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

Mal Chia, CMO at Ryderwear and Head of PUSHH Fitness joins us on this week’s episode. Ryderwear is a fitness apparel, footwear brand and e-commerce retailer, with distribution centres in Australia, the UK and the US. PUSHH fitness is a related fitness app, with a focus on strength fitness for women. In this episode, we unpack: What it was like to work at Uber and Uber Eats in the early days when they flew new employees to “Uberversity” in San Francisco; How Mal’s interesting career has led him to his current role at Ryderwear and PUSHH; How Mal has rapidly grown and scaled a modern marketing team at Ryderwear, how the PUSHH product team works, and how the marketing team works with other functions; How Mal has created alignment and driven effectiveness in his team through a laser focus on clear accountability and measuring the things that matter; How using Wildly Important Goals, also known as “WIGs” can be effective to drive team alignment; How Mal has created a data driven culture at Ryderwear and how this has led to new opportunities to drive profitability and success for the company; Whether it’s possible to create a startup culture within a marketing team inside a traditional company versus a Startup, and what leaders can do to nurture this; and Some leadership lessons and failures that have helped shape Mal’s leadership style today. Mal is part marketer, part startup guy, and part technologist. He’s attracted to startups and scale-ups due to the fast pace and impact that you can deliver in a short space of time. Since joining Ryderwear as the CMO, Mal has helped grow the company by 150% in 12 months. As always, a lot has been covered in this episode, head to the Podcast section of our website here and download the detailed notes that we take on every episode. References Eric Schmidt, Jonathan Rosenburg and Alan Eagle - Trillion Dollar Coach: The Leadership Playbook of Silicon Valley’s Bill Campbell. Chris McChesney - The 4 Disciplines of Execution: Achieving Your Wildly Important Goals. Contact Mal Chia Find Mal on LinkedIn or via his website and mention you heard him on the podcast. Find out more about Ryderwear and PUSHH. 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 review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Flybuys is consistently rated by customers as Australia’s most popular loyalty program, with over two thirds of Australia active in the program, 20 coalition partners and over one billion personalised emails sent out per year.  In this episode we cover: How Rosemary has built out her CX function and what is in her portfolio; The CX and marketing transformation journey that Rosemary has been leading, including the results from a deep segmentation study and how customer insights are now underpinning the strategy at Flybuys; Flybuys’ move to agile product delivery teams and how the marketing team has adopted new Agile ways of working, and some of the pros and challenges associated with this; The two-way benefits that flow when marketing starts working really closely with the tech teams; The importance of internal communications and a strong change management function when implementing new ways of working; How to build rock-solid relationships and create trust, respect and alignment with your executive counterparts like the Chief Technology Officer and Chief Product Officer; and How to be proactive and strategic about data management and personalisation in a constantly changing landscape by putting the customer’s best interests first. Rosemary Martin has over 15 years of marketing and commercial experience, spanning a range of industries and brands such as Publicis Mojo, London Business School and ANZ, before joining Coles in relaunching the Flybuys program in 2012. Rosemary brings a deep understanding of customers to the broader business of Flybuys to inform strategy and decision making.   There is a lot covered in this episode so make sure you listen in and download the notes that are available on our website.  References Patrick Lencioni - The Five Dysfunctions of a Team: A Leadership Fable. Richard Thaler - Misbehaving: The Making of Behavioural Economics. New Flybuys GAF brand campaign. Contact Rosemary Martin Find Rosemary on LinkedIn and mention you heard her on the podcast. Find out more about Flybuys. 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 that you get each new episode as it drops each week, share it with someone you think would benefit, or leave us a review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

