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.


Photo of David Cannington and Podcast episode title 44. How this CMO helped create a category and make some noise

44. How this CMO helped create a category and make some noise

From Start-up to Times Magazine’s Best Inventions Winner

David Cannington, CMO, Co-founder and Executive Director at Nuheara shares the remarkable story of how this consumer hearables company is disrupting an industry.

Nuheara has won; Times Magazine 100 Best Innovations in 2020 Award; Company of the Year by Consumer Technology Association (who run CES) 2021; and an Innovation Oz award 2021.

We discuss:

  • David’s fascinating background including the role he played during his 20 years in San Francisco, helping Aussie and New Zealand tech companies enter the US market
  • How David and Co-founder Justin Miller saw the opportunity to create a new market category in consumer hearables
  • How they’ve used elements of The Lean Startup and The Innovator’s Dilemma in their disruptive market strategy
  • The challenges of scaling the business and taking on giants like Apple and Amazon
  • How David has built a world-class in-house marketing team, complemented with specialist agencies
  • How Nuheara’s multi-channel strategy has paid off with seven global Shopify sites, complemented with a retail play
  • The importance of a test and learn, digital marketing strategy in E-commerce
  • The importance of focusing on your customers and why David talks with at least two customers every week to stay in touch
  • How they bring customer insights back to product development
  • The power of authentic storytelling and testimonials
  • Finally, we explore how Nuheara uses speed to innovate and speed to market as a competitive advantage.


David is a seasoned international sales and marketing executive with experience across consumer and technology sectors. David cut his teeth launching new consumer products in the UK and building global consumer brands in Australia working for Fortune 1000 marketing and advertising companies. He’s advised many startups on go-to-market and growth strategies and was the founding CEO of ANZA Technology Network, a leading cross-pacific technology entrepreneurs network.

P.S. As always, we have detailed notes available for this episode. Enter your email address in the form provided and download the PDF summary notes of our conversation with David, with all the tips and strategies laid out in an easy-to-read format.



Contact David Cannington


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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This episode was produced by Ty Hayes and edited by Lewis Hallam.


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.