Today, I’m joined by Damian Lucas, a fractional CMO through Lucas Growth Advisory.

Damian shares his journey from being a creative student passionate about graphic design to becoming a strategic marketer obsessed with consumer behaviour and working with some of Australia’s best-known Retail brands.

In this episode, we dive into the evolution of the Australian retail landscape and why e-commerce was surprisingly slow to gain traction.

Damian also shares valuable lessons from his career, including how he utilised this knowledge when his Marketing stopped working in one particular role. How did he diagnose the problem, strip everything back, and rebuild a strategy that worked?

And how did he cope with the emotional and stressful rollercoaster that this brought about?

Plus, we unpack the power of speaking the language of commerce, from knowing your metrics to understanding what’s truly driving revenue and sustainable growth.

Looking for practical tips and meaningful insights to understand how to bridge the gap between creativity and commercial success? Then this episode is for you.

Episode breakdown:

00:00 Introduction and Guest Welcome

00:17 Early Career and Creative Pursuits

00:59 Transition to Marketing and Education

02:07 Retail Marketing and Consumer Behaviour

07:31 E-commerce Evolution in Australia

16:45 Challenges in Retail and Marketing Strategies

24:10 Campaign Strategy and Media Planning

24:38 Experimenting with Offers and Competitor Analysis

25:42 Budget Constraints and Predictive Planning

25:53 Board Presentation and Campaign Adjustments

26:43 Achieving Positive Results

27:12 Lessons Learned in Marketing

27:34 The Importance of Real-World Experience

34:03 Consumer Behaviour and Psychology

39:41 Marketing Metrics and Business Conversations

44:03 Final Reflections and Advice

If you'd like to connect with Damian:
https://www.linkedin.com/in/lucasdamian/

Your host, Emma Graham, Career Coach and ex-recruiter, is here to help you with:

💡 Gain clarity on what’s important to you
💡 Confidently communicate your value
💡 Build a personal brand and a strong network
💡 Take a strategic approach to your next move
💡 Navigate the job market effectively
💡 Build career confidence with a repeatable success blueprint

🌐 Explore my coaching programs and free resources:
Website: https://www.egconsulting.au/
LinkedIn: https://au.linkedin.com/in/emmajgraham
Instagram: https://www.instagram.com/emmagrahamcareercoach/

🎁 Free Resources:
📄 CV Development Guide: https://www.egconsulting.au/cv-advice
📄 LinkedIn Profile Optimisation Guide: https://www.egconsulting.au/linkedin-profile-guide

📅 Book Your FREE Career Strategy Discovery Call:
https://calendly.com/emmagrahamconsulting/discovery-call