Christine Proctor

  • Beachhead Advisor, Australia

Christine is an accomplished retail and consumer markets executive having worked across New Zealand, Australia and the UK in a range of retail roles over the past 17 years. 

She has acquired a breadth of knowledge and expertise across general management, business development, customer experience, marketing and digital, property and retail operations. This has been honed through working with both business founders and mature corporate organisations.  Christine now focuses on assisting organisations with growth challenges and CX optimisation.

Joining the executive team at Kathmandu as Group Marketing Manager in New Zealand working alongside the founder, Christine relocated to Melbourne to head up the Australian business overseeing rapid store growth, in parallel with store development and openings for the fledgling UK business. 

Moving on to Westfield Group, in Melbourne and then Sydney, she oversaw a portfolio of shopping centres and contributed to key projects within the Australian business. 

She then migrated to business development and general management roles working with several specialty retail brands in retail and multi-channel businesses. 

Most recently Christine was project lead for the launch of UK department store Debenhams in Melbourne, which included its customer experience strategy.

Comfortable with a high level of ambiguity, the ability to connect strategy with the reality of hands-on delivery, and actively maintaining a global retail outlook, she is passionate about creating engaging retail experiences. A passionate advocate for the customer and enthusiast for digital transformation, she has a keen interest in CX and how to optimise customer journeys. 

Christine is a graduate of the AICD Company Directors course, has a Bachelor of Arts, completed her MBA at Mt Eliza Business School, and attended the ‘Strategic Planning and Management in Retailing’ programme at Babson College in Boston.

Advisory areas  

Christine’s strengths are in marketing, customer experience (CX) and customer journey mapping, property, retail operations, merchandising strategy, end-to-end business connectivity/integration across retail (including wholesale and online), specialty retail, landlord asset management and new store openings.

Sector experience 

Retail industry, property, fashion apparel and homewares, payment transactions via Point-of-Sale, online presence and App design Tech services, Tourism


Christine has worked in Australia, the UK and New Zealand.


Read more about Christine on LinkedIn.