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.


37. How to compete against Amazon by playing a different game

Steffen Daleng, CMO of Booktopia, Australia’s largest online bookstore joins us on this episode to talk about the changing role of marketing. Steffen was also named the #15 Top People in Ecommerce in 2021 by Inside Retail.

Steffen has had a fascinating career starting out in the army, working his way through starting, acquiring and selling several companies in different countries whereby he honed his Ecommerce and digital marketing skills, all the way until his current role as CMO of Booktopia where he’s helped their IPO, and helped them grow at quite a rapid rate.

In this episode we discover:

  • The changing role of marketing as it pertains to data, contextualisation and personalisation; the rise of influencer marketing and why trust is so important;
  • How Booktopia competes against Amazon by playing a different game;
  • How Steffen has restructured and scaled his team based on an ambitious vision of becoming a 500 million in revenue company, and the importance of CEO buy-in and support; and
  • Some of Steffen’s leadership lessons he learned from his early career in the army, as well as some of his biggest leadership regrets, and his biggest investments in his career.

Enjoy the show!


Contact Steffen Daleng

  • Find Steffen on LinkedIn and mention you heard him on the podcast. Find out more about Booktopia

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.