+64 9 373 3791
abe strategist profile
Strategist / Marketing Specialist
12 Plus years Experience
Hamilton, Wellington, Tauranga

Represented: 18/10/18

Project name/Type
Guardian Jobs - People Profiler
Interactive Advertising, Marketing Strategy, Media Strategy

Project name/Type
Technology and Innovation Pfizer: Haemophilia App
Market Review, Marketing Strategy, Media Strategy, Product Strategy

Project name/Type
Volkswagen Golf GTI - Launch Without A Car
Insight Generation, Media Planning, Media Strategy


Abe comes armed with decades of experience working within agencies, with clients’ marketing teams and directly as a brand strategy and business development consultant. His core skills are:


Strategic: Nineteen years as a Strategy Planner working in New Zealand, Australia, Tokyo and London. He has experience with big brands in global network agencies and in disruptive independent agencies. Specialist skills areas are brand insight definition, brand architecture, digital integration, behavior change and creative strategy.   


Facilitator: Strong workshop facilitation and presentation skills with depth and breadth of hands-on experience running brand development, strategic marketing, digital persona definition and process innovation workshops.  


Effective: Proven success winning multiple New Zealand and international advertising effectiveness awards for strategic excellence, marketing awards and media strategy. Business acumen with Henley Business School MBA. 


Collaborative: The best results arise from a flexible approach to insight discovery and creative inspiration. He's self-motivated and also enjoy working within multi-skilled teams where knowledge sharing delivers results.    


Innovative: Experienced in running product, brand and service innovation pipelines, helping teams find fresh perspectives to disrupt stale processes and discovering pitch winning consumer and business strategy insights.  


Insightful: A skilled qualitative B2C and B2C researcher and marketing and advertising feature article writer. Skilled in consumer insight generation, business problem definition, and creative concept presentation.   


In 2004 Abe moved to Planning's birthplace London. As a Senior Digital Planner at Tribal DDB London, he gained a deep understanding of digital and won the first two UK IPA Effectiveness Awards for a digital agency in 2006. He completed a Henley Business School MBA in 2010 with a dissertation ‘What clients want’, and have written for New Zealand Marketing Magazine and his brand strategy article ‘Turning Japanese’ was published in ADMAP in 2013.


Brand Development Digital Strategy Insight Generation Integrated Campaigns Market Review Marketing Strategy Qualitative Research Workshops


Microsoft Excel Microsoft Powerpoint Microsoft Word

My skills

Research and Insight Generation
Qualitative Research (Facilitation and project management)
Research Groups
Insight Generation
Customer Focus Groups

Brand Planning
Channel Planning
Marketing Plans
Strategic Planning
Brand Architecture
Value Proposition Development
Competitive Analysis
Creative Briefing & Collaboration

Communications Strategy
Pitch Strategy and Delivery
Creative Strategy
Digital Strategy
Brand Positioning
Consumer Propositions
Consumer Journey Mapping
Creative Problem Solving

Content writer
Online and magazine feature writing
Issue based original branded content
Online, e-mail copy and social post writing
B2B & B2C case studies
Awards writing - TVNZ Marketing awards, EFFIES. Media Awards etc.

Recent Employment

Director Strategy & Planning / 2009 – 2018 / bcg2

New business is the lifeblood of growth and between 2010 and 2017 his strategic thinking helped pitch and win the following clients.


• Alcoholic Beverages: Jack Daniels, Southern Comfort and Tuatara Brewery. 

• Food & Restaurants: Nando’s, Häagen-Dazs, EasiYo and Moccona (ANZ). 

• Building and construction: Fletcher Aluminum (windows and joinery) and James Hardie. 

• Insurance: FMG Insurance & Advice and 1 Cover. (New Zealand & Australia). 

• Travel & Tourism: Kingdom of Tonga, Visit Ruapehu and Northland Inc. Whangarei. 

• Healthcare & Pharmaceutical: Fisher & Paykel, Pfizer, Prevenar, Abbvie and MSD. 

• Technology: Canon Consumer and Business divisions.

• Financial: Milford Asset Management. 

• Consumer Services & FMCG: Yates (ANZ), Freedom Furniture and realestate.co.nz


Abe led efforts to write and win marketing and communications awards between 2010 – 2017.


• EFFIE: 4 awards: Sustained Success / Strategic Excellence + 12 additional finalists. 

• TVNZ Marketing Awards: 4 awards and 6 additional finalists. • NZ DM Awards: 2 Gold and 1 Silver Awards. 

• RSVP Awards: 3 awards (Gold, Silver and Bronze) 

• NZ Innovation Awards: 2 Finalists.

Senior Planner / 2008 / Publicis Mojo NZ

Pernod Ricard wines & spirits (Montana), Bluebird New Zealand & Nestle brands.

Principle Strategy Planner / 2006 - 2007 / Consortium NZ

Sony, Fosters, Phoenix Drinks, AUT University, Yahoo! Xtra launch, 42 below, Bacardi UK.

Industries I know well

Food & Beverage
Building & Construction
Finance - Private Investment and Kiwisaver

Mediums I know well

Film & Video Content

Honours & awards

IPA Effectiveness Awards (UK) 2 - Best Digital & Silver
EFFIE: 8 Awards: Sustained success / Strategic Excellence +12 additional finalists
TVNZ Marketing Awards: 4 awards + 6 additional finalists
NZ DM Awards: 2 Gold and 1 Silver award
RSVP Awards: 3 awards (Gold, Silver, Bronze)
NZ Innovation Awards: 2 finalists


Henley Business School, UK

Master in Business Administration 2010


Axis Creative Advertising School

Copywriter 1999


University of Auckland

Master of Arts Hons, English Language & Literature 1994

Creative. Digital. Marketing. Recruitment.