I’m James
Experienced CMO, Award-Winning Designer, Master Strategist, Relentless Executor

Smiling person in a dark blue shirt on a plain background.

Fucking amazing – man you are good James, so bloody good. I’m a great judge of great work having surrounded myself most of my life with the best creative people – and you are truly world class.”

Geoff Vuleta, Ex Worldwide Board Director,
Saatchi & Saatchi, NYC

“

CMO
I’m relentless in building rapid, non-linear growth and ‘moving the needle’ for category disruptors.

CEO
Developed a new approach to brand positioning, product development and solving complex systemic problems

CSO
Developed Award-winning strategic growth initiatives across many industry sectors

Build hyper-functional companies at any phase

  • Validate idea, build an MVP, secure funding, focus on customer acquisition, keep costs low, and iterate quickly.

  • Streamline operations, enhance customer experience, invest in marketing, expand team strategically, ensure product-market fit, and maintain financial discipline.

  • Maximise valuation, ensure clean financials, prepare for due diligence and negotiate favourable terms.

Collage of slides from Neo's visual standards guide featuring colorful text, a cat, branding strategy, typography, color palettes, logo design, and creative phrases.
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“What I admire about you is you’re creative in every way, but you’re also ops and execution – quite the package.”

Kevin Roberts, Ex CEO
Saatchi & Saatchi, NYC

Approach

Systemic Brand Building

I have developed a 7-step process for achieving non-linear growth. It’s been rigorously tested, sharpened and applied across various industry sectors. In my experience, implementing all seven steps is critical for achieving optimal results. Omitting even one or two steps can significantly jeopardise outcomes.

Text on a pink background reads: 'Start with a hybrid 'first principles' + 'design thinking' methodology.' An icon with layered stones inside a green circle is on the left.
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Icon of a flexed bicep next to text reading 'Create an appetite in the organisation for bold change and non-linear growth' on a pink background.
Text on pink background: "Apply a next-gen brand development, through a storytelling lens." Icon of a book with a wand and stars.
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Ideas are one thing. Execution is everything.

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“James sets the bar for excellence so high that few can get close – from retail to telco, travel to banking, and across continents, he’s nailed it every time.”

Petra Davidson, VP Customer Experience
Panzura, San Jose

Experience

A 25-year history of success and failure (with a strong batting average).

Inhouse

  • Developed challenger bank’s brand, CVP and managed capital fundraising

    Raised $15m in pre-launch seed funding, 2022

  • Ao Skincare end-to-end brand development.

    Winner, New Zealand International Business Awards 2019

    Ao Skincare - reinventing the 3-step moisturising system developed in 1968

    Winner, Best Skincare, Indie Beauty Awards, USA, 2019

  • Developed nationwide comms strategy, while concurrently lobbying the New Zealand government to fund mass awareness of Macular Degeneration

    Increased awareness in New Zealand from 43% to over 63% in just 2 years

    Winner, “Public Good Award” Best Awards New Zealand, 2015

    Major contributor to Incidence research through Deloitte and Ernst & Young

Contracted

  • Brand launch

    Winner, New Zealand Marketing Awards 2017

  • SME Business Division 5-year strategic plan for rapid growth

    Revenue grew from $53m (2009) to $220m (2017)

  • Sustainable packaging that takes on a new life

    Winner, Best Design Awards, New Zealand, 2014

  • Helped to change the internal culture from one of bank ‘branches’ to an organisation competing as a massive chain of high-street retail ‘stores’.

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CMO, Neo Bank – New Zealand
2020 - 2024

Brand launch and activation of fintech startup ‘Neo’

Neo is a tech platform and non-bank lender with global aspiration – Neo is not a bank, it’s better. Neo’s value proposition - home loans that don’t cost the earth – lower rates, no locked-in contracts, rapid approvals.

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Co-Founder & CEO, Ao Skincare – USA
2015 - 2019

Expansion of Ao Skincare into the US market

Ao is a New Zealand-inspired, US-based ‘next-gen’ skincare brand for people craving efficacy and transparency.

Ao challenges the 3-step moisturising system developed in the 60’s – one that is still widely adopted by most skincare brands today. Instead, Ao takes a radically different approach to skin health.

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Trustee & Board Member, Macular Degeneration NZ – New Zealand
2013 - 2023

Moving the needle on the reduction of blindness through mass awareness

Macular Degeneration is the leading cause of severe vision loss. 1 in 7 people over 50 are affected. Early detection is crucial as the window for treatment closes rapidly. MDNZ is a charitable trust dedicated to raising awareness and advocating for funded treatments.