Sydney-based start-up Livewire, which brings gaming marketing to corporate promotions, has made several key hires after raising $4.7 million late last year.

The 20 month old gaming marketing company develops integrated gaming marketing solutions for advertising agencies and brands. Customers include Uber Eats, streaming site Binge, Amazon Music UK, NBL League and Warner Music Australia.

Livewire CIO Gareth Leeding

Last September’s $4.7 million Series A raise was in part to boost the executive management team for Livewire’s continued global push. The company now operates in North America, Australia, the UK, South East Asia, DACH (Germany, Austria, Switzerland) and India, and has opened offices in Mumbai and Singapore in addition to London and Sydney.

Michelle Sheehan joins recent C-suite hires, including US-based Chief Commercial Officer Lionel Sim, and Australia-based Chief Operating Officer, Sarah La Roche, and Chief Financial Officer (CFO). Michelle Sheehan is the former APAC Head of Creative Strategy for Snap Inc. Gareth Leeding, as Chief Innovation Officer. Prior to Snap, Leeding was creative director at We Are Social for nine years.

Other important filings include:

Tamim Noorzad as Director of Product – a 15-year veteran of growing product teams and foundations, including at Airtasker and Zip Co.
Max Hegermann joins as Director of Marketing & Communication.

Christine Storey, Livewire director of people and culture

And Christine Floor is the new People & Culture Director after 18 years at international companies such as Gartner and Revlon and startups such as OnDeck and SocietyOne.

Livewire co-CEOs and co-founders Brad Manuel and Indy Chabra said the executive and senior management team will be responsible for delivering pioneering work for brands and game publishers.

“With rapid expansion comes the need for exceptional leaders and an ever-evolving strategy to solidify our position as a market leader in game tech,” they said.

“This opportunity resonates with incredible talent and we are very pleased to once again have highly skilled individuals who will drive Livewire’s continued growth and success.”

Leeding said he looks forward to accelerating brands in the world of gaming as part of their marketing mix.

“Livewire expands the opportunity for brands in gaming. Combining the largest inventory of in-game advertising opportunities with strategic and creative excellence, we have limitless potential to define the next generation of brand engagement,” he said.

“The company attracts the biggest brands in the world and is growing fast because we enable them to reach billions of viewers. It is incredibly exciting to join at a crucial time for a company on the verge of major growth.”