Marketing Investment Masterclass: How should your Approach to Marketing Investment Change as you become a Grown-up Brand? Brand Performance Coach Mark Mulhern, CEO Brand Performance Labs, NY

Mark Mulhern is a Brand Performance Coach with a spectacular CV in brand advertising and through-the-line Marketing investment. He's worked agency-side for the past 20+ years managing advertising accounts worth £100M of pounds and dollars, for clients such as Mars, Unilever, McDonalds, Amazon, Virgin and Sainsbury's.If you've listened to the first few episodes of Series 1 of Brand Growth Heroes, you'll know that one of the New 4Ps of Transformational Growth is PROCESS - how insurgent brands define and attack challenges differently to incumbent or less successful brands. One of these challenges is managing the transition of how you approach your MARKETING INVESTMENT as a start-up, vs. how you think about it and deliver it as an emerging brand with a serious growth trajectory. If you've been pootering along nicely with sampling and social media, but recognise that the time has come to get your head around what a more strategic approach looks like, then this episode is for you.