What do you get when you cross a marketing leader with a passion for marketing, marketplaces, fashion and fintech? The answer is Malini Sietaram – Chief Revenue Officer and CMO at Brighte.  Malini has an incredible background that traverses the globe and advances from CMO for a hip-hop brand, to working her way up the ladder at Ebay, through to other CMO roles for marketplaces such as Finder and Brighte. In this episode, Malini breaks down: How she grew her team from 2 to 22, including which role she hired first and why; How Katherine McConnell is creating a one-of-a-kind culture at Brighte by hiring nice people, that want to work together and who share the same values; Diversity. Recently winning a diversity award at the Finnies (FinTech awards), Malini, shares some stories of how diversity enhances creativity and customer centricity; The importance of alignment between different marketing teams – especially sales and marketing; How to use OKRs to keep the whole company incentivised to collaborate; and Growth marketing – why it’s not the dark arts, dirty word – but an essential capability for any marketing team. Brighte is a company led by a phenomenal female FinTech Leader, CEO and Founder Katherine McConnell, as well as a star-studded board and investment panel including the Atlassian co-founders. Brighte is on a hockey stick growth path, just like a tech startup straight out of Silicon valley – with over 8000% growth. This episode is packed with gems that you’ll love, including some great sayings such as “call the ball”, and “park your ego.” Find out more about Malini and Brighte by listening to this episode. Contact Malini Sietaram Find Malini on LinkedIn and mention you heard her on the podcast. Find out more about Brighte. 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, share and leave us a review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Host Ty Hayes addresses the monster in the room that plagues many marketing teams - the ‘Frankenstructures’ of unrecognisable, disconnected, marketing teams. They are common phenomena, but if left unchecked lead to team dysfunction, misalignment, politics and ineffectiveness.  Ty shares: The nine telltale signs that it's time to restructure your marketing team The four common reasons that these ‘Frankenstructures’ are created and why they are so hard to tame; Seven simple things you can do right now to re-align your marketing team Using a “design thinking approach” to help remodel your team. There is also a giveaway in the podcast so make sure to keep your ears out! Ty Hayes is the host of the CMO Leadership Podcast, and the Founder of Growth Generators. Ty has 20 year's international marketing experience and during his career as a Chief Marketing Officer he built and led Australia’s Marketing Team of the Year (AMI Awards) and was recognised as one of Australia’s top CMOs (CMO50 by IDG). Ty has worked with Deloitte on large organisation-wide transformation projects, has led multiple team restructures as a CMO, and now through Growth Generators helps other CMOs to design and build modern marketing teams that drive growth. Have you ever worked in a Frankenstructure? Are you in one now? Make sure to tune in to find out what you can do to tame the beast. References High5 Test. 16 Personalities Test. 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, share and leave us a review! This episode was produced by Dylan Todd and edited by Lewis Hallam.

Darren Needham-Walker, Group Director Marketing and Communications at Technology One joins us in today’s podcast episode. Darren is as passionate about technology as he is about marketing, having built a successful career in marketing roles for tech companies such as IBM, Panasonic, Lenovo, HP and most recently, TechnologyOne.  In this episode we discuss: What to do when you have to restructure two marketing teams into one due to a merger; The importance of being human and bringing staff on the journey; The importance of building the brand and achieving brand consistency; How to include the customer in your marketing and becoming more customer-centric; The importance of setting the right goals and measuring the right things to help the team become more commercially focused;  Changing the conversation in the business about the impact that marketing has on organisational results; How to increase the capability of a team around B2B marketing; How to reorganise a team from a really flat structure to a new structure built around capability and workflow; and Leadership strategies to empower your team, clear roadblocks, free up time and create a climate where staff are encouraged to move fast and innovate. TechnologyOne is one of Australia’s first tech start-ups. It is a Global Saas ERP company that’s listed in the top ASX 150 companies in Australia with a market cap of nearly $3 billion. Darren is a really energetic and passionate guest with great marketing and technology insight so it is definitely worth listening to this episode. References Daniel Coyle - The Culture Code: The Secrets of Highly Successful Groups. Janine Garner - Janine Garner - Be Brilliant: How to Lead a Life of Influence. Contact Darren Needham-Walker Find Darren on LinkedIn and mention you heard him on the podcast. Find out more about TechnologyOne. 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, share and 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, you hear from Sharon Parker, Director of the Centre for Transformative Work Design at Curtin University.  Sharon is a highly distinguished Professor of Organisational Behaviour and an ARC Laureate Fellow. In 2019, she was named among the world’s most influential Scientists by the Web of Science Group. In this episode, we discuss: The ‘future of work’ - how digitisation and automation are impacting on jobs and skills of the future; The responsibility managers have to use technology as a force for good and not evil; The concept of ‘work design’ and the ‘SMART’ work design framework that Sharon has developed; and What managers can do to become better remote managers. To find out why Sharon is so well regarded and to get the practical tips you can use to better design work for your team, make sure to listen to this episode. References BJ Fogg - Tiny Habits: The Small Changes That Change Everything. Business.com - Management Theory of Frederick Taylor. Carol Dweck - Decades of Scientific Research that Started a Growth Mindset Revolution. Centre for Transformative Work Design - “Solving the Unsolvable”: Uncovering the Active Ingredients in the WA. Centre for Transformative Work Design - Tips on Working from home. Colonnade - 171% More Productive Call Center Employees?. Jeffrey Pfeffer - Dying for a Paycheck: How Modern Management Harms Employee Health and Company Performance - and What We Can Do About It. SMART Work Design Survey. Undiagnosed Diseases Program. Contact Sharon Parker Find Sharon on LinkedIn and mention you heard her on the podcast. Find out more about The Centre for Transformative Work Design.  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.  Take a look at our High-Performance Marketing team training 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 hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

