Chris Workman
Sports, Partnership & Experiential Marketing Sr. Director
About
Chris is a seasoned marketing leader who has supported top clients such as Lowe's and Sprint (now part of T-Mobile) to develop winning sports, partnership, and experiential program strategies built around defined business and marketing objectives and designed to achieve measurable results. His work includes developing Lowe's strategy to engage Millennials through their first-ever Music & Entertainment partnership with Live Nation, as well as creating innovative SMS extensions to the Sprint All-Star fan voting experience. Chris brings sports, partnership, and experiential activation experience spanning NASCAR, IndyCar, Sportscar, the NFL, the NCAA, soccer (CONCACAF), theme parks including Busch Gardens and Sea World, Music & Entertainment with Live Nation, and zoos. He has conducted in-depth partnership portfolio analysis to optimize spend against customer segment priorities and built activation programs such as Lowe's Jimmie Jam to create unique program extensions and VIP customer experiences. He has also strategized customer market blitz initiatives to increase brand presence and customer engagement across multiple priority market destinations, from local zoos to colleges and NFL teams, and led a team to activate against all available partner assets both in-venue and in-market.
How Chris helps
The roles Chris steps into. Select one to see how they work in it.
Product Positioning & Campaign Sr. Strategist and Director
Chris has worked with top brands in the home goods and building products space, such as Moen, LEVOLOR, Blum, Festool, Dal-Tile (Daltile and American Olean brands), and Cooper Lighting Solutions on everything from product naming, brand guidelines, and audience personas to product launch campaigns, trade training programs, and retail merchandising. His skillset and experience include product value proposition and target audience persona creation; product brand development including naming, logos, and brand guidelines; go-to-market launch strategies and omnichannel campaigns, including advertising creative (video, animated content, print, digital, email, direct mail), media and content strategies, and activation; trade training programs, including selling strategies for Pro installers and dealers; and retail merchandising concepting and activation. This work has been conducted in parallel with broader omnichannel campaigns or as stand-alone initiatives.
Selected work in this role
Group Client Business Director at Moen Incorporated
Led strategy and multifunctional teams for product branding, commercialization, launch campaigns, channel trade training, and customer engagement.
Group Client Business Director at Blum USA
Led positioning and GTM across digital, email and publisher partnerships, plus creative for the US launch to designers and cabinet makers.
Group Client Business Director at Levolor
Led strategy and a cross-functional team creating launch assets and integrating new smart home products into the national brand campaign.
Focus areas
Experience
Your Source Alliance®
- Chief Client Growth Officer
- Chief Growth Officer
- L
VP, Account Management at linqd.
Wray Ward
- Client Engagement Group Director
- Account Lead
Digital Account Executive at Brandmovers
Author, Illustrator & Owner at Racer Legends
Expertise
Work With
Chris
Interested in bringing Chris onto your transformation? Let’s start the conversation.
