As Head of Marketing - Core Beer, at Lion, Chris oversees a dynamic team responsible for crafting and executing marketing initiatives for Lion's core beer portfolio.

A highly driven professional with experience across Global and AU brands, Allan has an impressive track record of building strong brands and communication campaigns to deliver category and portfolio growth.

As the custodian of iconic brands such as XXXX, Tooheys and Hahn, Chris successfully balances tradition with innovation, ensuring that Lion's beer brands not only maintain their historical significance but also resonate with a modern and diverse consumer base.

Known for his approachability and collaborative spirit, Chris fosters a positive and creative work environment. He values the input of his team and encourages a culture of continuous learning and improvement.

In 2023, Chris and his team set on a mission to reinvigorate Tooheys for the future, including bringing back the ionic “I feel like a Tooheys” jingle for the first time in over a decade. Tapping into the power of music, memory structures and introducing the jingle to the younger generation, this campaign put a clear stake in the ground for the 150 year old brand, that it maintains relevance for the drinkers of today and is very much a brand for the future.

In his "down time" Chris is kept busy by his 3 young sons who's understanding of time management or play/life balance is currently non-existent.