Robert L

Robert L

Chief Marketing Officer

A highly experienced, adaptable international business leader, strategist, and C-suite executive.

New marketing consultant Joined October 2022
Cemoh Profile


Rob has a global reputation for visionary thinking, insightful strategic direction, creativity, building global partnerships and supporting both start-ups and mature companies to drive growth across categories and markets. He uses breadth and depth of experience to help reduce complex business or market issues into simpler, actionable, creative, and effective strategies and plans.

He delivers clarity of thought and expression; rapid assessment of complex commercial situations; incisive transformation to customer-centric business cultures. Focuses on customer experience, behavioral economics, staff support, and creativity: new concepts, products, and content; enabling digital technologies; managing change and creating value for shareholders. Embraces, demonstrates, and advocates a growth mindset, lifelong learning, and success in delivering results in local and global markets – particularly in Australia, and Southeast Asia – across a breadth of businesses and product categories – most recently luxury, pharma, healthcare, FMCG, tourism and agriculture.

Robert has held a range of functional and operational leadership roles in Global, Regional and Australian C-Suite and General Management positions across global sales and marketing, brand, business and marketing communications development, market access, customer and consumer insights, journey mapping and digital engagement strategies, content creation, sales enablement, stakeholder communications, and new product development. Experience incorporates extensive exposure to some of the world's most recognised global brands, and pivotal consulting and leadership roles in for-profit and not-for-profit institutions and major global industries. Recently he has been deeply involved in startups that have hit impressive valuations across global markets in their first few years of operation. he continues to engage with startups across SME, domestic and export sectors.

Colleagues and clients describe Rob as an expert strategist; a creative thinker; quick learner, proactive leader, and advocate; excellent in evidence-driven leadership of commercial relationships, marketing, NPD, and market access. He prides himself on being easy to work with and building long term relationships.


Collagis Management Consulting

Senior Consultant (2022 - 2022)

Senior Consultant role on call for a range of clients, with initial engagement in partnership with Collagis, facilitating, guiding, and supporting VMware’s move to a SAAS business model; developed and deployed new Operating System, Global Demand and Field Marketing restructure; developed and implemented Learning and Development programs to enhance marketing capability.

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Lyre's Spirit Co

Strategic Advisor (2019 - current)

Support and engagement with founders in brand, product and marketing support for this high-growth non-alcoholic brand and range, from start-up.

In three years helped Lyre’s achieve listings in 62 countries to date, a current market valuation of $US300 million and projected unicorn status within the next two years.

Mentored, supported, and continue to assist and advise founders and CMO with strategy for this highly awarded new No/Lo Alcohol spirits brand Lyre’s – arguably Australia’s next unicorn; already the most successful and awarded No/Lo brand driving this new category globally.

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Robert Langtry Consulting

Managing Director (2016 - current)

Founded, built, and continue to operate a specialised advisory and consultancy business providing a diverse portfolio of clients and partners across Strategy, Planning, Creative, Programs, Projects. Serve a range of clients - establishing targets, objectives, and strategies to help meet key business priorities, opportunities and issues across healthcare, agriculture, government, luxury goods, wine, pharmaceuticals, fashion regular, and zero alcohol mixer beverages projects.

Ongoing strategic advisory and partnering roles with Collins and Partners, Lyres Non-Alcoholic Spirits, Tzu & Co, Leigo Industries, Big Tin Can, Osmosys Group, and others. Contributed to marketing strategy and distribution contacts to launch three new ethical pharmaceutical products into ASEAN markets in the ED, ADHD, and targeted cancer categories for Pfizer Inc., Mylan, and Roche.

These involved engaging local market contacts in Indonesia, Malaysia, and Thailand, assessing the relevant regulatory requirements, and facilitating introductions of the Australian export teams.

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Strategic Advisor to Founder (2015 - current)

Initiated, significantly contributed towards, and continue to advise start-up software company now valued at $500M+.

This company - BigTinCan (ASX - BTH; ) – now the world’s leading Sales Enablement providers.

Australian owned and now based in Cambridge Mass. USA.

