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.


36. How to lead your marketing team through turbulent times with Cathay Pacific CMO

Why customer and employee empathy is the key.

Edward Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, has an impressive track record in strategy and planning roles for global ad agencies Ogilvy and WPP. Ed has also been a CEO, and he’s worked client-side as Director of Marketing Communications for Adidas in Greater China. His experience and wisdom shines through in this episode.

In this episode, we discover:

  • How COVID-19 has dealt airlines a significant blow – and the importance of revenue diversification;
  • How the marketing team has adapted and stayed resilient during the turbulent times;
  • The increasing role of psychology and behavioural economics in marketing – and how this has played out in some of the recent campaigns for Cathay Pacific;
  • The upsides of the pandemic – in terms of the marketing team trying new things, expanding their in-house remit, flexible working, and launching a new Cathay lifestyle brand;
  • How planning cycles have changed the way they do budgeting and led to the emergence of agile ways of working;
  • The data dashboard Ed has built with partners like Google & Skyscanner to gather the travel intent data they need to predict an uptick in purchasing behaviour so as to maximize their marketing and media investment; and
  • How Ed is building a modern marketing team based around three core teams.

Enjoy the show!


Contact Ed Bell

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.