Luke Sherwin | Insights from a Global Marketing Leader

In our latest Q&A session, we hear from distinguished QUT alumnus, Luke Sherwin, whose academic credentials are as impressive as his global career achievements. With a Bachelor of Business, Master of Business, and a Graduate Certificate of Business Administration from QUT, Luke has built an illustrious career as a Chief Marketing Officer. His extensive experience - spanning over 17 years and various continents including New York, Switzerland, and Australia - has allowed him to master the art of digital strategy, branding, transformation, and leadership.

Luke's work in marketing has been widely recognised for its innovation and effectiveness, his achievements have been honoured with multiple accolades such as MUSE Creative Awards, The Marcom Awards, and The Content Marketing Awards. Luke has also been a generous advocate for QUT, coming back to speak at various events, like The Future You Summit, for new and incoming students as a way to inspire them toward an exciting future in the real world.

In this interview, we explore Luke's insights on the evolving digital landscape, delve into the essential skills that drive his success, and discuss his commitment to lifelong learning. Join us as we gain valuable perspectives from a seasoned expert at the forefront of marketing innovation.

Are company websites still an important and relevant marketing tool?

With Google's reversal of their cookie policy - by retaining third-party cookies - websites continue to be relevant and need to strive to deliver personalised, engaging experiences that consumers want.

What’s one skill you couldn’t live without and why?

Storytelling. Working with large volumes of data and analytics and being able to convey insights in a clear, concise and compelling way is essential.

With various university qualifications to your name, you must enjoy continuous learning! Do you have any future study plans?

I'm a life long learner! With all the advancements and rapid evolution in the digital space it is essential to stay informed and connected regardless of how you learn, whether it's formal training, podcasts, executive education or hands on skills. Discover how you learn and keep those skills sharp.

What is a question you most often get asked?

One of the most frequent questions I get asked is about how to build an international career. It’s a great question because it shows the passion and spark that will be needed to help drive your global journey. Here's the advice I would give to that question:

1. Get actively involved during your studies - whether it’s an exchange or volunteering - as this can help inform where you want to end up.

During my time at QUT, I was lucky enough to be selected to compete at the John Molson International MBA Case Competition in Montreal, Canada, and was also awarded as an International Scholar Laureate where I attended a Global Business Delegation in China. These experiences helped open my eyes to the global possibilities that exist.

2. Build a strong network. This is also critical – reach out to others and learn from people outside of your traditional network and location. Connect with people who work in roles you are interested in, or who work at companies you are curious about.

This will help you see life through their lens to better understand the journey, fuelling your own development pathway. There will be a time – both daunting and exciting – when you will need to take the leap and commit to your goal which may mean moving overseas to take the next step in your career. It can feel overwhelming at the start, so you must remember that you are pushing yourself to position yourself in the “right room” to achieve your goals and dreams and that can help you overcome the nerves. Also, knowing that there are people out there to help and support you – when I was working in New York there was a QUT Alumni event that I attended that helped not only build my network, but also reaffirmed that I was not alone in the journey.

3. Remember, there is no “perfect time”. No matter how much you prepare, save and plan you may never feel truly “ready” but you just have to say yes, commit and go!

You are an active member of QUT’s alumni community and always keen to give back to the next generation by mentoring. Why do you think that’s important?

Being actively engaged with the next generation is critical, not only from a developmental and growth perspective for mentees but also as a mentor as it helps you learn and understand what the next generation wants from their leaders. It’s a two-way street where you can gain new perspectives and ideas, while learning to become a better leader at the same time as helping to shape the leaders of tomorrow by encouraging, supporting and offering constructive feedback for how they can achieve their goals.

From presenting to the Capstone and Graduating Business School students to the Future You Summit with hundreds of high-achieving students from across the State, the future is bright with engaged, curious, empathetic and dynamic minds.

Luke Sherwin

QUT degrees - Bachelor of Business (2006), Master of Business (2010) & Grad Cert of Business Administration (2015)

Have a question for Luke? Connect with him on LinkedIn.