Sydney startup Livewire, which brings gaming marketing to company promotions, has made several key hires in the wake of raising $4.7 million late last year.
The 20-month-old gaming marketing company develops integrated gaming marketing solutions for advertising agencies and brands. Its clients include Uber Eats, streaming site Binge, Amazon Music UK, NBL League, and Warner Music Australia.
The $4.7m Series A raise in September last year was in part to ramp up the exec management team for the Livewire’s ongoing global push. The company now operates in North America, Australia, theUK, South East Asia, DACH (Germany, Austria, Switzerland), and India, having opened offices in Mumbai and Singapore, alongside London and Sydney.
Joining recent C-suite hires, including US-based Chief Commercial Officer Lionel Sim, and Australian-based Chief Operating Officer, Sarah La Roche, and Chief Financial Officer (CFO), Michelle Sheehan is the former APAC Head of Creative Strategy for Snap Inc. Gareth Leeding, as Chief Innovation Officer. Prior to Snap, Leeding spent nine years as creative director at We Are Social.
Other key sign ons include:
And Christine Storey is the new People & Culture Director after 18 years at global corporations such as Gartner and Revlon as well as startups such as OnDeck and SocietyOne.
“With rapid expansion comes the need for exceptional leaders and a continually evolving strategy to solidify our position as an industry leader in gametech,” they said.
“This opportunity is resonating with incredible talent and we are very fortunate to have again appointed highly skilled individuals who will drive Livewire’s continued growth and success.”
Leeding said he was looking forward to accelerating brands into the world of gaming as part of their marketing mix.
“Livewire is turbocharging the opportunity for brands in gaming. By combining the biggest inventory of in-game advertising opportunities with strategic and creative excellence, we have limitless potential to define the next generation of brand engagement,” he said.
“The business is attracting the world’s biggest brands and growing fast as we enable them to reach billions of eyeballs. It’s incredibly exciting to be joining at a pivotal time for a business on the brink of extensive growth.”