I have always been an observer. Long before I was a director or a strategist, I was the person watching the way a room changed when a specific question was asked, or noticing the exact second a nervous couple finally exhaled at the altar.

I remember almost every photo I’ve ever taken. I can tell you where I was standing, what the air felt like, and the specific story that was unfolding in front of the lens. That instinct -to pause, to look closer, and to find the signal in the noise - is the common thread in everything I do.

I founded Define NZ in May 2026 because I kept noticing the same thing: in the rush to do, we skip the part where we actually define. The strategy that never gets implemented. The brand that doesn't quite land. The leadership moment that missed because the real question was never asked.

I’ve spent my career in boardrooms, creative studios, and community spaces. I’ve seen the cost of moving forward without clarity: the strategic plans that sit on shelves, the brands that feel hollow, and the leadership moments that miss the mark because the "real" question was never asked.

Define NZ is my way of bringing those worlds together. It’s an honest practice built on a simple belief: that when we take the time to understand the pieces, the way forward becomes remarkably clearer.

My work is grounded in professional rigour and creative instinct. As a Chartered Member of the Institute of Directors (CMInstD), I bring the same standard of care to client engagements that governance demands - clear thinking and considered questioning.

But I am also a storyteller. Whether I am behind a camera or standing at the head of the aisle as a marriage celebrant, my focus is the same: holding space for what matters. Every engagement is a reflection of the actual person or organisation in front of me.

I am based in Rotorua, and I enjoy walking, running and mountain biking in the Whakarewarewa forest.

If any of that sounds like what you need, I would love to hear what you are navigating.

Scroll down further to start the conversation. If you’re navigating a transition, leading a team, or simply want to tell a better story, the conversation is always worth having.