Independent media agency, Match & Wood, has appointed Liam Loan-Lack to the newly created role of Chief Commercial & Strategy Officer, marking the former fractional CMO's return to the agency side after three years in various marketing roles.

Based in Perth, Loan-Lack will oversee the agency's operations in Western Australia and drive strategic growth nationally. His responsibilities will encompass the creation of new agency products, enhancing client relationships, and delivering commercial outcomes for clients.

Loan-Lack brings a wealth of experience to the role, having held senior positions at Interpublic Group in the UK, US, and Australia, as well as client-side roles including Chief Marketing Officer at My Muscle Chef and Chief Commercial Officer at CMC Markets. He is a four-time winner of the Global Effie Awards for integrated client work and is an accredited Certified Practising Marketer (CPM) with the Australian Marketing Institute.

"My decision to step back into the consulting/agency part of our industry has been intentional as I believe there remains tremendous opportunity to deliver game-changing work for clients," Loan-Lack said. "The office of the CMO has never been more under scrutiny and I know I can bring my unique perspective of both sides of the fence to bear, not just helping CMOs remove any confusion around the incrementality of their media investments, but also empowering brand leaders to educate broader C-suite stakeholders on holistic marketing effectiveness.

"Having worked extensively with both Lyndelle and Chris previously, I know the strength of the Match & Wood product. I am excited to join a business with such a strong foundation and a unique opportunity to scale its impact for clients on both the East and West coasts. Together, we will cut through the noise and deliver an incisive POV on what will and won’t drive outcomes for our clients, without any fluff."

CEO at Match & Wood, Lyndelle O’Keefe, said: "We have a long history with Liam and couldn’t be more excited to be working together again. His extensive client-side experience, deep understanding of commercial strategy, and his passion for sustainable growth align perfectly with Match & Wood’s vision. He brings fantastic energy and a unique skillset and perspective that will undoubtedly elevate our agency’s capabilities and help deliver even greater impact for our clients."

Match & Wood has offices in Melbourne and Perth. Its client roster includes Snooze, Instant Scripts, Curtin University, Synergy, Maurice Blackburn Lawyers, Peet Limited, Catch.com.au, and Chobani & Gippsland Dairy.