CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes

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 3-stage framework for marketing team transformation.  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.

Adore Beauty CMO reveals how they created a #1 podcast and their data-driven approach to growth. Responsible for company growth, brand and data, Dan Ferguson has led high and sustained rates of new customer acquisition through enhanced analytics and marketing initiatives including multiple new channels and the launch of Adore Beauty’s podcast Beauty IQ Uncensored which is ranked #1 in Beauty and Fashion on iTunes (as of 26 August 2021).  In this episode we discuss: Dan’s fascinating background and how his first marketing role with Dell Computers paved the way for his career; What impact the Adore Beauty IPO has had on Dan’s role and the marketing team; How, during the pandemic, they launched a TV ad campaign in about 3 weeks, to reach a wider audience and build brand awareness for Adore Beauty knowing that a spike in e-commerce was on the horizon; How Adore Beauty have built a No.1 podcast show, and what CMOs can learn about the ins, outs, pros and cons of launching a podcast;  How Dan has built out a modern marketing team, including how he overhauled the data function; and  Dan’s take on leadership and some of the lessons he’s learned along the way to build a strong culture and attract great talent. Dan has over 20 years’ experience in e-commerce and digital marketing. Prior to joining Adore Beauty, Dan had extensive roles growing and leading e-commerce, multi-channel and online retail business in Australia for local & global brands including Vistaprint, Officeworks, Dell with consistent average 2.5x business or portfolio growth across his tenure in these roles. 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 Dan, with all the tips and strategies laid out in an easy-to-read format.  Now let’s get on with the show! References CMO Australia - State of the CMO 2021.  Malcolm Gladwell - Outliers: The Story of Success. Michael Dell - Direct From Dell: Strategies That Revolutionized an Industry. Patrick Lencioni - The Five Dysfunctions of a Team: A Leadership Fable. Contact Dan Ferguson Find Dan on LinkedIn and mention you heard him on the podcast. Find out more about Adore Beauty. Check out Adore Beauty’s podcast, Beauty IQ Uncensored, on your preferred streaming platform. 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 3-stage framework for marketing team transformation.  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 and review! Enjoy the show! This episode was produced by Dylan Todd and edited by Lewis Hallam.

Matt Allison, Managing Director at Ubiquity Lab, joins us on this week’s podcast.  Matt has a unique perspective on content marketing, having built global teams in-house and through his work as an external advisor to CMOs.  We discussed the following topics: How content marketing has changed; The content marketing skills required to be successful today; What a modern in-house content marketing team looks like and some of the challenges CMOs face to get this right; Effective content marketing metrics;  When to get external help to support content marketing; and How to align your content marketing to commercial outcomes to deliver a ROI. Matt established the global content marketing function at Bupa and won several awards for the Blue Room. Since then, he has started his own agency, Ubiquity Lab, working with CMOs and marketing teams to combine data with customer insights in order to develop content strategies across paid, earned and owned channels.  Just another reminder that 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 Matt, with all the tips and strategies laid out in an easy-to-read format.  If you have an interest in building a modern in-house content marketing team, with all the right skills and capabilities to drive commercial outcomes, then you will enjoy this episode. References CMO Australia - State of the CMO 2021.  Richard Rumelt - Good Strategy/Bad Strategy: The Difference and Why It Matters. Ubiquity Lab - How to benchmark your content marketing ecosystem. This includes information on Santander’s content marketing success. Contact Matt Allison Find Matt on LinkedIn and mention you heard him on the podcast. Find out more about Ubiquity Lab. 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 3-stage framework for marketing transformation.  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.

Nick Leigh, Principal Designer at Meld Studios, joins us on this week’s podcast episode. Nick is a strategic, product and service design leader, thinker, trainer and practitioner. From backyard startups through agencies, education and the corporate sector, he’s spent over 25 years designing and leading teams to create digital and customer experiences and artefacts across a broad spectrum of industries, platforms and brands. In this episode, we discuss: The meaning of design in 2021 and how it intersects with CX; The many disciplines of Design from experience design to service design, through to UX and UI; and Where to start when establishing a CX and Experience design function within your organisation - what roles to hire for, what capabilities to look for and how to get your executive on side.  There is a lot of content covered in this episode so make sure to access the notes. To access this, head to growthgenerators.io, go to the Podcast section, look out for this episode and download the notes. Other Lean Mean Marketing Teams episodes that discuss CX and the importance of customer-centricity you may want to also listen to are: Episode 29 with Chris Taylor – CXO at Movember; Episode 28 with Louise Eyres from Vanguard; Episode 23 with Joel Goodsir; and Episode 14 with Rosemary Martin.  Thank you and I hope you enjoy the show. References British Design Council - What is the framework for innovation? Design Council's evolved Double Diamond. Frederic Laloux - Reinventing Organizations: A Guide to Creating Organizations Inspired by the Next Stage in Human Consciousness. GK VanPatter - Rethinking Design Thinking: Making Sense of the Future That has Already Arrived. Harvard Business Review - The Value of Customer Experience Quantified. Contact Nick Leigh Find Nick on LinkedIn and mention you heard him on the podcast. Find out more about Meld Studios. 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 3-stage framework for marketing team transformation.  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.

