My Muscle Chef brings on trio of marketers

Former UM national growth lead joins Australian ready-made meal and snacks business as head of marketing

Liam Loan-Lack
Liam Loan-Lack

My Muscle Chef has brought on a new head of marketing as part of a trio of marketing appointments aimed at accelerating the eight-year-old company’s growth strategy.

Liam Loan-Lack joins from Universal McCann, where he’s spent the past three years as national growth lead and general manager. Prior to this, he spent a decade working across agencies locally and globally across brands such as Burger King, Amazon, Flight Centre and Specsavers.

As head of marketing, Loan-Lack is in charge of leading marketing and design functions, spearheading marketing strategy and agency management. On the priority list are understanding customer needs, bringing to market new product initiatives, leading customer engagement and leveraging data and technology to build the brand. He reports into chief customer officer, Nick Love.

“My Muscle Chef stood out to me as a company with direct social impact, with every meal sold we’re giving customers the opportunity to achieve their goals while providing time back to focus on their passions,” Loan-Lack commented. “The ready-made meals category is one that can - and should - have mass resonance for audiences beyond core and traditional gym-goers, and My Muscle Chef is on this trajectory and growing rapidly. I’m looking forward to taking the brand into new territories with the extended team.”

Love said My Muscle Chef (MYMC) was investing in levelling up the quality of leadership and experience in the customer group to bring its ambitious vision to life.

“Liam’s experience working with global brands, leading high-performing teams and his ability to zero-in and execute cross functionally on the right strategic goals will be integral to our continued success,” he stated.

Loan-Lack is joined at My Muscle Chef by Ryan Guthrie, who has come in as senior marketing manager, and Dee Wescombe, the group’s new product marketing manager. Guthrie was most recently leading enterprise marketing for Afterpay and has worked across a number of FMCG and consumer brands such Reckitt’s Mortein and Aerogard, British American Tobacco’s Winfield and Nestle’s Nescafe.  

Wescombe, meanwhile, has both agency and client-side experience working across brands including Subaru and Peugeot.

“With these new hires, we are strengthening our already highly valued marketing team and integrating new levels of experience as our growth continues to accelerate,” Loan-Lack said. “Ultimately, we view this team as not just a department, but as the driver of a broader culture of market orientation across MYMC.”

MYMC is an Australian ready-made meal and snacks business claiming an annual revenue run rate in excess of $190 million. The products are delivered via the company’s direct-to-consumer ecommerce offering as well as via 3000 retail stockists nationally.

Loan-Lack fills the marketing leadership gap left by Clementine Churchill, who joined me&u in June as head of marketing.

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