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

In this episode, we have an illuminating discussion with Jac Phillips, ex-Senior Director and Head of Marketing for Visa in Australia, New Zealand and South Pacific. Prior to Visa, Jac had an illustrious career in financial services with Bank of Melbourne, ANZ Bank, and also spent time with IBM. Jac is also a Marketing Advisory Board member with Deakin Uni, and has been recognised in the Asia Top 50 Women Leaders by World Federation of Marketing Professionals. This episode explores two critical topics: How to do more with less including the importance of prioritisation; and Jac’s leadership lessons and the value of coaches and mentors for marketing leaders. There are also fantastic examples and tips in this show about: Creating platforms vs. campaigns and purpose led business strategies that other parts of the organisation can rally around; Leveraging an entire organisation to advocate and amplify your brand; Mutual, value creation partnerships; Using owned assets to sell media; Importance of thought leadership and social media; Harnessing the full strengths and experiences from your team; and There are also some beautiful leadership lessons to take on board. Jac’s energy and enthusiasm for marketing and leadership is infectious, if you’re grappling with how to do more with less and punch above your weight as a team, and you want some leadership tips to keep charging ahead – then please tune in and enjoy the show. References Bank of Melbourne - The Makers. Jim Collins - Good to Great: Why Some Companies Make the Leap and Others Don't. Oren Klaff - Pitch Anything. Phil Knight - Shoe Dog: A Memoir by the Creator of Nike. Roger Mavity - Life's a Pitch: How to Sell Yourself and Your Brilliant Ideas. Sarah Krasnostein - The Trauma Cleaner. Visa - #WhereYouShopMatters. Contact Jac Phillips Find Jac on LinkedIn and Instagram. Make sure to mention you heard her on the podcast.  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.

Andrea Fryrear - President and Co-founder of AgileSherpas and Agile marketing author and expert, joins us on this week’s episode. Prior to co-founding AgileSherpas, Andrea spent over a decade in marketing roles including content strategists, content marketer, project manager, and editorial assistant for both brands and agencies. But once she discovered Agile ways of working, Andrea has never looked back.  We dive deep into the fourth Annual State of Agile Marketing report by AgileSherpas and Forrester released in 2021. This study of almost 600 marketing teams reveals the current state of Agile marketing. There are some fascinating insights in the study into: Why teams embraced Agile marketing; What benefits teams are seeing; What barriers teams are facing; Which frameworks Agile marketing teams are using; and  How leaders and teams are supporting and embedding the change.  Of note is more than 50% of survey respondents are now using Agile marketing compared to a traditional or ad hoc approach to marketing and the level of urgency and importance being placed on Agile has increased. Some of the benefits are also huge with teams reporting greater responsiveness satisfaction, alignment with business objectives and less friction with other teams.  If you're not yet using Agile marketing, then tune in to find out why and how you can get on board. And if you're already on the journey, you'll also be able to see how you're measuring up and find out what you can do next to get the most value from Agile marketing.  Enjoy the show. References AgileSherpas and Forrester Research - 4th Annual State of Agile Marketing Report. Andrea Fryrear - Mastering Marketing Agility: Transform Your Marketing Teams and Evolve Your Organization. Jim Benson - Personal Kanban: Mapping Work | Navigating Life. Contact Andrea Fryrear Find Andrea on LinkedIn and mention you heard her on the podcast. Find out more about AgileSherpas where you can access a free chapter of her book ‘Mastering Marketing Agility: Transform Your Marketing Teams and Evolve Your Organization’, the 4th Annual State of the Agile Marketing Report and more! 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.  Find out more about our Agile Marketing services 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.

