Livewire announces new executive appointments to support global expansion


Lionel Sim, Sarah La Roche and Michelle Sheehan will lead the team

Australian-founded gaming marketing and gametech company, Livewire has appointed its new senior executive team to lead its global operations.

Leading the operations will be US-based chief commercial officer (CCO) Lionel Sim, Australian-based COO Sarah La Roche and chief financial officer (CFO), Michelle Sheehan.

These new roles will support Livewire’s rapid expansion into new markets following its launch in Australia, South East Asia, DACH (Germany, Austria, Switzerland), North America and India.

This comes after the company received a $4.7M Series A funding raise and the announcement of brand partnerships, including with Uber Eats, Amazon Music UK, NBL League on its landmark deal with the NBA 2K League and Dell’s Alienware Arena Series.

See also: Livewire announces expansion into the US and DACH markets

Lionel Sim has 15 years’ experience working with high-growth startups across the US, APAC and Europe, as well as the world’s leading technology companies, including roles driving global commercial go-to-market strategies, global partnerships and marketing teams for Apple, Tencent and TikTok.

As global CCO, Sim will be responsible for all commercial partnerships globally, including revenue and client services, identifying and expanding strategic commercial capabilities across key markets and developing innovative and bespoke client solutions.

Melbourne-based appointment, Sarah La Roche, has over 20 years’ experience leading teams and driving global growth for emerging and established businesses, including 10 years in London working with Philippe Starck’s YOO as well as at M&C Saatchi as a director on clients like Spotify and Peroni Nastro Azzurro.

Sarah La Roche

She has extensive experience in Australia working with globally scaling technology businesses such as Unlockd and Smiling Mind. La Roche will oversee business operations, product & engineering, marketing and people & culture functions, streamlining processes for growth and communications to evolve the Livewire brand.

Melbourne based, Michelle Sheehan has 17 years’ experience working in senior finance roles with global financial and advertising companies including KPMG, Havas, Cummins & Partners and most recently, with global SaaS provider, CSG. Sheehan will oversee Livewire’s financial governance structures, reporting and capital-raising activity supporting continued global expansion.

Livewire CEOs and co-founders Brad Manuel and Indy Khabra said: “The growing strength of Livewire’s senior leadership team is integral to our successful expansion into global markets. The appointment of such credentialed leaders ensures we have expertise in the right areas of the business, enabling Livewire to continue building its global partner network and attracting great people to the business.”

Top image: Lionel Sim

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