Overview
Christina Hadinoto is the founder and CEO of Contour Lab, a company she started in July 2022 and runs from Antwerp. Since September 2025 she has also been a coach in fashion entrepreneurship at Businessopleidingen Thomas More, and between March 2024 and May 2025 she provided freelance marketing support to Smooth Sailing.
Her career in fashion marketing began at FNG Group, where she was trade marketeer for CKS from 2015 before becoming marketing and brand manager for the label in 2017, a role she continued at CLAES RETAIL GROUP until September 2021 and then carried on as a brand marketing consultant for CKS to the end of that year. Earlier she spent more than five years at Microsoft, joining in October 2009 as marketing communication manager and moving on to licensing sales specialist and then channel marketing manager until February 2015. She started out as an intern at Ogilvy Public Relations Worldwide in 2009 and as a marketing specialist for ASUS in Belgium that same year.
Hadinoto studied law at KU Leuven and at the Universidad de Salamanca in Spain, then took a bachelor in communication sciences and a master in strategic communication at the University of Antwerp. She later passed through the Microsoft Academy for College Hires, Start it @KBC and imec.istart.
Career history
In the news
- On 12 October, Markmi.ai co-hosts an evening at the Belgian Ambassador's Residence in London 🇧🇪🇬🇧 Turns out we had help..:) I think we discovered a gem 💎 When you grow internationally, you are often so focused on the big event organisers and the local market specialists who claim to guide you straight in.. that you forget organisations like FIT - Flanders Investment & Trade and the Belgian Embassy. Their mission is to work, day in and day out, on the internationalisation of the Flemish economy and its innovation. And yes, that
- Great customer service has a hard expiration date = the day that an instore employee hands in their notice. What do you think: who knows a customer better: the owner of a clothing store or data? In one boutique, with let's say 50-100 regular customers, the store owner absolutely wins, because nothing beats that personal connection and advice. But in bigger stores, retail chains with instore staff or online across thousands or millions of shoppers even, only data can win. That knowledge of hundreds of customers, built up by store
- Hmm, a triggering question from Detlef Beiter.. Is a traditional webshop still needed, if every customer could have her/his store that feels like it built for them? With the rise of agentic commerce and current search behavior through AI, i believe we have already surpassed the existence of traditional webshops as we have known them for the last decade. Webshops as such will still exist for a while, but the nice part is: you CAN already offer a customer that personal shopping system Detlef's talking about. Through our Contour
- One of my favorite parts of building a brand strategy has always been (still is) the positioning and the targeting part. Sitting together with the team, coming up with the names of these marketing personas that are the equivalent of target audiences. Who they are, where they live, what their lifestyle is like, their style and what media they consume actively, etc. It makes it very clear who you want to attract as a brand. Based on my experience of the last couple of years, one thing became obvious to me: even the right marketing
- We've never gone on a date, but my co-founder has seen me cry, panic, and pitch while also being hangry. That's basically a marriage, right. 😆 And it IS like a marriage! You spend so much time together building a company and like any marriage, it doesn't work because you agree on everything. On the contrary! I talked about this with Arantxa Wille and Tim Gestels in imec.istart's video series "How i met my co-founder". It's learning how to communicate well with eachother, but also how to fight well. Being transparant and say
- A lot of fashion companies (i did too previously) track NPS (=Net Promoter) scores to measure customer satisfaction. But a NPS does not show you shopper satisfaction before they purchase, which is a much bigger group. And wouldn't it be useful to know why a potential buyer with a purchase intent did not go through with it? I was talking about this topic with Sonja Van Dorslaer CXAD (Dip) the other day. She is a seasoned Customer Experience expert, who i used to work with at my previous job, so considering all of her knowledge, it
- My father landed here from Indonesia with a one-way ticket, a suitcase, and no safety net. He worked himself through university by day while he taught himself the language and his textbooks by night. He did it without any family here or a plan B. Probably with the belief that if he kept going, he would make a good life for himself here. And he did! Fully self-made, he became a radiologist. I was (still am off course) always so proud he spent his career saving other people's lives, and then, way too young, lost his own at the age
- I don't fulfill all typical requirements of what they would call "an investable founder". And while i write this, i hoping there's no such thing anymore as the typical investable entrepreneur, but you know what i mean: I'm not a young white man (ideally with previous exits), which is still the majority that fits that profile. I'm a female founder with an Indonesian background, building a company at the intersection of tech and fashion, not the easiest and stable industry. 🫠 And yet, investors said yes. That tells you hopefully
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