The success I have enjoyed has been because of the teams that I have been fortunate to lead. No more so than at Spark have I seen this in action and learnt the greatest amount about how to thrive in a complex organisation. These many differing teams of people have extended my ability to push the boundaries and succeed in this competitive marketplace. This has been the catalyst to wanting to further my career and understand so much more of the bigger picture while playing a bigger part in it.

Work History

Work History

Head of Smart Cities/IoT

Spark New zealand
Dec 2015 - Present

Moving to the B2B side of the business to working on how Governments and Businesses build in the IoT economy and enable this with the numerous Spark platforms seamlessly. The Internet of Things (IoT), the capability it will enable and the speed with which this will occur will be staggering. When you overlay this over all of the assets such as Putti, Jasper, Spark Digital capabilities and other new platforms then Spark will enable this with pace across New Zealand. This role will work to ensure that technology and data are driving change, making the best use of resources and building confidence to make the bold decisions that will be required in the new economy. 

Head of Mass Markets

Spark New Zealand
Oct 2012 - Dec 2015

Managing over 50% of the prepaid channel acquisition via Mass Market Retailers with over 400 storefronts. Newly won JB HiFi from Vodafone in March 14 and have 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.  Combine this with the newly won Progressive Enterprises and Foodstuffs via all frontages and it's been a busy 12 months.  Total serviced storefronts including Mass market, Grocery, Route and Convenience number over 4k. Total of 13 staff supported by this category and that includes the management of the top-up pin system for all NZ top up points via electronic distributors.

Then....we faced  one of the biggest re-brands taking Telecom to August 2014.

National Sales Manager Consumer

LG Electronics NZ Limited
Oct 2011 - Oct 2012

After the longest interview process of my working life I returned to Consumer Electronics to work for LG reselling in house white-ware, all consumer electronics, consumer and commercial air conditioning and managing the commercial sales function. This role has 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 2009 - Sep 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 2006 - Mar 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 2004 - Mar 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 2002 - May 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.

Manager - Vaio Computing

Sony e-solutions
Jan 2000 - Apr 2002

Reporting to the General Manager - esolutions

  • Responsible for the online and call centre sales for all notebook, desktop and accessories across 17 European Countries. This included managing the Call Centre staff based at a remote building in the Netherlands. There were 51 personnel involved in the Call Centre.  Vaio product was responsible for in excess of 90% of the turnover for both Call Centre and online.

Senior Manager - Vaio/IT/Mobile

Sony New Zealand Limited
Jan 1994 - Dec 1999

I moved to Sony after returning from overseas in 1993. I was head hunted to work for Sony based on a successful sales career with Panasonic. 

  • After 14 months in a sales role I was transferred to manage the Personal and Mobile Communications (PMC) that was running under loss conditions. In less than 2 years running a great team we were able to turn this into the most successful division within Sony based on ROI, inventory days, debtors and labour return. I was then moved into IT and subsequently took over the Media and Vaio Computing product groups. This culminated in being made a Senior Manager running all the non-consumer categories (except broadcast). 

Expertise and Experience

  • Building and managing complex timely strategic structures and planning.
  • Driving change with ultra pace and managing multiple stakeholders with differing requirements.
  • Driving a fast paced Sales environment and hitting the number.
  • 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.
  • Delivering a sales number online and offline. Managed Sonystyle margin back from lost to profit. 
  • Understanding of digital medium, paid search, SEO, organic web patterning, analytics and traffic to conversion.
  • 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 1980 - Dec 1984

School Certificate and University entrance both by exam - all subjects



Patrick Butler

Pat's outstanding characteristics are passionate enthusiasm, intelligence, creativity, drive and tenacity. He was my European colleague in the Sony Direct Sales business, an extremely tough and fast-moving environment. Pat was a force for change and growth in the business. He was passionate about developing e-commerce. He was practical and able to deliver solutions that worked, when others tended to offer more in the way of opinions than results. 

Interests, Awards and Achievements

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 for B.Com.

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

2003  Global Leadership finalist - Vodafone Global Group.

2001  Green Belt Six Sigma.

1989  Outward Bound 26 day course.

1988  Naturalised Dutch Citizen (retained NZ citizenship).

1987  Toyota Rally WRC Testing Team

Love property,cycling, anything fast and family time.