Workhuman: Earning a seat at the executive table

In this episode of the Account-Based Marketing podcast, Richard Maclachlan, CMO at Workhuman, reveals the innovative strategies and leadership insights that secured his seat at the executive table and established marketing as a key driver of growth.

Richard leads the Global Marketing team, handling responsibilities across brand and creative, product marketing, digital transformation, growth marketing, revenue operations, events, inside sales, and global communications.

He focuses on refining and communicating Workhuman’s value propositions, making them clear and compelling to customers, both current and future. Richard leverages Workhuman’s rich history of innovation with emerging technologies to optimize go-to-market strategies to infuse new energy into the Workhuman brand. All while reinforcing customer trust to accelerate Workhuman's global market share and pipeline velocity, with a keen focus on expanding customer acquisition, retention, and expansion.

Richard joined the company in 2021 and prior to this served as the Global Brand Marketing Director at LogMeIn, leading their global brand and digital transformation strategy. As Vice President and Head of Growth for Havas Sports & Entertainment, he connected fans with brands through innovative campaigns for top companies like Coca-Cola, Verizon, LVMH, and Adidas.

"If you sit back and say: okay, this project is not going the way that it should. Usually, it's not about a lot of the tactical aspects of it. If we sit back and say: okay, what's the culture of communication, the culture of trust, the culture of collaboration, what are we not saying in these meetings? It's all coming through."

“It’s started to teach us as leaders, regardless of the person’s skill set and their past experience, in some cases, their cultural uniqueness is more important in getting a project from vision to execution to operate, or whatever you need in that particular project to market more successfully, versus only looking at somebody as this is their experience, and this is what they bring to the table.”

“I would say everything is in service of the customer being current and the customer being future. I think the strategies are different for both. But as we look at all of our own earned, shared and paid assets across the organization, in every single one of those spheres, the customer plays a very, very strategic role.”