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.


04. Marketing transformation on a global scale and building the marketer of the future with Global CMO of EY, Karen Hopkins

EY’s global CMO, Karen Hopkins, joins us for another episode full of insightful marketing content.

Karen’s impressive career has seen her rise in the ranks at EY from Marketing Manager in Perth, to National Marketing Director for Australia, all the way to Global CMO based in London, where she now oversees a global marketing team of 2000 staff, with 50 senior marketing leaders and 16 direct reports.

In today’s episode:

  • Karen unpacks the transformation she’s been leading with her team focused around 3 core pillars: Focus and Impact, New Ways of Working, and New Ways of Engaging;
  • The play book that Karen lays out around how she rolled out Agile marketing for a pilot team of 50 staff and some of the phenomenal results they have achieved as a result; and 
  • The ‘marketer of the future’ – A capability framework and learning plan that helps EY marketing staff up-skill in 6 critical areas.

To find out more, and to learn how Karen and her large team stay on top of the marketing game, make sure to listen to this episode.


Contact Karen Hopkins

  • Find Karen on LinkedIn and mention you heard her on the podcast. Find out more about EY.

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.