As Chief Marketing Officer of Tough Mudder Inc, Jerome Hiquet brings strategic vision and a global perspective to the leading active lifestyle brand and endurance event series. Hiquet has more than 15 years of experience in Europe and North America. As CMO for Tough Mudder, Inc. he is responsible for overseeing global sales, new customer acquisition and retention, media and content strategy, customer service, product marketing and more.
Now entering his fourth year at Tough Mudder, Hiquet has had spearheaded monumental initiatives for Tough Mudder. Hiquet played an instrumental role in securing Tough Mudder’s multimedia partnerships with The CW and CBS Sports, which brought Tough Mudder to life for to millions of viewers via their respective broadcast and digital platforms in 2017.
Hiquet also led the product development and marketing for new event series, including Mini Mudder, Tough Mudder Half, Toughest Mudder, Tough Mudder X and more, overseeing several teams to develop, launch and bring new products to market for millions of people across the globe.
Continuing to bring his global approach to Tough Mudder, Hiquet was also instrumental in securing licensing deals with IMG and Seroja, bringing the event series overseas to Asia and the Middle East for the first time. Under Jerome’s leadership, he has positioned Tough Mudder as a leading media and content creation and distribution company. Hiquet oversees the global digital media strategy at Tough Mudder, and has grown the company’s fan base across Facebook, Twitter, Instagram, YouTube, Snapchat, Livestream and more.
Prior to joining Tough Mudder, Hiquet was VP of Marketing, Sales and Digital for North America and Mexico for Club Med. Hiquet oversaw all marketing strategy, including brand development, product strategy, pricing, customer value maximization, and business development. Prior to Club Med, Hiquet spent four years leading CRM efforts at Voyagessncf.com, the No. 1 ecommerce company in France. Earlier in his career he managed the customer service center and loyalty programs at Accor Group in Paris, including partnership development with Visa, American Airlines, and American Express. Hiquet holds a degree in Marketing from Bordeaux Business School in France and a Business International Specialization from Instituto Tecnológico y de Estudios Superiores de Monterrey in Mexico.
His achievements have been recognized internationally with accolades from TravAlliance Media, Marketing Direct Magazine and eCommerce Magazine; he was also listed by PRWeek as one of the Top 40 Marketing Innovators to watch in 2015 and joined the Marketing Jury responsible for judging entries in the Shorty Awards for brands, agencies and organizations. His work has been recognized with a “2012 U.S. Rising Star” award within the Top Young Travel Industry Professionals 35 and Under category.