veterans come in—they provide continuity and a deep understanding of our brand’s evolution. Together, they create a dynamic environment where fresh ideas meet time-tested expertise—the best of both worlds.
What truly sets us apart is that our entire team lives our values. We’re deliberate about fostering a culture with no room for rudeness or one-upmanship—just a genuine commitment to doing well together (WE over ME). I’ve always believed that a company’s real strength lies in its culture, and seeing that shared commitment every day is incredibly rewarding.
A Candid Look at Strategic Team Building and the Talent Advantage
ForceBrands: High-caliber talent is at the heart of your strategy. Why is securing top performers so crucial, and how do you expect your recent hires to impact your mission and culture?
Christina: Talent is the lifeblood of any organization, especially in a dynamic industry like wellness. In a constantly shifting market, having leaders who understand the landscape and can read between the lines is critical. I’ve been fortunate to work with recruiters at ForceBrands who don’t just skim the surface—they really get to know us and what we stand for. That means every candidate they bring in isn’t just filling a role; they’re joining us as a strategic partner who can elevate our game.
Earlier, I referenced our recently added heads of acquisition and retention, as well as the new leader for our Amazon channel. These hires aren’t just numbers on a roster—they’re strategic hires we made and those leaders are already starting to drive meaningful change.
There’s nothing more satisfying than watching top-tier talent transform strategy into reality. Investing in the best isn’t just a nice-to-have; it’s an absolute necessity if you want to stay ahead of the curve and set the pace in the wellness sector.
Final Thoughts: Be Decisive, Innovate, and Lead
ForceBrands: With everything you’ve shared about your vision, team structure, consumer-first approach, and talent strategy, what final message would you leave for those looking to replicate your success in the wellness industry?
Christina: The most important takeaway is simple: always be forward-thinking and never settle for the status quo. The wellness industry is one of the fastest evolving sectors out there, and if you’re not pushing yourself and your team to innovate, you risk being left behind. Every decision—from the structure of your team to the nuances of your branding strategy—can make the difference between leading the pack and falling behind.
And you see this with our growing team. We’re crafting a movement powered by innovative talent, deep consumer insights, and an unwavering commitment to push boundaries. It’s about staying nimble, being open to new ideas, and ensuring every strategic decision aligns with your larger vision. In today’s competitive market, overlooking these strategic insights or making poor talent decisions isn’t just a setback—it’s a risk you can’t afford to take.
Mastering Wellness Industry Leadership
Christina's insights into team building, talent strategy, and consumer-first branding provide a masterclass for navigating the fast-evolving wellness industry. Her emphasis on creating agile teams, fostering synergy between diverse talent, and leveraging emotional connections with consumers showcases what it takes to drive meaningful organizational growth and market leadership.
If you're a leader in the wellness space—or aspire to be—there's no better time to invest in building a team and strategy for the future. Learn more about how ForceBrands can support your talent acquisition strategy here.