Cam Luby will depart Optus after more than three years to join pet food disruptor Lyka as chief marketing officer in early 2026.
Luby is an award-winning marketing leader with over two decades’ experience, including Optus, Google, and Goodby Silverstein & Partners. At Optus, Luby led marketing across the consumer and enterprise businesses, owning brand, product, and performance marketing, responsible for driving brand and commercial growth.
Luby’s time at Optus has been nothing if not disruptive, with a major outage in 2023 that was later found to have seriously impacted emergency services. Earlier this year, the brand moved its media and creative accounts to Accenture Song, with Droga5 handling the creative advertising and production.
In his new role, Luby will lead Lyka’s marketing and growth teams, working closely with the CEO, Anna Podolsky, to advance Lyka’s mission to allow all pets to live their best and healthiest lives.
Lyka’s focus on pet health and food quality has earned it a reputation as the company that eats its own dog food. They have prepared nearly 100 million fresh meals for dogs across Australia.
“We’re seeing a real shift in how Australians think about dog nutrition. More pet parents are recognising that dogs truly are what they eat and are beginning to challenge the status quo. Cam will spearhead the acceleration of this shift, moving the norm from ultra-processed kibble to real food so dogs can live healthier, longer lives,” said Anna Podolsky.
Lyka was founded in 2018 by Anna Podolsky, a former management consultant at Bain & Company, and veterinarian Dr Matthew Muir. Podolsky began preparing fresh meals for her dog in 2015. After it led to her dog recovering from health issues, she decided to partner with Dr Matthew Muir to make human-grade, gently cooked pet food scalable.
This morning, Podolsky came in at #30 on the Australian Financial Review’s Young Rich List, worth $220 million.
In order to serve customers at scale, they have built their own state-of-the-art autonomous factories in Sydney and Melbourne, as well as a robust software platform and marketing tech stack. Luby’s appointment follows a series of significant marketing campaigns run by Lyka. Their efforts have seen them featured on prominent OOH campaigns, TVCs, discussed on ABC’s advertising show ‘Gruen’, and awarded the Good Design Award for ‘Communication’ and ‘Branding and Identity’.
In 2025, Luby joined the Board of the Australian Association of National Advertisers (AANA) in November 2024. He is known for blending creativity with commercial rigour, driving marketing programs including Network Trial, Unlimited Data Weekends and Network Year in Review, lifting both brand value and ROI.
“I’m thrilled to be joining the incredible team at Lyka. They’ve built a standout brand on strong instincts, bold creativity and an authentic commitment to the mission. It’s an exciting foundation and I can not wait to help drive the next chapter of growth with a fantastic team,” said Cam Luby.