Joel Goodsir, Head of Marketing at Inspirations Paint, joins us on this week’s episode.  Inspirations Paint is Australia’s largest network of paint stores, a franchise with more than 130 stores across Australia. In this episode, we discover: Some of the intricacies, challenges and opportunities inherent when working in a marketing role in a franchise; How Joel has changed their targeting strategy, built out their tech stack and have started delivering on an omni-channel CX strategy; How Joel has built an E-commerce offering in the home improvement space which is currently unrivalled; How Joel has structured his team; and  How Joel has continued to lead the charge and drive growth from 90 million to almost $500 million during his tenure. Joel was ranked the #9 CMO in the CMO50 in 2020, and apart from his role at Inspirations Paint, Joel is also Chair of the University of Newcastle's External Advisory Board for the Marketing. As always if you hear something you love, but you’re out running, at the gym or doing the dishes – then don’t worry, we’ve got you covered. When you get a moment, just head to our website growthgenerators.io, look out for this episode, and download some detailed notes with all the strategies and insights from today’s show. Thank you and enjoy the show. References Dream Weaver - Inspirations Paint "Recall" TV Ad. Jenny Romaniuk - Building Distinctive Brand Assets. Paint Edge Loyalty Program. Contact Joel Goodsir Find Joel on LinkedIn and mention you heard him on the podcast. Find out more about Inspirations Paint. 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.

Today’s guest is Dan White, author of The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies. Dan has spent 30 years learning what makes businesses successful, fueled by compelling brands, effective communications, customer-centric innovation and motivated teams. Dan is also one of the architects of BrandZ, the world’s leading brand equity development system. This book is a must-have for any marketeer - whether you’re a CMO, marketing manager, or aspiring marketer. This is the handbook you need on your desk to help you tackle any marketing challenge you face. It contains dozens of hand-drawn illustrations of classic and contemporary of classic marketing frameworks and strategies such as: Market research’s role through the planning cycle; Using insights to increase sales and reduce costs; Brands punching above their weight (share of consideration vs. share of market); Business KPI pyramid (a personal favourite); Estimating returns from marketing; Ansoff’s growth strategy matrix; Central vs. local marketing responsibilities; The brand PINATA; BCG brand portfolio matrix; Burst vs. drip media spend analysis; Generating great innovation ideas; Traditional vs. Agile development; and Media priority matrix. When visuals are mentioned over audio it can be difficult, so I encourage you to head to growthgenerators.io, head to the Podcast section, look out for this episode and download the notes. The cheat sheet will include all of the models that we discuss on today’s show. Better yet, just buy a copy of Dan’s book, you won’t regret it. Enjoy the show. References BrandZ. Byron Sharp - How Brands Grow: What Marketers Don't Know. Dan White - The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies. Karen Nelson-Field - The Attention Economy and How Media Works: Simple Truths for Marketers. Contact Dan White Find Dan on LinkedIn and mention you heard him on the podcast. Find out more about Smart Marketing. 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.

