Experiences refined for people
Chris Rowell, KORTX Co-Founder and Chief Revenue Officer, has been key to the company’s growth. From getting KORTX off the ground to consistently navigating the ever-evolving world of marketing and media, Chris brings leadership, strategy, and passion.
Since day one, he’s built client relationships, crafted solutions, and led through critical moments. His journey from sales and staffing to co-founding KORTX highlights the challenges and wins that have shaped both him and the company.
In this interview with our Director of Marketing, Stephanie Kosovich, Chris shares his journey from his early days in advertising to leading a thriving media company.
View the full interview:
Stephanie: So if you don’t mind, why don’t you kick it off and tell us a little bit about your background.
Chris: There were a lot of great professional moments before KORTX, but I give a lot of credit to my time back at Grand Valley State University.
I worked at the Grand Valley Lanthorn, which is the school newspaper. Eric Lee, my business partner here at KORTX, was actually the business manager of the paper and gave me the opportunity to be a part-time sales guy and part-time newspaper delivery person.
So, I helped manage the distribution of the paper. I remember our first print ad—a full-page unit that also had a companion banner with it. This was before digital was really prioritized, long before heavy social pushes. Meta and Facebook had just come out, and advertising was still an afterthought. But it was cool to be part of the early stages of digital advertising.
From there, I went through a career that included a marketing and business background at GVSU. I ended up working in staffing and recruiting for agencies, helping place art directors and copywriters, which eventually led to a sales role at another organization. I later joined AddThis, where we developed great client relationships in the Midwest before the company was acquired by Oracle. After the acquisition, many of us, including myself, were let go, which led to the opportunity to get KORTX off the ground.
Stephanie: You founded the company with two others, Eric [Lee] and Damon [Henry]. Tell me a little bit about the initial vision for KORTX and how it has evolved over the years.
Chris: The initial vision was more of an oh-sh*t moment—20-something years old, no paycheck, worrying about rent, and figuring out what we were going to do next.
Eric and I had customers who still needed advertising support, and we thought it would be a short-term gig. But pretty quickly, we realized there was a bigger opportunity here, especially in educating the market about the complexities of marketing and advertising.
Over time, KORTX evolved into a business that offers software, creative solutions, and a holistic media approach that many of our clients love as part of a fully managed service.
Now, we’re focusing on being nimble and adaptable as the industry continues to change, like the recent shakeup with General Motors and their search for a more dynamic model. We’re positioned to help with media execution, creative development, and analytics, either as a support function for agencies or directly with brands.
Stephanie: Starting a company comes with its own set of challenges. The industry is constantly evolving. You spoke to the GM shakeup as an example. What would you say is the biggest challenge in your role?
Chris: Getting more face time is a challenge, and ensuring that our product, from both a tech and media perspective, is addressing needs 6 to 12 months out.
We have to balance being conservative with our investments while continuing to innovate and be mindful of what the industry demands.
Stephanie: KORTX has grown from humble beginnings. Now, there are 55+ people on the team. Can you speak a little bit about the culture?
Chris: To me, culture is best reflected in how our team interacts daily, from customer meetings to team events. Initially, the culture was about getting shit done. That’s still true today, but we also emphasize responsibility and team collaboration.
We’re involved in our community, and there’s a lot of pride in how we’ve built the company. It’s a mindset that comes from our shared experiences, especially growing up in Detroit—a city known for its resilience. Our values of doing the work, refining things, making them easy, and communicating with purpose are a big part of our DNA.
Stephanie: You’re a busy guy. You run marathons, you’re a dad, and you love the Michigan lakes. How do you balance it all?
Chris: I don’t think I’m any different from any other parent or someone with multiple priorities. My wife and I prioritize our relationship and our family, and we’ve been fortunate to have support from our parents.
When it comes to balancing work and family, I try to be intentional. When I’m with my kids, it’s family time. Work fits around that. As for my interests, I love golf. It’s a humbling game and, in many ways, similar to life—you deal with the result of every shot, strategize your next move, and handle the outcome.
Stephanie: KORTX has achieved a lot—Inc 5000 multiple times, Great Place to Work. What do you want to see in the next five years?
Chris: We want to continue disrupting the mid-market and growing with brands that are evolving their agency relationships. Growth for us means expanding our team, offering new products and services, and staying true to being a data-driven organization.
Privacy and data compliance are important, but we also need to innovate with tools like AI. That said, AI won’t replace human beings. The personalities and creativity are what make this place special, and that’s something we’ll always hold onto.
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