One of Australia’s most respected eCommerce advisors, Mark has led growth for major brands like Showpo, The Iconic, Coles and Catch, and now helps high-growth companies scale smart through fractional CMO roles and advisory work.
In the latest episode of Beyond the Fold, he joins StudioHawk’s GM, Lawrence Hitches, to unpack 25+ years of experience, the changing state of digital marketing, and why marketers need to stop hiding behind dashboards - and start talking to customers.
In this episode, we cover:
- The unconventional path from audio production to eCommerce
- Why your business might not be “customer-first” (even if you think it is)
- What separates brands that stall at $5M from those that reach $100M
- The 20K inclusive campaign that reshaped a brand and drove real results
- How AI is changing marketing faster than you think
- Final word
From Audio Engineering to eCommerce Strategy
Mark didn’t follow a typical marketing career path.
He started in audio engineering, transitioned into early web development, and eventually moved into digital marketing - leading growth strategies at some of Australia’s best-known retail and fashion brands.
“I’ve always followed what’s interesting, not what’s on a career ladder.”
This blend of creative thinking, systems thinking, and relentless curiosity still guides his work today.
Data’s Great - But Have You Talked to a Customer?
Mark’s biggest critique of modern marketers? They’ve lost touch with the people they’re trying to reach.
One of Mark’s greatest tips? Talk to actual customers.
“Interview 10-20 customers. You’ll learn more than you ever will from a report.”
When consulting with brands, his first move is often to speak directly with 10-20 real customers. These conversations uncover motivations, objections, and perceptions that no analytics tool can surface.
Growth Traps: Where Most Brands Get Stuck
Many high-growth brands plateau at the same point - and Mark has seen it play out again and again.Here’s why:
- Overreliance on paid media
- No clarity on positioning or product-market fit
- Internal silos between marketing, product, and ops
- Teams that are too focused on short-term metrics
“A lot of companies are addicted to paid media. They’re addicted to Meta, to Google… and it works until it doesn’t.”
Mark helps companies slow down, refocus, and build sustainable growth engines based on customer insights, brand values, and operational clarity.
The $20K Campaign That Changed Everything
During his time at eCommerce fashion brand ShowPo, Mark led a campaign aimed at plus-sized customers who didn’t feel represented by the brand - even though Showpo already stocked the sizes.“They didn’t think we were for them, even though we stocked the product.”
The campaign used real customers, diverse body representation, and authentic creative.
The impact?
- A major lift in sales of size 14+ SKUs
- Long-term brand loyalty from underserved customers
- A more inclusive brand identity that paid dividends
What’s Next: AI, Automation & The Return of Brand
Mark’s been hands-on with AI tools for years, not just using them, but testing their real impact on marketing workflows and strategy.
“You can now generate 20 pieces of content in seconds… but the value is in the decision-making, not the production.
He believes AI will automate much of the execution - but it’s strategic thinking, creativity, and empathy that will become more valuable.
“AI’s going to change the skills we need in marketing. You still need strategy. You still need to think.”
Final Word: Go Talk to Your Customers
Mark’s advice to today’s marketers?
“Customer interviews are the single most valuable thing a marketer can do.”
He recommends starting with 10-20 interviews. What you’ll learn can reshape your messaging, your funnel, and even your product.
“You can sit in a room with 10 people who bought your product and learn more than in a hundred-page report.”
Listen to the full episode with Mark Baartse on Spotify, Apple Podcasts, YouTube, or right here on the StudioHawk website.