Kevin Marasco, CMO at Zenefits, joins us on the show this week. Kevin is an all-star CMO, having helped multiple SaaS companies grow fast, raise capital and get acquired. Kevin has three-time 1,000% + growth experience at startup, private and public SaaS companies and is also a board advisor, LP, startup investor and venture advisor.  In this episode, we discuss: How Kevin is building a modern marketing team at Zenefits, what patterns he’s noticed when entering high-growth companies, how he works out what capabilities are needed, and the skills Kevin looks for; How marketing, product and sales can work effectively together, how the modern CMO needs to work with all exec counterparts, and how to go about it; Kevin’s new book ‘People Operations: Automate HR, Design a Great Employee Experience, and Unleash Your Workforce’, co-authored with Jay Fulcher and Tracy Cote; What People Ops is, why it matters, and what it means for CMOs and CCOs; and  What you can do right now to increase motivation and productivity of your team by applying some strategies from the book. Before Zenefits, Kevin was the marketing leader at HireVue acquired by Carlyle Group, Taleo  – acquired by Oracle, and Vurve acquired by Taleo. This episode is packed with a lot of actionable content, make sure you get the notes for this one. To access this, head to growthgenerators.io, go to the Podcast section, look out for this episode and download the notes. Enjoy the show. References Daniel H. Pink - Drive: The Surprising Truth About What Motivates Us. Jay Fulcher, Kevin Marasco & Tracy Cote - People Operations: Automate HR, Design a Great Employee Experience, and Unleash Your Workforce. Ryan Holiday - The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph. Contact Kevin Marasco Find Kevin on LinkedIn and mention you heard him on the podcast. Find out more about Zenefits. 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 3-stage framework for marketing team transformation. 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 review! This episode was produced by Dylan Todd and edited by Lewis Hallam.

Natalie Truong, CMO for Asia, Middle East and Africa, and partner at Mercer, joins us in this episode. Natalie recently moved from Melbourne to Hong Kong and leads a hub and spoke marketing team covering 18 different markets. In this episode, we discuss: How brands can successfully enter markets in Asia, and how CMOs that are moving to this region, or managing teams in this region can be successful; Natalie’s personal experience and the adjustments Natalie had to make to her own leadership style and her expectations of how fast things might move; How to educate the global head office, and adjust your marketing strategy based on the unique dimensions of each market in terms of maturity, culture, tech adoption and major platforms, ecosystems and channels used; Important insights on what to measure and what not to measure in each market; How Natalie has structured her team, what unique capabilities exist in this region, and which capabilities she’s looking to build in her team;  How Natalie is looking to develop her team in the areas of speaking up and communicating verbally; and  The strategies to make sure that ‘yes’ actually means yes when you’re dealing with marketers and business leaders in this region. Natalie has a stellar track record in financial services having worked at CPA, ANZ Bank, Bank of Melbourne, before holding multiple roles at Mercer- a global management organisation, with 25,000 colleagues in 43 countries, part of a Marsh McLennan group which has revenues in the billions. There is a lot more packed into this episode, so as always, if you hear something you like that you want to take action on, head to growthgenerators.io, head to our Podcast section, look out for this episode and download the notes. Enjoy the show. References Dan Heath - Upstream: The Quest to Solve Problems Before They Happen. James Kerr - Legacy. Contact Natalie Truong Find Natalie on LinkedIn and mention you heard her on the podcast. Find out more about Mercer. 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 3-stage framework for marketing team transformation. 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 review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Chris Taylor, former guest and the current (and inaugural) Chief Experience Officer (CXO) for men’s health not-for-profit Movember, returns to the show. In our previous episode with Chris, we spoke about his former not-for-profit marketing team at the Heart Foundation for punching above their weight to become a serial winner, including taking out an AdNews Marketing Team of the Year award back in 2020.  In this episode, we discuss: Why Chris has been brought in and how he's reshaping and building a modern team to help this organizsation have an even larger global impact; How to make the right impact in your first 90 days and a CMO or CXO role - his strategy for success, including what he focuses on, how he goes about it, and what mistakes and pitfalls to avoid; and Chris’ inside tips on how to get to know your team, other members of the exec and your target audience. If you hear something you like but can’t write it down, head to growthgenerators.io, head to our Podcast section, look out for this episode and download the notes.  Enjoy the show. References Byron Sharp - How Brands Grow: What Marketers Don't Know. CMO - State of the CMO 2020. Korn Ferry - CMO Pulse Survey 2020. Lis Binet and Peter Field - The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies. SpencerStuart - CMO Tenure tudy: Progress for Women, Less for Racial Diversity. Contact Chris Taylor Find Chris on LinkedIn and mention you heard him on the podcast. Find out more about Movember. 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 3-stage framework for marketing team transformation.  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 review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

