Christine Colling
Head of Social & Video @Durable
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WORK HISTORY
Head of Social & Video @Durable
Vancouver, BC, CA
I lead social media and video strategy at Durable, an AI business builder helping entrepreneurs launch and grow their businesses. I own the strategy, production, and distribution of video content across organic social, influencer campaigns, and paid ads.I partner closely with product, growth, and marketing leadership to translate AI features into engaging social content and product storytelling.• Grew Durable’s social audience from ~10K to 150K+ followers through a video-first content strategy• Produced multiple viral videos reaching millions of views across TikTok, Instagram, and YouTube• Partner with product and growth teams on feature launches, announcements, and brand storytelling campaigns• Manage 30+ creators at a time, overseeing sourcing, briefs, and campaign execution• Lead UGC and creator content strategy, working directly with agencies, freelancers, and paid media partners• Own creative direction for short-form video including concept development, scripting, editing direction, and brand voice• Built an AI-assisted creative workflow to produce scalable video ads used across paid social campaigns• Monitor trends, cultural moments, and conversations within AI and small business communities to inform content strategy and participation
EDUCATION
Griffith University
Bachelor’s Degree, Communications - Double Major in Digital Communications and Marketing
British Columbia Institute of Technology
Associate’s Degree, Broadcast & Media Communications
SKILLS
ABOUT CHRISTINE COLLING
I think about how brands show up online. Not just what they post, but when they speak, where they participate, and how they earn credibility over time. Most of my work sits at the intersection of social, video, and creator ecosystems. I’ve spent the past 10+ years helping technology companies translate complex products into content that actually resonates, especially with builders, operators, and small business owners. Currently I’m Head of Social & Video at Durable, where I lead how the brand shows up across social. I develop content strategy, shape creative direction, and work with creators and internal teams to turn product ideas into stories people want to watch, share, and engage with. I’m especially interested in how brands build voice and relevance within tech and AI communities, and how social can move beyond content into something that feels intentional, credible, and worth paying attention to.
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