Brand & Experiential Specialist
With 20 years’ experience managing a number of leading international and local FMCG brands, both here and abroad, I’ve seen and been immersed in the commercial tug-of-war between sustainable results and building community engaged brands. That’s why I’m so passionate about building brands through strategies that are based on category and consumer insights. I know it’s insights that make a great idea activation or experience, however I’ve seen great ideas flop, because idea pragmatism hasn’t kicked in.
As a seasoned marketer leading sporting properties that including the All Blacks, Heineken Tennis Open, New Zealand Golf Open, Weet-Bix Kids TRYathlon and the Rugby World Cup, I know it’s important to be able to dive up and down from strategy to on-the-ground detail. And more importantly, it’s about working with a fantastic team that gets the essence of a brand and genuinely cares about how the brand is expressed. This magic formula is what I like to see in action and it’s what makes moments like watching the confident kids that run through the Sanitarium Weet-Bix TRYathlon finish line with their ecstatic parents waiting on the other side.