Twitch Appoints Christine Cassis as Chief Marketing Officer

After close to nine months, Twitch has a new Chief Marketing Officer. 

Christine Cassis is taking on the CMO role after more than four years as a Director of Marketing, Brand and Social at Shopify – succeeding Rachel Delphin, who left the company in January for a role as Chief Communications Officer at Block. 

Commenting on her appointment on LinkedIn, Christine says she is “proud” to join Twitch – a company she says “sits at the centre of,” community-driven online experiences. 

“It’s where people hang out, build community and create culture as it happens,” she notes. 

Raw, unvarnished and unfiltered

Looking back at Christine’s career to date, it’s clear to see that she has the ability to successfully lead the marketing function for a community-driven platform like Twitch. 

In her most recent role at Shopify, she led the transformation of the company’s global communications and brand marketing to better drive engagement and direct communications with community, creators and corporate channels – with the company reporting 34% growth year-over-year in its second quarter for 2026. 

Prior to this, she led digital engagement and owned interactive and livestream programming at Google for three years, pivoting the company’s digital engagement strategy during the COVID-19 pandemic. 

She also spent three years at Pinterest, most recently as its Global Head of Social Media and Editorial, where she established its trends and insights programme, and just under a year at Reddit as its Head of Social Media and Digital Communications. 

“Throughout my career at Pinterest, Reddit, Google, and Shopify, I've had one obsession: telling the stories behind the creators, conversations and ideas that shape the internet,” says Christine. “Here at Twitch, I see so much of that same cultural momentum.

“What drew me to Twitch is that it still feels raw, unvarnished and unfiltered. More creators, athletes, musicians, artists, gamers, and fans are choosing Twitch to build communities around the things they care about. 

“I'm energised to help more people discover what makes this place different.” 

Community-driven spaces

According to Christine, her priority at Twitch will be avoiding the internet experience “built around algorithmic feeds and passive consumption”.

“We'll protect what makes Twitch unique in an internet increasingly dominated by passive scrolling, help more people see the full breadth of what Twitch has become and build a stronger discovery engine that connects the creators and communities shaping culture here to new audiences,” she says. 

Encouraging engagement is crucial for a platform like Twitch – with many social media users now using social media more passively, which could lead to a dip in content. 

In fact, research from Ofcom has found that just 49% of adult social media users are actively posting, down from 61% in 2024. Twitch, meanwhile, has been continuing to grow, with the platform adding nine million new streamers during 2025. 

“When I started, the most common response to sharing that I work at Twitch was ‘what's that?’” Rachel said upon her departure from Twitch. “Today, people tell me how cool that must be (and it is!) and often, how much the service means to them. 

“Being part of that shift from explaining what we are and do to being part of something people genuinely love and recognise has been an incredible privilege and a whole lot of fun.”