40 episodes

In today’s fast-paced world, your team is your ultimate competitive advantage. Discover how to create a high-performance marketing team by joining Ty Hayes as he interviews leading CMOs, authors and experts at the top of their game.

You’ll explore the dynamic team structures, agile practices, leadership and culture behind some of the world’s most successful brands and the teams driving their marketing. If you’re a marketer looking to enhance your leadership and boost your team’s capability, then this is your must-listen podcast.

Host Ty Hayes is an award-winning former CMO, turned business founder, who built and led the #1 Marketing Team in Australia (AMI Awards) and was ranked the #10 CMO in Australia (CMO50), whilst CMO for a global university.

Lean Mean Marketing Teams Ty Hayes

    • Business
    • 3.7 • 3 Ratings

In today’s fast-paced world, your team is your ultimate competitive advantage. Discover how to create a high-performance marketing team by joining Ty Hayes as he interviews leading CMOs, authors and experts at the top of their game.

You’ll explore the dynamic team structures, agile practices, leadership and culture behind some of the world’s most successful brands and the teams driving their marketing. If you’re a marketer looking to enhance your leadership and boost your team’s capability, then this is your must-listen podcast.

Host Ty Hayes is an award-winning former CMO, turned business founder, who built and led the #1 Marketing Team in Australia (AMI Awards) and was ranked the #10 CMO in Australia (CMO50), whilst CMO for a global university.

    Inside the mind of a CX & UX Analyst

    Inside the mind of a CX & UX Analyst

    How to hire the best and set them up for success with Alexandra Mitchell, CX and UX Lead at Privitar.
    In this episode, we discuss:
    What a CX and UX Analyst does in a typical week and why; How Alexandra stays connected to customers by engaging them in each stage of the product development process;  How to set up and make the most of a customer advisory board; What to look for when hiring a CX Analyst;  Where the CX function is located in Privitar, and how the insights are used by both marketing and product; and What you as a marketing leader can do to empower your CX Analyst to get the best from them and support them in their role.  Alexandra has had a variety of analytic roles across marketing and product, always with a focus on the customer, including Director of Customer Insights and Director of Lead Generation at Getty Images.
    Privitar is a data provisioning and privacy engineering company, making data available safely, at speed and accessible to the people in organisations who can drive innovation with it.
    If you want to have a more in-depth understanding of CX, this is an episode for you! Enjoy the show.
    P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Alexandra, with all the tips and strategies laid out in an easy-to-read format. 
    References
    Daniel Miller - The Comfort of Things. Erika Hall - Just Enough Research. Dr Simon Kelly, Dr Paul Johnston, Stacey Danheiser - Stand-out Marketing: How to Differentiate Your Organization in a Sea of Sameness. Simon Kelly, Paul Johnston, Stacey Danheiser - Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions. Contact Alexandra Mitchell
    Find Alexandra on LinkedIn or via email and mention you heard her on the podcast. Find out more about Privitar.  Contact Growth Generators
    Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. 
    This episode was produced by Dylan Todd and edited by Lewis Hallam.

