Meet Christine Xoinis, the CEO + Founder of Ethos. When it comes to the pronunciation of her last name, she’s happy to clear the air — it’s pronounced “X-oh-ee-nis.”

Christine is an award-winning strategic branding and communications expert with over 25 years of experience. As the founder of Ethos, she partners with multi-billion-dollar brands to deliver innovative strategies and creative solutions while championing opportunities for minority women in the creative services industry. Trusted by C-suite leaders at organizations like Mayo Clinic and Radisson Hotel Group, Christine is known for her big ideas, precision, and a relentless focus on results, with a portfolio that includes iconic brands such as Travel + Leisure, argenx, and CommonSpirit Health.