Josh Russell is Founder and CEO of The Workshop Marketing agency, headquartered in Chicago, Illinois.
He most recently served as Executive Director of the Gilmore Car Museum (a 501c3 nonprofit), the largest auto museum in North America, with more than 400 cars and motorcycles on display across a picturesque 90-acre historic campus in the Michigan countryside. During his tenure, Russell and his team managed through the negative impact of the pandemic, introduced innovative new shows and special events, sharpened marketing, elevated the museum’s profile nationally, and immediately drove museum attendance and revenue to record levels (+53% vs. pre-pandemic years).
Previously, Russell served as Executive Vice President & Creative Director for PROtential, a leading North American business consultancy and marketing agency, with specialized expertise in sports, entertainment, promotions, events, and lifestyle marketing. Russell led marketing campaigns, creative, promotions, sponsorship activation and dealmaking for a roster of blue-chip clients that includes Smithfield Foods, Snap-on Inc., Spectrum Reach, PEAK Antifreeze, WIX Filters, and Panduit. PROtential undertook work for clients in sports and series including NFL Football, NCAA Football, MLS Soccer, Minor League Baseball, NASCAR, NHRA Drag Racing, the Roadkill Zip-Tie Drags, Goodguys Rod & Custom Shows, Mecum Auctions, the Sturgis Motorcycle Rally, premiere music festivals, and more.
Prior to joining PROtential, Russell served as VP Marketing for Affinia’s Raybestos Brake & Chassis brands, and also led the company’s sales in the Online, Performance and Racing segments. His responsibilities included sales development, online retail, motorsports marketing, league/team/driver relationship management, advertising, and brand promotions for Affinia Global Brake & Chassis throughout North America. Russell applied his experience across business-to-business, consumer marketing, NASCAR & IndyCar racing, and the performance aftermarket to help energize Affinia’s industry-leading brands, including Raybestos® brand brakes and chassis parts.
Prior to joining Affinia, Russell served as Director of Marketing for privately held Old World Industries of Northbrook, Ill. While there he managed a number of leading national automotive brands, including PEAK® Antifreeze and Mr. Clean® auto care products. Russell was instrumental in the resurgence of the PEAK brand name at retail, leading a breakthrough marketing & promotional campaign featuring racecar driver Danica Patrick, the IndyCar Series, and IndyCar teams.
Earlier in his career, Russell served as a Vice President and Account Supervisor with advertising agency BBDO in Chicago, where he worked with a number of leading national consumer packaged goods brands, including Wrigley’s® gum and Borden® Cheese & Dairy Products. His duties included management of brand strategy, advertising and promotional efforts to improve these brands’ market position and deliver increased sales.
Russell is a graduate of Western Michigan University in Kalamazoo, Michigan, and resides with his family in Chicago, Illinois. He’s a stickler for good creative, engaging content, and intelligent design. He’s also a lifelong hot rodder, DIYer, vintage boat enthusiast, and amateur racer. His current roster of projects includes a 1931 Ford Model A hot rod, a 1964 Oldsmobile Dynamic 88 mild custom, a 1993 Ford Mustang GT, a 1980 Triumph Spitfire, and a Ford 302ci V8-powered 1974 Correct Craft ski boat.
The Workshop 