Leadership Team

Our leaders inspire our team to live according to our company values, which include impressing our customers and clients with a truly exceptional experience, innovation, experimenting and learning, being accountable and being positive and fun.


Adam Schwab
CEO & Executive Director

Adam co-founded Lux Group in 2010 and has been the CEO since its formation. Adam is responsible for the day-to-day management of the Group.

Adam has a Commerce/Law degree from Monash University and started his career as a mergers & acquisitions lawyer at Freehills (now HerbertSmith Freehills) before co-founding serviced apartments business, Living Corporate. Adam went on to co-found MyTable, which later became part of Menulog.

Adam is a non-executive director of Myeloma Foundation of Australia (since 2010) and a non-executive director of BlueThumb.com.au (since 2015).

Melissa Fahey

Melissa Fahey
Chief Financial Officer

Melissa joined Lux Group in May 2014 and is responsible for the finance and accounting functions of the Group.

Melissa has extensive experience across e-commerce, corporate development, private equity, financial services and financial markets.

She was previously CFO of Brands Exclusive, Finance Director at APN News & Media (Digital Division), Investment Executive at Henderson Private Equity (UK) and started her career at PwC in Australia. Melissa is a Chartered Accountant and has a Graduate Diploma in Applied Finance and Investment.

Sean Butler

Sean Butler
CEO – Lux Everyday

Sean joined Lux Group in April 2015 following its acquisition of LivingSocial, which he joined in 2011. Sean has responsibility for all local experience websites and their teams, covering Scoopon, Cudo, Deals and TreatMe.

Sean was previously Sales Director and Operations Director at LivingSocial, and prior to that spent eight years as an executive in sales and marketing roles.

Blake Hutchinson

Blake Hutchison
GM – Travel

Blake joined Lux Group in April 2016 and is responsible for the Group’s travel business.

Blake ran Lonely Planet’s business development and licensing business in the US before joining NileGuide, a travel start-up, based in San Francisco. Since returning to Australia in 2010, Blake spent five years building and running GOOD44, an online food, health and wellness marketplace and most recently was part of the Australian leadership team at cloud accounting leader Xero, where he led their Partnerships and New Channels business.