Interview with 2014 CMO Award Winner Steve Fuller of LL Bean

December 02, 2014


“L.L. Bean has been in the direct marketing game for over 100 years having issued its first mail order catalog way back in 1912. Since then it has learned a thing or two about customer acquisition, building loyalty and marketing mix optimization. In that context, it wasn’t too surprising that current L.L. Bean CMO Steve Fuller talked about getting the “basics right” while simultaneously capitalizing on the latest digital marketing techniques like programmatic.

In our conversation below, Steve is refreshingly honest, sharing accomplishments and missteps in an understated manner that seems entirely consistent with the L.L. Bean brand itself. For example, though he was a recent winner of The CMO Club‘s award for Programmatic Marketing, he is also quick to point out his organization is still in the early stages of applying all of this technology to its fullest advantage. This is not a case of a New Englander saying “you can’t get theya from heya” but simply a recognition that patience and in Dave’s words not “expecting too much too soon” from new tech platforms can be a virtue even in the fast paced world of digital marketing.” Drew Neisser – Originally appeared on

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