© 2026 Chris J. Williams.
All rights reserved.
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UNITY · IMPROBABLE · VICON

Turn technical advantage
into growth

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Hello.

I’m Chris Williams, a commercial leader in B2B technology with a background in digital and product marketing.

I started my career leading digital marketing and e-commerce in recruitment, fintech, travel and retail, where I learnt to build predictable, sustainable growth inside integrated teams. Since then I’ve worked on the cloud, SaaS, real-time 3D and applied AI products behind the world’s most loved entertainment.

I build go-to-market programmes with competitive positioning and pricing grounded in hands-on qualitative and quantitative research. I’ve also held P&L, led operating plans and hired and developed teams. I stay calm and composed under pressure, lead from the market and the customer, and take complex technical products and make them commercially clear.

I care most about working with good people on products that solve meaningful problems. Building something ambitious? Get in touch.

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Growth of one revenue line, from $300K to over $30M

How I work.

Everything I do starts with research into how customers buy and how the market works.
Clarity on where to grow

I help CEOs and leadership teams decide which markets and products to invest in, so money and effort go where the return is highest and forecasts hold up.

Technical products buyers understand

I position complex technical products so buyers understand them and decide faster, which shortens sales cycles and lifts win rates.

Pricing based on evidence

I set pricing and packaging using research into what customers value and what they will pay, which increases revenue per customer without slowing sales.

Go-to-market that delivers revenue

I build go-to-market plans that product, sales and marketing teams deliver together, and I own the results through to pipeline and revenue.

New products and businesses taken to market

I take new products and divisions from an early idea to paying customers, building revenue lines that grow into significant parts of the business.

Commercial teams built to last

I hire and coach commercial teams around a clear plan, so they own their results and need less direction over time.

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Testimonials

Chris is a great product marketing leader, with a deep understanding of the gaming industry and its actors. He has been instrumental in building the go-to-market strategy for one of our business efforts, and helped greatly with the business development pipeline as he facilitated introductions and conversations. He is always willing to go the extra mile to get things done. I have truly appreciated and enjoyed working with him, and would recommend his to anyone as a strong leader.

Maria Laura Scuri
VP Labs & Community Integrity, ESL FACEIT Group

Chris is an expert marketer with a very deep understanding of customers and how to reach them. He also has a strong strategic vision that paired with his ability to deeply understand the products he manages allows him to craft highly effective go to market plans. He is an excellent co-worker, undoubtedly one of the best teammates I have ever had.

Eduardo Garcia Campoy
Director, Vendor Management, Electronic Arts

I had the pleasure of working alongside Chris during his time as a Product Marketing Lead at Improbable. Whilst we were responsible for leading different Solutions within Improbable's portfolio, I learned much from Chris during this time. His structured and pragmatic approach to Product Marketing as well as his talent to influence leaders across the business drove significant growth for his solution areas during this time.

Jack Cummings
CMO, Payhawk

I've always said that one of the key skills in life is the ability to predict what other people are feeling or how they are going to react in any given situation. Intuition is one way of summarising it. Chris has this in bucket loads. Add to this masses of digital experience across the spectrum and a fantastically calm and personable demeanour, and you have baked yourself a perfect client-facing manager, strategist and awesome colleague.

Jonny Tooze
Founder & CEO, Lab

Chris was an important part of our client service team and strategic product - and I have a deep respect for not only his intelligence and ability, but his commitment, strategic thinking and superb people skills. He's a lovely guy and great to work with.

Gellan Watt
Founder, Thinking Juice

I worked with Chris on two projects – at Smart Focus and Sage Pay – to completely redevelop the companies’ websites. Chris quickly understood the business needs: from the competitive environment through to the culture of the company. As Lab’s Account Director he was able to ensure that all of the team from Lab – from creative to technical – delivered against those needs. And from a client’s perspective I’m pleased to say that he ensured both projects ran on time and to budget. I thoroughly enjoyed working with Chris and hope to do so again.

Patrick Hannah
MD at pH Marketing
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Experience

2024 – Present
Leading go-to-market for the Entertainment division at Vicon, the world's leading motion capture technology company

I own commercial positioning and GTM for Vicon's largest market, spanning games, film, TV and live events. Launched an AI-powered markerless solution building significant pipeline, and identified the live events opportunity now informing division strategy.

2023-2024
Built a new B2B division from zero at ESL FACEIT Group as Director of Product Marketing

Brought in to validate and build FACEIT Labs. I owned business plan validation, roadmap definition and full go-to-market, building a pipeline from zero to over $6M across 30+ projects, with 7-figure enterprise opportunities at Electronic Arts and Tencent.

2020-2022
Drove 300% revenue growth for Improbable as Product Marketing Lead

Improbable supported game studios and publishers with co-development and hybrid-cloud hosting services for multiplayer games. As product & marketing lead, I helped define the portfolio of services, digital platform and GTM program that enabled the success of the creative entrepreneurs we partnered with.

2016-2020
Grew the Multiplay-Unity revenue line from $300K to $30M+ through category creation, acquisition and IPO

I launched Multiplay's B2B cloud hosting business, creating the hybrid-cloud category against in-house and AWS alternatives, and was part of the leadership team through the acquisition by Unity Technologies. Post-acquisition I led product marketing for the multiplayer portfolio, establishing Multiplay as the world's leading cloud hosting and matchmaking specialist for multiplayer games and contributing to Unity's successful IPO.

2013-2016
Delivered a 175% increase in sales for Sage Pay as Group Account Director at Lab Group

At Lab, I was responsible for various clients, including Vistage, Sage Pay, Smartfocus, Aon & Edward Elgar Publishing. I led project management, business analysis and client relationships across complex digital transformation and ecommerce projects.

2011-2013
Helped establish Thinking Juice as a top-five UK agency outside London as Group Account Director

I proudly managed seven specialists in creative digital services across Thinking Juice's brilliant client base. Led the team to pitch and win the John Lewis, Beales, and Edinburgh Wool accounts for brand, digital platform strategy and performance marketing across all digital touch-points.

2009-2011
Delivered a 10x increase in visibility and a 149% increase in YOY sales as Digital Marketing Manager at LV=

At LV= I led a team of five executives that managed performance marketing activity by implementing market-leading systems, strategic geo-targeting and attribution modelling across digital acquisition channels.

2006-2009
Led retention, growth and satisfaction for a client portfolio of over £2m in billing as Account Director at iCrossing

Led a team of account managers and analysts to develop an award-winning search and social media strategy for Virgin Atlantic/Holidays, First Choice, Marriott, Scottish Widows, Allianz, Ann Summers & Kiddicare.com.

2004-2006
Delivered a client satisfaction score of 5.5/6 for digital media planning as Account Manager at Zed Media

At Zed, part of Zenith Optimedia, I was responsible for media planning and buying for Zurich Insurance and other clients such as GCAP and BT.

2003-2004
Controlled the UK's most significant digital media spend of over £5m as New Media Marketing Manager for esure insurance

At esure, I was responsible for all online and outdoor acquisition campaigns promoting esure's car, home, travel and Halifax Car insurance products online.

1999-2002
Built the Career Channel Network

One of the first hires at RexOnline, an AIM-listed plc that became The Hot Group through a reverse takeover during my tenure. Responsible for marketing and positioning of the Career Channel Network. The business was later sold to Trinity Media for £50M+.

Discover more on LinkedIn
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Contact

Feel free to drop me a line.

Email:

chris@cjwilliams.pro

Building something ambitious? I'd like to hear about it.