Ashleigh Murray

SVP eCommerce (Global), Lyre's Spirit Co

Tell us about where you work and what you do there.

I’m part of one of the fastest growing new consumer products of all time. I worked with BigCommerce to aggressively roll out a global “winners takes most” eCommerce land grab, opening 26 countries in just 2 years. Lyre’s is now positioned to completely own the non-alcoholic spirit space globally, providing the answer to an ever-growing demand.

I previously worked in eCommerce for FMCG, Pharma (Bioglan), Beauty (Jurlique), Home renovation (Amber Tiles), tourism (Sydney Attractions Group), events (Royal Easter Show) and more. I also ran my own consultancy for a number of years with clients like Trivett automotive group, DJO Global, Blackbaud, Sydney Airport and others.

Recent accolades include the website being featured in Forbes Magazine, taking “international conqueror” at the Australia ORIA awards, and I was a finalist for the Salesforce Digital Marketer of the Year – Women In Digital Awards for 2021.

How would you describe yourself?

I am someone who is passionate, driven and who loves the team and environment I work in. I feel fortunate that Lyre’s is such a supportive environment when it comes to balance, which enables me to partake in my favorite hobbies like singing, dancing, and acting lessons. In particular, I love musicals, and love that my colleagues support these artistic passions of mine.

In my downtime, I enjoy drawing and running myself a hot bath. When it comes to charities and causes, mental health and animals are where I focus my efforts for the community, volunteering for Beyond Blue and fostering rescue dogs.

What qualities do you think a great marketer needs to have?

The ability to cultivate the softer skills of compassion, creativity and calm, having a solid understanding and awareness of psychology and human behavior. This not only makes you a great leader but a great marketer — to not only appeal to behaviors of your customers, but provide an experience that makes their experience as easy as possible.

Cultivating compassion, creativity, and calm not only makes you a great leader but a great marketer.

Ashleigh Murray

SVP eCommerce (Global), Lyre's Spirit Co
Ashleigh Murray

What do you think has been your biggest professional success so far?

Building and running a happy, high performing team that feels like a family. Having a healthy, happy team that loves what they do has been the most rewarding achievement for me. Seeing them shine and be proud of what they are doing is such a pleasure.

What goals do you have for 2022?

Step out of the day to day. Focus on the big picture more and find more work-life balance this year.

What do you think is the next big trend in eCommerce?

Voice — being able to purchase our products and add to cart all via voice. But I’m also interested to see how businesses enter the world of crypto, NFTs and the meta verse as well.

Name an eCommerce brand you admire and why.

Booktopia. Their UX is always strong, a really easy to use website.

What do you geek out over?

Musicals and dogs.