Industry Profile: Lotame managing director ANZ Luke Williams

17 March 2020

Our Industry Profile takes a look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

This week we speak to Lotame managing director ANZ Luke Williams.

Time at the company: 
Four years.

How would you describe what the company does?
Lotame is the leading unstacked data solutions company that helps publishers, marketers and agencies find new customers, increase engagement, and grow revenue.

What do you do day-to-day?
As managing director, I run the ANZ region. That includes managing our sales department, our client success teams and all technical personnel. I speak with both clients and prospects daily, discussing ways in which we can help move their business forward or solve current problems.

Define your job in one word:

I got into martech because:
Because i found the industry so interesting, so “fascinating” that i wanted to be part of it. I had worked in advertising for many years, from mags through to digital when I decided it wasn’t enough. I wanted to see how everything worked. I also wanted to know more about the future, what people were going to be doing, how industries would continue to evolve to meet ever-demanding needs and expectations. Working for a data management company was the pinnacle as it allowed me to sit on top of the hill and watch all the pieces of tech work either together, sometimes against.

What’s the biggest challenge you face in your role?
Three challenges: 1) the speed at which the industry evolves 2) the spread of misinformation, and 3) companies being sold incorrect solutions.

What’s the biggest industry-wide challenge you’d like to see tackled?
Third-party cookies and the current conundrum.

Previous industry related companies you have worked at:
News Corp, BBC, Komli Media, Snakk Media, Pureprofile.

Who has been a great mentor to you and why?
Andrew Reid who is the general manager of Ticketek Analytics. A very level-headed individual with a vast amount of experience in the data field.

Words of advice for someone wanting a job like yours?
If you wanted a job like mine I would say you need to be calm and creative. Martech encourages creativity and clients adore that type of guidance. You need to thoroughly enjoy moving quickly and being pretty malleable as things change at the drop of a hat. One thing you must not be is the individual that won’t ask the dumb questions, you can’t pretend to know it all and you must allow others to constantly teach you. Leave arrogance at the door.

If I wasn't doing this for a living, I'd be:
I would be either a teacher or a paramedic. I have a strong opinion around fairness and have never understood why the most important of jobs are the poorest paid.

My mantra is:
Family first. Second to that, be honest and kind. Never put people down and work as hard as you require others to do.

Music and TV streaming habits. What do you subscribe to?
I adore podcasts in the car...The Daily, Stuff You Should Know, etc.

Tell us one thing people at work don’t know about you?
When I took a career break in my mid-20s, I worked on a pig farm for six weeks. According to my boss I was the top artificial inseminator.

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