This episode is Part 2 of our interview with Lotte Spencer, Global Director of Consumer Product Marketing at Spotify, make sure to listen to Part 1 here. Lotte has an impressive track record, working in interesting roles for telcos and tech-based companies such as 3 and Spotify. Her roles have included Product Manager, Product Marketing Manager, Head of Growth Products Marketing, Director of Customer Loyalty and her current Global Director of Consumer Product Marketing at Spotify. On today’s episode, we will discuss: How to manage a globally dispersed team; Establishing and positioning your unit to become an instrumental part of an organisation; Spotify’s method for scaling Agile, including Tribes, Guilds and Chapters; and How Spotify has created a sustainable culture of innovation using hack weeks, design sprints and by embracing the Swedish Lagom philosophy. If you have any interest in learning more about what it’s like to build a product marketing team, or to work for a Tech giant like Spotify – then make sure you check out this episode. References Fred Kofman - Conscious Business - How to Build Values through Values. Henrik Kniberg and Anders Ivaarson - Scaling Agile @ Spotify. Medium - Lagom: How The Swedish Philosophy For Living a Balanced, Happy Life Can Help You Live a Meaningful Life. Contact Lotte Spencer Find Lotte on LinkedIn and mention you heard her on the podcast. Find out more about Spotify.  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, share and leave us a review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

On this episode, we are joined by our guest Lotte Spencer, Global Director of Consumer Product Marketing at Spotify.  Lotte has an impressive track record, working in interesting roles for telcos and tech-based companies such as 3 and Spotify. Her roles have included Product Manager, Product Marketing Manager, Head of Growth Products Marketing, Director of Customer Loyalty and her current Global Director of Consumer Product Marketing at Spotify. On today’s episode, we will discuss: Where Lotte’s passion for marketing started and her career to date; A high-level overview of Spotify as a company; The difference between product manager and product marketing roles; What a product marketing team in a global tech company does; and How Spotify embrace creativity, innovation and risk taking. If you have any interest in learning more about what it’s like to build a product marketing team, or to work for a Tech giant like Spotify – then make sure you check out this episode. There was so much to unpack that our discussion went over the usual timeslot, so we have broken this episode into two parts. So tune in now, and be sure to check out Part 2 with Lotte Spencer in the next episode. Contact Lotte Spencer Find Lotte on LinkedIn and mention you heard her on the podcast. Find out more about Spotify. 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 marketing team transformation framework. 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 hosted by Ty Hayes produced by Dylan Todd and edited by Lewis Hallam.

As Australian Marketing Institute’s 2019 Chief Marketing Officer of the Year, Fabian Marrone has had a decorated global marketing career which has been highlighted in his current role as the CMO of Monash University in Melbourne, Australia. In today’s episode you’ll discover: How Fabian has successfully led this marketing transformation journey underpinned by a three ‘D’ strategy of data, digital and differentiation; How he went about building the capability of his team in these three critical domains; How he’s designed a team that is built around a process, rather than a formal team structure; How he’s developed a “test and learn” team culture and agile mindset; The importance of strong partnerships internally and with global teams and agencies to maintain brand consistency and contextually relevant communications; and Why vulnerability is now more important than ever for marketing leaders. Monash University is Australia’s largest university with four campuses in Australia and additional international campuses. They have large education offerings, from undergraduate, postgraduate and PhD, as well as being a top-100 research institution.  References Change It. For Good. 70/20/10 model for staff development. Contact Fabian Marrone Find Fabian on LinkedIn and mention you heard him on the podcast. Find out more about Monash. 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, share and leave us a review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Rob Goffee, renowned author and Emeritus Professor at London Business School and a Founding Partner at Creative Management Associates joins us to discuss modern leadership strategies. Rob is a leading expert on corporate culture and leadership, he has co-authored 11 books and published 100 articles, as well as teaching and consulting executives in some of the world’s leading companies such as Unilever, Nestle and LVMH. In today’s episode, we discuss: Three fundamental topics for marketing leaders How to become a more effective and authentic leader; How to create a dream work environment to attract and retain a dream team; and How to lead clever people. Key topics from three of Rob Goffee and Gareth Jones’ co-authored books, including: Why authenticity is a must for leaders and organisations; How being vulnerable and taking risks pays off; How to better understand what motivates and frustrates your team; How to be radically honest with staff; and What you need to pay attention to as a leader. To find out more about these topics and more, make sure to listen to this episode. References Robert Goffee and Gareth Jones - Clever: Leading Your Smartest, Most Creative People. Robert Goffee and Gareth Jones - Why Should Anyone Be Led By You? What It Takes To Be An Authentic Leader. Robert Goffee and Gareth Jones - Why Should Anyone Work Here? What It Takes To Create an Authentic Organisation. Thomas J. Peters, Robert H. Waterman Jr. - In Search of Excellence: Lessons from America’s Best-Run Companies. Warren G. Bennis - On Becoming a Leader. Contact Rob Goffee London Business School - https://www.london.edu/faculty-and-research/faculty-profiles/g/goffee-r.    Email - rgoffee@london.edu. Creative Management Associates http://www.creativemanagementassociates.com/. 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, share and leave us a review! This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.