Luke O’Shea - CMO, Mons Royale

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Work Background

Mons RoyaleChief Marketing Officer

Nov. 2022

FreelanceTalent Management Consultant

Jul. 2022Representing elite athletes within the endurance sports category - providing services across contract negotiations, creative content design & production, lifestyle and brand marketing, digital and social media strategy, and community development. Currently Representing: - Naa Anang (Athletics) - Anna McKenna (Ultra Trail Running) - Tim Van Berkel (Triathlon) - Clint Kimmins (Big Wave Surfing, Triathlon, Endurance Cycling) - Harry Young (Triathlon, Running and Cycling) - Katie Remond (Triathlon)

FreelanceContent Creator

Jul. 2022HybridSpecializing in capturing branded content, sporting events, community, and athletes - working across travel, running (track, road, trail), triathlon, and cycling (road, gravel, and MTB) genres - Pillar Performance - Wyn Republic - Magic5 - Ryzon - NSW Athletics - Adidas Terrex - Adidas Eyewear - Craft Sportswear - UTMB World Series

2XUChief Marketing Officer

Oct. 2019 - Aug. 2022Melbourne, AustraliaPart of the leadership team working across the strategic vision and reset program that evaluated aspects of current operations across all markets and regions with a focus on brand, product, and digital. Developing a purpose-led business, driving the transformation of all consumer touch-points to create global brand presence and engagement through creative, go-to-market, content, and community.

Rapha Racing LimitedRegional Commercial Director - Asia Pacific

Jun. 2018 - Apr. 2019Hong KongI led a multidisciplinary regional commercial team to support Asia Pacific markets inclusive of digital marketing and brand strategy, channel performance (retail, e-commerce, and wholesale), business development, and go-to-market innovations. I partnered with global teams and in-country leadership to deliver global brand and product campaigns.

Rapha Racing LimitedHead of Marketing and Sales - Asia Pacific

Feb. 2016 - Jun. 2018Hong KongI was initially recruited to Rapha Racing Limited to spearhead regional commercial development, developing and aligning digital, content and community strategies to meet marketing and revenue targets across product sales and community membership. In this role, I evolved the regional team into a data-driven intelligent marketing sales force, ensuring long-term brand health and regional presence through experiential events, localisation and performance marketing.

MORE Than Sport, IncGlobal Head of Brand, Digital and Media

May. 2014 - Dec. 2017Kailua Kona, HawaiiDuring my time at MORE Than Sport, I directed all brand, marketing, and corporate communications strategies with a focus on content, media, public relations, social and brand strategy, and e-commerce platform development. I built partner and direct marketing strategies that provided sustained funding of an NFP organization that impacted more than 550,000 people in need across 30 different countries.

Fox SportsSenior Manager - Marketing, Brand and Strategy

Sep. 2013 - Feb. 2016Sydney, AustraliaIn this role, I built marketing, brand and communications strategies to drive operational efficiency and effectiveness, transformational change, and business transactions with full ownership across resource management, budget allocations, digital and subscription metrics, and other key performance indicators. I also managed process and compliance across broadcast rights, redistribution, talent management, and contacts. In addition, I collaborated with internal stakeholders to ensure consistency across the organization.

IcebreakerCountry Marketing Manager

Jul. 2012 - Sep. 2013Sydney, AustraliaAs Country Marketing Manager at Icebreaker, I developed and implement trade and digital marketing strategies across e-commerce, wholesale, and direct retail channels. I led regional brand strategy, development public relations and media, and event and ambassador management. In addition, I planned and executed integrated campaigns and product launches across consumer touchpoints that included digital and performance marketing, traditional above-the-line, new media and influencers, public relations, customer relationship management, brand experiences, and partnerships.

ASICS CorporationSenior Product Marketing Manager - Asia Pacific

Jul. 2009 - Jul. 2012Sydney, AustraliaAt ASICS, I managed the product lifecycle from pre-launch (evaluation, market observations, brand plan development, concept, direction, and launch planning) through to post-launch (annual brand plan development and evaluation). I monitored profit and expenses, and led forecasting and inventory, internal and external product training, staff management, and relationship development with key opinion leaders and media. In addition, I directed all marketing activities across the lifecycle from acquisition to retention, driving significant contributions to business performance.

ASICS CorporationStrategic Account Manager - Asia Pacific

Feb. 2008 - Jul. 2009Sydney, Australia

DieselNational Key Account Manager

Nov. 2006 - Dec. 2007Sydney, AustraliaDeveloping sales strategies and product merchandising for national key accounts including David Jones. Working alongside retail, marketing and logistics to drive performance of sell-in, sell-through and maximising OTB opportunities.