Vicki Lyon
Chief Marketing Officer
Innovative Senior Leader specialising in Go To market and Brand Growth
About
Innovative and commercially savvy senior leader with over 20 years of experience in driving digital transformation, brand growth, and e-commerce success. Deep expertise in DTC growth, marketplace expansion, and full-funnel marketing. Skilled in E-Commerce Strategy, Brand Positioning, Tech Integration, Data-driven Decision Making, and Global Brand Alignment. Founded Sophisticated Cocktail Co., scaled premium brand to $400K+ revenue in year one, led digital performance, and established national retail presence. Successfully exited through acquisition. Currently a Marketing Consultant & Brand Strategist advising purpose-driven brands on DTC strategy. Former roles include CMO at Servicely.ai leading global brand positioning, and Chief Digital Officer at Audited Media Association of Australia. Holds Mini MBA in Marketing and Business Degree.
Experience
Sophisticated Cocktail Co.
Founder & CEO (2021 – 2024)
Scaled a premium RTD cocktail brand to $400K+ revenue, established the ecommerce store, social media presence, packaging design, product creation, established DTC sales and national retail presence, and achieved 3x global awards. Successfully exited through acquisition.
Marketing Consultant & Brand Strategist
Marketing Consultant & Brand Strategist (2020 – Present)
Advises purpose-driven brands on DTC strategy, omnichannel marketing, and brand identity. Specialises in performance marketing, email and content strategies, PR and tech-stack optimization.
Servicely.ai
Chief Marketing Officer (2020 – 2022)
Developed global brand positioning, led e-commerce readiness, and achieved 200% growth in inbound leads through digital acquisition channels.
Audited Media Association of Australia
Chief Digital Officer (2018 – 2018)
Developed Digital Ad Trust program, enhanced member engagement through platform modernization.
E-Commerce & Growth Consultant (APAC)
E-Commerce & Growth Consultant (2017 – 2021)
Led growth strategies for Media and SaaS businesses entering new markets. Trained brand Marketers and Agencies on programmatic advertising, social commerce, and Digital Media strategies and platforms.
Telstra
Director of Advertising Tech JAPAC (2015 – 2017)
Oversaw regional revenue growth, led cross-border AdTech expansion, and strategic partnerships. Conducted product education at major industry events.
Site Tour
Chief Commercial Officer (2014 – 2015)
Launched first programmatic DOOH platform in APAC, managed tech integrations with Google and TubeMogul.
SpotXchange APAC
Managing Director (2011 – 2012)
Built SpotXchange business unit in APAC, developed strategic partnerships, and drove revenue growth through programmatic video advertising.
Vogue.com.au & Taste.com.au
Commercial Director (2006 – 2009)
Launched Vogue.com.au and Taste.com.au, secured partnerships with luxury brands, oversaw advertising technology implementation, and platform monetization.
Key Skills
Key Industries
Software & Tools
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