CMO Leadership with Ty Hayes

Dive into the insights and strategies of award-winning Chief Marketing Officer (CMO), Ty Hayes and leading CMO's and experts.


28. How being customer-led can help your team transition from B2B to B2C marketing

Building a collaborative, connected and curious marketing team with Louise Eyres, Head of Marketing and executive team member of Vanguard Australia.

Prior to Vanguard, Louise was Chief Marketing Officer at Sport Australia. Louise has also held a series of leadership roles at ANZ bank, including leading the global marketing team as a group at GM of marketing and Louise commenced her marketing career at BHP. 

In this episode, we discuss:

  • How Louise went about designing the structure, how she ensured that the team was aligned to the org strategy;
  • How Louise built on the knowledge from her counterparts in the rest of the world;
  • The journey Louise has been on with the team to become truly customer-focused and insight-led;
  • How they’re piloting agile marketing and the continue evolution of the team;
  • How the new structure has enabled this transition; 
  • The leadership insights and lessons that Louise has gained throughout a career with some great metaphors of mindsets for CMOs to consider; and
  • Louise unpacks the pros, cons, and considerations, including what you can gain from being on a board, what you can bring to the board as a CMO and what you really need to think hard about before making the leap. 

As always it’s another jam packed episode. If something jumps out at you, make sure you download the notes for the show by going to, head to the ‘Podcast’ section and look out for this episode. Enjoy!


Contact Louise Eyres

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

Are you striving to build a high-performance marketing team that accelerates growth for your organisation?

This podcast is designed specifically for marketing leaders seeking to optimise their team’s performance to drive unparalleled results.

Tune in to:

  • Unlock secrets from top CMO’s on how they’ve crafted dynamic marketing team structures and built modern capabilities
  • Discover agile marketing practices that can triple team productivity and slash time to market
  • Learn the leadership principles and strategies to drive change, create a high-performance team culture and boost staff engagement.
  • Gain insights from interviews with leadership experts and authors, and marketing leaders from accross all industries including Uber, ABC, Calendly and EY.

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.