Auckland, Auckland, New Zealand
I help founders, CEOs and revenue leaders turn outbound from sporadic activity into a disciplined, always-on pipeline system. At Maximus, we work with growth-stage B2B companies that have product-market fit and real commercial ambition, but need a clearer, more repeatable way to create pipeline without immediately hiring more GTM headcount. The issue we see is rarely just email copy. It is the operating system around outbound: who to target, what signals matter, how the data is built, how email and LinkedIn work together, how replies are handled, how sales follows up, and how the CRM tells the truth about what is working. My background sits across SaaS, marketing leadership, revenue growth, global expansion, brand, partnerships and data-led customer acquisition. A few highlights: - CMO at Groov, supporting ARR growth, international expansion into AU, UK and USA, and partnerships with the All Blacks, Black Ferns, AIA and reseller networks. - Head of Marketing at Bachcare Holiday Homes, helping scale revenue from $24M to $50M before acquisition by UK-based Sykes Holiday Cottages. - Founder of Coachseek, a SaaS business management platform used by sports coaches in nine countries, raising $1M in funding. I am hands-on, commercially focused and deeply interested in how teams can use better systems, data and AI to do work that previously required far more people, budget and time. I share about outbound systems, GTM ownership, market expansion, signal-led campaigns, LinkedIn + email coordination, pipeline learning loops and what it actually takes to turn outbound into a commercial capability. Always happy to connect with founders, CEOs and revenue leaders thinking about their next stage of growth.
Maximus builds AI-powered outbound systems for growing B2B companies. Most companies do not have an outbound problem. They have an ownership problem. Sales is busy closing. Marketing is focused on demand. Founders know they need more pipeline, but the motion is often sporadic: disconnected tools, unclear ICPs, generic sequences, messy CRM handoffs and no consistent learning loop. At Maximus, we help companies turn outbound from one-off activity into a disciplined, always-on pipeline system. We build and run the operating layer across: • ICP and segment strategy • Signal-led account and contact research • Email and LinkedIn campaign execution • Clay, Apollo, Smartlead, HeyReach and HubSpot workflows • Reply handling, routing and follow-up • Campaign reporting, learning loops and optimisation Our work is operator-led, practical and commercial. We are not here to send more generic outbound. We help companies figure out who to target, why they should care now, what to say, and how to turn that into a repeatable GTM system. We work best with companies that have product-market fit, a real growth opportunity and a need to create more pipeline without building a full internal outbound function from scratch. Want to see where your next outbound pipeline could come from? Get a personalised Maximus Outbound Action Plan at www.maximusgtm.com
Series A (2021) B2B SaaS workplace analytics & performance platform. At Groov, we’re redefining the future of workplace analytics by transforming how companies understand and support their employees. Our platform closes the loop on data collection by not only gathering insights but turning them into actionable prompts for managers directly within the flow of work and tracking their success and impact. Our intelligent manager assistance delivers real-time, personalised insights to help leaders make decisions that truly impact team performance. Our data-driven approach ensures that managers receive the right information at the right time, allowing them to take immediate action on issues like focus, team alignment, burnout, isolation and low engagement. With Groov, you’ll access the next generation of employee understanding. Our insights aren’t just about data—they’re about driving measurable outcomes that add value to your business. VPs of People Analytics and Heads of Enterprise Data get the breadth of data and intelligence they’ve always wanted, enabling you to demonstrate real ROI and uplift performance across your organisation. You can find out more at www.groovnow.com or contact me directly [email protected] to arrange a demo. Alongside our B2B platform, we also have Groov Impact, which is our social good arm. We understand how important preventative mental health is so have a free Groov App (available in the app stores) to support your daily wellbeing. It's an incredible free tool that has had over 300,000 downloads since 2020, been the Apple App of the Day, and been a key preventative mental health tool here in New Zealand. We work closely with Health NZ, plus partners like AIA, Kiwibank and Westpac. You can see more on Groov Social Impact here https://www.groovnow.com/social-impact