Developed the initial software and systems brief, commissioned the initial build, which was to my brief and jointly designed with BTC Principal David Keene to provide high-level customer service and support through a digital sales training and enablement system.

Based on Salesforce, BTC enables a single customer point of view, and now uses high-end machine learning and AI to predict customer needs and answer customer queries.

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Australian Wool Innovation Ltd

Global Chief Strategy and Marketing Officer (2007 - 2016)

Australian Wool Innovation Limited is the marketing and R&D arm of the Australian Wool Industry; the owner of the globally respected Woolmark brand; and creates global programs and partnerships to drive demand growth. I was contracted to Publicis to work on AWI then seconded to and retained full time by AWI from 2007 to 2016.

- I was instrumental in the stabilisation of the wool industry through the creation and implementation of an integrated B2B/B2B2C/B2C strategy to reposition in the luxury space, reverse decreasing demand and improve poor grower returns through record higher prices - the Eastern Market Indicator (EMI) — Australia's wool market benchmark — hit an historic level - 800 to over 2100 cents a kilogram - during my tenure.

- Defined strategy, established pathways & the in-house handling of design, production, media buying, partner collaborations, online presence and CRM capability.

- Rebuilt supply chain assets, Account Based Marketing programs

- Recreated then elevated the International Woolmark Prize to be one of the top three global events in fashion design

- Initiated the Campaign for Wool, with patronage from HRH Prince of Wales (ongoing).

- Stabilised export volumes and increased wool prices with earnings soaring to a record levels.

- Created and expanded retailer partnerships and brand equity across digital and physical networks.

- Significantly grew global consumer recognition of ‘Merino' - footprint exceeding one million engagements per month

-Trade relationships converted to digital.

- introduced groundbreaking Ai-driven content analysis methods to inform global digital demand creation; generated ten-fold increases in engagement

- Recognised with Acting CEO duties, commendation from Chairman, Board, Federal Government.

Acquisition and integration of the global wool certification business into AWI, revamping and relaunching the Woolmark as the world’s most recognisable apparel brand

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Publicis Groupe

Business and Marketing Consultant (2006 - 2007)

Publicis is a global marketing communications company providing consultancy services across Australia, Asia, Europe, UK, USA and other key markets.

I boosted strategic analysis capability, refined campaign strategies and advised clients on commercial creativity. I had Board advisory input on strategic innovation and client engagement.

- Achieved resounding success for clients and campaigns, delivering a strategic recovery plan, with McKinsey & Co, for the global wool industry.

- Advised Australian Wool Innovation Ltd and the Federal Government on strategic demand building

- Advised Citibank on low cost card products, competitive positioning and database segmentation.

- Provided marketing advice to Coca-Cola on new product launch, product delisting and go to market strategies

-Advised Nestlé on new entries into the Australian RTD market.

- Offered channel-specific advice on sales of computer systems and printers for Hewlett-Packard.

- Personal retention by a key client on the strength of professional services provided, where I was seconded to, then employed by my Publicis client, AWI/Woolmark.

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Chief Executive (2005 - 2006)

CAPTIV MEDIA/Retail Solutions Pty Limited was a startup joint venture that developed new, networked technology based on Apple systems that linked point of sale displays using in-store media for Seven Eleven and other similar retail outlets. It distributed relevant time-of-day messaging.

I leveraged my unique marketing knowledge in a start-up situation to introduce new technology networking point-of-sale display with media content. The project was jointly developed with the assistance of Coca-Cola.

I developed strategic plans that were successfully implemented, also providing inspiring leadership and direction to complete project objectives by integrating specifically developed systems for trial.

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Key Skills
Campaign Strategy Brand Strategy Brand Audits Marketing Analytics Marketing Strategy
User Experience Design & Lean Six Sigma (2019)

University of Sydney

Masters In Business Administration (2018)

Australian Institute of Business

MBA, International Marketing and Leadership (2017)

Australian Institute of Business

Key Industries
Agriculture FMCG Government & Public Administration Technology Tourism & Travel