PRODUCT MANAGER
DIGITAL & FMCG
About
I believe good products solve real problems. I've delivered at every stage of the product lifecycle, across industries that don't always talk to each other, for organisations at different phases of maturity, ranging from fast-paced agencies to international organisations and large government programs. What connects it all is understanding the problem clearly, enabling the right team around it, keeping things moving, and measuring what actually matters.
I started in communications design, marketing and advertising, learning how brands operate, how consumers make decisions and how products succeed commercially. Over time, my role expanded beyond creative and marketing into brand management, account/stakeholder coordination, product development, operational delivery and cross-functional leadership across physical and digital environments.
For more than a decade, I designed, developed and delivered brands, physical goods, digital projects, ecommerce systems and programs across B2B, wholesale and consumer markets. My experience included OEM and ODM manufacturing, international supply chains, licensor approvals, vendor coordination, integrated campaigns and product ecosystems designed to support both the customer, product and the business behind it. Balancing customer needs, commercial objectives, technical and resource constraints, production realities and delivery timelines. Long before holding the formal title, I was already operating across many of the functions that sit within modern product management.
In 2022, I brought those capabilities into a dedicated digital product management role, joining the Victoria Government's Vicmap agency and the $37M Digital Twin Victoria program. As a product manager, I was a senior advisor in communication and engagement, working across big data and PaaS, SaaS hybrid. I led productisation, GTM and voice of customer, grew the platform from 7,000 to 80,000+ monthly active users, founded a professional community of 2,500+ members across APAC and reduced onboarding and support demand by 40% within 18 months.
I translate between worlds that don't always speak the same language. The gap between strategy, delivery and consumer is where most things fail. Technical teams and executive stakeholders. Retail buyers and product designers. Government agencies and private sector partners. Getting those groups to a shared understanding of what good looks like and then building the conditions for them to deliver and scale is where I do my best work.
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Go-to-market strategy and planning
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Business case development and opportunity sizing
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Commercialisation and revenue growth
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Cross-functional and matrix team leadership
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Stakeholder alignment and executive advisory
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Adoption framework design
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Product vision and roadmap development
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Change management and organisational transformation
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OEM/ODM development, packaging and supply chain oversight
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Community building and ecosystem development
Where I'm Strongest
Commercialisation & Growth: Taking products to market and making them stick. Go-to-market strategy, launch planning, retail event and channel execution, revenue growth and adoption at scale, across physical goods and digital platforms.
Delivery & Execution: Getting complex things across the line. Cross-functional coordination, agile and hybrid delivery, vendor and supplier management, risk and scope management under real commercial pressure.
Strategy & Discovery: Finding the right problem before committing to a solution. Business case development, roadmap planning, market analysis, stakeholder alignment and opportunity framing grounded in real market exposure.
Communications & Creative Production: Brand strategy, campaign planning, creative direction, product development and content across digital and physical, from packaging and print through to user experience direction, ecommerce and launch activation.
Where I'm Building
Formal digital product management practice: structured discovery documentation, sprint reporting and user story frameworks. The foundation is solid; the discipline is deliberate and developing.
Carys Evans,
Director, Digital Twin Victoria
"Lucas is a hardworking and thoughtful professional whose creativity and drive for continuous improvement made a real impact on our team and our customers."
Ben Fox,
Principal Technology and innovation lead
"Lucas became my go-to person to flesh out cutting-edge, complex digital initiatives through the lens of product strategy/market fit and commercialisation considerations. "
Sabah Mirza,
Operations and Program Manager
“Lucas has an exceptional ability to simplify complex digital and spatial concepts for diverse audiences. An invaluable partner in delivering DTV's vision.”
Education
Bachelor of Communications Design — Commercial design and Marketing — Graduated with Distinction, Class DUX
Additional training in Communications, Emerging Technology, Business and Marketing.
Continuous learning and development across product development, manufacturing, digital products, modern leadership, supply chain, engagement and cultural understanding. Enterprise digital, IoT and AI.
RECENT LEARNING