    • 54 min
    Holly Ransom discusses her new book The Leading Edge

    Holly Ransom discusses her new book The Leading Edge

    How to develop a creative, agile, inclusive, risk-taking team culture.
    Holly Ransom, CEO and Founder at EMERGENT, joins us on this episode. Holly is author of the book, The Leading Edge: Dream big, spark change and become the leader the world needs you to be, which is discussed throughout the interview today.
    In this episode, we discuss:
    What you can do to reinvigorate the curiosity and creativity within your team; How to embrace diversity from all angles in your life, your work and in your team; The importance of asking the question “whose view haven't I got?” - why diversity is powerless without inclusion, and how to create psychological safety for your team; The need to unlearn for us to make space to learn what we need to thrive into the future; and A reminder to explore our own purpose and our own inner why in order to use our position as marketing leaders to make lasting change.  Holly is a globally renowned content curator, powerful speaker and master interviewer, who has interviewed the likes of Barack Obama, Michelle Obama, Richard Branson, Billie Jean King, Condoleezza Rice, and the world's first humanoid robot, Sophia. 
    Holly was named one of Australia's most influential women by the Australian Finance Review, was Richard Branson’s nominee for Wired Magazine’s Smart List future game-changers to watch, and was also awarded the US embassy's Eleanor Roosevelt Award for leadership excellence in 2019. 
    The interview only touches on the many lessons, theories, frameworks and stories in Holly's book, so I do encourage you to buy a copy of Holly's book, you will not regret it. Alternatively, you can listen to the audio book, narrated by Holly.
    Enjoy the show!
    P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Holly, with all the tips and strategies laid out in an easy-to-read format. 
    References
    Energy Disruptors - Trailblazer 04: Seth Godin. Holly Ransom - The Leading Edge: Dream big, spark change and become the leader the world needs you to be. Access the audio book version here. Jim Collins - Good to Great: Why Some Companies Make the Leap and Others Don't. Jim Loehr and Tony Schwartz - The Power of Full Engagement: Managing Energy, Not Time, Is the Key to High Performance and Personal Renewal. Josh Kaufman - The First 20 Hours: How to Learn Anything . . . Fast! Malcolm Gladwell - Outliers: The Story of Success. Stephen R. Covey - The 7 Habits of Highly Effective People. Susan Cain - Quiet: The Power of Introverts in a World That Can't Stop Talking. TED - Do schools kill creativity? Sir Ken Robinson. TEDx Talks - Building a psychologically safe workplace | Amy Edmondson | TEDxHGSE. The Vernā Myers Company - Diversity and Inclusion. Contact Holly Ransom
    Find Holly on LinkedIn and mention you heard her on the podcast. Find out more about Holly and EMERGENT.  Contact Growth Generators
    Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. 
    This episode was produced by Dylan Todd and edited by Lewis Hallam.

    • 51 min
    How to create a customer-centric culture and build organisational CX capability

    How to create a customer-centric culture and build organisational CX capability

    PwC Partner and Experience Consulting Leader, Guy Parsonage shares his CX insights
    Guy is based in Hong Kong, where he's responsible for driving digital transformation and innovation with global brands in and out of greater China for PwC. Prior to PwC, Guy has a stellar agency background with brand experience and events agencies, and a CEO of a digital and CX agency that was acquired by PwC to help them establish their CX consulting operations in China. 
    In today’s episode we have a deep dive into CX, discussing the following topics:
    What it takes to shift a company culture from internal facing to customer centric; How to build an organisation-wide CX capability and some tactics of how you implement this through changes to people, process and technology; What role marketing and the CMO needs to play for CX; The importance of linking the CX strategy to the business objectives; and Some of the watch outs when building a customer-centric organisation and where to start.  Whether you're already on the CX journey or are yet to start, tune in to tap into Guy's incredible experience in helping global brands transform to become more customer centric. 
    Enjoy the show!
    P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Guy, with all the tips and strategies laid out in an easy-to-read format. 
    References
    Catherine Gildiner - Good Morning, Monster: A Therapist Shares Five Heroic Stories of Emotional Recovery. Matt Taylor - MG Taylor History and Business Model. Contact Guy Parsonage
    Find Guy on LinkedIn or via email and mention you heard him on the podcast. Find out more about PwC.  Contact Growth Generators
    Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.
    This episode was produced by Dylan Todd and edited by Lewis Hallam.

    • 55 min
    How to compete against Amazon by playing a different game

    How to compete against Amazon by playing a different game

    Steffen Daleng, CMO of Booktopia, Australia’s largest online bookstore joins us on this episode to talk about the changing role of marketing. Steffen was also named the #15 Top People in Ecommerce in 2021 by Inside Retail.
    Steffen has had a fascinating career starting out in the army, working his way through starting, acquiring and selling several companies in different countries whereby he honed his Ecommerce and digital marketing skills, all the way until his current role as CMO of Booktopia where he’s helped their IPO, and helped them grow at quite a rapid rate.
    In this episode we discover:
    The changing role of marketing as it pertains to data, contextualisation and personalisation; the rise of influencer marketing and why trust is so important; How Booktopia competes against Amazon by playing a different game; How Steffen has restructured and scaled his team based on an ambitious vision of becoming a 500 million in revenue company, and the importance of CEO buy-in and support; and Some of Steffen’s leadership lessons he learned from his early career in the army, as well as some of his biggest leadership regrets, and his biggest investments in his career. As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Steffen, with all the tips and strategies laid out in an easy-to-read format. 
    Enjoy the show!
    References
    Josh Kaufman - The Personal MBA: Master the Art of Business. Seth Godin - Permission Marketing: Turning Strangers into Friends and Friends into Customers. Simon Sinek - Leaders Eat Last: Why Some Teams Pull Together and Others Don't. Contact Steffen Daleng
    Find Steffen on LinkedIn and mention you heard him on the podcast. Find out more about Booktopia.  Contact Growth Generators
    Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.
    This episode was produced by Dylan Todd and edited by Lewis Hallam.

