Digital agency Luminary has bolstered its Sitecore expertise with the appointment of Sitecore veteran and strategy MVP, Greg Baxter (featured image).

His official title with Luminary is CX director.

Sitecore is an enterprise-level CMS provider, and has been ranked as a Web CMS Leader in Gartner’s Magic Quadrant for 10 consecutive years.

Luminary has been building websites on the platform for a number of years but Baxter’s appointment underpins the agency’s strategic plans to strengthen its Sitecore offering.

Luminary CEO, Marty Drill said: “Over the past 20 years we have established a strong reputation for our technical capabilities.

“Greg brings a unique depth of experience in the strategy side of Sitecore, which provides the perfect complement to our developer team and will assist our clients in maximising the value of their investment in the platform.”

Prior to Joining Luminary, Baxter spent eight years at Sitecore, launching the Sitecore brand in Australia, New Zealand, and the broader Asia Pacific region.

Baxter was awarded the prestigious Sitecore MVP for Strategy in 2018, and again in 2019.

He remains one of only two Sitecore Strategy MVPs in Australia.

Baxter has worked with an extensive list of blue-chip clients on their Sitecore strategies, including the Department of Defence, Toyota, Stockland, Sydney Airport, Auckland Airport, CSIRO, Network 10, AustralianSuper, ACMA and the National Maritime Museum, among others.

Baxter said: “Luminary has the DNA to be the best Sitecore partner in the region.

“The agency’s strategic, design and technical smarts are the ideal complement to Sitecore’s powerful optimisation capabilities. So many Sitecore users have barely scratched the surface of what it’s capable of.

“Our goal is to help people realise its potential and roll out best practice solutions that optimise the platform from the outset – no more mythical ‘Phase Two’.”

One of Baxter’s first initiatives at Luminary was to set up the Melbourne Sitecore Marketers’ Meetup Group.

The first official Meetup was hosted on 31 July with a panel of experts discussing headless CMS. The next will be hosted at Luminary’s Melbourne CBD office on 5 September.

Luminary is also sponsoring the upcoming Sitecore Experience conference for marketers, and the Sitecore User Group Conference, SUGCON, where Baxter will be presenting on Sitecore personalisation.