Creating Commercial Clarity for Technical Companies
I've spent 25+ years helping B2B manufacturing and technology companies figure out their commercial strategy. By applying a deep knowledge of strategic theory and frameworks, and then by stepping up, getting my hands dirty, and working alongside teams to build things that actually work.
Most of my clients are brilliant engineers, innovators, or technical founders who know they've built something valuable but are frustrated with the commercial side of business:
Marketing feels like a foreign language. Sales conversations are harder than they should be. Customers aren’t as happy as they should be. Growth has stalled despite having genuinely great products.
That's where I come in. I help translate technical brilliance into market success.
How I Work
I'm not interested in creating pretty strategy documents that sit in drawers. I work with you to implement, measure, and optimise until you see real results.
My approach is shaped by manaakitanga - a Māori concept that means genuine care for people and long-term thinking.
In business terms, this means I'm focused on building sustainable success across marketing, sales, product, and customer service, not implementing quick fixes with band aids.
What this looks like:
Honest conversations about what's working and what isn't
Building capabilities in your team, not creating dependency on consultants
Focusing on sustainable growth that makes sense for your business
Taking time to understand your market and cultural context
Where I've Done This Before
I've worked with companies from early stage founder-led start-ups through to global leaders, across New Zealand, Australia, Europe, North America, and Asia.
Here are a few of my achievements.
FRAMECAD
Led the transformation from traditional construction supplier to technology platform provider. Delivered 98% revenue growth over three years through clearer positioning and digital transformation.
TOMRA Food
Built and led global marketing operations across 5 regions. Achieved 40% cost reduction while increasing lead generation by 25%.
GN ReSound NZ
Took the company from #3 to #1 in the New Zealand hearing aid & diagnostic equipment market through integrated commercial strategy and innovative sales & marketing activities.
Multiple Manufacturing & Technology Companies
Successfully integrated commercial functions during market expansions and new product launch activities. Broad cross-section of manufacturing, tech, and industrial technology companies
Complex Business Integrations
Successfully merged five distinct companies while maintaining operational performance. Managed commercial integration across diverse product lines and market segments.
Global Marketing & Commercial Leadership
Built, developed, and led cross-functional teams across New Zealand, Australia, Europe, North America, and Asia.
Specialized in B2B manufacturing, technology, and export companies navigating complex international markets.
Background & Credentials
Professional:
Fellow of the Chartered Institute of Marketing (FCIM)
Chartered Marketer (CMktr)
25+ years international commercial leadership
Personal:
Ngāpuhi/Ngāti Hineira
Based in Auckland
Working with companies locally & globally
Industry Focus:
Manufacturing • AgTech • FoodTech • Construction Tech • Medical Devices • Food Processing
Ready to Chat?
Every good working relationship starts with understanding whether we're a good fit for each other.
From there, we design an approach that makes sense for your situation, timeline, and goals.