Christine Hockaday
Christine Hockaday is a seasoned brand and retail marketing leader with over 12 years of experience connecting global brands to the people, places, and moments that shape culture. Her expertise spans music, fashion, sports, and wellness, where she translates broad brand objectives into actionable cultural strategies that drive measurable growth. Christine excels at identifying the right partnerships, experiences, and creative activations to amplify brand relevance and foster authentic consumer engagement. Her journey into health and wellness comes from a deeply personal place having dealt with chronic pain herself and witnessed others struggle, she has always been driven to help people live healthier, more informed lives.
After working across industries including digital media, event production, and grocery retail with Fresh and Easy, Christine joined Cookies during its early startup phase of fewer than 10 employees. She helped scale the company to 70 locations with international cannabis, apparel, and product offerings, contributing to the brand’s pioneering presence in the industry. Working in cannabis opened her to a broader perspective on health and wellness, fueling her passion to build something new. Following her tenure at Cookies, she began consulting through the Hockaday Group, guiding wellness and lifestyle brands on positioning, cultural relevance, and integrated go-to-market strategies.
Most recently, Christine partnered with her husband to found HockadayRx, a practice combining her cultural marketing and brand strategy expertise with his work as a sports pharmacist. HockadayRx empowers athletes and active adults to make discerning, science-backed decisions about supplements and medications, blending storytelling with evidence-based guidance. Christine built the infrastructure, marketing, and website for the practice, creating accessible performance optimization visits that fine-tune medication, supplements, and recovery. Committed to giving back to their community in Inglewood, California, Christine and her husband aim to leverage the growing local sports landscape including the Olympics and World Cup to improve health outcomes and wellness literacy for those around them.
• Marketing Analytics Foundation
• Omnichannel Retail Strategy
• Retail Marketing Strategy
• Sports Marketing
• Amazon Sponsored Ads Advanced Certification
• Loyola Marymount University, College of Business Administration - Bachelors, Marketing and Business Law
• 2017 Employee of the Year
• Riordan Fellow - UCLA Anderson School of Management
• City Church Inglewood Flu Clinics
• Community Health Events in Inglewood
What do you attribute your success to?
I think just being adaptable, being able to pivot. In the cannabis industry in particular, what I learned the most is that it was like a crash course MBA, to be honest, because you just got to try everything as regulations were changing. Working in really heavily compliant, restricted environments, you have to adapt your marketing and get creative and clever. I think it's really allowed me to think outside the box and try to approach things differently, to ask different questions. And that's a lot of what we want to do at this practice. It's like, how can we look at this information and ask a different question that maybe helps someone? That's the key to my success.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field is navigating the heavy regulation and compliance requirements, particularly in cannabis-related work, which requires constant attention to evolving laws and industry standards. At the same time, there are tremendous opportunities as wellness trends continue to explode and more people seek science-based, trustworthy guidance on supplements and medications. Expanding licensed services to additional states, providing accessible health education, and creating meaningful community health initiatives especially in Inglewood as local sports and events grow are all areas where I see the potential to make a real impact while helping people make informed, safe, and effective choices for their health.
What values are most important to you in your work and personal life?
Helping and empowering people, building community, family legacy, and being a trusted translator of clinical information so people do not waste time or money on ineffective products.
Locations
Hockaday Group
Inglewood, CA 90305