While the Caribbean’s small markets can often seem limited in scope, Christopher Lambert has always believed in the power of a global perspective. As the CEO of Armstrong Agencies Ltd., one of the region’s most prominent and respected family-owned businesses, Lambert’s leadership has catalyzed growth, transformation, and recognition both locally and internationally. Since taking the reins at the company Lambert has led it to success in the competitive marketplace while winning the Deloitte Award for Best Managed Company in Barbados for two consecutive years.
The Caribbean business sector demonstrates a mixture of potential opportunities alongside the difficulties faced by its players. This market requires leaders to understand local particularities while remaining flexible to industry changes. Understanding these challenging circumstances has driven Lambert to master connecting modern innovative approaches with established organizational frameworks. His path to success ran against typical expectations and bypassed any predetermined course. Through deep strategic vision Lambert has developed Armstrong Agencies with integrity and growth principles that sustained it over decades. His life story reveals both his ability to build a successful business future for the company and his deep understanding of community values and relationship building within today’s business world.
Lambert’s contributions today reach far past his initial business strategy scope. His leadership approach connects short-term business goals with processes that drive sustainability as well as innovative outcomes that support broader social and economic advancement. Graduating from the University of the West Indies with a degree in Psychology gives Lambert the ability to understand brand management and organizational growth as well as leadership approaches from various perspectives. Now, as the CEO of Armstrong Agencies Ltd., he has grown the company into an industry leader, that speaks volumes about his skills, determination, and vision for the future.
Let’s find out how Lambert is shaping the future of business and sustainability in the Caribbean!
What Inspired Lambert to Pursue a Career in Business Development?
Lambert’s journey into the world of business development was not initially one that followed a traditional route. Though his foundation was built upon a Bachelor’s degree in Psychology from the University of the West Indies, his aspirations were based on understanding the human psyche, particularly in child or business psychology. However, life’s circumstances led him to pivot towards the world of business. “The immediate need to work and manage financial responsibilities led me to take on various jobs before securing a role as an Inventory Clerk at a Food and Consumer Goods Distribution company,” he recalls. It was a seemingly unrelated start, but little did he know, this was the beginning of a transformative journey.
Two years into this role, Lambert was offered an opportunity to step into the position of Assistant Brand Manager—a role that would ultimately drive his path towards leadership. His decision to embrace this challenge marked the beginning of what would become a remarkable career in business development. “Taking a leap of faith, I embraced the role, and over the years, I developed a deep passion for building both brands and people.” Over the course of more than two decades, Lambert’s career evolved, taking him from senior roles in sales and marketing to shaping business strategies that would define the future of Armstrong Agencies Ltd.
“The chance to identify new markets, build lasting relationships, and drive sustainable progress excites me,” he explains. This passion for business development has always been about more than just revenue—it’s about identifying opportunities for long-term growth, both within a company and in the markets it serves. This philosophy would become the backbone of his approach as he took on leadership at Armstrong Agencies Ltd.
Taking the Lead at Armstrong Agencies Ltd.
In 2019, Lambert was selected to lead Armstrong Agencies Ltd.—a family-owned business with a rich history and commitment to excellence. “The responsibility came with immense trust, responsibility, and the opportunity to guide a legacy forward,” he states. The company had built its reputation upon its foundational values of integrity, hard work, and innovation, and Lambert’s role was to guide this tradition while positioning the company for future growth. “From the outset, the unwavering support of the founding family, coupled with the deep-rooted values of integrity, hard work, and innovation, provided a solid foundation upon which to build.”
Under his leadership, Armstrong Agencies Ltd. has undergone significant transformation. Through strategic investments in technology, customer-centric strategies, and operational excellence, Lambert and his team have led the company through the competitive market, making key strides toward expansion and greater market presence. “Together with a talented team, we navigated challenges, leveraged emerging opportunities, and continually adapted to the ever-changing market landscape.” Lambert’s ability to embrace both tradition and innovation has enabled the company to stay ahead of trends while retaining the core values that have served it well for decades.
Achieving Recognition for Excellence
The success that Armstrong Agencies Ltd. has achieved under Lambert’s expertise is undeniable. In 2022, the company was awarded the Deloitte Award for Best Managed Company in Barbados and the Eastern Caribbean. “This recognition was a testament not only to the hard work and dedication of the entire team but also to the strong foundations we had built over the years,” Lambert reflects. This accolade was not simply the product of a single year’s efforts, but the result of years of strategic planning, collaboration, and unwavering focus on excellence.
Securing the Deloitte Award was a significant milestone for the company, but Lambert’s leadership didn’t stop there. The recognition was repeated in 2023, further strengthening Armstrong Agencies Ltd.’s place as a regional leader. “These consecutive awards were not simply the result of one year’s effort but a culmination of years of strategic planning, teamwork, and a deep focus on driving operational efficiency and customer satisfaction,” he says. The recognition represents not just an achievement in growth but a testament to the company’s ongoing commitment to excellence and innovation.
