Chris Ashworth
Senior Consultant

Chris Ashworth is a marketing and sales consultant with over thirty five years’ experience in the construction industry working with blue chip companies and SMEs. He joined Chubb Fire in 1979 as a marketing graduate, working in their export division, travelling overseas, principally to Saudi Arabia and the Gulf states. Working for Cape from 1984 to 1993 he held front line marketing and key account positions with responsibility for existing and new products in the building sector. He then took responsibility for development of the company’s Asian business covering the region from Singapore up to Japan and down to New Zealand. Over a period of 5 years he developed new markets and opened offices in Singapore and Hong Kong, where he was resident for 3 years. During this period he more than doubled the company’s sales in the region. Returning to the UK in 1991 as National Sales Manager he managed a sales team selling to specifiers, distributors and contractors. Subsequently, as Head of Marketing he revitalised Cape Boards’ technical services department and implemented a CRM system.

He was recruited into Saint-Gobain Glass UK as Director of Marketing in 1994. He developed and led a programme which took the UK company out of commodity products into added value, establishing leadership in a number of niche markets through specification selling. While there he formed and managed a specification sales team, set up a CRM system and developed a programme to improve the company’s internal communications.

In 1999 Chris founded Competitive Advantage, a consultancy specialising in imparting knowledge about the construction industry through training, market research and implementing strategy. In addition to bespoke research, a number of reports have been published on subjects such as sustainability, BIM and communication channels. Major reports published include 2012 Vision: The Future of the Electrical Contracting Industry and Taking Sustainability to the Consumer.

In researching and writing these reports Chris has gained an understanding and expertise about the key drivers and decision making processes in the industry. This and his industry experience has helped him to write training programmes on marketing and sales issues in a construction industry context including specification sales, key account management and distributor development. In recent years he has run training programmes for various trade associations and many building product manufacturers, both in the UK, Europe and the USA. He has also worked as an Associate Lecturer at Oxford Brookes University.

Chris served on the UK government’s Green Construction Board Promotional Working Group, has been a member of the Construction Products Association external affairs committee, was Chairman of the BIM4M2 Promotional Working Group and is Vice Chairman of the organising committee of the Chartered Institute of Marketing Construction Industry Group (CIMCIG). He is co-organiser of the Construction Marketing Awards and a regular speaker at conferences and a contributor to industry blogs and journals.