Lisa Ronson, CMO of Coles Group, joins as our guest today.  If you're a marketer in the APAC region, then Lisa's reputation precedes her. But for our global audience, Lisa is an incredible marketing leader with a trophy cabinet bursting at the seams, including this snapshot below: Being named one of Asia Pacific's 50 most influential, purposeful marketers by campaign Asia Pacific in 2019 and 2020;  Number one most innovative marketer by CMO magazine in 2018;  The Australian Marketing Institute CMO of the year, team of the year and campaign of the year 2018; and  Cannes 2018 titanium line winner and winner of 10 Cannes lions in total. Lisa has changed industries several times and worked in FMCG, financial services, retail, telco, banking and sport and entertainment marketing.  In today’s episode, we discuss: How Lisa has designed and built a modern marketing team at Coles; How Lisa has structured her marketing team in a unique and powerful way; Lisa's leadership philosophy and how she's building the culture and employee experience in the team;  How Lisa has managed to gain incredible traction in every organisation she's joined by building a strong internal reputation as a trusted business partner that drives results; and Lisa’s biggest leadership regrets and learnings. There is a lot in this one. If you hear something you like and don't have time to make a note, don't worry. Just head to growthgenerators.io, head to the Podcast section, look out for this episode and download the notes.  If you like this episode, check out Episode 02. with Leisa Bacon, Director Audiences at ABC and Episode 06. with Rob Goffee, leadership professor. Both share many leadership lessons. References Mini MBA in Marketing with Mark Ritson. Contact Lisa Ronson Find Lisa on LinkedIn and mention you heard her on the podcast. Find out more about Coles. 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 we have Josh Steimle, entrepreneur, author and speaker, as our guest. Josh has written over 300 articles for the likes of Forbes and Entrepreneur magazine, he’s been a TedX speaker, and he’s the author of the book Chief Marketing Officers at Work, where Josh interviewed 30 leading CMOs from companies like PayPal, Target, Zendesk, GE and Nestle. Josh is also the founder of MWI – a marketing agency he founded back in 1999, as well as a research assistant at Harvard Business School and the founder and CEO of 7 Systems.   In today’s episode, we discover: Josh’s book - Chief Marketing Officers at Work; The changing remit of CMOs and the makeup of a modern, influential, marketing leader; How CMOs can build influence and leverage it to make good things happen; and  Josh’s 7 Systems of Influence and how you can apply them to increase your ability to influence others at work. There’s a lot covered in this episode as always, so don’t forget to grab the notes so you can take action on what you hear today. Just head to growthgenerators.io, look out for this episode with Josh Steimle – and download the notes. Enjoy the episode! References Brendan Kane - Hook Point: How To Stand Out in a 3-Second World. Derral Eves - The YouTube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue. Jay Baer - Youtility: Why Smart Marketing Is about Help Not Hype. Josh Steimle - Chief Marketing Officers at Work. Josh Steimle - Published Author by 7 Systems. Josh Steimle - The 7 Systems of Influence. Stephen M R. Covey - Speed of Trust: The One Thing That Changes Everything. Stephen R. Covey - The 7 Habits Of Highly Effective People. Contact Josh Steimle Find Josh on LinkedIn and mention you heard him on the podcast, or visit his website. 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 episode, we are joined by Brent Smart, Chief Marketing Officer of IAG. IAG is the Australian insurance giant with leading brands including NRMA and CGU. In four years, Brent has transformed the NRMA brand from the 36th strongest brand in Australia to become the third strongest brand in the country and the strongest insurance brand in the world! This brand strength has translated to commercial success - NRMA Insurance have won 3 coveted Gold Effies in the last 2 years. Previously, Brent spent 20 years in the advertising business, rising to CEO of Saatchi & Saatchi New York and leading the New Zealand Agency of the Decade, Colenso BBDO.  In today’s episode, we cover: Brent’s fascinating career, unpacking what he learned from 20 years in advertising;  Brent scrapping and recreating a $4M USD Superbowl ad three weeks out… with the client’s approval (find out what happens next!); Why Brent decided to swap the sneakers for a suit and move from agency CEO to CMO; How to foster a culture of creative risk-taking within your marketing team; How to get the best work from your agency partners by setting a high creative ambition and by “buying completely”; How to transform a team from a totally decentralised product-led marketing team into a centralised brand-led model; and Some of the interesting roles that Brent brought in house to strengthen the creative, strategic and marketing effectiveness firepower at his disposal. If you have any interest in building an award-winning, risk-taking, brand-led marketing team that could totally transform your marketing approach- then this is the episode for you!  P.S. - If you’re from an agency, you might want to suggest that your clients listen to this episode! Enjoy the show. References Robert Iger - The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company. Sam Gawe - Nike: Better is Temporary. Scott Dadich - Abstract: The Art of Design (Season 1 - Tinker Hatfield: Footwear Design). Contact Brent Smart Find Brent on LinkedIn and mention you heard him on the podcast. Find out more about IAG. 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.

