Behind the Click Podcast with Christina Skoeries: Leading with passion and purpose

In a bustling world of rapid change and digital evolution, true leadership isn’t just about strategies and KPIs – it’s about people. Christina Skoeries, the driving force behind camel active’s bold shift from traditional retail to a vibrant direct-to-consumer powerhouse, knows this better than most.

In her conversation on Behind the Click, Christina opened up about what it takes to steer a legacy brand through turbulent waters, all while keeping her team motivated, inspired, and aligned with a shared vision.

From passion as a fuel to leadership style

Christina’s energy is contagious. She describes her leadership as a natural extension of her passion – a spark that ignites her team’s enthusiasm and, ultimately, the customer’s experience. She emphasizes that “if you’re passionate about what you’re doing, the end consumer will feel that,” highlighting how authenticity can be a brand’s greatest asset.

She believes that when leaders show genuine excitement about their work, it’s impossible for others not to catch that fire. “There’s something infectious about working with someone who’s really passionate,” she shared in her conversation with us. Passion, she said, isn’t just a personal trait; it’s a strategic asset that helps forge authentic bonds with consumers.

Navigating a major transformation

Since 2020, Christina has been at the forefront of camel active’s transformation journey. Moving from a predominantly wholesale brand to embracing the digital age with a direct-to-consumer approach was no small feat. It involved overhauling infrastructure, building new teams, and redefining what the brand stands for in a modern context.

Her approach? Make herself “redundant.” She empowers her team to own their responsibilities, trusting that collective effort will get them through the storm. “As we grew fast, I realized that I needed to step back and let my team develop and shine on their own.”  Christina admitted. This mindset – fostering independence and accountability – has been key to navigating the complexities of change and growth.

Building a culture of vulnerability and trust

For Christina, leadership is rooted in authenticity. She champions a culture where mistakes are not hidden but shared openly, seen as stepping stones rather than failures. Her team practices transparency, engaging in regular discussions about setbacks and successes alike.

She explains that they have a great failure culture where no one single team member is at fault, it’s always “we” and they talk openly how to make things better for the future. Her philosophy is simple: “When everyone feels safe to voice concerns and admit imperfections, innovation thrives.”

Her approach extends beyond words. She promotes “walk-and-talk” meetings outdoors to encourage focus and transparency. “We just go outside, walk, and discuss,” Christina shared with a smile. “It helps us concentrate, listen better, and build trust.”

Balancing legacy with innovation

camel active’s story is one of balancing heritage with evolution. While the brand’s outdoor roots remain central, Christina is guiding it toward a more contemporary, urban aesthetic. She emphasizes that consumer insights now play a crucial role – especially in understanding how to make the brand emotionally relevant.

Interestingly, she noted that “sustainability is important, but for our customers, quality, durability, and style still come first.” Her team is committed to creating products that are long-lasting and environmentally responsible as they wish to make real, tangible changes for our natural habitat.

A leader who inspires and empowers

Beyond her strategic insights, Christina is passionate about uplifting others. She champions diversity and inclusion, actively creating opportunities for women and emerging voices in the industry. Her recent initiative? Offering stage time at major expos to female speakers – giving others the platform she’s worked hard to build for herself.

She encourages young leaders to “listen to your team and trust your gut,” adding, “step outside your comfort zone – great things happen when you do.”

To hear interview with Christina in full, in her own voice and with all the nuance that can’t fit on a page, watch the complete episode of Behind the Click:

You can also listen to the episode on the Spotify or Apple Podcasts.

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