Callum Lovell joins the Contented board

Growth marketing leader Callum Lovell has joined the Contented board as a board observer, through the OnBoard programme.

If you spend any time around the New Zealand tech scene, you've probably crossed paths with Callum. He's all about driving acquisition, retention, and revenue growth for technology companies across agtech, music, and healthcare — from early-stage startups to global platforms serving millions.

He led the growth team at Serato as the company moved into SaaS, building deep product-led growth from demand generation and monetisation through to onboarding and in-app retention. He helped fuel Halter's hypergrowth and came back as a strategic advisor to support its US launch. He has built dual-sided growth engines at BeatStars, and today he's Head of Growth at Carepatron.

The thread running through all of Callum's experience is his commitment to building growth engines that compound over time, not chasing quick wins.

We've been lucky enough to have Callum's thinking in our orbit for a while now. He's the kind of person who sends through pages of sharp, generous musings on a weekend and gets you pumped about the future. A lot of what he's brought already shapes how we think about product-led growth Contented: mapping our full funnel from awareness to paid before pouring money into marketing, finding moments to build our story around, and framing our value as time given back rather than hours recorded. It's practical and customer-first. Like us!

What we love most is that he gets what's underneath all the strategy. Contented has always been about putting people before technology, and building software that makes work feel more human, not less. We believe the age of AI will be defined by taste, by care, polish, and human touch, and that the companies who win will be the ones who sweat those details. Callum thinks the same way.

The role itself is part of OnBoard NZ, a one-year programme that pairs board observers with growing companies and runs quarterly workshops on governance fundamentals. Its mission is to build a pipeline of tomorrow's start-up directors, and we're proud to be part of it.

Welcome aboard, Callum. We're lucky to have you watching closely and pushing us harder.