Experience

SwayTech

• New Zealand
• Marketing Services
• 1 - 100 Employee

• CEO

  • Aug 2023 - Present

  Auckland, New Zealand Tech CEOs and founders need access to all the help and expertise they can get. In the old world they would hire this in, if they could afford it, and build a function around each leader. In the new world CEOs and founders access marketing expertise when and how they need it, working from within their business, to deliver business outcomes. Goodbye marketing function and hello marketing mindset. SwayTech has developed a new kind of business toolkit: access to a wealth of… Show more Tech CEOs and founders need access to all the help and expertise they can get. In the old world they would hire this in, if they could afford it, and build a function around each leader. In the new world CEOs and founders access marketing expertise when and how they need it, working from within their business, to deliver business outcomes. Goodbye marketing function and hello marketing mindset. SwayTech has developed a new kind of business toolkit: access to a wealth of knowledge, cross-functional marketing experience, diverse marketing skill sets, and our extended partner network. It all starts with marketing strategy – but strategy is nothing without execution. This is when the rubber hits the road: We make sure the strategy does what it should and drives lasting impact in your business. How we help our clients is just a little bit special, something that will help realise our vision of: * Clients partnering with us to get where they need to go faster * Attracting the best marketing talent in the industry, and building a community of exceptional fractional marketers * CEO’s experiencing OUTSTANDING marketing that delivers business results The SwayTech team lives and breathes Kiwi tech. We bring the people, expertise, insights, and network businesses need to scale. Lets start something great…. Drop me a line at mjf@swaytech.co.nz or better still let’s have coffee and a chat

• Head of Strategic Services

  • Jul 2022 - Aug 2023

  Auckland, New Zealand If you’re a CEO in growth mode, one of the hardest marketing challenges to solve might be “what do we need (marketing) to do, in what order and with what resources”? That’s swiftly followed by I can’t afford or can’t justify a CMO (until I see growth). With limited resources, companies go on the hunt for a marketing unicorn(s). At a certain size you think you need and can afford a CMO/Head of Marketing. BUT unicorns don't exist and the moment your Head of Marketing starts… Show more If you’re a CEO in growth mode, one of the hardest marketing challenges to solve might be “what do we need (marketing) to do, in what order and with what resources”? That’s swiftly followed by I can’t afford or can’t justify a CMO (until I see growth). With limited resources, companies go on the hunt for a marketing unicorn(s). At a certain size you think you need and can afford a CMO/Head of Marketing. BUT unicorns don't exist and the moment your Head of Marketing starts they will begin to build there function…land grabbing head count and expense budget. Sound familiar?? Thats the old world. In the new world our clients embrace the new ways of working, of having access to marketing expertise when and how they need. In this new world there isn’t a distinction between the operation of the business and the role of marketing. I'm building a community of Fractional Marketers that work inside our client's business, applying the "thinking" to accelerate the "doing" If you think we can help or you’d like to talk about joining the Swaytech team… Drop me a line mjf@swaytech.co.nz



Marketing Association

• Advertising Services
• 1 - 100 Employee

• Convenor of Judges for the NZ Marketing Awards

  • May 2018 - Present

  Working closely with the Marketing Association in preparing for and running the judging of entries



MJF Marketing

• Director/Fractional CMO

  • Mar 2021 - Jul 2022

  Auckland, New Zealand Stepping out on my own and establishing a successful Fractional CMO business is one of the hardest things I have done, but hands-down the most rewarding. I have had the privilege of working alongside some inspirational CEOs, CEO's who are driving change across their organisations in order to achieve growth. From planning, to doing, hiring, bedding in and delivering results - being able to advise, challenge and support CEO's, and their leadership teams, on what marketing should deliver… Show more Stepping out on my own and establishing a successful Fractional CMO business is one of the hardest things I have done, but hands-down the most rewarding. I have had the privilege of working alongside some inspirational CEOs, CEO's who are driving change across their organisations in order to achieve growth. From planning, to doing, hiring, bedding in and delivering results - being able to advise, challenge and support CEO's, and their leadership teams, on what marketing should deliver and then make that a reality is something I am really passionate about. But as a team of 1 there is only so much you can do, so if you want to change something you need to make a change. #beingbrave #deliveringresults Show less



