A portrait of a mature woman with gray hair, smiling, in a light blue blazer and beige shirt, with a blurred background of green plants.

Creating Commercial Clarity for Technical Companies

I've spent 25+ years helping B2B manufacturing and technology companies figure out their commercial strategy. By applying a deep knowledge of strategic theory and frameworks, and then by stepping up, getting my hands dirty, and working alongside teams to build things that actually work.

Most of my clients are brilliant engineers, innovators, or technical founders who know they've built something valuable but are frustrated with the commercial side of business:

Marketing feels like a foreign language. Sales conversations are harder than they should be. Customers aren’t as happy as they should be. Growth has stalled despite having genuinely great products.

That's where I come in. I help translate technical brilliance into market success.

  • “Michelle excels at building motivated teams and operationalizing strategy into practical initiatives. Her innovative approach, combined with cross-industry best practices, makes her a powerful accelerator for your growth agenda.”

    — Jessica Brennan, SVP Strategy, TOMRA Food

  • “Michelle has the rare ability to see both the big picture and the specific actions needed to get there. She gave us the commercial clarity and alignment that transformed how we operate."

    - CEO, Global Construction Manufacturer

  • “Michelle cuts through complexity like no one else. Through detailed research and analysis, she identified key insights and opportunities that we'd missed."

    - CEO & Founder, Global AgTech Manufacturer

  • “Michelle has an exceptional ability to lead discussions that not only inspire creative solutions but also ensure the customer remains at the heart of every activity. Her focus on customer-centric marketing made a significant impact on our team’s approach."

    - Global AgTech Product Leader

How I Work

I'm not interested in creating pretty strategy documents that sit in drawers. I work with you to implement, measure, and optimise until you see real results.

My approach is shaped by manaakitanga - a Māori concept that means genuine care for people and long-term thinking.

In business terms, this means I'm focused on building sustainable success across marketing, sales, product, and customer service, not implementing quick fixes with band aids.

What this looks like:

  • Honest conversations about what's working and what isn't

  • Building capabilities in your team, not creating dependency on consultants

  • Focusing on sustainable growth that makes sense for your business

  • Taking time to understand your market and cultural context

Where I've Done This Before

I've worked with companies from early stage founder-led start-ups through to global leaders, across New Zealand, Australia, Europe, North America, and Asia.

Here are a few of my achievements.

FRAMECAD

Led the transformation from traditional construction supplier to technology platform provider. Delivered 98% revenue growth over three years through clearer positioning and digital transformation.

TOMRA Food

Built and led global marketing operations across 5 regions. Achieved 40% cost reduction while increasing lead generation by 25%.

GN ReSound NZ

Took the company from #3 to #1 in the New Zealand hearing aid & diagnostic equipment market through integrated commercial strategy and innovative sales & marketing activities.

Multiple Manufacturing & Technology Companies

Successfully integrated commercial functions during market expansions and new product launch activities. Broad cross-section of manufacturing, tech, and industrial technology companies

Complex Business Integrations

Successfully merged five distinct companies while maintaining operational performance. Managed commercial integration across diverse product lines and market segments.

Global Marketing & Commercial Leadership

Built, developed, and led cross-functional teams across New Zealand, Australia, Europe, North America, and Asia.

Specialized in B2B manufacturing, technology, and export companies navigating complex international markets.

Background & Credentials

Professional:

  • Fellow of the Chartered Institute of Marketing (FCIM)

  • Chartered Marketer (CMktr)

  • 25+ years international commercial leadership

Personal:

  • Ngāpuhi/Ngāti Hineira

  • Based in Auckland

  • Working with companies locally & globally

Industry Focus:

Manufacturing • AgTech • FoodTech • Construction Tech • Medical Devices • Food Processing

Blurred purple flowers in foreground with a large lake, snow-capped mountains, and a clear sky in the background.

Ready to Chat?

Every good working relationship starts with understanding whether we're a good fit for each other.

From there, we design an approach that makes sense for your situation, timeline, and goals.

get in touch