About
Freddie Laker takes an entrepreneurial approach to problem-solving, helping clients transform their businesses through unconventional thinking, shaping culture, and driving innovative growth strategies. These pillars form the foundation of Freddie's success with both startups and established global brands for over 20 years. His ability to work as a marketer, but also as a successful B2B sales executive gives him a strong perspective on how to make marketing and sales work together to drive results. Inspired by his desire to support CEOs and investors by providing executive leadership, he created Chameleon Collective in 2015. He has held interim marketing leadership roles at several Private Equity-backed organizations spanning a wide range of industries, always leveraging his expertise in sales, digital marketing and eCommerce. Freddie had served as a CEO four times, a CMO five times, a CDO three times, and a business development leader for multiple industry leading firms. Combined with his deep experience working within the Private Equity industry, Freddie has become a trusted partner to many of the world's top investors. An inspiring leader, he's passionate about his work and his desire to make a meaningful impact on companies undergoing periods of transformation.
How Freddie helps
The roles Freddie steps into. Select one to see how they work in it.
Chief Digital Officer
Freddie Laker takes an entrepreneurial approach to problem-solving, helping clients transform their businesses through innovation, new technologies, and unconventional thinking. This has been the foundation which Freddie has built effective marketing strategies for both startups and established global brands for over 20 years. As an interim or fractional digital leader Freddie works with consumer-focused businesses to help defined and execute ambitious digital strategies that span customer experience enhancements and eCommerce. Freddie has been successful at founding, leading, and growing companies. Freddie has served as a CEO three times, a CMO twice and a VP of Strategy for one of the largest digital marketing agencies in the world, all before founding Chameleon Collective in 2015. During his years within the agency world he lead award-winning campaigns for brands like Coca-Cola, Unilever, Toyota, Diageo, and Powerade. Since founding Chameleon Collective, a consulting firm that supports CEO's and investors by providing executive leadership, he has held interim marketing leadership roles at various private equity-backed organizations.
Selected work in this role
SVP Digital & Ecommerce at Nixon Inc
Assisted the company during a period of serious upheaval and transition to ensure the staff remained calm while a new permanent leader was hired.
Chief Digital Officer at Bugaboo
Led the digital transformation of the organization. Responsible for the P&L for digital sales channels and the overall digital vision for the company.
SVP Marketing & eCommerce at Backyard Discovery
Responsible for building out the direct-to-consumer business across BackyardDiscovery.com and Amazon.
Focus areas
Writing
The Book
Collective Capitalism
How Shared Success Transforms Business
By Freddie Laker with Paul Lewis & Juan-Carlos Morales · 2024
What if the people who build a business also shared in its success? Collective Capitalism makes the case for a new operating model — one where proven specialists, aligned incentives, and shared equity replace the traditional agency pyramid. Drawing on the real-world playbook behind Chameleon Collective, Freddie Laker, Paul Lewis, and Juan-Carlos Morales show how distributed ownership, transparent economics, and a culture of contribution turn "shared success" from a slogan into a competitive advantage.
Free Live Webinar
AI: Impact GTM
Go-to-market is being rewritten in real time. Over five working sessions we pull apart what actually moves pipeline when AI is in the loop — positioning, channel mix, and the operating rhythm that keeps a team shipping. Each session is hands-on and built around live questions from the room. Come to the one that fits your calendar, or register for the whole series.
Offered at 2 times · pick the one that works for you.
Save your seat
Free to attend. Pick a time below, add your details, and we'll email your Google Meet link and a calendar invite to confirm your spot.
Experience
Co-Founder / Chief Growth Officer at Collective OS
PE & VC Value Creation Global Practice Lead at Chameleon Collective
Owner at Enviro Design Products, Inc
Founding Partner at Chameleon Collective
Partner at The Room
Expertise
Off Hours
Freddie is a life long innovation enthusiast he spends his off-time experimenting with AI technologies, developing worlds in virtual reality, and, for a dose of reality, working in his garden.
Work With
Freddie
Interested in bringing Freddie onto your transformation? Let’s start the conversation.