MATTR

• New Zealand
• IT Services and IT Consulting
• 1 - 100 Employee

• Fractional Chief Marketing Officer

  • Apr 2021 - Oct 2021

  Auckland, New Zealand Working alongside the CEO and Chief Product Officer, my role was to bring an objective lens to discussions around strategy, go-to-market & revenue generation. Then building the plan and bringing it to life through communication, collaboration and actions. What did this look like?: → Setting a path for commercialisation and revenue growth of the MATTR VII platform → Building and executing a revenue growth plan that focused on people, brand, digital/social marketing and… Show more Working alongside the CEO and Chief Product Officer, my role was to bring an objective lens to discussions around strategy, go-to-market & revenue generation. Then building the plan and bringing it to life through communication, collaboration and actions. What did this look like?: → Setting a path for commercialisation and revenue growth of the MATTR VII platform → Building and executing a revenue growth plan that focused on people, brand, digital/social marketing and partner-focused sales → Establishing the right processes and infrastructure to support the go-to-market strategy, while hiring the right people to bring it all to life, rightsized for MATTR now and in the future ...all in the context of a start-up that is making the market while setting out to make the internet a safer place for everybody. Show less



MEGA The Privacy Company

• New Zealand
• Technology, Information and Internet
• 100 - 200 Employee

• Chief of Growth

  • Apr 2020 - Mar 2021

  Auckland, New Zealand 215m+ plus registered users, with 100k signing up a day. An NZ global start-up, operating in over 150 countries, experiencing rapid growth in the cloud storage market. I joined to help MEGA solve 2 problems: ✅ Build & implement a plan with clear actions to achieve significant growth ✅ Prioritisation of resources to get above-average returns A greenfields role leading all revenue generation and business development efforts, responsible for business innovation, strategy… Show more 215m+ plus registered users, with 100k signing up a day. An NZ global start-up, operating in over 150 countries, experiencing rapid growth in the cloud storage market. I joined to help MEGA solve 2 problems: ✅ Build & implement a plan with clear actions to achieve significant growth ✅ Prioritisation of resources to get above-average returns A greenfields role leading all revenue generation and business development efforts, responsible for business innovation, strategy, growing an outstanding team of sales and marketing professionals, while serving as a key thought-partner to the CEO, founders and Leadership Team. Key Achievements: 1️⃣ Business strategy: After setting the NorthStar goal, executed a plan to put MEGA on a path to achieve the required growth objectives. 2️⃣ Hired the right people and agencies to build organisational capability 3️⃣ Automate and streamline: Through execution (trial, error, learn, course correct) built a roadmap to implement a sales and marketing infrastructure 4️⃣ New product/market development: Early identification of a new business model that would provide MEGA with new revenue streams. 5️⃣ Reviewed and changed the pricing model: With the goal of improving the customer experience, differentiation against the competitors and increasing the number of paying users. 6️⃣ Measurement to inform strategy: Put in place a dashboard of SaaS measures. These were used to identify key tactics and programs of work to support the newly defined strategy Show less



IBM

• United States
• IT Services and IT Consulting
• 700 & Above Employee

• Chief Marketing Officer

  • Jan 2019 - Apr 2020

  Auckland, New Zealand This senior role brought to play my leadership, strategic thinking, operational excellence and ability to work across many parts of a complicated business to deliver outstanding experiences for our clients. Having a seat on the senior leadership team, meant I played a key role in helping to build a high-performance culture, future proof the business for growth while bringing the marketing and communications teams together to deliver the best possible experience for a range of IBM… Show more This senior role brought to play my leadership, strategic thinking, operational excellence and ability to work across many parts of a complicated business to deliver outstanding experiences for our clients. Having a seat on the senior leadership team, meant I played a key role in helping to build a high-performance culture, future proof the business for growth while bringing the marketing and communications teams together to deliver the best possible experience for a range of IBM clients and Business Partners. I thrived on being a trusted business leader and getting my hands dirty as my teams work to support the strategic priorities of IBM and their Business Partners.

• Head of Commercial Marketing and Market Strategy

  • Jan 2017 - Jan 2019

  Australia/New Zealand The focus of the role was on meeting the needs of non-traditional companies, buyers who are digitally savvy and view technologies like AI, Analytics and Cloud as ways to differentiate themselves in the market. This was all about digital, about brand, about understanding the needs of each buyer and the stories that will capture their hearts and minds. This was a dynamic new role straddling both the sales and marketing organisations across Australia and New Zealand, reporting to the… Show more The focus of the role was on meeting the needs of non-traditional companies, buyers who are digitally savvy and view technologies like AI, Analytics and Cloud as ways to differentiate themselves in the market. This was all about digital, about brand, about understanding the needs of each buyer and the stories that will capture their hearts and minds. This was a dynamic new role straddling both the sales and marketing organisations across Australia and New Zealand, reporting to the Chief Digital Officer and Chief Marketing Officer. I had two teams that worked together to: 1) Identify the needs of the market, at a buyer level, and design marketing programs that not only deliver a world class client experience, but showed up during the different stages of the buyer journey to allow IBM and our Business Partners to deliver solutions that helped our clients be successful. AND 2) Allowed sellers to use latest data analytics, digital and social tools plus digital content to engage with a wider group of buyers. Allowing them to understand how IBM's capabilities can be used to solve client challenges.