Balancing Creativity with Consistency in Brand Messaging
One of the most critical aspects of Lambert’s leadership style has been his ability to balance creativity with consistency in brand messaging. “Creativity fuels differentiation, enabling a brand to stand out in a competitive landscape by tapping into new ideas, emotions, and experiences,” he explains. However, he also stresses the importance of consistency, as it builds trust and recognition—key components in developing a lasting brand presence.
“Creativity should be a natural extension of the brand’s identity, pushing boundaries without losing the essence that customers connect with,” Lambert states. For him, creativity should never come at the expense of a brand’s core values. Instead, it should enrich and elevate the message that the brand is conveying to its audience. “By fostering this dynamic balance, a brand can remain relevant and distinctive while preserving its credibility and consistency,” he says. It is this balance that has contributed to the long-term success of Armstrong Agencies Ltd. and its ability to consistently evolve while staying true to its roots.
The Art of Turning Around an Underperforming Brand
In his career, Lambert has faced several challenges—none perhaps more telling than his work in turning around an underperforming hair care brand that was on the brink of being discontinued. The brand had struggled with poor consumer perception and ineffective communication, but Lambert was determined to revive it. “Our goal was to reposition the brand, refresh the product offerings, and rebuild relationships with key users and influencers,” he recalls.
The process began with an in-depth audit of the product range to ensure it met the evolving needs of consumers. “We found that many products either failed to align with emerging consumer trends or didn’t meet their needs,” he explains. Feedback from salon professionals was crucial in refining the product offerings and ensuring they resonated with the target audience. After implementing key changes, the brand saw a dramatic turnaround. “Within six months, we saw a notable increase in consumer awareness, engagement, and sales,” Lambert says proudly.
What followed was nothing short of extraordinary—within a year, sales for the brand grew by over 500%. “Despite the initial doubts, we managed to turn the brand around, and the outcome exceeded everyone’s expectations,” he reflects. It’s a story of resilience, innovation, and the power of adapting to market demands—qualities that Lambert has brought to all his projects at Armstrong Agencies Ltd.
Empowering the Team
At the heart of Lambert’s success is his ability to empower his team to become “solution-based thinkers.” He believes in fostering an environment where creativity and critical thinking thrive. “I encourage open communication, ensuring that each team member feels valued and confident in contributing ideas,” Lambert says. By nurturing a collaborative culture where everyone feels engaged, Lambert has been able to drive innovation and productivity across the company.
This approach has had a transformative impact on the organization. “By shifting the focus from identifying problems to seeking solutions, the team becomes more proactive and adaptive,” Lambert notes. This shift in mindset has led to more efficient decision-making and a greater capacity for problem-solving. “Ultimately, fostering solution-based thinking leads to a more agile, productive, and engaged team, which directly contributes to the long-term success and growth of the organization,” he adds.
Navigating Change with Empathy and Strategy
Leadership often requires guiding a team through significant changes, and Lambert has faced his share of challenges in this regard. One such moment occurred during a corporate merger, which required the integration of two organizations with distinct cultures and processes. Lambert’s approach was strategic, empathetic, and collaborative. “The first priority was to ensure clear and consistent communication throughout the process,” he recalls. By maintaining transparency, Lambert was able to alleviate uncertainty and foster a sense of security among the team.
By working closely with HR and senior leadership, Lambert helped redefine roles and align the new organizational structure with the company’s strategic goals. “We also emphasized that the merger was an opportunity to combine the strengths of both organizations, positioning us for greater success in the future,” he explains. The result was a successful integration that led to improved efficiency, greater collaboration, and a stronger competitive position.
A Commitment to Leaving the World Better Than We Found It
For Lambert, the notion of “leaving the world better than we found it” goes beyond business success—it’s about creating a positive, lasting impact on the community and environment. “In the context of brand management, it means creating a brand that has a positive, lasting impact on both its audience and the broader community,” he says. This mindset has shaped his approach to leadership, where he integrates sustainability and social responsibility into his strategies.
“We’ve supported initiatives that promote sustainability, advocated for ethical sourcing, and sought to align ourselves with brands that not only align with our values but also the broader interests of society,” Lambert shares. This commitment to positive change is something he actively integrates into his work at Armstrong Agencies Ltd., ensuring that the company contributes to a more sustainable, ethical future.
The Future of Armstrong Agencies Ltd. Under Lambert’s Vision
Looking ahead, Lambert’s focus remains on fostering innovation, driving sustainable growth, and maintaining the core values that have shaped Armstrong Agencies Ltd. for years. With a deep understanding of both market trends and consumer behavior, he is poised to lead the company through new challenges and opportunities. “My journey in this industry has been one of continuous growth and adaptation,” Lambert concludes.