NZ and APACs largest holiday home management company, started in 2003. Bachcare grew to a nationwide company managing 2,500 holiday homes, across 165 locations when I finished up. It was a privilege to lead the charge on the marketing front and contribute to a new phase of phenomenal revenue growth, leading to Sykes Holiday Cottages acquiring the business in April 2019. Over 150,000 guests find their happy place every year across the stunning collection of classic Kiwi baches, city apartments, luxury retreats and rural escapes. As a full management service, Bachcare has a network of over 100 holiday managers across New Zealand who ensure everything is taken care of. Predominantly online but also regional marketing team, I drove the demand generation on both sides of this business. With a team of 4 direct reports I oversaw: - Our annual strategic marketing plan aligned to revenue goals, ensuring quality execution across our SEO, CRM, Social and PPC channels on both owner and guest side - The more traditional elements that proved effective such as radio, print, billboard schedules. - The brand and ensuring the brand promise was delivered consistently every single day - Conversion rate optimisation and identifying opportunities to lift site conversion for bookings and holiday home owner enquiries - Guest and owner journey mapping and respective enhancements on each side to provide as frictionless experience as possible!
Built the New Owner website which set up inbound lead growth over the next few years from 950 p/a to 4,500 p/a and stock growth from 1,300 to 2,500. Revamped and executed Bachcare Holiday Homes digital strategy, across both holiday home owner and guest side. An exciting time when Bachcare was managing approx 1,300 holiday homes across New Zealand and 100,000 guests staying with them every year.
A 100% digitally led venture backed startup, we transformed the way sports coaches run their business with our online SaaS management tool. Marketing Leadership - Created and drove our go to market plan that gained customers in nine countries and sixteen sports. - Annual plan and campaign creation to drive interest across sports - Multiple integrated campaigns across USA, UK, Aus and NZ markets - Led our SEO and SEM efforts that drove a 40% increase in trials of our software. - Recruited and coached a team of 2 marketing assistants in a company of 8 to further drive campaign creation and execution. - Featured and commended by world leading coaches like Judy Murray and Alistair McCaw. - Secured numerous PR and magazine articles Partnerships - Developed and signed partnerships as distribution channels with SportNZ, Tennis NZ, Golf NZ, SportPlan, the Tennis Industry Association, Professional Tennis Registry, Tennis Ireland, Tennis Europe and the Australian Professional Tennis Coaches Association. Day to Day Leadership - Running board meetings, providing shareholder updates and distributing board reports. - Fronted all PR, communications and investment pitches to Ice Angels and Angel HQ. Financials - Led the financial modelling, budget and forecasting for the company which gave confidence in the roadmap for raising 2 x rounds of funding (Seed + Follow On), totalling $1 million.
Utilising my digital marketing expertise, transformed this tennis coaching business in the Waikato, quickly building a traditional business through digital methods to cover 10 tennis clubs, seeing over 10,000 children in schools and clubs from Whangamata to Taupo and Hamilton. Marketing - Created an organic social, paid social, SEO and PPC blueprint to replicate at each club to drive enquiries and reactivation each season. Many clubs saw 100% increases in signed up junior players. - Successful seasonal digital campaigns complemented on the ground open days and taster sessions for the 7 full time coaches. Leadership - Setting the direction for the business including financial planning and performance development for all employees. Partnerships - Gained sponsorship from key tennis brands for our major events, tournaments and coaches - Successful management of stakeholders to maintain great club relationships - we never had a single club churn in my tenure. Events: We organised and delivered Junior & Senior tennis events such as The Wilson Waikato Winter Series, The Cambridge Classic and The Cambridge Tennis Festival. Mentoring/Coach Development: a successful partnership with UK club, Writhlington Sports Centre. Each year a young up and coming coach from WSC completed the Stonier NZ Apprenticeship Scheme.