About Once or Twice
We’re here to help businesses be prepared and succeed when they have just one or two opportunities to win a customer
Once or Twice is the result of decades of marketing experience and education. It is the identification of a nuanced approach to marketing and the recognition of a whole category of businesses that operate in a special way, due to the distinct way in which customers purchase and use their product. These are the thousands of businesses around the world whose products and services are bought very infrequently, often just Once or Twice in a lifetime.
Once or Twice as a business has been established to help these businesses thrive, by addressing their unique challenges, and equipping them with the strategies, tools and support they need to win when it matters most.
Once or Twice was conceived and this business was founded by Mark Hull.
Mark Hull
Chief Marketing Officer
Mark has over 25 years’ marketing experience, which includes over a decade leading the marketing for Dignity PLC and The Westerleigh Group – two of the largest funeral and funeral plan businesses in the UK, and arguably one of the most challenging Once or Twice purchases to market. During this time Mark helped build the country’s largest funeral plan business, reshaped the digital marketing landscape within the industry, launched new brands, and developed award-winning campaigns that gained recognition from the Chartered Institute of Marketing and the Marketing Society. These accolades included best brand building, best advertising, best digital strategy, and also Marketing Team of the Year and individual Marketer of the Year. Mark’s wider experience working within insurance, financial services and subscription businesses for brands including Invesco Perpetual, Newton and Sky, has provided the perfect contrast and really allowed the concept and framework of Once or Twice to grow.
Mark blends practical experience with education and professional development, holding a marketing degree, post-grad marketing diploma, mini-MBA in brand management, and an Exec MBA from Cranfield. He is a Chartered Marketer, Chartered Manager and Fellow of both the Chartered Institute of Marketing and Chartered Management Institute. He is currently working on specific research around Once or Twice and is in the process of writing Once or Twice the book.
Our aim is to help Once or Twice businesses recognise themselves as such, understanding the unique customer experience they must deliver, and the nuanced marketing approach required to succeed.
Once or Twice can help in a number of ways and offer a full range of Marketing Services, which can be fully explored on this site. We help small to medium businesses and support CMO’s and CEO’s of large businesses around the world.
While Mark Hull is the driving force behind Once or Twice, we are more than a one-person operation. Through our extensive network, we have access to other highly experienced marketing executives and professionals who specialise in Once or Twice businesses. We also collaborate with trusted agencies for research, creative, digital, and performance marketing, ensuring that if required, every aspect of your strategy is handled by experts who understand the nuances of your business.
Once or Twice businesses are unlike the majority of companies. They face unique challenges that require a tailored approach to marketing and customer engagement. We understand these challenges because we’ve lived and studied them. Our expertise, combined with our proven track record of success, ensures that you’re not just prepared for the critical moments—you’re ready to win.
Let’s Work Together
If you’re ready to transform your marketing and elevate your business, get in touch. Let’s start a conversation about how Once or Twice can help you unlock your full potential, prepare for the moments that matter, and deliver exceptional results when it counts most.
“Having been fortunate enough to have worked with many supremely talented CMOs on some of the world’s biggest brands, I can safely say that Mark is of that calibre.”
