Our People.

Annalese brings to Strategy Collective extensive commercial experience and networks, both personally and professionally here in Taranaki. She has spent the past 13 years with Inland Revenue as a Specialist Investigator; and eight years prior in the hospitality sector. These roles have provided an excellent understanding and appreciation of business acumen and operations, budgetary and tax constraints, and staff management. These skills provide comprehensive business support to all existing and future clientele of Strategy Collective.

Craig Macfarlane is Managing Group Director across 16 independent businesses and brands with operational investments in both New Zealand and the United Kingdom. His business investments predominantly encompass hospitality, including:

• Ozone Coffee Roasters (NZ and London);
• King and Queen Hotel Suites;
• Joe’s Garage cafes;
• restaurants Social Kitchen, Meat & Liquor, Monica’s Eatery and Little Glutton;
• bars Frederic’s, Ms White and Snug Lounge;
• cafes Lush Café and Gelato, Airspresso and Public Catering Company.

Craig also provides strategic business consulting as principal shareholder in Strategy Collective, a company specialising in people and culture, brand and marketing, and accounting and financial services across multiple industries, one being hospitality. One of Craig’s favoured models is providing key team members with investment opportunities to foster individual career paths and wealth creation. He employs over 300 staff across his business operations and believes the key to success is recruiting the right team members from the outset and retaining them through engagement and personal empowerment in the workplace. Clear strategy and robust core values nurtures a high degree of engagement particularly when coupled with continuous training and up-skilling allowing staff to be their very best. He has vast experience on both private and government appointed boards and is engaged to speak nationally and internationally about his career, experience and achievements to date.

• Degree in Business (double major in Human Resource Management and Employment Relations)
• HR generalist experience in recruitment and selection, organisational development, performance management, change management (restructure and redundancy), learning and development, disciplinaries, policy and procedure development and implementation
• Experience across industries including Retail (Key Lime Pie Salon and Vie Hairdressing), Oil & Gas (Kupe Gas Project), Government (Taranaki DHB), Hospitality, Insurance, Construction, Trades and Retail, Real Estate (Strategy Collective).

Craig Jones is the mind behind the madness that is the brand team. With outstanding skills in brand creation and corporate identity, Craig has helped dozens of high profile brands put their best foot forward when going to market. His eye for detail and creative flare have drawn the attention of multiple awards and nominations, including the prestigious Best Awards. CJ is passionate about finding effective design solutions for his clients. He leads a solution-orientated, high-performing team who feed off their clients' success.

Our Finance Director thrives on seeing our clients equipped and supported in order to focus their mahi on building long-term sustainable businesses. With a wealth of experience and business insights across the wholesale, retail, manufacturing, hospitality, tourism, and energy sectors, Stephen is often found in the role of business mentor and strategist for both established clients and innovative budding start ups. An Auckland University graduate in Business and Accounting, Stephen is also a Chartered Accountant and governance professional. His waka has taken him to many countries as well as throughout Aotearoa with CA firms (PwC, EY, McLeod Lojkine, Spicer & Oppenheim), educational institutions (Unitec Institute of Technology, as well as chairing school boards), local government (Auckland Regional Holdings), banking (Rural Banking and Finance Corporation) and CFO roles (at National Media Corporation LLC Asia-Pacific Region and The Mill Liquorsave Limited). While Stephen has contributed to a plethora of publications and government consultative documents on taxation, he still remains a constant source of energy in the office, including an abundance of dad jokes. He loves to give back to the community (through Taranaki Thriving and his local school community at Manawa Tapu), enjoys most sports as a participator or armchair expert, is a David Byrne music fanatic, and loves spending quality time with his partner and three daughters.

Hayden is our resident wordsmith and marketing strategist. A Massey University graduate in marketing and philosophy, he brings a broad background of marketing spanning the sectors of education, music, publishing, not-for-profit and participation sports. He joined us in 2017 from Auckland where he founded leading running fitness provider, TempoFit. He has authored several running books and, needless to say, always keeps a pair of trainers at the ready.

A father of two young ones, and recently returned to Taranaki from Perth, Nick is Business Services Accountant with a wide range of experience servicing small to medium business enterprises in both New Zealand and Australia. With a Degree in Business (double major in Management & Marketing) and a Graduate Diploma in Accounting, Nick has a strong interest in utilising cloud technology to deliver clients real time information and enable them to make informed financial decisions. Nick is excited to provide expert support to Strategy Collective clients.

Emily brings to Strategy Collective vast experience in the marketing discipline spanning multiple business categories, including retail (Farmers, The Warehouse and Westfield); automotive (BMW and MINI); cosmetics ( L’Oreal Paris, Maybelline, Lancome); media (APN); charity (SPCA); fitness (Les Mills International); pharmaceutical (Pfizer); and, most recently, government (Auckland Council and New Plymouth District Council). She is passionate about getting the best from creative minds and working closely with clients to find the best brand and marketing solution. Having worked on many different campaigns her project management experience spans public relations, social media, experiential, events, sponsorship, print and TV. Emily believes that great content and great creativity generates coverage, awards and conversations for clients.

Kate has a strong background in recruiting and retaining top talent, as well as head hunting for technical and leadership roles. Passionate about learning and development, and equipping managers and employees with tools to increase productivity and effectiveness in organisations. Kate was a finalist for CIPD awards in the UK and has recruited over 300 people. She believes in investing in people and developing employees to be top performers.

Kimberley is an experienced “people” professional. She holds a Bachelor of Commerce in Human Resource Management and Commercial Law and is an internationally registered Change Management Practitioner.

Kimberley has held human resources roles in both the public and private sectors, working across the employee lifecycle in recruitment and selection, learning and development, and employment relations. Her strengths in organisational development and change management has seen her focus in more recent years on improving organisational effectiveness by developing and implementing people strategies and initiatives that drive better business results.

Kimberley has a passion for helping others to succeed and, with her well-developed business acumen, she is ready to help you drive your “fit for purpose” people and culture strategy.

Will Ockhuysen is a Graphic Designer originally from New Plymouth who has been traveling and working abroad for the past four years, managing to visit 40 countries. Will has worked in a variety of design roles in Auckland, New York, Edinburgh, and Vancouver. Working globally has taught him how to adapt quickly and given him a wide range of skills and influences. Will was awarded a Gold Pin at the prestigious Best Awards for his university project, becoming the first person at Whitecliffe College Of Arts And Design to achieve this.

Scott is one of our accountants helping clients make sense from their dollars. After graduating from Otago, he spent his early accounting years specialising in Xero, enabling businesses to move over to the, then, new software. After becoming Chartered in 2013, Scott moved to Wellington to become a financial accountant at Summerset Group NZ, before taking off to the UK to work in private healthcare ... and to take advantage of cheap European travel. He balances his accounting work with a love for the outdoors and has hiked in the Andes, Himalayas and a good number of New Zealand’s great walks. When he can’t be in the wilderness, Strategy Collective's great people, coffee and assortment of taxidermy keeps him in his element.

Taranaki born and raised and busy mother of two, Tracy joins our team in the finance department as our Account Manager. Tracy has worked within the banking and construction industries and has also recently graduated with a Diploma of Business and Diploma in Accounting Technician where she earned the award for best performing accounting technician.