My mahi,
01
Organic Initiative – USA Distribution
Created and executed a successful growth strategy for the USA market, with a focus on expanding the brand within the Natural Channel and on Amazon. Built efficient distribution networks, incorporating both distributors and direct shipments from a 3PL to a wide range of retailers in the Natural Channel, including national distribution in Whole Foods. Drove triple-digit year-on-year growth on Amazon by optimising pack sizes, leading to significant improvements in profitability.
02
Argenta Limited – Funding
Argenta is an Animal Health CRO (Contract Research Organisation) and CDMO (Contract Development and Manufacturing Organisation) founded in New Zealand, now operating on a global scale. My role involved securing funding to support the development of novel molecule-to-market innovations. This was a ground-breaking initiative for Argenta, requiring the creation of new processes and engaging stakeholders throughout the journey.
03
Vietnam - Nutriboost Launch
Tasked with launching a range of dairy based beverages in Southeast Asia, a partnership between Fonterra and Coca Cola. A small team acting as a start-up leveraged resources from both organisations, the bottler and third party manufacturers to launch a range in Vietnam within six months.
04
Primo & Mammoth - Profitability
Two flavoured milk brands, underperforming on profitability due to short shelf life. The decision was simple - improving profitability or delete. To improve profitability required a much longer shelf life, two hurdles to overcome were:
Consumers reaction to a longer shelf product, no longer fresh.
Capex requirements
Testing with consumers on flavour profiles along with research found consumers were accepting of the change.
Given capex constraints a partnership was formed to produce the products, this involved working with them to build a specific plant. A successful transition with both brands performing well in the market, with significant margin enhancement and topline revenue growth with enhanced packaging.
05
Monteiths Brewery Redevelopment
A brand deeply rooted in the pioneering history of the West Coast needed to maintain operations in its historic home. However, the existing building was in poor condition and no longer fit for purpose. Funding presented a significant challenge, and like most land in Greymouth, the property was leasehold, adding an additional layer of complexity. To address these issues, an agreement was reached with the landholders to construct a new building under a leaseback arrangement, while the brewery managed the fit-out to create a functional space and enhance its experimental craft brewery credentials. The rebuild also provided an opportunity to create an experience centre featuring a tasting room, brewery tours, restaurant-quality food, and an event space. This transformation secured Monteith’s a modern, purpose-built home to be proud of, solidifying and anchoring the brand.
06
Monteiths Cider - NPD
Cider was having a renaissance in the UK. The question posed was could cider become popular in New Zealand a drink more associated with UK ex-pats not mainstream. For DB breweries the next question was where to produce, what brand, existing or new.
A careful consideration of the various questions and challenges, Monteiths Crushed Cider was launched, using fresh Nelson apple juice - not concentrate, with a crisp taste fitting of the Monteiths Brand. The product was brewed with a third party after an extensive review of producers and product quality.
The product was also shipped to Australia in both bottles and kegs with success. This was a first within Heineken, a cider being launched under a beer brand and learnings were shared globally off the back of this success.
07
Anchor Protein Plus - NPD
Create value in the yoghurt category, encourage men, traditionally low consumers of yoghurt. Greek yoghurts are relatively high in protein, but the current offerings weren’t appealing to men.
Launch Anchor Protein Plus Yoghurt, call out clearly the functional benefit understood by consumers – Protein. Differentiate from other designs with black graphics, a balancing act so not to alienate current women consumers.
08
Organic Initiative - Rebrand
Oi was founded with the purpose of removing plastic from feminine hygiene products. A packaging update in 2022, helped strengthen the brand identity and improved the shopper experience.
09
Anchor - Rebrand
The Anchor brand identity had evolved, driven by a category driven focus rather than brand, resulting in the brand lacking a cohesive presence. A new brand identity was required. The challenges were, taking stakeholders on the journey, ensure the new design resonated with consumers, finding a solution that worked across multiple product configurations. Furthermore, a new enduring identity future proofed to accommodate sub brands and innovation to work. The result a cohesive brand identity, with an iconic watermark pulling together all parts of the core brand and having the ability for sub-brands to exist.