Lean Mean Marketing Teams with Ty Hayes

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.


14. Designing and leading the CX function inside Flybuys- the No.1 Loyalty program in Australia

CCO Rosemary Martin reveals how a CX team can put the customer first, build strong C-suite partnerships and enhance a marketing team structure

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


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 5-stage transformation framework. Follow or connect with Ty on LinkedIn.

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About the Show

In today’s fast paced world, your team is your ultimate competitive advantage. Join Ty each week to discover 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.

Your Host – Ty Hayes

Ty 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. Ty now hosts this podcast and runs Growth Generators with the mission to help CMOs build modern marketing teams that drive growth.