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



Published
David Cannington, CMO, Co-founder and Executive Director at Nuheara shares the remarkable journey of how this 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 20yrs 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.

David has also 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. To access these, head to our website, look out for this episode and download the PDF summary notes containing all the tips and strategies laid out in an easy-to-read format. https://growthgenerators.io/Podcast/44-how-this-cmo-helped-create-a-category-and-make-some-noise/

References

• Times Magazine 100 Best Inventions of 2020 https://time.com/collection/best-inventions-2020/5911342/iqbuds-max/
• Nuheara names Company of the Year by Consumer Technology Association 2021
https://www.nuheara.com/usa/news/nuheara-named-company-of-the-year-by-the-consumer-technology-association/
• Nuheara wins Innovation Oz Award 2021
https://www.innovationaus.com/awards-2021-perth-startup-nuheara-takes-the-wildcard/#:~:text=Perth%2Dbased%20startup%20Nuheara%20has,and%20diversity%20of%20Australian%20ingenuity.
• Podcast - Hidden Brain

Contact David Cannington

Linkedin: https://www.linkedin.com/in/davidcannington/
Twitter: https://twitter.com/cannostake
Email: [email protected]
Don't forget to mention you heard him on the Podcast.

Find out more about Nuheara: https://www.nuheara.com/

Contact Growth Generators:

This podcast is brought to you by Growth Generators, a consulting firm that helps CMOs design and build modern marketing teams that drive growth.

Find out how Ty and Growth Generators can help you create the future-fit team you need to achieve your growth goals.

Website:https://growthgenerators.io/podcast-leanmeanmarketingteams/
LinkedIn:https://www.linkedin.com/in/tyhayes/



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About Lean Mean Marketing Teams:

In today’s fast-paced world, your team is your ultimate competitive advantage. Discover how to create a high-performance marketing team by joining Ty Hayes as he interviews leading CMOs, authors and experts at the top of their game.

You’ll explore the dynamic team structures, agile practices, leadership and culture behind some of the world’s most successful brands and the teams driving their marketing. If you’re a marketer looking to enhance your leadership and boost your team’s capability, then this is your must-listen podcast.

Host Ty Hayes 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.



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