Optus marketer Cam Luby jumps ship to Lyka as CMO

Pet wellness company Lyka has appointed Cam Luby as chief marketing officer, tapping the former Optus and Google leader to accelerate growth and deepen customer engagement.

Luby will step into the role in early 2026, leading Lyka’s marketing and growth teams in close partnership with founder and CEO Anna Podolsky. The appointment marks a strategic move for the brand as it scales beyond DTC into broader health-led verticals.

“Cam’s blend of strategic vision and creative energy is exactly the leadership we need to deepen our community, grow awareness, and expand into new verticals that bring Lyka’s impact to even more pets and their parents,” Podolsky said.

At Optus, Luby oversaw marketing across both consumer and enterprise divisions, driving brand and commercial outcomes through integrated campaigns and product innovation. Prior to that, he held leadership roles at Google and Goodby Silverstein & Partners and was recently named among Australia’s top marketers.

Lyka was founded in 2018 by Podolsky and veterinarian Dr Matthew Muir, with a mission to challenge the dominance of ultra-processed kibble. The business has now served more than 100 million freshly cooked meals to dogs across Australia and operates autonomous factories in Sydney and Melbourne, underpinned by a proprietary tech and martech stack.

Luby said he was drawn to Lyka’s purpose-led mission and bold marketing ethos. 

“They’ve built a standout brand on strong instincts, bold creativity and an authentic commitment to the mission,” Luby said. “It’s an exciting foundation and I can’t wait to help drive the next chapter of growth with a fantastic team.”

The hire follows a run of high-impact campaigns from Lyka, including major OOH and TVC work, a spotlight on ABC’s Gruen and a Good Design Award win for branding and identity.

“We’re seeing a real shift in how Australians think about dog nutrition,” Podolsky said. “Cam will spearhead the acceleration of this shift, moving the norm from ultra-processed kibble to real food so dogs can live healthier, longer lives.”

Luby also joined the AANA Board in late 2024 and is known for blending creativity with commercial rigour - credited with campaigns like Unlimited Data Weekends, Network Trial, and Network Year in Review during his Optus tenure.