Incubeta Announce Lani Cummins as Managing Director ANZ

Global digital marketing group Incubeta is proud to announce the appointment of Lani Cummins as Managing Director of its Australian and New Zealand operations, marking a new chapter for the business as it continues to expand its presence across Australia and the wider APAC region.

Joining Incubeta during its launch in Australia over 13 years ago, Lani 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.

Lani 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,”

Lani 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, Lani 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.

Lani’s 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 Lani.

“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, Lani’s 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.

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About Incubeta

Global marketing agency, Incubeta, empowers ambitious brands to harness marketing as a key driver of sustainable growth and long-term business success. With over two decades of experience and a global presence spanning 18 offices, Incubeta partners with leading brands like L’Oreal, ING, M&S, Les Mills, and Beiersdorf to transform complexity into clarity, drive innovation, prove value, and achieve measurable growth.

Through its Seamless Approach, Incubeta removes barriers that hold marketing back and unlocks its full potential. By integrating creative, media, data, and technology across platforms, partners, and teams, Incubeta delivers transformative strategies and business impact - driving growth, improving efficiency, and redefining what marketing can achieve.

More than just solving today’s challenges, Incubeta empowers businesses to outperform targets, exceed expectations, and outpace competitors. Discover how Incubeta redefines the possibilities of marketing at incubeta.com and follow them on Instagram, X, and LinkedIn.