Brynne Hazzard is the Head of Marketing at FYLD, where she leads the marketing team and drives go-to-market strategies. Brynne shares that her non-traditional path from customer success to marketing leadership has shaped her approach.
How did you get involved in marketing?
My journey into marketing began unexpectedly. Initially, I started my career in customer success, where I developed a deep understanding of customer needs and built strong interpersonal skills. However, it soon became clear that my evolving skill set was well-suited for a role in product marketing. I found that many of my strengths in communication and strategic thinking aligned perfectly with the demands of this field. I proactively began making connections with the marketing team, assisting with small projects to build credibility and gain experience. Through self-reflection, I realized that my true passion lay in marketing. This realization was a pivotal moment in my career, leading me to transition from customer success to product marketing. The journey required a lot of introspection about my strengths, growth areas, and the career path I wanted to pursue.
Can you tell us about your career path in marketing?
My career in marketing has been a dynamic journey, spanning various industries and roles. I’ve had the opportunity to work in diverse sectors, including ABM technology, edge computing, and frontline worker tech. Each role provided unique challenges and learning experiences, which helped me develop a holistic understanding of go-to-market strategies. One significant phase of my career involved exploring different marketing practices and learning from leaders who were innovating in the B2B space. This exploration gave me the confidence to experiment with my own leadership style and strategic approaches. My career trajectory has been shaped by a commitment to continuous learning and adaptation, eventually leading me to a leadership position in marketing.
What are your current responsibilities as Head of Marketing at FYLD?
Today, I serve as the Head of Marketing at FYLD, where I lead a dynamic team responsible for shaping our marketing strategy. My role encompasses overseeing go-to-market initiatives, developing and executing comprehensive marketing campaigns, and ensuring alignment between product, sales, and marketing teams. I am deeply involved in crafting our brand narrative and enhancing our market presence through innovative strategies. One of the exciting aspects of my role is our approach to maximizing success with minimal spend. For example, we have leveraged cost-effective strategies like micro-targeted content and strategic advertising campaigns to achieve significant results. This hands-on, creative approach has been instrumental in driving our marketing efforts forward.
Can you share some of your notable achievements in marketing?
One of my proudest achievements has been building a successful marketing function at FYLD. Within just eight months, we doubled our marketing-influenced pipeline by implementing targeted content strategies, consistent advertising, and engaging directly with our target audience. This success underscores the effectiveness of strategic marketing and dedicated execution. A surprising aspect of my career is my fascination with behavioral science. If I weren’t in marketing, I would have pursued a career in this field, as it aligns with my interest in understanding human behavior and decision-making. This curiosity has informed my approach to marketing, making my strategies more empathetic and effective.
What challenges have you faced in your marketing career, and what have you learned from them?
There have been SO MANY. In fact, I might come up with 50 ideas in a month and only 10% are successful. But if you aren’t putting it out there, how do you know if it’s going to work or not? I feel like people forget this, especially in B2B where it's safer and easier to stick to the status quo. These challenges taught me valuable lessons about resilience, adaptability, and the importance of embracing feedback. It reinforced my belief in the need to experiment and iterate, even when success is not guaranteed.
What opportunities and differentiators do you see in the current marketing landscape?
In the current marketing landscape, one key opportunity is leveraging AI and data analytics to drive personalized customer experiences. For B2B marketers, using these technologies can enhance lead scoring, optimize campaign targeting, and provide deeper insights into customer behavior. Great marketing teams distinguish themselves through agility, data-driven decision-making, and a customer-centric approach. This insight came from observing successful teams and understanding their best practices. Effective marketing requires not only innovation but also a strategic vision that aligns with broader business objectives.
What advice would you give to aspiring marketers?
For those starting their marketing careers, my advice is to remain curious and embrace diverse experiences. The field of marketing is ever-evolving, and staying adaptable will set you apart. Building strong relationships with mentors and colleagues is also crucial. Don’t shy away from new challenges; they offer opportunities for growth and learning. Looking back, I wish I had understood earlier the importance of viewing marketing strategies within the broader business context. Focusing on the bigger picture and demonstrating how marketing impacts overall business goals can significantly enhance your influence and effectiveness.
What recent insights or fun reflections can you share with us?
Recently, I’ve been intrigued by neuro-marketing and how insights from brain science can refine marketing strategies. This field offers exciting possibilities for creating more engaging and effective campaigns. If I weren’t a marketer, I would have pursued a career in behavioral science, as it closely aligns with my interests in human behavior. One of my most memorable mentors taught me the value of empathy and strategic thinking in marketing, shaping my approach to leadership and strategy.
To follow Brynne's journey and gain further insights into her marketing expertise, connect with her on LinkedIn here.
