About me.

I’ve spent my career translating vision into real experience.

I started on the shop floor.

I learned early how customers actually make decisions — what questions they ask, what draws them in, and what earns their trust over time. That experience continues to shape how I work today. Strategy only matters if it holds up in the real world.

At Rennaï, I built the brand from inception. From naming and defining the value proposition to shaping the creative expression. I was responsible for establishing what Rennaï stood for and how it showed up in the world. Beyond brand, I led the team in building the underlying infrastructure required to operate and scale - including systems, digital platforms, financial structure, and P&L ownership.

The work was both creative and operational: translating vision into structure, and ambition into disciplined execution. It reinforced my belief that strong brands are not only well-designed, but well-built - supported by clear systems, thoughtful leadership, and an experience that earns trust over time.

Prior to that, at Holt Renfrew, I managed day-to-day commercial performance across beauty and menswear, while also leading marketing initiatives for those categories. The role required constant calibration — shaping assortments, managing inventory risk, and maintaining relevance as customer behaviour shifted, particularly during periods of significant disruption.

I worked closely with brand partners and internal teams to adjust assortments in real time, balance creativity with commercial discipline, and maintain momentum when conditions were uncertain. The work reinforced a practical truth I carry forward: strong businesses are built not only through strategy, but through consistent actions, judgment, and responsiveness when conditions change.

During my career, I’ve helped several brands successfully enter the Canadian market. Founders and leadership teams trusted me with their entry because I understand both sides of the equation - the sensitivity required to protect brand integrity, and the operational discipline needed to execute at retail. A few notable launches and partnerships include Victoria Beckham Beauty, Augustinus Bader, Gucci Beauty, and Westman Atelier.

Through Christopher Novak Consulting, I now partner with founders and leadership teams ready to sharpen their point of view and move towards discipline - where product, storytelling, retail, and experience work together with purpose. My work spans strategic advisory and interim leadership, depending on what the moment requires.

Through Christopher Novak Consulting, I now partner with founders and leadership teams ready to sharpen their point of view and move beyond noise toward discipline - where product, storytelling, retail, and experience work together with purpose. My work spans strategic advisory and interim leadership, depending on what the moment requires.