Archetype promotes Simon Lesch to newly created Head of AI & Transformation role
Archetype Australia has announced the promotion of Simon Lesch to the newly created role of Head of AI & Transformation, reflecting the agency’s commitment to future-proofing its service offering and client impact in an increasingly AI-focused marketing landscape.
Formerly Head of Digital, Lesch’s new role reflects Archetype’s AI-Forward outlook, as it embeds artificial intelligence across its operations, streamlining internal processes, enhancing creative execution, and elevating client outcomes. The move signals Archetype’s intent to not just keep pace with industry change, but actively shape it.
“With a keen interest in AI, automation and operational design, Simon has already played a critical role in rethinking how our team works smarter,” says Archetype Australia Managing Director Liz Weselby. “In his new role, he’ll lead initiatives that give both our clients and our own team a head start in the AI-Forward economy.”
The role comes at a time when the marketing industry is undergoing rapid technological transformation. From generative content to predictive analytics, AI is not just a tool, it’s becoming the foundation for scalable, insight-led marketing strategies.
Lesch is working closely with the content marketing team to leverage AI workflows that enhance and streamline the work of content experts within the agency. He has already helped implement a proprietary AI strategy at Archetype, leading internal training and upskilling programs, developing a custom LLM to streamline agency workflows, and deploying client-facing GPT tools, driving operational efficiencies, accelerating content delivery, and laying the groundwork for a scalable, AI-enabled service offering.
Archetype’s clients, ranging from global tech brands to sustainability organisations and fast-growth scale-ups stand to benefit from Simon’s remit, which includes developing bespoke AI enablement pathways and identifying opportunities for marketing process innovation.
“Our aim is to bring marketing into the next evolution, not just for ourselves, but for every client we partner with,” says Lesch. “We’re blending AI with human creativity to deliver faster, more adaptive campaigns. It’s about building intelligent foundations today for the challenges of budget cuts and restructure of the industry.”
This role change is part of a broader transformation strategy across the Archetype network, designed to align with the evolving needs of marketing, communications, and innovation leaders in the APAC region.
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