
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.
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.
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
Marketing Strategist / Client Services Director

Anas
Finance Director

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