Incubeta promotes Lani Cummins to Managing Director ANZ

Incubeta has promoted Lani Cummins as Managing Director of its Australian and New Zealand operations, as the business expands its presence across Australia and the wider APAC region.

Cummins joined the global digital marketing group during its launch in Australia over 13 years ago and has played an instrumental role in the business’s evolution – from borrowed desks and a five-client roster to a national agency with a growing regional presence.

He has been pivotal in shaping the office’s strategic direction, talent culture, and client relationships – helping grow the business more than fivefold in that time.

"I’m incredibly proud to step into this role," Cummins said. "Our journey has been one of relentless focus on the team and the clients we serve. It’s exciting to lead a business that values trust, creativity, and the ability to move quickly, while always staying true to our purpose. Our people are the heart of what we do, and I’m committed to building a future where they can grow and thrive."

Throughout his leadership, Cummins has helped cement Incubeta Australiasia’s reputation as a market-leading digital partner – expanding its offering beyond paid media into full-funnel creative, data and measurement services.

He has overseen landmark client growth, launching solutions such as Google Marketing Platform reselling, Seamless Search, and creative offerings, and expanded partnerships with industry giants like Google, Meta, TikTok, Snapchat, and Pinterest.

In addition to recent client wins, such as Petstock and Ella Baché, Lani has continued to strengthen long-standing partnerships with iconic brands like Hanes, Bonds, IAG, The Iconic, and Freedom.

Cummins' promotion follows the 2024 appointment of Sam Shennan to CEO APAC, further strengthening Incubeta’s leadership and investment in the region. Together, their leadership reflects Incubeta’s ambition to combine global capabilities with local expertise – delivering high-quality, tailored solutions for brands across diverse markets.

As the APAC region continues to accelerate, with rural and regional areas in markets like Australia driving a new wave of growth, businesses are under pressure to move fast and think smarter. To truly capitalise, they need agile, strategic partners who understand the nuances of local markets and can unlock long-term performance.

Incubeta’s structural evolution across APAC reflects this opportunity, enabling the business to meet shifting demand with greater precision, scalability, and speed – empowering clients to outperform in a growing landscape.

"The APAC region has always been one of momentum and complexity," said Cummins. "Our edge lies in how we respond to that – with creative problem solving, client-first thinking, and strong teams that are empowered to lead from wherever they are. That’s what sets us apart."

As Managing Director, Cummins' focus will centre on nurturing talent, driving performance, and enabling sustainable, long-term growth for both clients and employees. His appointment marks an exciting new chapter for Incubeta in Australia – one defined by strong leadership, national expansion, and a clear vision for the future of digital marketing in the region.

Top image: Lani Cummins

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