The CMO Files: Mark D. Tullio, Vice President, Worldwide Marketing, Lantronix, Inc.

Mark D. Tullio, Vice President, Worldwide Marketing

Get inside the mind of the world's top marketing professionals. In 20 questions we find out what they love most about their job, what their biggest achievements are... and what keeps them awake at night. Read 'The CMO Files'...



Name:  Mark D. Tullio

Organisation:  Lantronix, Inc.  (NASDAQ: LTRX)

Job title: Vice President, Worldwide Marketing

Location: Irvine, California



(1)       Where were you born and raised?  

Whippany, New Jersey


(2)       What was your first job?  



First professional job was "marketing assistant" for VMARK Software.  First job ever was in High School, selling high end cutlery door to door for "Cutco."


(3)       What was the first product you got really excited about?   

Aside from cool toys as a kid, the first product as a high tech marketing professional was definitely the first Palm Pilot (which I still own!).




(4)       Who has been the biggest influence on your career?

My Dad.



(5)       What has been your greatest achievement?

While I'm proud of many of my past achievements, I think my greatest is still yet to come!




(6)       What has been your biggest mistake?

My biggest mistake, or rather, greatest learning experience happened very early in my career in marketing.  Learning that the only thing that truly matters in marketing are the results/metrics, NOT the creative.  Cool creative is irrelevant if it doesn't drive results.


(7)       What is your greatest strength?



My communication and interpersonal skills -- the ability to work with anyone or type of person at any level on the corporate ladder.


(8)       What is your biggest weakness?


Impatience, with myself (not with others).



(9)       What do you think is the aspect of your role most neglected by peers?   


I'd say there are two areas most marketer's neglect: First, the function of Public Relations (PR), which is one of the most valuable marketing vehicles a company can leverage - especially if you have a small budget.  The second would be metrics or measurement.  The majority of marketing executives seem to avoid measuring their results - mostly out of fear, but in reality, if you measure EVERYTHING, that's how you can focus on continuous improvement.


(10)    Which word or phrase is your mantra and which word or phrase makes you squirm?

My mantra:  "The worst anyone can say is ‘no'"!   It helps me remember to take action.



Squirm:  "Relax."  For some reason, people telling me to relax just sets me off!


(11)    What makes you stressed?

Indecision. Make a decision, take action, and correct as necessary.  Key to being a successful executive is to be decisive.




(12)    What do you do to relax?

First, playing the piano.  I've been a working part-time musician for over 20 years.  Cooking is a close second to music.  Both are incredibly relaxing and cathartic.



(13)    What is your favourite song?

Too many to name!  But "Rock and Roll All Nite" (KISS) is up there on my list.




(14)    Which book taught you most?

From a business perspective, it'd be "The 22 Immutable Laws of Marketing" or "Positioning, The Battle for your Mind."   From a personal perspective, it'd be "The Precious Present."


(15)    Do you have a team or sport that you follow?



Definitely!  Baseball = The New York Yankees.   Football = New York Giants.


(16)    Which country would you like to work in?


I already work in it - the U.S.!   But I'd put Italy as my second choice.



(17)    Which company do you think has the best marketing?


  1. Apple, which is almost every marketer's first choice.


(18)    What do you love most about your job?

I love everything about marketing.  It's one of the few, if only, discipline that requires right and left brain expertise. The psychology of marketing and the creative aspect is incredible, but the numbers - financial modelling, planning, metrics, etc., are critical to success. And the fact that every day brings a new challenge (at least in high tech marketing).


(19)    What is your favourite book?

(same answer as #14)


(20)    What keeps you awake at night?

Marketing!  Thinking about how to continously improve whatever I'm working on.  It drives me crazy.


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