• Head of Digital Marketing - Asia Pacific

  • Jan 2016 - Jan 2017

  Working closely with the Asia Pacific Chief Digital Officer, my mission was to market, sell and support customers digitally. Marketing and selling in a way that is different to customers who are supported by face to face sellers and marketing activities. The focus was on new clients and new buyers - the marketing teams I led and influenced were responsible for planning and executing digital marketing activities (many of which were always-on) that map to the client journey, including a… Show more Working closely with the Asia Pacific Chief Digital Officer, my mission was to market, sell and support customers digitally. Marketing and selling in a way that is different to customers who are supported by face to face sellers and marketing activities. The focus was on new clients and new buyers - the marketing teams I led and influenced were responsible for planning and executing digital marketing activities (many of which were always-on) that map to the client journey, including a customer narrative based on the customer’s needs and having the right assets at each stage of the buyer's journey. My teams also supported the digital sellers to ensure they were using the latest tools and infrastructure to socially interact with their networks and digitally engage with buyers when and how they want.

• Head of Response/Lead Management - Asia Pacific

  • Jan 2015 - Jan 2016

  I led a team of 50 sellers/4 managers, covering Australia/New Zealand, Korea, ASEAN and India, to deliver on a 50% year to year target increase in won revenue created from marketing activities. Our mission was to respond to inquiries coming into IBM, be it phone, email or LiveChat AND engage with customers as they respond to a free trial, demo, event follow up, or “gated” asset download. We achieved 66% year to year growth delivering 110% of the target in 2015. It was a huge year… Show more I led a team of 50 sellers/4 managers, covering Australia/New Zealand, Korea, ASEAN and India, to deliver on a 50% year to year target increase in won revenue created from marketing activities. Our mission was to respond to inquiries coming into IBM, be it phone, email or LiveChat AND engage with customers as they respond to a free trial, demo, event follow up, or “gated” asset download. We achieved 66% year to year growth delivering 110% of the target in 2015. It was a huge year, working across all part of IBM Sales and Marketing, and we exceeded targets, expectations AND played a big part in creating many new satisfied IBM customers – something I am very proud of.

• Head of Software Group Marketing: Enterprise/MidMarket & Channels

  • Jun 2012 - Jan 2015

  Auckland, New Zealand I worked closely with the world wide teams to help localise plans for IBM Software in Asia Pacific/IBM's Growth Markets (MEA, CEE, LA + AP). This was done by providing guidance and direction in setting strategy and programs to support the needs of the local markets while ensuring business objectives were being met. Key responsibilities were to look at offerings that helped address the needs of the local clients, while ensuring local sales teams had the skills and capability needed to… Show more I worked closely with the world wide teams to help localise plans for IBM Software in Asia Pacific/IBM's Growth Markets (MEA, CEE, LA + AP). This was done by providing guidance and direction in setting strategy and programs to support the needs of the local markets while ensuring business objectives were being met. Key responsibilities were to look at offerings that helped address the needs of the local clients, while ensuring local sales teams had the skills and capability needed to close and implement the deals. A key achievement was to see planned and predictable growth against the offerings selected and to identify actions to correct issues as they emerged. I was also responsible for the Asia Pacific/Growth Markets Co-Marketing program. I worked closely with the local ecosystems teams and business partners to use these funds to help our partners grow revenue and ensure they remain profitable, with digital and social marketing campaigns being a key focus.

• Head of Marketing/Communications & Citizenship

  • Oct 2008 - Jun 2012

  The role reported into the IBM NZ Managing Director, and takes functional guidance from the Director of Marketing/Communications Australia/New Zealand (A/NZ). The position is part of the New Zealand Leadership Team and the Australia/New Zealand Marketing Strategy Team. With 15 direct reports, I had accountability for developing, setting and executing the New Zealand marketing/communications strategy and business plan.

• Australia/New Zealand MidMarket Marketing Manager

  • Feb 2007 - Oct 2008

  This role represented an opportunity to help build IBM’s A/NZ business strategy to grow small and medium business revenues. This required me to increase the scope of my IBM experience by familiarising myself with the Australian market as well as the IBM A/NZ and global management teams. Program management aspects of the role saw me taking program guidance from global teams and then working alongside local management to ensure alignment to local business priorities. The role and… Show more This role represented an opportunity to help build IBM’s A/NZ business strategy to grow small and medium business revenues. This required me to increase the scope of my IBM experience by familiarising myself with the Australian market as well as the IBM A/NZ and global management teams. Program management aspects of the role saw me taking program guidance from global teams and then working alongside local management to ensure alignment to local business priorities. The role and associated global program (Express Advantage) was new so it was important to create an internal drumbeat and to educate multiple teams on what the program was; what it meant to sales teams and how the program would enable and support them in achieving sales targets. This required me to create a vision and bring the program to life via a 360 degree marketing/communications campaign.

