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.


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

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.