About

Our team is composed of knowledgeable experts who have led or taken part in large web projects both in Australia and Internationally.

Our unique experience is derived from major web projects on both agency and client side.

Our strongly agnostic consulting services derive from this extensive experience. As do our high quality agency services such as design, development, data management, and marketing services.
The Playhouse team have interviewed, tested, and analysed ‘best in class’ systems and local subject matter experts in order to bring together an unmatched level of expertise.

We deliver actionable recommendations and advice based on hard data and backed up by decades of experience in both online and offline retail.

Playhouse resources from a team of specialists who hold considerable experience with top Australian retail brands. With over 25 years of Retail Bricks & Mortar and ecommerce experience the Leadership Team is as follows:
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  • Luke Goldsworthy

    Managing Director
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    Luke Goldsworthy

    Managing Director
    Luke G. laid the foundations of his retail experience as Corporate Buyer at the Geelong head office of the well known Australian retailer, Target. In 1997, at the height of a retail technological boom, Luke relocated to Sydney to take on the role of Entertainment/Technology buyer for David Jones, another household name in Australian retail.

    Once in Sydney, Luke's affinity for retail and eye for opportunity led to his involvement as a member of a number of projects within the Woolworths Group addressing such matters as overseas sourcing, ranging, international store programs (India & NZ) and vendor trading. When the iconic ultram Dick Smith brand needed change, Luke was the natural choice. During his time as Head of Buying & Merchandise he helped lead the business through the biggest and most dramatic changes it had seen in years. This work culminated with a new logo sans “Dick Smith” head, a completely new store format throughout both Australia and New Zealand, and the new slogan “Talk to the Techxperts”.

    Luke G. has had over a decade of hands-on experience of all things retail in Australia and New Zealand. This has resulted in a depth of knowledge that underpins much of Playhouse Digital's strategic direction.
  • Luke Hilton

    eCommerce & Omni-Channel Retail Consultant
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    Luke Hilton

    eCommerce & Omni-Channel Retail Consultant
    With more than a decade of Internet experience across a variety of sectors both in Australia and internationally, Luke Hilton has accumulated a wealth of digital expertise from client and agency sides alike. Luke currently heads up the Multi-Channel Retail Consultancy division of The Playhouse Group.

    Luke's most recent client side position was as Ecommerce Manager for one of the nation’s most iconic retail brands, Dick Smith Australia. Luke was a member of the Woolworths ultram Multi-Channel Retail project and was heavily involved in the Digital extensions to the fully rolled out Dick Smith concept stores.

    Luke’s experience spans Australia, Asia-Pacific and Europe – before his foray into digital retail he honed his skills across a broad range of sectors including banking, finance, media and entertainment, where he gained knowledge implementing complex integration projects across Ecommerce, CMS, Analytics, CRM and Email Marketing platforms and systems.
  • Phil Morgan

    eCommerce & Omni-Channel Retail Consultant
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    Phil Morgan

    eCommerce & Omni-Channel Retail Consultant
    Phil Morgan brings a unique range of detailed ecommerce experience in Australia - with 10 years of experience across such diverse aspects as Website design and development, Digital and Email Marketing, Social Media strategy and development, Fulfilment and Logistics strategy, Search Engine Optimisation, Payment gateways, Fraud assessment and Project Management, there is not an aspect of e-commerce Phil has not covered in extensive detail.

    With seven years of retail experience in online with Woolworths ultram Limited, Phil has driven strategy and provided valuable internal consultancy to such brands as Woolworths Supermarkets, Masters Home Improvement, Dick Smith and many more, always acting as the go-to person when consulting on new software and developments in the world of e-commerce. His cost-driven focus lead to the first adoption of open-source website platforms for both content and transactional sites in Woolworths, delivering state of the art results and saving significant project costs.
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