Press Kit

Christine Tan is a fractional Head of Social and founder of Weekend Studios, a social strategy consultancy for fashion, beauty, and wellness brands. With over a decade of experience across the US and Asia, she brings strategic and entrepreneurial expertise, having previously founded gentle mood, a low-waste body care brand featured in Vogue Singapore.

Christine Tan is a fractional Head of Social and founder of Weekend Studios, a consultancy helping brands connect social strategy with business growth.

With over a decade of experience across fashion, beauty, and wellness brands in the US and Asia, she has led campaigns reaching millions, built creator programs generating over 100 million in annual reach, and developed social-first strategies that strengthened engagement and drove measurable growth in website traffic.

Previously, she founded gentle mood, a low-waste body care brand she built from product development and brand identity through to marketing and retail distribution, earning coverage in Vogue Singapore.

Christine Tan is a fractional Head of Social and founder of Weekend Studios, a strategy-led consultancy working with fashion, beauty, and wellness brands to connect social media with broader business objectives.

With over a decade of experience across the US and Asia, her career spans brand-side and agency roles, leading social strategy, creative direction, campaigns, and creator partnerships.

Her work includes culturally relevant campaigns reaching millions, creator programs generating over 100 million in annual reach, and social-first strategies that translated audience insights into stronger engagement and measurable growth in website traffic. Beyond creative direction, she has developed the operational systems that enable teams to scale content production and creator partnerships efficiently.

Christine previously founded gentle mood, a low-waste body care brand she built from the ground up, overseeing product formulation, brand identity, marketing, and retail distribution. The brand sold over 1,000 soap bars in its first six months and earned coverage in Vogue Singapore and The Straits Times.

Today, she brings together strategic marketing leadership and firsthand entrepreneurial experience through Weekend Studios, partnering with founders and marketing teams to build social strategies that strengthen brand relevance and contribute to long-term business growth.