A CPG Coach who has actually lived your experience and can tell you how to get to the other side.
Christine Malaguti
built her career in CPG by navigating buyer dynamics, fixing broken distribution strategies, aligning pricing and velocity, and sitting in rooms where the decisions were already made before anyone walked in.
Her work has always centered on the same thing: making products actually move at shelf. Not just getting listed or gaining distribution.
Over the course of her career, she's operated in environments where authority was unclear, responsibility sat in the wrong place, and founders were quietly running everything because the system around them couldn't hold the weight. She's been brought in to rebuild broken commercial operations and done it ahead of schedule.
She's also experienced what happens when the structure shifts after the outcome is achieved.
Who is Christine?
Christine grew up watching everything. Coming from a working-class household, with a mother who worked three jobs and a stepfather who worked two, she learned early that no one was going to hand her the tools. She needed to figure it out herself.
What that created in her was pattern recognition. She reads rooms. She watches behavior. She sees what's not being said.
That instinct sharpened through everything she's been through both professionally and personally.
At 27, Christine was diagnosed with cancer. She puts it simply: "My first thought wasn't fear. It was final." That kind of clarity, the kind that strips everything unnecessary away, never left her. She went back to work. She kept moving. Not because she was okay, but because she's never been someone who stops.
She lost a daughter at 14 weeks. After surgery, she came back to work and was laid off the next day by a company that had decided before the conversation happened.
She's navigated sexual harassment in the channel, tolerated by two different companies and worked around instead of addressed. She's been the person brought in to fix something, fixed it ahead of schedule, and been let go the moment the structure changed.
The Work
Christine coaches CPG founders and commercial leaders who are done with theory and ready to fix the actual systems blocking their growth. Alongside 1:1 coaching, she is building Catone Brands, a functional beverage company rooted in her deep knowledge of the c-store channel.
The Standard
She is currently completing a Doctor of Education focused on decision-making authority and leadership dynamics inside organizations. Her approach is direct and doesn't soften things to make them easier to hear, and she is only interested in work that actually creates change.
The Foundation
Based in Texas with her husband Robert, her partner of nineteen years, and her six-year-old son Auden, she is a mom first. Christine approaches everything with a grounded perspective, choosing to consistently build for the long term and focus on what truly matters.