Christine Cassis Joins Twitch as Chief Marketing Officer to Lead Global Brand and Community Growth

Twitch has appointed Christine Cassis as Chief Marketing Officer, bringing an experienced marketing leader to the company as it looks to strengthen its brand, expand discovery, and connect more audiences with the creators and communities shaping live digital culture.

Christine joins Twitch following leadership and marketing roles at Pinterest, Reddit, Google, and Shopify, where she focused on telling the stories behind creators, conversations, and ideas influencing how people interact with the internet.

A Different Kind of Internet Experience

Christine believes the internet is increasingly developing around two distinct experiences: passive consumption driven by algorithmic feeds and more active, community-driven environments where people participate in culture as it happens.

For her, Twitch represents the latter.

The platform's live and interactive nature creates an environment where creators, athletes, musicians, artists, gamers, and fans can build communities around shared interests. That community-first model is central to what attracted Christine to the company.

She described Twitch as a platform that still feels "raw, unvarnished, and unfiltered", highlighting the authenticity and real-time interaction that distinguish it from more passive digital experiences.

Building Twitch's Next Marketing Chapter

As Chief Marketing Officer, Christine will focus on helping more people discover the breadth of what Twitch has become while strengthening the company's connection with creators, communities, and audiences.

A major part of her mandate will be building a stronger discovery engine that can connect the creators and communities shaping culture on Twitch with new audiences.

The strategy reflects a broader shift in digital marketing, where platforms increasingly need to do more than attract attention. They must create meaningful connections between audiences, creators, content, and communities.

Protecting What Makes Twitch Different

Christine's approach also centers on protecting the qualities that make Twitch distinctive as the broader internet becomes increasingly dominated by short-form feeds and passive scrolling.

Rather than simply competing for more screen time, Twitch's opportunity lies in demonstrating the value of live participation and community.

Her experience across major consumer technology and digital platforms gives her a broad perspective on how communities develop, how creators shape culture, and how brands can build stronger relationships with their audiences.

Looking Ahead

Christine's appointment comes as Twitch continues to evolve beyond its traditional gaming identity and expand its presence across a broader creator ecosystem.

With creators, athletes, musicians, artists, gamers, and fans increasingly using the platform to build communities, marketing will play an important role in helping Twitch communicate that broader identity to new audiences.

Christine will work with Twitch's leadership, teams, partners, and the wider creator ecosystem to strengthen the platform's brand and show audiences what a live, community-driven internet can look like.

About Twitch

Twitch is a live streaming platform where millions of people come together every day to interact around gaming, entertainment, music, sports, creative content, and other shared interests. The platform is part of Amazon and provides creators with tools to build communities and engage with audiences in real time.