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.

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Photo of David Cannington and Podcast episode title 44. How this CMO helped create a category and make some noise

44. How this CMO helped create a category and make some noise

From Start-up to Times Magazine’s Best Inventions Winner

David Cannington, CMO, Co-founder and Executive Director at Nuheara shares the remarkable story of how this consumer hearables company is disrupting an industry.

Nuheara has won; Times Magazine 100 Best Innovations in 2020 Award; Company of the Year by Consumer Technology Association (who run CES) 2021; and an Innovation Oz award 2021.

We discuss:

  • David’s fascinating background including the role he played during his 20 years in San Francisco, helping Aussie and New Zealand tech companies enter the US market
  • How David and Co-founder Justin Miller saw the opportunity to create a new market category in consumer hearables
  • How they’ve used elements of The Lean Startup and The Innovator’s Dilemma in their disruptive market strategy
  • The challenges of scaling the business and taking on giants like Apple and Amazon
  • How David has built a world-class in-house marketing team, complemented with specialist agencies
  • How Nuheara’s multi-channel strategy has paid off with seven global Shopify sites, complemented with a retail play
  • The importance of a test and learn, digital marketing strategy in E-commerce
  • The importance of focusing on your customers and why David talks with at least two customers every week to stay in touch
  • How they bring customer insights back to product development
  • The power of authentic storytelling and testimonials
  • Finally, we explore how Nuheara uses speed to innovate and speed to market as a competitive advantage.

 

David is a seasoned international sales and marketing executive with experience across consumer and technology sectors. David cut his teeth launching new consumer products in the UK and building global consumer brands in Australia working for Fortune 1000 marketing and advertising companies. He’s advised many startups on go-to-market and growth strategies and was the founding CEO of ANZA Technology Network, a leading cross-pacific technology entrepreneurs network.

P.S. As always, we have detailed notes available for this episode. Enter your email address in the form provided and download the PDF summary notes of our conversation with David, with all the tips and strategies laid out in an easy-to-read format.

References

 

Contact David Cannington

 

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.

 

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 rating or review. 

This episode was produced by Ty Hayes and edited by Lewis Hallam.

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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.