Anne Hunter is the Founder of Hunter Marketing, a marketing consultancy dedicated to addressing the marketing challenges that plague B2B CMOs by offering services in campaign development, content creation, market research, customer insights, and demand generation. Hunter’s intent is to help companies increase revenues and provide timely results to CMOs in the tricky and competitive landscape of marketing.
Often the only woman in a boardroom full of men, Hunter sharpened her focus on the objectives she wanted to achieve. Staying true to herself, she listened to her instincts and followed the fish, creating opportunities for her own advancement instead of simply waiting for them to come. Her success is a testament to her two decades of marketing leadership. Hunter believes in the values of compassion, intellect, and drive; she is a steadfast advocate of the servant leadership model when it comes to her own management philosophy.
Hunter attended Barnard College, a private women's liberal arts college in New York City. Surrounding herself with remarkable women, some of whom have become her role models, Hunter encourages others to do the same.
“No matter what industry you are in, business is about relationships. Build your personal advisory board,” Hunter says. “… having diverse perspectives gives you more tools to break through the challenges you are stuck on.”
Can you tell us about your current leadership position and what your company does?
I'm currently the Founder of Hunter Marketing, a marketing consultancy for B2B CMOs who want to increase revenues and become the CFO's best friend. Hunter Marketing helps companies with campaign development, content creation, market research, customer insights, and demand generation, all on an outsourced project basis. This allows a CMO to add executive firepower to their biggest marketing challenges without the costs of an in-house employee. Having spent two decades in marketing leadership positions, I recognized marketers need quick wins in a turbulent economic environment. Hiring a project-based consultant can deliver results fast to break through thorny competitive market situations with fresh strategies.
How would you describe your leadership style, and what do you focus on most?
I am a strong believer in the servant leadership model. Leaders empower their teams when they trust them to be creative and solve problems. Making sure objectives are clear, providing coaching, informing with ample context, and being willing to roll up your sleeves to help with the most mundane tasks creates trust between managers and their teams. That being said, I do set ambitious goals and want people who want to grow on my teams. The best part of being in executive leadership is the opportunity to invest in people and help create future leaders. There’s nothing more satisfying than seeing someone’s potential and being just a small part of encouraging them to see it as well. When they realize all they can achieve for themselves and the company, a positive feedback loop is initiated, and they quickly become top performers. Many people who have reported to me have gone on to become CEOs and entrepreneurs, and I am grateful to have been part of their journey.
What were some of the challenges you faced during your career? How did you overcome those challenges?
During my career, I’ve rarely been in boardrooms where women outnumbered men. Focusing on the job to be done and staying true to myself is what has created opportunity, no matter who was involved. Once, when I was at a conference in Malaysia to launch a new product, I had the objective to secure deals with ten top brands that might serve as early adopters and champions. I presented the product on stage and ended my speech by displaying the ten paper contracts I had for brands who wanted to be the first to try it. I was excited as people came up immediately after and signed on and walked away with several deals secured. However, I still did not have a signature from the one global CPG company I knew would accelerate the success of the new product’s credibility.
Later in the day, the conference sponsored an excursion to an island for networking and relaxation. One activity was snorkeling in the South China Sea. As an avid swimmer, I excitedly signed up to see and snap photos of the unique corals and fish in the region. Halfway through the activity, I realized I was the only woman, and it was considered strange for a woman to have chosen this activity versus the on-land options. I was concerned I had made a faux pas in what was considered customary in an unfamiliar market. Waiting for my flight at the airport the next day, an executive from the CPG company I’d been trying to close sat down next to me. He said, “I saw you during the snorkeling event. Underwater photography is my passion, would you like to share photos?” After admiring his amazing shots of fish that I had only captured as blurs, he turned and said, “Oh by the way, do you still have any of those contracts, I’d love for my company to sign on.” He signed the contract right before we boarded. I learned from that experience to be myself – and follow the fish.
Did you have a role model to emulate? What attributes did they have that you found most impressive?
I was raised by my father, who was my biggest mentor in all things, but I did miss some of the lessons a mother might provide in becoming a strong woman. Recognizing this, my father encouraged me to surround myself with exceptional ladies. Growing up, I had a wonderful "big sister," Sue Tiernan, through the Big Brother / Big Sisters program. I also choose to attend an all-woman's college, Barnard, to learn more from women leaders. I’ve been fortunate to have had amazing female bosses, from my first internship at Aetna with Leslee Ryan to working at AOL with Kathleen Kayse, and under entrepreneur Linda Abraham. Colleagues such as Kelly Barrett of Comscore, plus Andrea Vollman, and Jodi McDermott of Brightly have been great sounding boards as well. All of these women have things in common that I strive for in my own leadership: compassion, intellect, and drive.
What advice would you give to women who are early in their careers seeking to make a name for themselves?
No matter what industry you are in, business is about relationships. Build your personal advisory board. This is a group of people who you can call for advice, review a resume, or talk you through a career change. Certainly, great bosses can play this role for you but also look outside your workplace. It might be the parent of a high school friend or a community leader. Having diverse perspectives gives you more tools to break through the challenges you are stuck on. To build your own brand, nothing beats hard work. It takes a while to be noticed for your efforts, but over time, people who produce are recognized. This work is even more impactful if it's something you are personally passionate about. If your company makes widgets and it's not your thing, you still need to work hard but can add on your own projects outside the office in an area that matters to you. Eventually, you will get known for the topics you love and have a reputation as a diligent worker, allowing you to combine your passions and your vocation. And one last thing, send thank you notes, hand-written if possible. It matters.