Ready meal company My Muscle Chef (MYMC) has appointed Liam Loan-Lack as the new head of marketing and two senior marketing leaders as the company’s growth continues.
MYMC started as a side hustle between two brothers looking for ready-meal options post gym work-out in 2013. The brand now delivers more than two million meals, drinks and snacks every month through its ecommerce platform and made $150 million in sales last year.
Head of marketing
Most recently, Loan-Lack was national growth lead & general manager for three years at Universal McCann. Prior to that he worked for global brands including Amazon, Flight Centre, Burger King, Officeworks and Specsavers .
Loan-Lack said MYMC stood out to him as a company.
“The ready-made meals category is one that can – and should – have mass resonance for audiences beyond core and traditional gym-goers. 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 as a result,” Loan-Lack said.
Marketing and design function, leading a strategy focused marketing team and finding agencies to better the internal team will be the main responsibilities for Loan-Lack's role.
MYMC said the role is of high important as the company can understand customer needs, bring light to new products, increasing customer engagement and improve long-term brand awareness through marketing.
MYMC chief customer officer Nick Love said they are excited to have someone as experienced as Loan-Lack on board.
“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,” said Love.
Senior marketing leaders
Ryan Guthrie has been appointed as senior marketing manager and Dee Wescombe is the company’s new product marketing manager.
Having worked with some of Australia’s highly regarded FMGC and high-growth consumer brands, Guthrie will focus on
improving the company’s long-term brand growth strategy. Guthrie brings valuable experience with his most recent role of leading the enterprise marketing function at Afterpay.
Wescombe comes from a background of customer engagement optimisation and personalisation across platforms, with her most recent experience at Subaru and Peugeot. Increasing customer engagement and leading new business model offerings will be key areas of her role.
Loan-Lack added that Guthrie and Wescombe add new levels of experience across the board.
“Ultimately, we view this team as not just a department, but as the driver of a broader culture of market orientation across MYMC,” he said.
