Freddie Laker
Founding Partner

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 upon which Freddie has built effective marketing strategies for both startups and established global brands for over 20 years.

Freddie has been successful at founding, leading and growing companies, having 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 before founding Chameleon in 2015.

In 1996 Freddie founded one of the earliest Internet Service Providers in Florida growing the business to over 15,000 customers. The company was acquired by WebUnited where freddie came on as the Director of Sales.

In 2004 Freddie founded iChameleon Group. Freddie was deeply involved in the strategy, creative, and business development process at the company helping to grow to a 3 office operation spanning Los Angeles, Miami, and London. iChameleon Group produced award winning work for Coca-Cola, Fanta, Burn, NBC, Guinness, Taco Bell, Becks, Kyocera, Motorola, Virgin Mobile, Mentos, and Toyota.

In 2008 Sapient acquired iChameleon Group’s talented team to expand their creative offering. Freddie was responsible for driving digital marketing and business development with SapientNitro’s global clients. He brought to the role unique global perspectives gained from living and working in North America, Europe, and Asia. He had a leadership role in SapientNitro's Shanghai office where I helped to expand their digital offerings and develop new business.

During his time with SapientNitro he drove some of its most innovative work for clients like Coca-Cola and Unilever. In 2008 and 2009 he drove digital marketing at key accounts and projects at a global level including Coca-Cola, vitaminwater, Powerade, Coca-Cola FIFA World Cup 2010, Happiness Factory 3, and Burn. In 2010 and 2011 he drove digital marketing across key accounts at Coca-Cola (including Pulpy), Unilever (including Lux, Lifebuoy, Paddle Pop, Knorr, Walls, Cornetto, and Omo), and the NBA. He was based in Shanghai but operated across the region with deep relationships in India and Singapore.

Freddie founded Guide in 2012. Guide was backed by several notable investors including Sapient due to interesting technology that allowed web based text to be converted to video on the fly. It was seen a path to creating more desirable video content for online publishers, but unfortunately the technology was not able to mature fast enough to meet commercial standards.

After Guide Freddie chose the path of a client side CMO. First he lead marketing at men’s interest publisher Scout driving a $90mm member and ecommerce business spanning 350 websites. Then he lead marketing at Kairos, a Google backed Facial Biometrics company, where he significantly grew their inbound marketing platform.

Since founding Chameleon Collective, a consulting firm that supports supports CEO’s and Investors by providing executive leadership he has held interim marketing leadership roles at various Private Equity backed organizations responsible for driving hundreds of millions of dollars in additional revenue. In 2015 Freddie supported Backyard Discovery, the largest swing set manufacturer in North America, before supporting leadership with their merger with Step2. This merger create the largest outdoor toy company in North America. In 2016 overhauled, Bain Credit backed, Encompass Supply Chain Solutions ecommerce approach resulting in exponential growth for the business. Since early 2017 Freddie has been the acting head of Direct to Consumer marketing at a leading action sports focused watch brand Nixon.

Freddie’s impact at the executive level is always felt. He’s passionate about his work and his desire to make a meaningful impact on companies undergoing periods of transformation.

He has spoken at innovation events, such as SXSW and the Cannes Lions, and has written for a number of industry publications, including Forbes, AdAge, VentureBeat, Forbes and PSFK.  His marketing work has been recognized by Cannes Lions, DA&D, SXSW Accelerator, One Show, the CLIO awards, Addys, the Webbies, Effies, and the FWA.

And yes… Freddie has a thing for Chameleons.