How Iwork.
Senior executive-level marketing leadership, corporate and board advisory, and business and go-to-market strategy, with a robust marketing and communications toolkit behind it.
Ready for growth, but not ready for a full-time CMO?
Many businesses are ready for growth but can’t yet justify a full-time CMO. Larger organizations often find themselves in long stretches between CMO hires. Workman Group was founded to fill that gap.
WHEN TO BRING ME IN
- At a growth inflection point
- Repositioning the business or brand
- Building a go-to-market plan
- Launching a new product
- Seeking scale
- Preparing for investment or expansion
- Experiencing a leadership gap
- Solving a brand clarity problem
- In need of senior oversight
- Strategic planning and coordination
The method
01
Strategy defined.
Business and go-to-market strategy, with clear, credible messaging for the decision-makers you sell to and the customers they serve.
02
Marketing deployed.
Strategy, brand, and execution aligned and in market, led by a senior executive working inside your team.
03
Impact delivered.
Measurable growth, stronger market positioning, and smarter business decisions, plus a network that opens doors.
THE APPROACH
CORE AREAS OF EXPERTISE
B2B & B2B2C
Building strategies that influence both business decision-makers and, when relevant, the end customer served.
Marketing
Align strategy, brand, and execution to drive measurable growth, stronger market positioning, and smarter business decisions.
Communications Strategy
Shape clear, credible messaging to strengthen brand perception, support business goals, and create consistency across every audience touchpoint.
Three ways to work together.
Fractional CMO
Your head of marketing, part-time.Experienced strategy and execution leadership, only for the days you need. I set the plan, run the weekly cadence, and drive results through your team and vendors. Need a team built? I’ll build it.Ideal for businesses ready for ongoing marketing leadership without the full-time hire.
THE FIRST 30 DAYS
WEEK 1
Assess
Marketing assets and communication channels.
WEEK 2
Intake
Leadership and key stakeholders, business goals and KPIs.
WEEK 3
Audit
Customer profile, positioning, messaging, budget, team and vendors.
WEEK 4
Deliver
Initial insights and the next steps to activate priority one.
ONGOING
Rhythm
Weekly leadership meeting, KPI review and a shared plan.
CHOOSE YOUR SEAT
Engagements are built around leadership responsibility, access, and outcomes, not billable hours. The right seat depends on how much marketing leadership already exists inside your business.
7–8 DAYS / MONTH
Lead Seat
Drives execution
- Serves as your fractional CMO
- Owns the marketing agenda
- Leads the function across the organization
- Owns performance oversight
Execution: Directs execution and accountability.
5–6 DAYS / MONTH
Co-Lead Seat
Shares execution
- Shares leadership of marketing
- Drives planning and execution
- Directs teams and vendors
- Shares accountability for results
Execution: Execution leadership is shared.
3–4 DAYS / MONTH
Counsel Seat
Advises on execution
- Shapes strategy and priorities
- Guides campaigns, messaging and decisions
- Advises teams and partners
- Reviews performance and recommends changes
Execution: Your team owns day-to-day execution.
WHAT I OWN
- Positioning and priorities
- Campaigns and KPIs
- Budget
- The marketing operating rhythm
HOW WE WORK
- Weekly leadership meeting
- KPI review
- A shared plan everyone can see
- 1–3 priorities at a time, finished
HOW SUCCESS IS MEASURED
- Brand and business metrics tracked
- Targets, goals and conversion measured
- Message consistency across every channel
90-Day Sprint
A focused ramp that builds your marketing foundation and delivers a go-to-market plan to activate immediately.Ideal for businesses that need a marketing foundation and momentum, fast.
DAYS 1–30
Discovery, audit & assessment
Stakeholder and leadership interviews, a review of your current marketing, messaging, brand and communications, a competitive and market review, and a clear read on your customer.
Deliverable: Discovery report with audit findings, priority opportunities and initial recommendations.
DAYS 31–60
Business strategy & messaging alignment
Alignment on your top business priority, then refining your positioning, messaging and marketing for go-to-market.
Deliverable: Strategic brand marketing framework, positioning and messaging framework, and an initial customer profile.
DAYS 61–90
Go-to-market priorities & roadmap
Strategy translated into practical execution priorities, early implementation planning, and a roadmap prepared for launch.
Deliverable: Go-to-market launch plan, final recommendations and next-phase roadmap.
WHAT WE ACCOMPLISH
- Brand and business objectives, clarified and aligned
- Stronger positioning and messaging
- Your ideal customer profile, defined
- Budget and operational needs, assessed
- A go-to-market plan, outlined
- Your first priority, in market after 90 days
HOW WE WORK
- Weekly leadership call
- Working sessions with your team
- Asynchronous review of materials
- Ongoing advisory throughout
Strategic Advisor
Senior counsel without the operational seat: experienced judgment for the decisions that set direction.Ideal for founders and C-suites with a team in place who need senior counsel and oversight.
WHAT CLIENTS SAY
“Pam elevated our PR and communications function from the ground up, building it with intention and rigor until we had exactly the right infrastructure and talent in place…. If you are looking for a C-suite communications partner who can build, lead, challenge and deliver – Pam Workman is that person.”
Lauren McGuire
Former President, Made Music Studio / Executive Director of Brand Partnerships + Owner, Devoured