28. How being customer-led can help your team transition from B2B to B2C marketing

On this week’s episode, Louise Eyres, Head of Marketing and executive team member of Vanguard Australia, joins us.

Prior to Vanguard, Louise was Chief Marketing Officer at Sport Australia. Louise has also held a series of leadership roles at ANZ bank, including leading the global marketing team as a group at GM of marketing and Louise commenced her marketing career at BHP.

In this episode, we discuss:

• How Louise went about designing the structure, how she ensured that the team was aligned to the org strategy;
• How Louise built on the knowledge from her counterparts in the rest of the world;
• The journey Louise has been on with the team to become truly customer-focused and insight-led;
• How they're piloting agile marketing and the continue evolution of the team;
• How the new structure has enabled this transition;
• The leadership insights and lessons that Louise has gained throughout a career with some great metaphors of mindsets for CMOs to consider; and
• What you can gain from being on a board, what you can bring to the board as a CMO and what you really need to think hard about before making the leap.

As always it's another jam packed episode. If something jumps out at you, make sure you download the notes for the show by going to growthgenerators.io, head to the ‘Podcast’ section and look out for this episode. Enjoy!

References

• Brian Hartzer - The Leadership Star.
• General Stanley McChrystal - Team of Teams: New Rules of Engagement for a Complex World.
• Robert Iger - The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company.
• Satya Nadella - Hit Refresh: The Quest to Rediscover Microsoft's Soul and Imagine a Better Future for Everyone.
• Stephen R. Covey - The 7 Habits Of Highly Effective People.
• WARC - Why the CMO’s future role is ‘growth partner’, not marketer.

Contact Louise Eyres

• Find Louise on LinkedIn and mention you heard her on the podcast. Find out more about Vanguard Australia.

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 3-stage framework for marketing team transformation. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.