I’m James
Experienced CMO, Award-Winning Designer, Master Strategist, Relentless Executor
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.
“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.
Ideas are one thing. Execution is everything.
“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’.
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.
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.
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.