Former marketing chief for My Muscle Chef, CMC Markets and one-time agency executive, Liam Loan-Lack, has emerged as the new chief customer officer at purpose-driven home loan provider, Keystart.

In the newly created role of Chief Customer Officer, he’s responsible for contributing to the next phase of strategic delivery and growth, the company said in a statement.

“Liam is a commercial strategist and marketing leader known for linking customer experience initiatives with tangible business outcomes,” said the company in a LinkedIn post. “Liam will play a pivotal role in contributing to our next phase of strategic delivery and growth here at Keystart to enable more Western Australians to achieve the dream of home ownership.”

Educated at the London School of Economics and the Institute of Practitioners in Advertising, Liam is an Australian Marketing Institute Certified Practising Marketer (CPM). Having held senior executive positions across FMCG, finance, and professional services businesses across Australia, Loan-Lack has spent the last seven months working in commercial and strategy for Match & Wood. Prior to this, he spent nearly two years a chief marketing then chief commercial officer for CMC Markets APAC and Canada, and a year prior to that as head of marketing for My Muscle Chef.

His resume includes several years also in agency land, working account executive management for Initiative in the UK, as well as rising up to executive GM of growth for UM Australia.

“The role appealed to me as it was such a unique opportunity to join a business that is simultaneously growing its existing products and diversifying into new ones,” Loan-Lack told Mi3. “Given there are few areas more topical than the housing market in Australia, I am excited by the opportunity to make real impact for those looking to get the keys to their first home and drive more financial literacy for a range of audiences in Western Australia.”

The CCO role was created to reflect the ambition of the business, which is currently in a scale-up phase.

“While Keystart is still the only option for many consumers, the housing and home loan industries have continued to change and evolve in recent years creating both challenges and opportunities. This has meant the Keystart brand needs be strategically repositioned and become top-of-mind for all Western Australian’s starting their homeownership journey,” added Loan-Lack.