LSKD appoints its first head of marketing

Australian apparel brand appoints former City Beach, Brisbane Airport Corporation marketer to the newly created post

Former City Beach and Brisbane Airport Corporation marketing leader, Mike Doyle, has become the new head of marketing for Australian apparel brand, LSKD.

LSKD is a Queensland-based business focused on high-quality functional sportswear with a street aesthetic. Doyle joined this month as its head of marketing, with a remit to unite key marketing-related functions and work with the team to realise growth ambitions domestically and internationally.

Doyle comes with a wealth of experience across retail and apparel, most notably his four-year tenure at City Beach as head of marketing. His efforts saw Doyle recognised on the CMO50 list of Australia’s most effective and innovative marketing leaders in 2019. 

Other senior marketing roles on Doyle’s resume include with Top Deck, Verve Fitness and Mortgage Choice. More recently, Doyle spent 18 months as head of consumer then also commercial marketing at Brisbane Airport Corporation, where he oversaw the launch of the company’s first online marketplace offering.

Doyle told CMO his role is a new one for LSKD, with marketing previously part of founder, Jason Daniel’s remit since its establishment in 2002.

“I’ve followed the evolution of the brand and had the opportunity to connect with Jason during my time at City Beach - always been inspired by him and I guess the planets finally aligned,” Doyle said. “It’s also a rare thing that the mission and vision statements printed on the wall carry through to the foundations - none of this is lip service, it’s a lived daily experience.”

First up as a priority is an extensive reading list, which Doyle said was key to the on-boarding process and ensured the LSKD team had a shared language and grasp of key concepts.

“The brand itself is in hyper-growth, so my priority is to support and unify the marketing function, freeing up Jason to focus on driving our mission to inspire people to chase the vibe,” Doyle said.

And while he may not have appreciated it at the time, Doyle knows his diverse array of previous roles have taught him important lessons that will help him chart the course at LSKD.

“I’ve worked with some colourful people and done some interesting things over the years. Some roles have helped develop my strategic brain, some were all about relationship management, but the biggest lessons have been less about business and more about myself,” Doyle commented.

“I’m excited to put some of my practical knowledge to use, add value where I can and to continuing to learn and grow.”

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