Visionary Business Leader

Global Brand Strategist

Growth Architect

About

Luke is a global business leader known for driving brand growth, market expansion, and lasting change.

Personal Summary

Luke is a seasoned senior executive with a proven track record of surpassing business objectives across Australia, New Zealand, and various international markets. His expertise lies in driving market growth and expansion through the cultivation and development of high-performing, cross-functional teams. He excels in establishing and executing long-term strategic visions and directions that align with business objectives, ensuring commercial outcomes that transform businesses and enhance brand value.

Throughout his career, he has consistently driven top-line revenue growth and optimized costs to achieve substantial profitability improvements. Most recently, he spearheaded the global turnaround of Canterbury of New Zealand within three years. As General Manager at Icebreaker, Luke achieved continuous year-on-year revenue growth across Asia Pacific and North America, significantly enhancing profit contributions for the global business.

Luke’s next endeavour will be to lead an organisation and brand that is poised to make a ground-breaking transformation in business performance, while propelling their core business and expanding into new global or regional markets.

He is driven by the opportunity to work with companies that possess bold ambitions and a challenger mindset.

Leadership Highlights

Canterbury of New Zealand – SVP Global (Pentland Brands)

Feb 2022 — May 2025

  • Aug 2023 – May 2025

    Responsibilities

    • Deliver strategic leadership and direction to a high-performing, global cross-functional team (80 headcount) across Product, Marketing, Finance, HR, Commercial, and Operations, driving alignment, execution, and business transformation.

    • Develop and execute a global brand growth strategy, driving expansion across existing markets and consumer segments while leading market entry into new geographies and untapped demographics to unlock long-term commercial value

    • Lead the strategic turnaround of the global brand, restoring it to profitability through comprehensive commercial restructuring, cost optimization, brand repositioning, and revitalized go-to-market execution across key regions

    Achievements

    • Grew global revenue 30% over the 2 year period , $77m to $104m

    • Improved operating profit by $13M through strategic cost reduction, margin enhancement, incremental revenue including new product lines and operational restructuring

    • Delivered an unprecedented $40M commercial outcome for the British & Irish Lions 2025 program by spearheading strategic planning, brand alignment, and high-impact retail partnerships, setting a new benchmark for the brand

    • Led the consolidation of regional operations into a single, integrated global brand organization headquartered in New Zealand, driving alignment, efficiency, and strategic cohesion across markets, reducing costs by 15%

  • Feb 2022 – Aug 2023

    Responsibilities

    • Lead the transformation of the ANZ Canterbury business for long-term success. Responsible for all marketing, product, operational, and commercial leadership, overseeing $50M in revenue and a 60-member team, while ensuring strong commercial performance and delivery of budgeted P&L targets

    • Effective and successful leadership through a balance of strategic inspiration and pragmatism

    • Led the development and implementation of brand direction, marketing strategy, and product propositions, ensuring alignment with business objectives and successful execution across ANZ market.

     

    Achievements

    • Grew ANZ regional profit from GBP $1m to over $2M—a 100% increase—delivering the highest profit outcomes for the brand in 2022, 2023, and 2024

    • Launched new Boots product category delivering $1M in revenue

    • Delivered inspiring and effective brand campaigns ‘The World’s Toughest Activewear’ and “120 Year Anniversary” – Reaching 20M consumers

    • Accelerated our DTC channel to drive deeper, more meaningful consumer connections, achieving 30% growth in .com sales

Icebreaker – VF Corporation

July 2014 — Feb 2022

  • Feb 2020 – Feb 2022

    VF Corporation is a global apparel and footwear company with brands including The North Face, Vans, Timberland, Dickies, and Icebreaker. Headquartered in Denver, it employs around 35,000 staff across 50+ countries and generates over USD $10 billion in annual revenue.

    Icebreaker is a leading natural performance apparel brand founded in New Zealand, focused on sustainable merino wool-based clothing. Part of VF Corporation, Icebreaker operates across North America, Europe, and Asia-Pacific, employs over 400 staff globally, and generates annual revenues of approximately NZD $330 million

    As VP/General Manager, my goal is to drive APAC growth for Icebreaker by enhancing category leadership in New Zealand, expanding in Australia, and launching in Asia. Leading and inspiring the regional team to outperform against business objectives. Accountable for $50M in annual revenue and leadership of a 40-person cross-functional team

    Responsibilities

    • Build and implement the Asia Pacific’s 3-year market development program to achieve agreed regional channel growth, with direct revenue responsibility of $50m

    • Recruit, develop and empower a world class cross-functional leadership team (finance, sales, marketing, operations, customer services, inventory, human resources) to deliver best in class service to our customers, retailers and teams.

