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.


30. How brands and CMOs can be successful when entering Asia

Natalie Truong shares the dos and don’ts when marketing in the distinct regions of Asia.

Natalie recently moved from Melbourne to Hong Kong and leads a hub and spoke marketing team at Mercer covering 18 different markets across the Asia, Middle East and Africa (AMEA) region.

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.

Enjoy the show.


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 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.