What does your role as Chief Marketing Officer at Tough Mudder involve? JEROME HIQUET:As CMO, I place most of my focus on three key priorities. First, to continue to develop our existing brands (Tough Mudder, Mudderella, Fruit Shoot Mini Mudder, and World’s Toughest Mudder) and use customer insights to develop additional brands like Urban Mudder. Also, to continually improve our sales strategy through our ecommerce platform. Finally, to evaluate and improve all the touch-points of the customer journey in terms of customer marketing strategy and product innovations.
Jerome Hiquet is CMO at Tough Mudder, a global event series where participants take on obstacle courses designed by British Special Forces. Before that he was Vice President of Marketing, North America, at Club Med. He tells us about camaraderie, content and community
Mud For It
Looking back over your career, is there any one project or campaign that you’re particularly proud of? JH: If I had to pick one project, I’m very proud to have been part of a partnership with Cirque du Soleil, during which we created a new concept for children’s activities [a circus-inspired playground idea called Creactive] in the Club Med resorts. If I had to choose one campaign from my time at Tough Mudder, it’d be our new (joke) concept, Baby Mudder, which we created for April Fools’ Day this year. The video went viral, with more than two million views in a few days, and thousands of positive comments. It was a great example of the DNA of Tough Mudder: engaging, unexpected and irreverent.
Where do you find inspiration or insight in the field of digital media/marketing? JH: The digital world is full of new things coming up every day. Some will change the world, some may not even change your day. I try to stay clear of shiny new trends. Many speakers and writers have fuelled me through the content of their books or speeches, but three books in particular have helped me structure my way of thinking in the last 10 to 15 years: Scoring Points, the book by Terry Hunt explaining how Tesco became a customer-centric company; Delivering Happiness by Tony Hsieh, the founder of
FEATURE ESTELLE HAKNER
©KIRSTEN HOLST
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
