Optus’ head of marketing jumps to pet food start-up

Nathan Jolly

October 30, 2025 11:41

Optus’ head of marketing jumps to pet food start-up

Cameron Luby has gone to the dogs - and the cats

Optus’ head of marketing Cameron Luby has jumped ship to pet food company Lyka.

Luby was appointed head of marketing at Optus in March, after three years with the company. He led marketing across the consumer and enterprise businesses, including brand, product, and performance marketing.

He joins Lyka as the company’s first chief marketing officer.

“I’m thrilled to be joining the incredible team at Lyka,” Luby said in a press release announcing his appointment.

“They’ve built a standout brand on strong instincts, bold creativity and an authentic commitment to the mission. It’s an exciting foundation and I can not wait to help drive the next chapter of growth with a fantastic team.”

Enjoying Mumbrella? Sign up for our free daily newsletter.

Luby’s departure from Optus follows a string of PR nightmares for the telco, including a series of technical failures last month that meant triple-zero emergency calls wouldn’t connect, which were directly linked to three deaths. A planned brand campaign was quickly shelved.

This followed a nationwide network outage in late 2023 that was met by a defensive CEO and an offer of free data by way of compensation.

Optus hasn’t had a chief marketing role since Mel Hopkins left in March 2023, to join Seven West Media.

Former NBN chief Stephen Rue replaced Kelly Bayer-Rosmarin as Optus CEO in November, while Felicity Ross joined in December, as the telco’s chief corporate affairs and marketing officer.