Through his role as company director at PR Deadlines, Luke manages PR, marketing and communications for a variety of Infotech companies in A/NZ, creating compelling content that drives business in both the B2C and B2B sectors. Having studied creative and factual writing at UNSW, he performed a number of diverse roles such as writing advertising copy for Australian Geographic, sub-editing marketing transcripts for the Television Shopping Network and accidentally disconnecting local area networks for the Haringey Council in North East London. From 2002 Luke worked at Australia's largest independent publishing company, Allen and Unwin, moving from the editorial department into a sales and marketing role, before becoming National Account Manager in 2010. During this time he designed and implemented Allen and Unwin's sales and marketing strategy for the emerging digital publishing sector.