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I have never been afraid to take a risk in altering my career path. In 2015 I made a conscious choice to change after 20 years in retail management because I loved technology and what it enabled. I wanted to also think more like an entrepreneur and behave accordingly. I got to start up Spark's IoT business in the Ventures space and build the business case for the first network LPWaN in New Zealand. It gave me a taste for both commercialising new technologies and new business approaches. It proved to me that people and learning are what I want to focus on to enable this. I love leading great teams, and learning from brilliant people. 

Work experience

Director - Commercialisation and Product

NEC New Zealand
June 17Present

Started with NEC and wrote a change business case and was promoted to deliver it

  • Re-built the core purpose of the Smart Cities and now re-building the Biometrics product base
  • Productised the Smart Cities product into Network, device, platforms (software) and visualisation approaches. 
  • Developed the product approach for other channels extending the Smart Cities stack into core verticals. 
  • Developed core partnership programmes with 2Degrees, Auckland Council and a number of other government agencies

Head of Smart Cities/IoT

Spark Ventures New Zealand
Dec 2015Apr 17

Lead the Smart Cities approach and team, but quickly identified core vertical marketplaces. Given the mandate to deliver Spark Ventures quickest commercialisation and pathway to profitability. 

Working with an incredible technical resource we have

  • Built and tendered the overall strategy for IoT within Spark for the SLT (senior leadership team)
  • Evolved a network platform recommendation for a new network for low power devices (battery). Managed and wrote  the commercials and outcome for the SLT recommendation. 
  • Build all the consumer commercial modelling for the network matching this across the Sigfox and likely LTE entry approach. Directed Spark how to commercialise the network and compete in this new sector.
  • Implemented a build for Spark first software defined network for Farm Wi-FI. Market size identified as $XXXM
  • Evolved the Thingworx platform commercials as being fit for purpose and available for all parts of Spark to re-sell.
  • Worked with the  Spark Digital and Wholesale teams evolving the channel including multiple Board, Exec and Industry  presentations
  • Partnering - evolving these terms and conditions and managing the new world requirements of intellectual property (IP) and who will commercialise what. 
  • Developed with Uniservices the funding request to MBIE for a data Marketplace partnership over 7 years - first round approval

Spark Secondment - Energy Industry

Spark New Zealand
 Jan 2014Sept 14

Seconded to run a discovery team to final recommendation for Spark to consider Energy market entry. 

  • Lead project through to final presentation to board
  • Ran in house team including all virtual assigned resources for project. 
  • Managed external partners including PwC relationship and outcome
  • Evolved core battery approach and in home approach for future product offering
  • Reviewed all Gentailers and new market entrants to build complex financial modelling and recommendation
  • Worked with EA on approach and likely market place shift
  • This project ran across the strategy team and included resource across core channels within Spark and was the stepping stone for a number of future capabilities/thinking surfacing only now. 

Head of Mass Market Retail

Spark New Zealand
Oct 2012Dec 2015

Bought into Spark to rebuild this channel. Total serviced storefronts including Mass market, Grocery, Route and Convenience number over 4000

  • Managing over 50% of the prepaid channel acquisition via Mass Market Retailers. Bought into Spark to re-energise this channel
  • Completely re-wrote all master trading terms and financial modelling. 
  • Newly won JB HiFi from Vodafone in March 14
  • Successfully launched Pay Monthly into JB HiFi and Harvey Norman and focusing on growing Pay Monthly and entering IPTV pay as you go marketplace with Lightbox and Broadband entry.  
  • Brought Vodafone and 2Degrees to the table and managed a consented entry for the three brands into the Grocery channel to create a combined channel to market for Telco services into Progressive and Foodstuffs Group. 
  • Management of the top-up pin system for all NZ top up points via electronic distributors. Circa $65M including new system deployment.
  • Total of 13 staff supported by this category
  • Then we re-branded from Telecom - Spark

National Sales Manager Consumer

LG Electronics NZ Limited
Oct 2011Oct 2012

I returned to Consumer Electronics to work for LG managing the commercial sales function. This role made me realise that often you can never go back!

This role had 4 direct reports and 7 indirect reports and is tasked with both the sell in and sell through within the retail and commercial sectors in New Zealand, comprising over 250 retail frontages representing and reselling LG product.

  • Responsible for the sell in for both consumer physical/online storefronts and a broad set of commercial partners from Government through to private enterprise.
  • Strategic direction for all retail and commercial channels in cooperation with internal and offshore Korean management.
  • Tasked with ensuring that Retail sell in/sell out programme.
  • Responsible for all terms of trade and financial deliver to P&L
  • Managed the complexity of Australia ownership but NZ leadership

Online Manager

Tourism New Zealand
Jul 2009Sep 2011

After a successful presentation to the CEO and members of the Executive I was appointed to this position with the mandate to run the online team and also the complete re-build of the consumer site This site has over 12 million annual visits in 5 languages and 12 country editions.

