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.


04. Marketing transformation on a global scale and building the marketer of the future with Global CMO of EY, Karen Hopkins

EY’s global CMO, Karen Hopkins, joins us for another episode full of insightful marketing content.

Karen’s impressive career has seen her rise in the ranks at EY from Marketing Manager in Perth, to National Marketing Director for Australia, all the way to Global CMO based in London, where she now oversees a global marketing team of 2000 staff, with 50 senior marketing leaders and 16 direct reports.

In today’s episode:

  • Karen unpacks the transformation she’s been leading with her team focused around 3 core pillars: Focus and Impact, New Ways of Working, and New Ways of Engaging;
  • The play book that Karen lays out around how she rolled out Agile marketing for a pilot team of 50 staff and some of the phenomenal results they have achieved as a result; and 
  • The ‘marketer of the future’ – A capability framework and learning plan that helps EY marketing staff up-skill in 6 critical areas.

To find out more, and to learn how Karen and her large team stay on top of the marketing game, make sure to listen to this episode.


Contact Karen Hopkins

  • Find Karen on LinkedIn and mention you heard her on the podcast. Find out more about EY.

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.