Webinar: Metrics That Matter with Tyremax

Marius Vermeulen is not your average CEO. He holds multiple degrees in multiple fields. Technically a Mechanical Engineer with a Masters in Medicine, supported by a Bachelor of Commerce in Management Accounting, his direct and forthright approach to all that he does is at once disarming and inspiring.

And he believes in all that Andy Grove had to say.

So, when he was introduced by a mutual contact to Ignite – he knew what he wanted. AI, algorithms and machine learning were not for him (these are enablers – ‘I have to know what it is that I want to know first’) – he wanted a common set of metrics to build growth into the business and he wanted everyone in his 450 plus team to be driven by the same things.

In this webinar, learn how Marius and the Ignite team has:

• Built a performance culture where everyone is measured by the same three key metrics: EBITDA Growth, ROFE (Return On Funds Employed), and Free Cash Flow.
• Introduced rigorous monthly one-on-ones to track, refine, and improve every metric.
• Simplified dashboards to eight metrics per person — three company-wide, five within individual control.
• Made metrics visible, controllable, and updated in real time (or close to it).
  Linked bonuses to business goals, giving every team member, even casuals, for real buy-in.
• Established a rolling three-year review process to keep metrics aligned with purpose and strategy.

• 00:00 – 02:35 – Introduction

• 02:35 – 6:44 – The philosophy behind ‘Metrics That Matter’, North Stars, and why having clarity is the essential ingredient

• 6:44 – 8:22 – How Tyremax determined the metrics to track; earnings, cash flow, return on funds employed, and what makes up your economic engine

• 8:22 – 13:50 – Cascading metrics and how Tyremax utilises tailored scorecards for every employee

• 13:51 – 19:14 – Change management and Tyremax’s ways of working that enables continued progress

• 19:15 – 22:46 – Designing a metric that avoids ‘good hearts’ or ‘Campbell’s Laws’
• 22:47 – 24:45 – The next iteration of Tyremax’s dashboards
• 24:46 – 26:33 – Marius’ advice for business leaders trying to maximise their return on data, and for 
• 26:34 – 28:38 – The questions data leaders should be asking in order to produce the metrics that enable the right decisions
• 28:40 – 30:26 – The importance of keeping clean definitions and how focusing on core metrics ensures everyone understands the genesis behind it
• 30:27 – 33:39 – Marius’ 4 rules to running a business and how the metrics that matter enable this

Marius Vermeulen is a highly accomplished executive with a distinguished track record of leading large-scale transformations and delivering sustained growth across some of Australia’s most complex and competitive industries. His leadership experience spans executive roles at Reece Group, Coles, Woolworths, Mars, and Pioneer Foods, where he has driven operational excellence, strategic reinvention, and cultural change at scale.

Marius holds a Bachelor of Engineering (Mechanical Engineering), a Bachelor of Commerce in Management Accounting, and a Master of Science in Medicine, each completed with honours. This unique combination of technical, commercial, and scientific disciplines underpins his ability to simplify complexity, set clear strategic direction, and execute with precision.

Respected for his transparent leadership style and ability to galvanise teams, Marius is committed to building organisations that thrive on accountability, clarity, and shared purpose. His work consistently focuses on what drives long-term value, ensuring businesses remain agile and competitive in a rapidly evolving market.