  • Ran the re-build project of and all supporting databases which were unchanged for several years. 
  • Managed external relationships between Industry, Operators and Government partners.
  • Managed external contractors involved in architecture, content delivery networks, SEO, analytics and piad marketing to campaign level.
  • Worked closely with the Head of Marketing and Comms to strategise, plan and execute this buid and all campaigning. 
  • Managed the digital agency dealing with multiple sub projects and complexities.
  • Wrote, prepared and delivered the presentations to industry partners and other government partners. 
  • Represented TNZ via forums and digital conferences

Head of Region – EMEA

Fusion Electronics Limited (UK subsidiary of New Zealand Company)
Jul 2006Mar 2009

Reporting to the Chairman – Fusion Board New Zealand

This position was created to expand the company’s markets within the UK and Europe/Russia. In January 08 the role was expanded to manage Asia and the Middle East. The product line up included Marine electronics, Car audio and mass-market consumer electronics.

  • Expanded storefronts representing Fusion from less than 500 to over 2000 across Europe and the UK. This was done over a two-year period and included Europe’s largest retailers in these sectors.
  • Fusion EUA team expanded the operation with an 85% YOY growth in 06 - 07.
  • Managed new line up consumer offering to UK mass retailers including Tesco, Sainsburys, PC World, Amazon and DSG group (Dixons/Currys).
  • Successfully entered the marine marketplace in 08 with the establishment of 7 European distribution partners.
  • Migrated all warehouses to 3PL and outsourced the operation of these warehouses.

General Manager - Marketing

Sony esolutions b.v. Brussels – Belgium
Jun 2004Mar 2006

Reporting to the Director – Online Sales Sony Europe. Reporting levels included Vice President Europe and Sony Tokyo Senior Marketing on a monthly basis.

This position included daily responsibility for product line up, developing and managing the marketing platform both on and offline, together with full web platform responsibility. This extended to 17 country websites, utilising 5 languages.

  • Achieving targeted budgets for the period included revenue, GP, traffic volumes (both paid and unpaid), web conversion to invoice and inventory value/freshness.
  • Managed complex traffic modelling and grew web unique visits by over 65%.
  • Managed a team of 5 staff across the online platform and 5 staff across Marcoms, acquisition, retention modelling and product teams.
  • Devised strategy and managed the future potential for online business to be returned to the country of origin which was the path to profit. 
  •  Secured an exclusive model line up for Sony Style’s online store
  • Managed the total A&P budget, while re-introducing the IIP (Intel Inside programme) that added to our A&P expansion for FY05.

Manager - Consumer Sales/Device

Vodafone New Zealand Limited
Sep 2002May 2004

Reporting to the General Manager of Consumer Sales, with two primary functions:

  • Manage the Consumer Sales Team across the retail environment with 500+ storefronts.This was primarily focused on the prepay and device.
  • Manage the team for all handheld devices sold across all channels. This area of the business produced a combined turnover in excess of NZ$XXXm in FY03.
  • Key targets for the period Calendar year 03 were connection numbers, total device sales, and profitability. The business generated over 50% of total connections for the Vodafone NZ business.
  • Managed a team of 1 in Device Sales, 2 Regional Sales Managers, 3 Key Account Managers and 6 Territory Managers for a total of 12 staff.
  • Renegotiated all device supplier contracts as none in place
  • Rebuilt the retailer marketplace based on reworked financial terms of trade to re introduce significant Vodafone KPIs.
  • Re-built forecasting system delivering 97% accuracy from October 03.

Expertise and Experience

  • Internet of Things complexities across LPWA networks and platforms including Sigfox, LoRaWan, DigiMesh, Thingworx, NB-IoT and numerous others including 3GPP standards.
  • Robust understanding of new IoT modelling and messaging models for low and high power device management
  • Evaluating business models with extreme complexity and in-complete technologies
  • Execution of such!
  • Influence change in complex and broad organisations. Take others' on the path. 
  • Able to understand vast breadth of technologies and evolve strategic deployments and evolve a commercial approach
  • Driving change with ultra pace and manage multiple stakeholders with differing requirements.
  • Driving a fast paced Sales environment and hitting the number both in on and offline business models.
  • Powerful presenting to small and large audiences.
  • Managing organisational change across small to medium teams and quickly re-purposing the teams.
  • Development of complex web build/commerce execution with both a global and multi-language focus.
  • Research driven marketing campaigns/execution across both fast moving consumer goods to broad complex implementations across both traditional and digital channels.


University Entrance

Auckland Grammar School
Jan 1980Dec 1984

School Certificate and University entrance both by exam - all subjects

Interests, Awards and Achievements

2017 Formed own start up business in food sector. 

2015  Created own investment business and currently mentoring numerous IoT start ups and approaches

2014  Financed and opened property development company.

2011  Re-launched site in 4 languages and completely rebuilt databases. 

2008  Contractor to Toyota F1 whilst at Fusion Electronics.

2004  Completed Marketing Major and subsequently B.Com whilst working full time. 

2003  Vodafone Leadership in Action - six month NZ/AU share leadership training

2003  Global Leadership finalist - Vodafone Global Group. 

1988  Naturalised Dutch Citizen (retained NZ citizenship).

1987  Toyota Rally WRC Testing Team

Love property, cycling, anything fast and family time.