Bridging strategy, execution, and impact across people, products, and programs

I work at the intersection of planning, design, operations and delivery. With more than 20 years of experience across marketing, communications, creative services delivery, and product development lifecycles, I bring a practical, systems‑driven approach to solving problems and producing high‑quality work.

Across private, public, and NFP environments, I've supported complex projects, shaped strategy, and delivered hands-on execution across multiple channels and markets. I combine organisational objectives with a people‑centred mindset, using clear logic, structured processes and strong stakeholder alignment to move work from concept to delivery with clarity and confidence.

My career has progressed through senior roles by simplifying complexity, building shared understanding and translating strategic intent into actionable plans. Whether working independently, embedded in teams or supporting executives, I focus on capability, alignment and customer‑centred outcomes that create measurable, sustained impact.

Core approach

Ask the right questions to uncover need, value and opportunity
Base decisions on insight, customer requirements and commercial outcomes
Deliver work through empathy, clarity, structure and strong collaboration

Key strengths

Marketing, communications, engagement, product development and brand execution
Planning, strategy and campaign delivery across digital, media and physical channels
Stakeholder engagement, CX and UX, capability building, change and transformation
Program, project and product delivery from discovery and concept to launch
Integrated creative and marketing delivery across product lifecycle stages, design, communications, packaging, and advertising, underpinned by structured creative operations and brand management.

SKILLS & EXPERIENCE

24+ years

End‑to‑end delivery across marketing, communications, CX and creative services, supporting campaigns, projects, products, services and programs within digital and physical environments.

18

years
Delivering marketing, CX, communications, advertising, product and creative initiatives aligned to retail, B2B, wholesale, digital,and manufacturing.

14

years
Operating in senior advisory, management and creative leadership roles across marketing, communications, creative services and product development.

11

years
Supporting strategy, planning and delivery for full‑lifecycle products, marketing, CX programs and creative execution.

8

years
Working across government, NFP, international organisations and agencies, driving adoption, engagement, change and customer‑centred initiatives.

6+

years
Professional development across marketing, communication design, CX, UX, business, digital, project delivery and leadership.

PROJECT & PROGRAM
LEADERSHIP

Guide marketing, strategy, commercial decisions, and delivery to ensure products reach audiences and markets quickly, and meet customer needs.
Engaged with local, national and international stakeholders to ensure success
Supported full lifecycle development and delivery of physical and digital products that have generated $350M+
Lead teams producing more than 1,000 SKUs each year across multiple categories.

ENGAGEMENT &
COMMUNICATIONS

Drive transformation, adoption and impact through insight-led marketing, comms and engagement programs.
Simplify complex concepts and improve capability to increase adoption by 38%
Build advocacy among executives, customers, and markets.

STRATEGY & GROWTH

Convert market insight and customer feedback into beneficial outcomes.
Deliver $27M+ in new revenue markets
Reduced production and delivery costs by up to 35%
Position brands to succeed in competitive national and global markets.

CREATIVE &
DESIGN THINKING

Turn strategy and concept into creativity that produces measurable impact.
From ITC to FMCG and services, campaigns, and products resonate across channels, industry and markets
Deliver timely, high-quality, sustainable solutions that strengthen brand value, inform, delight and uplift.

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WHAT PEOPLE SAY

Lucas is a hardworking and thoughtful professional whose creativity and drive for continuous improvement made a real impact on our team and our customers.

His depth of prior experience from different industries was invaluable in the complex government setting, as Lucas’ considerations helped navigate and keep informed the complex web of stakeholders.

He consistently brought a strategic, customer-focused perspective to our work, creating clear marketing and engagement roadmaps, pricing models, and commercial strategies.

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PROJECT & BRAND INSIGHT

Commercial and strategy

Led brand, licensing and transformation initiatives, managing vendors and cross‑functional teams to deliver results, compliance, and outcomes.
Discovery, research and analysis delivered growth and impact across global and national brands, products and complex portfolios.
Translated technical, policy and operational information into clear insights for diverse audiences and lifecycle.
Supported digital, physical and hybrid products and services, contributing to $350M+ in cumulative revenue.
Expanded into new markets and channels, generating $27M+ in additional revenue through targeted campaigns and strategic initiatives.
Integrated improvement through design, innovation, UX and tech to maximise automation, adoption, revenue and value.

Marketing, communications and engagement delivery

Delivered marketing, communications and commercialisation strategies for SaaS/PaaS platforms, physical products and services.
Drove adoption and engagement through insight‑led campaigns and enablement programs, lifting engagement by 38% and reducing onboarding cycles by 35%.
Coordinated multi‑stakeholder engagement across agencies, faculties and partner groups to build alignment, trust and shared understanding.
Led end‑to‑end delivery across product, program and project lifecycles, from ideation to production, launch and optimisation.
Optimised supplier, vendor and internal workflows, achieving 35% cost efficiencies, accelerating speed‑to‑market and saving $400K+ annually via efficiency practices.

Operational execution across product and creative

Ensured creative and product outputs met compliance, accessibility, brand and policy requirements across public and private environments.
Facilitated workshops, consultations and feedback loops to inform planning, design and service delivery.
Oversaw creative and product development for 1,000+ SKUs annually across FMCG, toys, licensed goods, apparel and NPD.
Delivered creative and design initiatives across marketing, corporate, packaging, POS, brand assets, product, advertising campaigns and digital content.
Supported cross‑functional teams across marketing, design, creative services, product engineering and stakeholder engagement, embedding a collaborative, results‑driven culture.