I partner with clients to develop winning brand and integrated go-to-market strategies that engage B2B and B2C audiences and drive measurable growth
Hi, I'm Chris Workman; it's great to meet you! I am a passionate problem solver who loves immersing myself in my clients' business and identifying opportunities to deliver solutions that foster meaningful brand and business impact. My superpower is a rare blend of right-brained creativity and left-brained analytical thinking, which I've learned makes me highly adept at developing a holistic, strategic vision coupled with grounded solutions. My nearly 30-year career has primarily been in agencies, with two distinct areas of focus. The first 14 years were focused on sports, partnership, and experiential marketing strategy and activation on behalf of clients including Lowe's, Sprint, Cigarette Offshore, and zMAX. I gained tremendous experience at agencies, small and large, highlighted by an extended stint supporting Lowe's with Momentum Worldwide and GMR Marketing, which included experiential retail programs for homeowners and Pros, and managing Lowe's sponsorship portfolio consisting of NASCAR, NCAA, NFL, Live Nation, and Busch Gardens/SeaWorld. In 2013, I moved to an agency focused on brand and omnichannel campaigns within the home & building category where I led multidisciplinary teams on a broad range of initiatives ranging from national TV campaigns to focused direct mail programs supporting client sales teams, and all points in between. Clients included Moen, Floor & Decor, LEVOLOR, Sunbelt Rentals, CertainTeed, Blum, Cooper Lighting Solutions, and Bonefish Grill. During this time I gained a passion for data-driven strategy and building comprehensive full-funnel strategies for B2B and B2C audiences within DTC, dealer/showroom, mass retail and distribution channels, including sales enablement and training programs. I've since spearheaded Lansing Building Products' first Growth Marketing program and conducted several immersive brand positioning, customer segmentation, and go-to-market strategy projects for Margaritaville at Sea and GSSI. I thrive on performance measurement and identifying opportunities to further optimize strategy and enhance program results. And I strive to build strong client and team relationships while having fun in the process!
The roles Chris steps into. Select one to see how they work in it.
For nearly 30 years, Chris has partnered with brands to develop insights-driven and high-performing full-funnel customer activation strategies designed to target, reach, engage, nurture, convert, and grow B2B and B2C customers. Chris has led multidisciplinary teams to strategize and activate growth marketing campaigns for a range of clients, including Lansing Building Products, Moen, LEVOLOR, Bonefish Grill, and Sunbelt Rentals. With an analytical approach grounded in defining client business goals, growth barriers, prioritized customers, and key brand engagement pillars, Chris is highly adept at articulating complex client journeys and sales processes. Whether the goal is to deliver ecommerce, retail and/or dealer/showroom traffic and conversions, Chris leads teams to take a channel-agnostic approach to strategize, deploy, and optimize the optimal channel and messaging mix to drive desired actions across all steps in the customer journey from awareness through to loyalty and retention, including integrated sales team actions.
Focus areas
Chief Client Growth Officer at Your Source Alliance®
VP, Account Management at linqd.
Wray Ward
GMR Marketing
Account Director at Momentum Worldwide
Miami University
BS, Marketing, Minor in Management Information Systems, Sports Marketing
When away from work, I focus my energy on screenwriting, illustrating, playing guitar, volunteering, and helping my kids explore their creative interests. I'm also an avid fan of F1, IndyCar, sportscar racing, and Packers football and enjoy traveling. I've also written and illustrated four children's books about racing.
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