Luke Elzerman, digital experience lead at McDonald’s, swept to glory in the Marketing category at B&T’s 30 Under 30 Awards, presented by Vevo, earlier this year. But there’s more to him than simply collecting trophies (though he is very good at that).
Following his triumph, B&T caught up with the Big Mac expert to learn what’s changed in his career since the win.
B&T: What’s happened in your career since being recognised as part of B&T’s 30 Under 30?
Luke Elzerman: Not too much has changed, but I dare say that’s mainly a product of being in a great role with a great team. The work I get to tackle on a daily basis is still epic and the stuff that most marketers would only get to dream of working on.
I’d dare say the most exciting thing that’s come since being recognised by B&T is how much its unlocked in terms of meeting people in the industry. Reconnecting with old colleagues and mentors. Making new connections with some of the best minds in the industry. Having people earlier in their career reach out for guidance. It’s the people that make our industry and winning 30U30 has definitely helped me build and nurture meaningful relationships.
B&T: What are your career ambitions? Has this changed after being recognised this year?
LE: I definitely haven’t taken my eye off the prize – my goals are still to deliver game-changing work that has everyone saying “That’s Epic!”
Longer term, my focus on building unique customer experiences and taking a scientific approach to optimising these experiences will hopefully see me grow into more unique opportunities and let me continue to both teach and learn, hopefully on an even more impactful scale.
B&T: What trends/ opportunities are exciting you in the industry?
LE: Is “AI” too cliched of an answer? If so, let’s go with the emergence of new technologies.
Our industry is always one of the first to embrace new technologies, and riding the wave is incredibly exciting. But this is like the industrial revolution – all these incredible innovations are coming at us fast and we’ve barely built the first internal combustion engine. Imagine what we’ll be able to do once we slap a turbo on it.
Over the next few years, we’re going to see the age of martech evolve like never before. The innovation and unlocks coming for digital and marketing capabilities is truly exciting.
B&T: Why did you choose to enter this year’s 30 Under 30?
LE: Mainly to see if I had what it takes.
I don’t find it easy to take a microscopic lens of self-reflection (and self-promotion) to my work, let along broadcast your findings for an award entry. So as trivial as it may seem, I wanted to embrace that challenge. In the end it came down to the questions “are you comfortable enough to put yourself out there?” And “what have you got to lose?”
Given the journey its taken me on, I’d recommend anyone who’s on the fence about entering to avoid the splinters and jump in head first.
B&T: What advice would you give to other emerging leaders in the industry?
LE: Be a teacher AND a student.
As a leader, it’s essential to teach—to pass on knowledge, uplift others, and set a standard. But it’s just as important to keep learning, especially from those you lead. That’s how you build trust, how you get to unlock more from those around you, and how you can stay dynamic in an increasingly manic and fast paced world. Having the humility to learn from unexpected sources and the confidence to share what you know is what will inspire growth and unlock originality from your work, letting you become a better marketer and a better leader.
Lord knows I’ve grown more from asking dumb questions of those around me than I have from trying to be the first to the buzzer with an answer.
