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Meet Our TEAM

The Advantage Business team is proud to work alongside Kiwi businesses large and small
to improve inefficiencies, productivity, profitability and work/life balance.


Director Advisor, Taranaki

Craig was elected to Chair the Advantage Business Board in June 2016, having served as a Director since 2013.

He has over 20 years of "hands on" experience as a senior manager, business owner and business advisor.

Craig is often hired by ambitious leaders taking their companies to the next level, and draws on his extensive experience working in complex environments, coupled with a special desire to work with people at all levels to actually make things happen. 

He is an Advisory Board specialist and has held positions on a variety of different Boards and Advisory Boards, with companies in Engineering, Seafood Processing, Airfreight and Logistics, Heavy Vehicle Parts and Services and Horticulture.

He is a Chartered Member of the Institute of Directors in New Zealand.

His formal qualifications include a Bachelor Degree in Agricultural Science and a Masters degree in Business Administration. An avid aviator he has owned a Cessna 182 for many years and has enjoyed over 1400 hours of flying time.

Rod way
Director Advisor, Bay of Plenty

Rod has over 20 years’ experience in growing and developing businesses, in both New Zealand and Australia.

With a particular interest in business development, sales and marketing and experience in building businesses and establishing new enterprises, Rod’s approach is a practical one… “Let’s get around the table, have a coffee and discuss what you want to do.  Then we work together on a plan to achieve just that”.

Rod’s management experience has been gained working for several of New Zealand’s largest companies – setting up greenfield’s operations here and in Australia, he has developed and built his own business, and has worked alongside a wide range of businesses developing strategies to maximize performance, build human resource capability and ensure opportunities are exploited.

Rod has completed a Bachelor of Agriculture and a Master of Business Administration, from the Melbourne Business School.  The learnings from the MBA program have augmented his knowledge of business and the requirement to continuously develop and enquire.

He is a Director of Advantage Business Ltd and is a Member of the Institute of Directors. He has a number of clients that he works with in developing their understanding of governance and the important role Directors have in driving strategy, culture, risk management and compliance.

murray fulton
Director Advisor, Auckland

Murray has a wide knowledge of small and large enterprises in many different industries, gained from 30+ years of business experience, including;

- Information Technology 
- Professional Services; legal, accounting, architecture 
- Health
- Electronics
- Manufacturing 
- Financial Services 
- Hospitality and Tourism 
- Building and Construction 
- Risk Management 
- Garment and Textiles 
- Retail
His particular areas of focus are cashflow, profitability, marketing, sales, people performance improvement, financial reporting and forecasting to improve gross margin. He holds strong experience in the use of IT for business improvement. Murray believes in “plain English” explanations,  and offers practical, real-life grounded, coaching and mentoring.

greg larsen
Director Advisor, Auckland

Greg has over 20 years’ experience owning and leading multi-industry companies to national and international sales growth, through customer-centric values, building upon technology, strategic brand positioning and internal financial and operational excellence.

His roles have included business owner, CEO, CFO and COO positions which enables the ability to work across all areas of a business model. Industry sectors: 

- E-Commerce
- Retail
- Engineering & manufacturing 
- Import/Export and distribution
- Service
- Automotive
- Start-ups, acquisitions and business sales 

Greg’s proven track record covers:

- Effective business model changes to create E-Commerce entities
- Creation and implementation of successful customer-centric business plans and strategies.
- Establishing growth through evaluating key market drivers and identifying competitive advantages
- Leadership by articulated strategy that creates a sense of ownership through team members, while creating a culture around brand values. 

Greg has a Master of Entrepreneurship (Distinction) from the University of Otago, a New Zealand Diploma in Business, a Diploma in Management, and a Diploma in Marketing.  

Greg has a great love for all sports especially football of which he played for a professional club, albeit many years ago!


Dominic moran
Partner Advisor, Canterbury

With over 25 years developing, owning and managing businesses throughout New Zealand, Dominic has had extensive experience with the private business and the research and economic development sectors.

