Unlock Protocol Appoints Former Google Exec Patrick Workman as New VP of Business Development and Partnerships

Unlock is an Ethereum-based protocol that helps creators connect with their communities through NFT-based membership programs.
Image source: Alexa Blockchain

Quick take:

  • Workman will take charge of expanding partnerships with media channels, content creators and crypto natives.
  • He held past positions at Google, Pinterest, Instagram and Facebook.
  • Workman brings with him over 20 years of experience in cross-functional online media and advertising.

Unlock, an open-source Ethereum-based protocol designed to streamline membership benefits for online communities, has announced Patrick Workman as its new VP of Business Development and Partnerships today.

The protocol helps creators find ways to monetise their projects and connect with their communities through NFT-based membership programs that are website and app agnostic. This means that creators can move to new online venues without their communities having to set up new logins, especially for platforms that harvest personal data and use it to sell target ads.

Unlock can be applied to publishing (paywalls), newsletters, software licenses or even the physical world, such as transportation systems. Creators can use unlock to add original artwork to their membership NFTs, launch their membership programs and sell membership-based NFT keys to unlock access to exclusive experiences and content.

“We are delighted to have Patrick Workman join the fast growing team at Unlock,” said Unlock Founder & CEO Julien Genestoux. “Patrick will be a key player in expanding our impact and delivering on our mission of creating a new membership model for online communities.”

In his new role at Unlock, Workman will be in charge of expanding partnerships with media channels, content creators and crypto natives. Prior to this, Workman has held past positions at Google, Pinterest, Instagram and Facebook.

Workman began his career in sales in 2001, moving up the ranks at a few motor vehicle manufacturing companies before joining Facebook as Client Partner, Global Marketing Solutions in 2012. There, he helped Mercedes-Benz/Smart, Volkswagen, BMW/MINI, Volvo, Subaru, and Jaguar/Land Rover grow their businesses through Facebook.

He then joined Instagram as Brand Development Lead in 2015, where he was tasked with launching and evangelizing Instagram ads. He also supported global partnerships within the automotive, financial service, and tech/telco verticals.

The following year, he joined Pinterest Pinterest to build Pinterest Marketing Partners, a network of marketing technology companies focused on scaling advertising, content distribution, measurement, and audience activation.

His last role before Unlock was at Google, where he was a member of the Partnerships team. 

With vast experience in expanding partnerships for Web2 tech giants, Workman now brings over 20 years of experience in cross-functional online media and advertising to Unlock’s Web3 protocol.

“For the web to evolve beyond surface-level solutions, such as targeted advertising, it needs solutions built at the protocol level,” said Workman. “I am thrilled to join the Unlock team to empower creators of all kinds to form direct relationships with their communities and monetize their work through NFTs.”

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