Livewire Appoints Former TikTok Exec Lionel Sim As CCO

Livewire Appoints Former TikTok Exec Lionel Sim As CCO
B&T Magazine
By B&T Magazine



Livewire has appointed Lionel Sim as its new US-based chief commercial officer, nabbing him from TikTok where he was the global head of education & enablement, global agency & accounts.

The Australian-founded gaming marketing and gametech company has also appointed Sarah La Roche as its Australia-based chief operating officer and Michelle Sheehan as chief financial officer.

The company says that these new appointments will support its expansion into new markets following its launch in Australia, South East Asia, DACH, North America, and India.

Sim has 15 years’ experience working with startups across the US, APAC, and Europe, and for  leading technology companies, such as Apple, Tencent, and TikTok. Sim will be responsible for all commercial partnerships globally, including revenue and client services, identifying and expanding strategic commercial capabilities across key markets and developing innovative and bespoke client solutions.

Melbourne-based appointment, La Roche, has more than 20 years’ experience leading teams and driving growth for emerging and established businesses, including 10 years in London working with Philippe Starck’s YOO and at M&C Saatchi as a director for clients such as Spotify and Peroni Nastro Azzurro.  Sarah will oversee business operations, as well as the product engineering, marketing and people and culture functions.

Sheehan, also Melbourne-based, has 17 years’ experience working in senior finance roles with global financial and advertising companies including KPMG, Havas, and Cummins & Partners. Sheehan will oversee Livewire’s financial governance structures, reporting and capital-raising activity supporting continued global expansion.

Livewire CEOs and co-founders, Brad Manuel and Indy Khabra said: “The growing strength of Livewire’s senior leadership team is integral to our successful expansion into global markets. The appointment of such credentialed leaders ensures we have expertise in the right areas of the business, enabling Livewire to continue building its global partner network and attracting great people to the business.”




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