• NZ Channels Marketing Manager

  • May 2005 - Feb 2007

  My prior experience in one of New Zealand’s largest resellers provided me with the skills to create the IBM NZ channel marketing function. This was a crazy busy role. Some of the big things I did: - IBM Business Partner Awards. Came up with the concept and brought it to life. - Set up and ran over 20 co-marketing campaigns, each year, delivering good quality leads for our business partners and IBM NZ



CIRET - Interdisciplinary Centre for Research and Expertise in Telemedicine and eHealth

• Consultant

  • Aug 2016 - Aug 2016

  Dakar, Senegal (Africa) A pro-bono consulting project based in Dakar as part of IBM's Corporate Services Corp. I was one of a team of 4 who worked with the Ministry of Health/Social Action and the Ministry of Higher Education to build an action plan for an eLearning program that would help improve health outcomes across Senegal. A key consideration was to leverage existing infrastructure & to focus on maternal/infant health. This meant understanding the key issues to drive data collection that would support our… Show more A pro-bono consulting project based in Dakar as part of IBM's Corporate Services Corp. I was one of a team of 4 who worked with the Ministry of Health/Social Action and the Ministry of Higher Education to build an action plan for an eLearning program that would help improve health outcomes across Senegal. A key consideration was to leverage existing infrastructure & to focus on maternal/infant health. This meant understanding the key issues to drive data collection that would support our conclusions and recommendations on how digitally based learning programs would be delivered to health workers at all levels. A key deliverable, was an action plan/roadmap on what was needed to run a pilot program that could expand to cover all areas of health throughout Senegal. A hugely challenging but rewarding experience. Show less



NZTech

• IT Services and IT Consulting
• 1 - 100 Employee

• Board of Directors

  • Jul 2011 - Jul 2013

  Board member representing IBM NZ and the tech sector to the NZ Government



Computerland

• Head of Marketing and Communications

  • 2002 - 2005

  With revenues of $150m, across four corporate and five regional offices, I established and ran a successful marketing function within one of New Zealand’s largest IT solution providers. Growth was achieved by narrowing the business focus, broadening skill sets, implementing new development processes, and developing a “build once sell many” business model. We had some great successes: - IDC’s highest mindshare rating (above HP, Microsoft and Telecom) for IT Solution providers in… Show more With revenues of $150m, across four corporate and five regional offices, I established and ran a successful marketing function within one of New Zealand’s largest IT solution providers. Growth was achieved by narrowing the business focus, broadening skill sets, implementing new development processes, and developing a “build once sell many” business model. We had some great successes: - IDC’s highest mindshare rating (above HP, Microsoft and Telecom) for IT Solution providers in 2003. - Established and ran a national vendor funded seminar series (BizGo). This was aimed at increasing the awareness of the Computerland brand and shifting market perception from a PC reseller to a system integrator. - Facilitated the flow of information from corporate and regional sales teams to Computerland Marketing on recent client implementations in order to drive national PR opportunities. - Supported nine regional offices providing marketing expertise to help achieve business objectives Show less



Ceritas Digital

• Marketing Communications Manager

  • 2001 - 2002

  After the re-brand we needed to deliver on the brand promise (to all stakeholders). So working at senior management level I delivered marketing and business solutions which allowed Ceritas Digital to grow via new product and market development.



Turing Solutions

• Marketing Communications Manager

  • 1999 - 2001

  As Turing Solutions became more sales oriented, and began to develop a stronger relationship with Computerland New Zealand, a marketing function was required. So I became solely responsible for all external and internal communications as well as supporting business development and account managers in their respective roles. I took sole responsibility for the re-branding of Turing Solutions to Ceritas Digital and of the implementation of the new business plan and go-to-market strategy… Show more As Turing Solutions became more sales oriented, and began to develop a stronger relationship with Computerland New Zealand, a marketing function was required. So I became solely responsible for all external and internal communications as well as supporting business development and account managers in their respective roles. I took sole responsibility for the re-branding of Turing Solutions to Ceritas Digital and of the implementation of the new business plan and go-to-market strategy. This was an intense and full-on project but taught me a lot about stakeholder management and communications. Show less



Zygo Design Ltd

• Managing Director

  • 1998 - 1999

  It was still the 90’s after all and everybody needs to experience owning and running a small business. So whilst completing my last year at university, me and a friend established this specialist website design and interactive marketing company. What a ride, a fantastic experience and a very good way of securing a job in a tough market….by selling the company.