On this week’s episode, Louise Eyres, Head of Marketing and executive team member of Vanguard Australia, joins us.  Prior to Vanguard, Louise was Chief Marketing Officer at Sport Australia. Louise has also held a series of leadership roles at ANZ bank, including leading the global marketing team as a group at GM of marketing and Louise commenced her marketing career at BHP.  In this episode, we discuss: How Louise went about designing the structure, how she ensured that the team was aligned to the org strategy; How Louise built on the knowledge from her counterparts in the rest of the world; The journey Louise has been on with the team to become truly customer-focused and insight-led; How they're piloting agile marketing and the continue evolution of the team; How the new structure has enabled this transition;  The leadership insights and lessons that Louise has gained throughout a career with some great metaphors of mindsets for CMOs to consider; and What you can gain from being on a board, what you can bring to the board as a CMO and what you really need to think hard about before making the leap. As always it's another jam packed episode. If something jumps out at you, make sure you download the notes for the show by going to growthgenerators.io, head to the ‘Podcast’ section and look out for this episode. Enjoy! References Brian Hartzer - The Leadership Star. General Stanley McChrystal - Team of Teams: New Rules of Engagement for a Complex World. Robert Iger - The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company. Satya Nadella - Hit Refresh: The Quest to Rediscover Microsoft's Soul and Imagine a Better Future for Everyone. Stephen R. Covey - The 7 Habits Of Highly Effective People. WARC - Why the CMO’s future role is ‘growth partner’, not marketer. Contact Louise Eyres Find Louise on LinkedIn and mention you heard her on the podcast. Find out more about Vanguard Australia. 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 3-stage framework for marketing team transformation. 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 review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

In this week’s episode, Hamish Tedeschi, CEO and Founder of Mechanical Rock - a cloud native product development company, joins us. The purpose of this episode is to help you understand more about your developers and development teams. We dive into a variety of related topics, including: The changing role of developers: Web vs software developers; Front-end vs back-end vs full-stack developers; Critical roles of a development team; and An overview of languages used by different developers. How CMOs can get the best from their development teams: Cross-functional team design; DevOps vs Agile; Various concepts such as cloud computing, Serverless and infrastructure by code; and Other tips to get the best from your development teams. Leveraging technology better: How CMOs should be thinking about technology and where to start; How to build stronger relationships with IT, vendors and consulting companies; and How companies and developers with outdated languages can manage a two tier economy. This one does get a little technical, but we have notes available via our website. Look out for this episode and download the notes. Enjoy the episode. References Amazon Web Services - Serverless Computing. Eric Ries - The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Gene Kim - The Phoenix Project (A Novel About IT, DevOps, and Helping Your Business Win). Gene Kim - The Unicorn Project. Norman Tuckman - Stages of Team Development (via MIT). Contact Hamish Tedeschi Find Hamish on LinkedIn and mention you heard him on the podcast. Find out more about Mechanical Rock. 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 3-stage framework for marketing team transformation.  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 review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Host Ty Hayes focuses this solo episode on how you can break down silos within your marketing team and with other departments, and how you can get everyone working together more efficiently with less waste. This can be useful for you and your team to feel a little less overwhelmed so you can better handle that hefty workload and respond faster to changing priorities. In order to do this, Ty introduces something new to the conversation that hasn’t been covered in detail yet - Lean Process Redesign or Lean Marketing In this episode, Ty discusses: Why you need to start thinking about HOW your team works just as much as WHAT they work on, and WHY they do the work they do; What Lean Process Redesign is, including some core principles of lean; What process mapping is; and  What’s involved to re-work some of the processes with your team.  If this process sounds beneficial to you, then listen to this episode to find out more. References AgileSherpas and Forrester Research - 4th Annual State of Agile Marketing Report. CMO Australia - State of the CMO 2020. Gartner - The Annual CMO Spend Survey. KonMari Method™: Fundamentals of Tidying. Michael Page and Arktic Fox - Marketing State of Play 2021: An Australian Study. 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 3-stage framework for marketing transformation  including Lean Marketing services. Follow or connect with Ty on Linkedin. If you enjoy this episode please remember to subscribe, share and leave us a review! This episode was produced by Dylan Todd and edited by Lewis Hallam.