Author Stacey Danheiser shares the VALUE framework from her new book Stand-out Marketing. Stacey’s most recent book, “Stand Out Marketing: How to differentiate your organisation in a sea of sameness”, co-authored with Dr Simon Kelly and Dr Paul Johnston, is the main focus of this episode.  The book (and the interview) covers the following topics: The problem of the “sea of sameness” across a number of industries where companies are not differentiated or distinctive of one another, and don’t have a clear value proposition; The research that revealed the magnitude of this problem, why it was happening and what companies can do about it; and The “VALUE” model - five competencies that CMOs and marketing teams can build to help their organisations stand out. This book takes a unique and valuable approach to solving the problem by focusing on upskilling the marketing team in these key competencies, rather than suggesting a typical brand strategy or tactical approach. It’s a must read for any marketing leader serious about helping their team and their company standout. To find out the five competencies of “VALUE” and much more, make sure to tune into this episode! References Dr Simon Kelly, Dr Paul Johnston, Stacey Danheiser - Stand-out Marketing: How to Differentiate Your Organization in a Sea of Sameness. Grant Cardone - The 10X Rule: The Only Difference Between Success and Failure. Harvard Business Review - Gary Hamel - Bringing Silicon Valley Inside. Peter C. Brown - Make It Stick: The Science of Successful Learning. Roger Fisher - Getting to Yes: Negotiating Agreement Without Giving In. Seth Godin - The Dip: A Little Book That Teaches You When to Quit (and When to Stick). Simon Kelly, Paul Johnston, Stacey Danheiser - Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions. Contact Stacey Danheiser Find Stacey on LinkedIn and mention you heard her on the podcast. Stacey is CMO and Founder of SHAKE Marketing. 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.

Welcome to Part 2 of our interview with Nadia Cameron, Founder and Managing Editor of CMO Australia and Associate Editor of CIO at IDG Publishing, make sure to listen to Part 1 here. In today’s episode, we are going to discover: What Nadia has learned through the State of the CMO annual research, by judging hundreds of entries in CMO50 (identifying the top 50 marketing leaders in Australia), by conducting countless interviews with CMOs and writing over 190 pages of content on cmo.com.au; How the remit of the modern day CMO has changed in the past few years; and What the top 5% of CMOs do differently, which functions they have reporting into them, and how they’re building the competencies of the team to be future-fit. Nadia has such a unique vantage point and so many insights to share. If you’re a CMO (or an aspiring CMO) and you want to know how to become one of the elite, then you’re definitely going to want to check out this episode.  References Andrew Baxter - Planning for recovery from Covid-19: What brands should be considering, and what they can learn from past downturns. CMO Australia - State of the CMO 2020. CMO Australia - State of the CMO 2021 - Help us gauge the state of Australia’s marketing leadership. Contact Nadia Cameron Find Nadia on LinkedIn and mention you heard her on the podcast. Find out more about CMO 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.

The one and only Nadia Cameron, founder and managing editor of CMO Australia and associate editor of CIO at IDG Publishing, joins us on the podcast today.  CMO Australia is the go-to-source in Australia for industry related news on marketing and technology leadership. Nadia also established the CMO50 in Australia which recognises the top 50 CMOs in the country, and events such as CMO Momentum. Nadia has created and connected a thriving community of CMOs in Australia and helped raise the profile of the industry and the peers within it.  There was so much covered in this episode that we have split it into two parts. In part 1 we discuss:  Nadia’s story and how she’s built CMO into the powerhouse title that it is today; Where the idea of CMO originated from; How from a seed of an idea Nadia created a content strategy and executed it to a tee; and How CMOs can think more like publishers. Make sure to tune into part 2 next week to learn how the remit of the modern-day CMO has changed in the past few years, what the top 5% of CMOs do differently and more. You’re not going to want to miss either episode, so if you haven’t already make sure you hit subscribe and enjoy the show. Contact Nadia Cameron Find Nadia on LinkedIn and mention you heard her on the podcast. Find out more about CMO 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.