FM: Transforming client-centric marketing into a growth driver

In this episode of The Client-Centric CMO, we talk with Jill Hambley, VP of Integrated Marketing and Brand at FM, about her career journey and how she’s reshaped the company’s marketing strategy, transforming it from a communications function into a growth driver.

Jill shares her extensive branding experience, including a pivotal moment at Hasbro when streamlining the focus to fewer brands delivered greater impact – a strategy she’s carried forward at FM. We explore the company’s unique client-driven model, where clients are deeply embedded in the organization’s governance, with some even sitting on the board. This structure, combined with FM's ongoing investment in R&D, has played a key role in Jill’s work over the past three years, including the recent rebrand of the company.

Listen now to hear about groundbreaking initiatives, including:

• Launching Account-Based Marketing (ABM): Jill explains how the marketing team’s proximity to clients inspired a shift toward ABM and a more client-centric approach. This evolution has strengthened collaboration with sales and operations, creating a cross-functional strategy designed to drive client success.
• Enhancing digital and insights capabilities: Discover how FM is staying ahead by engaging clients in more personalized and impactful ways, leveraging advanced tools and data-driven insights.
• The FM rebrand story: Jill takes us behind the scenes of the company’s recent rebrand, showcasing how it successfully differentiated FM in the market. From gaining CEO buy-in to aligning leadership and execution, Jill highlights the rigorous message testing and brand health analysis that made the rebrand a success – always keeping client needs at the forefront.

This episode is filled with actionable insights on how integrating ABM, brand strategy, digital tools, and data-driven insights can turn marketing into a powerful growth engine.