Your CMO Mentor How this VP turned a failing fitness brand around with no budget
Nov 20, 2025
In this insightful conversation, Ellie Hughes, VP of Marketing at Freeletics and a brand expert, shares her journey in turning around a struggling fitness brand. She emphasizes the importance of brand repositioning as a growth strategy and discusses how to identify the right time for change. Ellie also reveals her secret to winning internal buy-in through data storytelling. With a focus on authenticity, she champions real user stories over polished marketing speak, proving that budget constraints can still yield high-impact campaigns.
AI Snips
Chapters
Transcript
Episode notes
Learn Curiosity, Psychology, And Data
- Cultivate curiosity, psychology, and data literacy early in your career.
- Combine people curiosity with storytelling and basic analytics to accelerate impact.
Pitch Ideas As Business Cases
- Strong marketers present ideas as business cases with projected impact.
- Framing work as measurable company-level outcomes wins faster buy-in.
Avoid Self-Imposed Career Limits
- Don't limit your career to one function or role; be open to change.
- Remember: big, great marketing doesn't need a big budget; creativity and dedication matter more.