UM general manager leaves agency to spearhead marketing for My Muscle Chef

Health food brand, My Muscle Chef, has named UM senior executive Liam Loan-Lack as its head of marketing as part of a wider expansion of its senior team.

Loan-Lack spent the last decade working in agencies in both Australia and the UK, and was most recently general manager of UM Brisbane.

He has worked with a number of major brands including Amazon, Flight Centre, Burger King, OfficeWorks and Specsavers.

The appointment of a new marketing head comes three months after TBWA Sydney won the strategic and creative agency account for My Muscle Chef. It also launched its first TVC in February via Astute Agency and Our Revolution.

Loan-Lack, who will oversee a roster of agencies, said My Muscle Chef’s healthy living product has “direct social impact” that transcends the traditional gym-going market.

“I’m looking forward to taking the brand into new territories with the extended team as a result,” he said.

My Muscle Chef claims an annual revenue run rate of more than $190 million.

Chief customer officer Nick Love, who joined the business earlier this year, said: “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.”

In addition to Loan-Lack’s appointment, Ryan Guthrie has been named senior marketing manager with Dee Wescombe appointed product marketing manager.

“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.”


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