Chris Workman
Sports, Partnership & Experiential Marketing Sr. Director
About
Chris isa 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. Examples include developing Lowe's strategy to engage Millennials through their first-ever Music & Entertainment partnership with Live Nation and developing innovative SMS extensions to the Sprint All-Star fan voting experience. His sports, partnership & experiential activation experience include: - Strategy and activation within the NASCAR, IndyCar, Sportscar, NFL, NCAA, Soccer (CONCACAF), Theme parks (Busch Gardens & Sea World), and Music & Entertainment (Live Nation) and zoos - Conducted in-depth partnership portfolio analysis to optimize spend against customer segment priorities - Develop activation programs such as Lowe's Jimmie Jam to create unique program extensions and VIP customer experiences - Strategized customer market blitz initiatives to increase brand presence and customer engagement at multiple priority market destinations (i.e. local zoos, college, NFL team) - Led a team to activate against all available partner assets 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 - 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 team activities for new product branding, commercialization, launch campaigns, and channel-focused trade training and customer engagement programs.
Group Client Business Director at Blum USA
Led product positioning strategy and go-to-market planning (digital, email and publisher partnerships), and creative development to support US market launch to designers and cabinet makers.
Group Client Business Director at Levolor
Led strategy and multifunctional team activities to develop launch assets (including animated videos and interactive web content) and integrated new smart home products into national brand campaign.
Focus areas
Experience
Chief Client Growth Officer at Your Source Alliance®
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Chief Growth Officer at Your Source Alliance®
VP, Account Management at linqd.
Client Engagement Group Director at Wray Ward
Account Lead at Wray Ward
Digital Account Executive at Brandmovers
Expertise
Work With
Chris
Interested in bringing Chris onto your transformation? Let’s start the conversation.
