3/27 CMO Breakfast with:

L.L. Bean

In 1912, an avid outdoorsman named Leon Leonwood (“L.L.”) Bean returned from a hunting trip with cold, wet feet and a revolutionary idea… stitch leather uppers to workmen’s rubber boots, creating a comfortable, functional boot for exploring the Maine woods. One hundred years later, this iconic boot still stands for innovation and common sense.

About Steve Fuller

Join SVP and CMO Steve Fuller as he discusses L.L. Bean’s most recent brand campaign based on the same common sense values of reliability, service, and quality that helped make them one of the most successfully run retailers in the world.
 
Steve Fuller is the Senior Vice President / Chief Marketing Officer for L.L. Bean. In this role, he oversees all marketing functions for the company including advertising, customer planning, e-commerce, advertising, database segmentation, operations (printing, paper, forecasting) as well as L.L.Bean’s Multi-Channel strategic initiatives. Since taking over the company’s marketing responsibilities in 2002, Steve has helped L.L.Bean attract more new customers than at any other time in the company’s history. Most recently he has been asked to oversee L.L. Bean’s international business and move into China.
 
Steve has played a key role in the development of L.L. Bean’s “Outdoor Advantage Program,” the company’s co-branded VISA card and helped turn it into one of the largest affinity programs in the country. He was also responsible for the establishment of L.L. Bean’s relationship with Subaru and the development of the L.L. Bean Editions in both the U.S. and Japan.
 
Prior to coming to L.L. Bean, Steve spent nine years in the publishing industry.
 
Steve is a Maine native and received his undergraduate degree from Bates College in Lewiston, Maine. He has an MBA from Boston College and attended Harvard Business School’s Advanced Management Program. He is a member of L.L.Bean’s Board of Directors and an annual speaker at the Tuck Business School. He is also currently a Trustee at Bates College.
 
Steve has been on the boards of several environmental and outdoor organizations, including Friends of Casco Bay, the Appalachian Mountain Club and the New England Nordic Ski Association. Steve was also a ski coach for five years with the Freeport High and Middle School nordic teams. During those five years, no team finished lower than 2nd in the State Championships. He was also the co-founder of an iphone/ios race timing app – RaceSplitter – that launched on iTunes in January, 2011.