- 2011-2012 - Elite cycling in Europe

During my teen years (2006-2012) cycling was my life. I rode for New Zealand age group teams, won numerous national titles and captained my school team to nationals victory.

After finishing secondary school, I rode for two French cycling teams - racing in France, Switzerland and Belgium. During this time, I was victorious in a number of European races while riding against some of cycling best talent.

I decided to leave the sport at the end of 2012 to lead a more balanced lifestyle, obtain a university degree and enter the business world. From 2013-2015 I completed a Bachelor of Commerce at the University of Auckland while beginning to engage in the start up and tech world.

- 2015 - My start in digital - Online Republic

My first foray into the digital world was with the New Zealand success story, Online Republic at the beginning of 2015 while completing my final semester of a Bachelor of Commerce. Online Republic being a travel e-commerce company with 3000+ global sites selling travel products.

My tenure at Online Republic kicked off with a focus on organic search (SEO) before moving into Analytics, Google Ads, Content Marketing and finally conversion rate optimisation and AB testing. With Online Republic investing $12m (NZD) annually in Google Ads (the largest spender in the Southern Hemisphere), I was fortunate to gain experience managing large global campaigns in the motorhome and car rental niche.

In my final role at Online Republic as Product Innovation Manager I worked with a range of stakeholders across the business from senior management, account managers to reservations. While working closely with two senior UX designers I facilitated redesigns of each of the three main brand sites - all of which resulted in higher conversion rates and visibility in search.

- 2017 - The world of consulting

Half way through my tenure at Online Republic, I found a number of businesses were calling on me for help. I picked up a few clients on the side of my full time job, and have since worked with numerous companies across New Zealand, Australia, and the United States.

Some of my first clients included Milk Books, Predict HQ, Point Property Management and BoardPro. I helped these brands with SEO, Google Ads, Analytics, and Keyword Research. My biggest early consulting success was a site migration of MilkBooks.com in September 2017 - which saw a 27% increase in organic traffic month on month to the domain, and an overall increase in revenue over time.

- 2018-2019 - Remote work & travel

After 3.5 years with Online Republic, I decided it was time for a change. In April 2018 I resigned from my role and traveled through Europe & Africa while working remotely.

While in Croatia in August 2018, I stumbled across the Nomad MBA. A program designed for those looking to build more meaningful careers. I applied and was fortunate to be selected in the final group of 30 from 7000+ applicants. Over three months I experienced an intensive period of personal and professional growth in Namibia, Cape Town and Mauritius.

After completing the Nomad MBA, I visited Sri Lanka and Singapore before returning to New Zealand for 3.5 months in January 2019. For the first 9 months of 2019 I acted as the go to for Analytics, SEO and CRO for one of New Zealand's leading creative agencies, Young + Shand while in New Zealand and abroad. This allowed me to further sharpen my digital sword, working with 10+ brands including Fisher & Paykel Healthcare, Pinnacle Life, Lion, Douglas Pharmaceuticals and RDT Pacific.

In 2019 I continued to work remotely, moving to Bali where I was based for just over 2 months followed by 6 months in Latin America before returning to New Zealand before the beginning of the pandemic in March 2020.  While working remotely I typically met up with friends or joined remote work companies like WifiTribe and the Nomad Academy.

6 continents, 47 countries, countless intrepid tales an extensive network of friends across the globe. This period of globe trotting and remote work was incredibly rich and formative.

- 2020 - Aotearoa, start up life and the Coast to Coast

After close to 2 years of travel and remote work around the globe, I returned to NZ early 2020 and continued working for a range of clients under my agency EB Digital. With a plan to stay put in NZ for the duration of the year before moving abroad, the beginning of the Covid pandemic and NZs first lockdown in March was apt in timing. Adjusting to being in one place and the impending lockdowns made for an oftentimes arduous year.

In the second quarter of 2020, while in NZs first lockdown, I accepted a 4 day a week role with early stage SaaS start up RemotelyHQ. Initially building a product where teams met as avatars on planets, with the ability to easily and naturally walk up to one another similar to an office environment.

A pivot in quarter 3 saw the business focus on 3D meeting rooms. A lower touch solution - following the Zoom model with web based link sharing. Team members arriving via their browser of choice as avatars in a range of environments. A campfire, a tropical island, an enchanted forest - and a range of additional environments.

As Marketing Manager, I helped the team move toward product market fit while running growth experiments targeting major English speaking markets.

During this time, I continued to work for Milk Books and East Coast Car Rentals, while maintaining ad-hoc client work and growing NZ Motorhome Rentals.

In August 2020 I entered the longest day event at the iconic Coast to Coast. A 243 km epic from New Zealand's west to east coast featuring cycling, off road running and down river kayaking. The event being an aspiration since my early teens while racing as a NZ cycling rep and being inspired by Steve Guerney's books - a 9x winner of the event. Training during this time provided well earned respite from the excessive screen time the world experienced in 2020.

With an investment into gear, preparation and weekends away of close to $15k, and persistent injuries leading up to the event, simply reaching the start line in one piece was a pleasing feeling.

The day itself (February 2021) was special and immensely satisfying. I finished in a time of 13hours, 38 minutes, as 20th open male. I'll be back in a few years time to better my performance.

- 2021 - A fresh challenge - BoardPro 

Soon after completing the Coast to Coast, I was offered a role at BoardPro - an NZ based software start up. BoardPro offering easy to use board software for SMEs and NFPs. In April 2021, I commenced my role as Growth Manager - with a remit to grow ARR from $2M to $5M by March 2023. As a team, we set out to achieve this via expansion into the Australian market, leveraging learnings responsible for growth in New Zealand. 

