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.


34. Why building an authentic brand pays off in e-commerce

Adore Beauty CMO reveals how they created a #1 podcast and their data-driven approach to growth.

Responsible for company growth, brand and data, Dan has led high and sustained rates of new customer acquisition through enhanced analytics and marketing initiatives including multiple new channels and the launch of Adore Beauty’s podcast Beauty IQ Uncensored which is ranked #1 in Beauty and Fashion on iTunes (as of 26 August 2021). 

In this episode we discuss:

  • Dan’s fascinating background and how his first marketing role with Dell Computers paved the way for his career;
  • What impact the Adore Beauty IPO has had on Dan’s role and the marketing team;
  • How, during the pandemic, they launched a TV ad campaign in about 3 weeks, to reach a wider audience and build brand awareness for Adore Beauty knowing that a spike in e-commerce was on the horizon;
  • How Adore Beauty have built a No.1 podcast show, and what CMOs can learn about the ins, outs, pros and cons of launching a podcast; 
  • How Dan has built out a modern marketing team, including how he overhauled the data function; and 
  • Dan’s take on leadership and some of the lessons he’s learned along the way to build a strong culture and attract great talent.

Dan has over 20 years’ experience in e-commerce and digital marketing. Prior to joining Adore Beauty, Dan had extensive roles growing and leading e-commerce, multi-channel and online retail business in Australia for local & global brands including Vistaprint, Officeworks, Dell with consistent average 2.5x business or portfolio growth across his tenure in these roles.

As always, we have detailed notes available for this episode. To access these, head to our web

, look out for this episode and download the PDF summary notes of our conversation with Dan, with all the tips and strategies laid out in an easy-to-read format. 

Enjoy the show!


Contact Dan Ferguson

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.