Beyond Metrics: How This CMO Builds Brands for Long-Term Growth
by Mark hull
What you'll discover
when watching Mark's story
- Effective leadership in marketing involves empowering team members, fostering open communication, and nurturing talent to achieve collective success.
- Long-term brand building is important but challenging to measure, requiring a balance between short-term metrics and long-term vision.
- For businesses with infrequent purchases, brand building is crucial as most of the market is not actively buying at any given time.
- An omnichannel approach is essential to meet customers where they are and provide a seamless experience across touchpoints.
- Content should be tailored to different audience segments and delivered in the right context for maximum relevance and impact.
- While AI can support marketing efforts, human creativity remains vital for developing truly innovative campaigns and ideas.
- Marketing requires balancing both creative and analytical skills to be successful.
Meet Mark Hull - Founder and CMO of OnceorTwice
Mark Hull is the Founder and Chief Marketing Officer of OnceorTwice, a marketing consultancy focused on businesses with high inter-purchase frequency customers. With over 10 years of experience, Mark has developed a specialized approach for marketing products that are purchased infrequently.
Mark’s journey into marketing began with a desire to blend creativity and data-driven analysis. He holds a degree in marketing and business decision sciences and is a chartered marketer.
Prior to founding OnceorTwice, Mark worked at Sky in a large marketing team. He then joined Dignity Funerals, growing their marketing team from 7 to over 50 people. Under his leadership, the team won the Chartered Institute of Marketing’s Marketing Team of the Year award in 2019.
Mark is passionate about educating others on the importance of long-term brand building and nurturing marketing talent.
Check out Mark Hull's thoughts on balancing strategy, creativity, and curiosity in modern marketing
When it comes to his opinion on content creation and distribution, Mark shares:
"Content is queen, but context is king. It's around that. And it comes back to what we've just talked about—that yes, fine, have the content and everything else, but it's got to be in the right context."
He also shares about what got him into marketing:
"What got me into marketing was probably the desire to find something that matched both halves of the brain—the need to find an outlet for my creative side."
And how he approaches channels in go-to-market strategy:
"Your job as a marketer is to be omnichannel and omnipresent with what you're doing. And where it's become more complicated is that we just have more channels."
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