    • Collaborate with the Global teams to ensure delivery against agreed regional needs.

    • Drive regional profitability by optimizing costs and implementing revenue-boosting initiatives.

     

    Achievements

    • Launched brand direct into China through online platforms and direct retail

    • Achieved 85% revenue growth for FY20-21 icebreaker.com.

    • Entered 2 new digital marketplaces and delivered 300% growth with Digital Platforms

    • Significantly reduced costs while retaining our team during COVID

  • Feb 2018 – Feb 2020

    Responsibilities

    • Based out of Icebreaker’s North America head office in Vancouver, accountable for $130M in revenue and leadership of a 100-person team. Led a cross-functional leadership team spanning Commercial, Finance, Marketing, HR, and Operations to accelerate the brand’s Wholesale, Retail, and eCommerce business across the region.

    • Amplified margin and profitability, expanded brand presence, and strategically reset the U.S. marketplace with a DTC and digital-first mindset. Built and inspired a high-performing team to exceed ambitious growth targets

     

    Achievements

    • Achieved 14% revenue growth for FY18-19 – growth in all 3 channels led by DTC.

    • Delivered 51% EBIT growth for FY18-19.

    • Margin improvements of 3 BPS indicating improved brand health.

  • Apr 2016 – Feb 2018

    Responsibilities

    • Develop and implement North American Retail Strategy which aligns with Icebreakers global strategy and regional omni-channel approach. Including new store expansion strategy, site selection, negotiation of new leases, and retail store design.

    • Responsible for delivering North America's retail revenue and profit targets by optimizing store performance. Provided leadership, coaching, and support to ensure an exceptional brand experience for guests.

    • Exceed revenue and profit budgets from existing and new stores.

    • Development of Regional Management and Store Management teams.

    Achievements

    • Developed and implemented Retail Leadership Program (Ascent), which is now a global Icebreaker standard.

    • Grew North American retail business 25% YOY.

    • Canada brand stores delivering 25% EBIT/Sales.

    • Transitioned North America Retail from negative EBIT to $4m in 2 years.

  • Jul 2014 – Apr 2016

    Responsibilities

    • To grow revenue through the establishment of new premium retail locations across New Zealand and Australia that fit with the Icebreaker brand and the Icebreaker retail model.

     

    Achievements

    • Same store sales growth 15% and same store EBIT growth 39% first financial year

    • Implementation of sales management systems and cost controls

    • Restructure and implementation of remuneration plans for all levels of retail teams

    • 4 new stores achieving 24% EBIT to sales ratio

Michael Hill International

Sep 2009 — July 2014

  • May 2012 – Jul 2014

    Michael Hill Jeweller is a renowned jewellery retailer based in Australia, known for its exceptional craftsmanship and wide range of exquisite jewellery pieces. Founded in 1979 by Michael Hill, the company has grown significantly, establishing a strong presence across Australia, New Zealand, Canada, and the United States.

    Responsibilities & Achievements

    • As a Senior Retail Executive at Michael Hill my leadership responsibilities extend directly to the performance and development of 5 Regional Managers and indirectly to 84 Store Managers (670 permanent staff) across Queensland, Victoria, South Australia and Tasmania. This equates to a revenue responsibility of AUD$140M and AUD$17M EBIT.

    • Over the period lifted Total Sales Revenue from $132 mill to $140 mill, lifted EBIT from $15m to $17m, opened 5 new stores including new concept flag ship & CBD stores.

    • The business now has a strong talent pool for succession planning and continued local/international expansion.

  • Sep 2009 – Apr 2012

    Responsibilities & Achievements

    • The overall objective of my role as a Regional Manager at Michael Hill was to implement and maintain all company standards in order to consistently achieve optimum profitability and growth within my network of stores, whilst developing the best Leadership team.

    • Over the period grew same store sales profit by 32% in 2010 – 2011 year over 19 stores.

    • Was awarded the No 1. Regional Manager award across 4 countries and 10 regions for top sales growth and profit.

Let’s connect.

If you're building a brand with big ambitions and need a leader who can deliver results through people, performance, and purpose, Luke would love to connect.