Half way through 2021, I decided to have a punt at the Auckland property ladder. In July 2021, I attended and won my first auction. In the middle of Auckland's longest lockdown, I settled my three bedroom, two bathroom townhouse in Eden Terrace, renting out the two spare rooms to friends.

In 2021, my major focus was with BoardPro, while balancing a smaller volume of consultancy work at an advisory level. My side hustle, NZ Motorhome Rentals continued to grow, becoming profitable. Outside of work, I kept fit (and sane through lockdowns) with CrossFit, cycling, running and yoga.

- 2022 - adjusting to a post pandemic world

In 2022 I continued my role with BoardPro, helping grow ARR to $4M (NZD) by October. I maintained Milk Books as a client, with NZ Motorhome Rentals sitting on the back burner.

In March 2022, I fell victim to Covid, which impacted my love for exercise. 2022 was a year of personal growth - with my bout of long Covid forcing me to slow down. I am more resilient and a better friend, family member and professional person as a result of the experience.

In September and October I spent 6 weeks in Europe. 2 weeks cycling with friends from Lyon, France to Zurich, Switzerland. Across a month from September 9 I joined 25 other entrepreneurial individuals from across the globe in Northern Portugal to partake in a co-living experience with a focus on Breathwork. We explored Portugal, participated in morning and evening breathwork sessions and worked on our personal or professional projects. 

- 2023 (updated September '23)

To celebrate the end of the third decade, I cycled the length of NZ in March 2023 via the Tour Aotearoa route. 3,000 km's of cycling in 3 weeks for 30 years of age. The idea was born after experiencing long Covid symptoms for the majority of 2022. I raised $3.3k NZD for the Hawkes Bay Disaster Relief Fund to support those affected by Cyclone Gabrielle which devastated the region in early 2023. I was born in the Hawkes Bay, so the experience was significant for me personally.

I encountered my fair share of physical ailments throughout the Tour. My body did not respond well initially to the increase in volume. I was well prepared - having done between 15-20 hours of training per week. The increase to 40+ hours and the additional weight on my bike, resulted in bruising to my left patella, followed by a swollen right achilles, swollen left achilles and strained hamstring. I jumped from one physio to another as I descended the country. As I approached Wellington, I was unsure whether I was going to be able to ride through the pain I was experiencing and make it to Bluff. By hook or by crook, I was set on making it to Bluff. Through a mixture of massage, dry needling and stretching I pushed through.

Regardless of the mechanical, physical and logistical challenges I encountered - I loved every minute of the Tour. Those I shared the Tour with, and the days I rode solo. The varied and stunning landscapes I rode through. The kindness of strangers. I loved experiencing parts of NZ I had previously visited through a new lens. Cycling is a magical form of travel, with the slower pace allowing you to take in the surrounds and ride on roads most people never experience.

To finish the Tour was a real triumph for me personally. Just 6 months before beginning the Tour I was crippled by long Covid symptoms. I spent the majority of 2022 impacted after catching it in March. A 20 minute jog would put me on the couch for the rest of the day. To ride the length of the country in 3 weeks and come out feeling stronger than when I started after the slog of 2022 - was satisfying. It was a great reminder of what we can endure and come out stronger from with ample grit, consistency and a positive mindset.

In April 2023, after completing Tour Aotearoa I resigned from my role at BoardPro, moving to a one day a week contract focusing on growth and marketing.

During my time at BoardPro I was responsible for demand generation, website optimisation, conversion and the user journey. I successfully increased top of funnel traffic by 450%; expanded performance marketing channels leading to 10 record trial months (800k spend annually); facilitated Hubspot CRM and CMS set up; helped drive 9 record sales months; set up the SEO channel including a remote team based in the Philippines and facilitated a website redesign and restructure.

The result was an increase in ARR of NZD 1.8M to 5M with consistent 120% and 70% YoY growth in Australian and New Zealand.

Since finishing my full time role at BoardPro I have been engaging in 5 consulting projects with BoardPro, MILK Books, NoIssue, East Coast Car Rentals and Insight Investor Relations. I am currently working on a redesign of my website NZ Motorhome Rentals, which will take the site to the next level - edging closer to being the leading website in motorhome rental niche for the NZ destination market.

After a break I applied for a visa to the United Kingdom. After a massive push packing down and renting out my property in Auckland, I touched down in London In July 2023. 

- As of September 2023

As of September I have settled in Wimbledon, South West London. I am loving my new home and the accessibility to Wimbledon Common, Richmond Park and the Surrey Hills - for riding and running. 

I maintain my 5 contracts with NZ & AU companies. NZ Motorhome Rentals now processes $300k in bookings annually, with consistent 250% YoY growth. A goal by the end of 2024 to produce $1M NZD in bookings and $60k in commissions. A 2 year goal (by the end of 2025) is to produce $1.5M NZD in bookings & $100k in commissions.

By the end of 2023 I intend to begin working with UK & European brands. Moving back to Europe has been a dream of mine for many years, so seeing it come to fruition after an extended delay due to the pandemic is gratifying. 

- The long term vision

Outside of my consulting, in house and motorhome rental website goals - my vision within the next 5 years is to build a global ecommerce or SaaS brand. Building work around my life rather than life around work is paramount for me. Ensuring I have ample time for adventure and special relationships while working on projects that inspire me with people I like.

My life vision is to build a venture that positively impacts people or planet - most likely in the health or wellness space. All while having plenty of time for play and fun along the way.

- Experience

Companies I've worked with