The news follows a brand repositioning exercise undertaken in December 2008 in partnership with leading business to business marketing agency Gyro HSR. The rebrand was launched as part of a new marketing strategy initiated following the appointment of Julian Wells as Director of Marketing in October 2008.
HML’s marketing team is now split into two areas – communications and strategic marketing – and is based across its Skipton and Padiham sites.
The Marketing Communications function is headed by Mike Hildred, Head of Marketing. Helen Hobson has recently joined the team from Baseline Capital as Marketing Executive, and recruitment is currently underway for an E-Marketing Executive to handle the company’s electronic marketing activities.
Strategic marketing is led by Phil Johnson, who was appointed Strategic Marketing Manager in January 2009. The team is responsible for product management/strategy, market analysis, competitive positioning, new product development, pricing, and targeting/segmentation.
Julian Wells, Director of Marketing at HML, comments: “HML's strategy moving forward involves broadening our client base and diversifying the products and services we offer. Central to our success will be a highly professional targeted approach to marketing.”
“In recent months we have made great progress in rolling out our new branding and putting in place a more strategic approach to marketing. HML is a very well known brand in the mortgage market but our challenge has been, and remains, to communicate the many positive developments taking place in the organisation. HML is a company undergoing a huge amount of positive change, so it is important our brand and marketing is of a quality that reflects well on the organisation as a whole.”
The new structure will help support the roll-out of HML’s strategy to deliver leading edge services to its existing client base, offer innovative new products and solutions to those clients, and expand its reputation and business activity into new markets.