Speaking at the charity and professional body's annual lunch, held earlier this week at Grosvenor House in London, Hulme promised to radically transform how the organisation is led, governed and ultimately how it performs.
"I personally ask the leaders among you to embrace what the BII is shaping as a professional body," he said. "In return I give you my personal commitment that I will lead the BII in playing its part in promoting this industry and what it stands for."
Hulme was appointed to replace Peter Thomas in November last year and began his stint as chief executive in January.
He told the audience of licensees and industry professionals that he had spent his first four months in charge reviewing every aspect of the organisation and was now convinced of the need to create a benchmark for BII membership.
He argued that a benchmark scheme would ensure entry and annual renewal standards were rigorous so that a BII plaque would always signal a ‘mark of quality, a superior service and a guarantee of a great experience’.
Two licensees who were praised at the annual lunch for their high standards were Ashley and Kelly McCarthy, co-owners of the Ye Old Sun Inn in North Yorkshire, who were presented with the prestigious BII Licensee of the Year 2013 award.
Much of Hulme's address was focused on his plan to target the next generation of licensees, trainees and managers who would need the support of the BII.
Hulme argued that the organisation should concentrate on improving how it helps people who are unemployed or are not in training - something which could help the BII's case when it lobbies the Government on other issues.
"The BII’s new strategic objectives will embrace inclusion," he revealed "Our focus should be about removing barriers for the most vulnerable including the NEETs (young people not in education, employment, or training), those with learning difficulties and disabilities and ex-military.
"We should not underestimate the impact opportunities like this can have on an individual’s self-worth and our efforts could be the catalyst for positive support for the Government on other issues we campaign on," he added.
The BII currently awards 70,000 qualifications a year and receives thousands of phone calls from licensees seeking guidance.