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THE FORMATION GROUP
We're Not Just a Marketing Company.
We're a Movement.
Formation exists to help freelancers and founders build businesses that support real lives, with freedom, purpose, and results.


Built From the Ground Up
Christina Gough is a rebel marketer, founder, and freedom-first entrepreneur who’s always done things differently. Told she should become a lawyer, she skipped university and built her own path, blending intuition, grit, and marketing know-how to become one of the youngest Chartered Marketers in the UK.
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By her mid-20s, she’d launched what became The Formation Group: a business built on flexibility, human connection, and the belief that you can build success on your own terms. Today, Christina lives in Bali with her two young children, leads a distributed team of 500+ freelancers, and helps founders and freelancers alike create businesses that support their lifestyles, not the other way around.
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Her mission? To rewrite the rulebook and show what’s possible when you combine smart marketing with real life.
The People Behind Formation
Behind every great brand is a team of passionate people making it happen. At Formation, we bring together experts across strategy, content, digital, and community, all aligned around helping freelancers and founders thrive.

Christina Gough
Founder & CEO

Kirsty
Head of Marketing Strategy

Christian
Head of Growth Strategy

Chris
Head of Digital Marketing
Josie

Head of Brand & Comms
Cindy

Project Manager
Ian

Content/PR
Edward

PPC
David

SMM/PPC
Maria

SMM/SEO
Hope

Organic Social
Tony

Organic Social
Bob

SMM/PPC
Bianca

Market Research
Kathleen

Market Research
Anas

Finance Director