    • 1 hr 11 min
    How to lead your team through turbulent times with Cathay Pacific CMO

    How to lead your team through turbulent times with Cathay Pacific CMO

    Why customer and employee empathy is the key.
    Edward Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, has an impressive track record in strategy and planning roles for global ad agencies Ogilvy and WPP. Ed has also been a CEO, and he’s worked client-side as Director of Marketing Communications for Adidas in Greater China. His experience and wisdom shines through in this episode.
    In this episode, we discover:
    How COVID-19 has dealt airlines a significant blow - and the importance of revenue diversification; How the marketing team has adapted and stayed resilient during the turbulent times; The increasing role of psychology and behavioural economics in marketing – and how this has played out in some of the recent campaigns for Cathay Pacific;  The upsides of the pandemic - in terms of the marketing team trying new things, expanding their in-house remit, flexible working, and launching a new Cathay lifestyle brand; How planning cycles have changed the way they do budgeting and led to the emergence of agile ways of working; The data dashboard Ed has built with partners like Google & Skyscanner to gather the travel intent data they need to predict an uptick in purchasing behaviour so as to maximize their marketing and media investment; and How Ed is building a modern marketing team based around three core teams. As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Ed, with all the tips and strategies laid out in an easy-to-read format. 
    Enjoy the show!
    References
    Cathay Pacific - Arm up and let’s fly again. Cathay Pacific - Life Elevated with Cathay. Cathay Pacific - Fly Confidently with Cathay Care. Cathay Pacific - Till We Fly Again. Daniel Kahneman - Thinking, Fast and Slow. Malcolm Gladwell - Blink: The Power of Thinking Without Thinking. Raja Rajamannar - Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers. Under Armour - Under The Armour: Michael Phelps. Contact Ed Bell
    Find Ed on LinkedIn or via email and mention you heard him on the podcast. Find out more about Cathay Pacific.  Contact Growth Generators
    Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review!
    This episode was produced by Dylan Todd and edited by Lewis Hallam.

    • 1 hr 7 min
    How this uni used its challenger status to rebrand and rebuild

    How this uni used its challenger status to rebrand and rebuild

    Murdoch Uni CMO shares his free thinking on branding and team design.
    Neil Cullingford is the Director Marketing & Communications at Murdoch University, a university based in Western Australia with a global presence in Singapore, Dubai and Myanmar. As Ty has spent a fair part of his working career working in tertiary institutions, this episode is a great opportunity for our listeners to discover a range of pertinent topics in this area from two experts.
    In this episode we discuss:
    The impact that COVID-19 has had on the tertiary sector including the devastating effect on student mobility; The decline of admissions clearing houses like TISC as universities fight it out for direct domestic applications; Some of the positives from the pandemic, including the fast-tracking of online learning; The rebrand that Neil has led at Murdoch, including the rollout of new campaigns and a new visual identity; and How Neil is building a modern marketing team, including all the mod cons of an in-house creative production team through to a combined digital and physical engagement and experience team down to a marketing team divided into the long and the short of it.  As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Neil, with all the tips and strategies laid out in an easy-to-read format. 
    If you liked this episode, you might also like one of our early episodes with Fabian Marrone, CMO from Monash University.
    Enjoy the show!
    References
    Idris Mootee - 60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals. Les Binet, Peter Field - The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies. Murdoch University - A new brand for the future. Murdoch University - This is free thinking. Contact Neil Cullingford
    Find Neil on LinkedIn or via email and mention you heard him on the podcast. Find out more about Murdoch University.  Contact Growth Generators
    Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn. If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review!
    This episode was produced by Dylan Todd and edited by Lewis Hallam.

    • 49 min

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3 Ratings

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