His expertise includes organisational strategy and development, change management, business systems, human resources, marketing and sales. 

Over the past two decades he has held Regional Manager and CEO positions in economic development and regional tourism organisations, and has also developed his own business interests in tourism development and events. Dominic’s past and present roles have included, board member of Regional Tourism Organisations NZ (RTONZ), board member of the Classic New Zealand Wine Trail and Chairman of Experience Mid Canterbury Tourism. 
He is a member of the New Zealand Institute of Directors, holds post graduate degrees from the University of Canterbury and has a doctorate from Lincoln University.

GERALD delany
Partner Advisor, Auckland

Gerald’s background is in engineering, and his first business experience was at the age of 19 in the UK. He has a very wide knowledge of small and large enterprises in many different industries including;

-Food & General Retail
-Building & Construction Trades
-Automotive Industry
-Health Practitioners & Therapies
-Education & Training
-Household & Personal Services

Gerald has successfully coached over 300 new businesses through the start-up and early growth stages and have worked with Industry New Zealand’s “BIZ” programmes. His particular areas of focus are profitability, quality control, marketing, staff issues, financial reporting structures, gaining the competitive edge and the use of IT in  business transformation.

malcolm jensen
Partner Advisor, Waikato

Malcolm is an experienced business owner, having started up three and owning another two going concern businesses. 

The businesses involved independent, franchised and licensed operations, employing up to 200 people. Malcolm has also worked for three corporate organisations. 

He is passionate about passing on his many years of hands on experience and learning to motivated Business Owners and Managers.

Also a keen sportsman – Masters Rower, Cyclist, Swimmer, player of Touch Rugby, played and refereed Senior Rugby. He is an active choir member, and has been actively involved in the community.

Partner Advisor, Wellington

Kate Taylor is an experienced and qualified Change Management practitioner with experience working in both large corporate, multinational environments (including 7 years in Investment Banking in London) and NZ owned and operated businesses. For the last 8 years Kate has specialised in running Business Transformation projects where she has developed a proven track record in maximising the profitability of her employers through sound HR, Business Development and Fiscal Management strategies. 
Her particular areas of expertise and experience are:
- People Strategy and Capability Management
- HR Leadership
- Performance Acceleration & Management
- Sales & Marketing, 
– Business Expansion Strategies
- P&L Management, Budgeting, Planning and Forecasting
-Business Transformation & 
Project Management
- Change Management including Culture Change
- Business Process Reengineering 

trevor clark
Partner Advisor, Auckland

Trevor has over 25 years experience in business ownership and senior management roles.  His career crosses both the private and corporate business sectors in engineering and manufacturing, building and construction trades and sub-trades and business consulting.

He has extensive practical experience in:
-Project Management
-Financial reporting and budgeting
-Business Development
-Business Process improvement and change management
-Labour productivity and effective resource utilisation
- Identifying and reducing business waste

Trevor’s hands on experience covers both private and corporate businesses, which provides an excellent balance when working with business owners on enhancing their business performance and achieve formidable results..


Advisor, Manawatu

Andrew is an Accountant based in Palmerston North with 20+ years experience. He has senior executive experience from business ownership to CFO roles.  He has been engaged in a wide variety of different industries over his professional life, both here in New Zealand and internationally including

- Chartered Accountancy Practice                     
- Ministry of Agriculture and Fisheries         
- Electrical Infrastructure
- Insurance         
- Telecommunications
- Tertiary Education
- Aviation
- Local and City Councils   

He has engaged in:    
- Business planning and restructuring         
- Development and advisory for Business Cases
- Contract negotiation 
- Project management of an international billing system 
- Infrastructure development   

Andrew enjoys partnering with business people to help them succeed in their endeavours.   He is a chartered member of Chartered Accountants Australia and New Zealand and holds a Bachelors degree in Business Studies. Andrew enjoys all sport. He has held a PPL and diving qualifications and is now busy with Highland Bag piping and Landscape Art.

ashley dixon
Advisor,  Auckland

Ash Dixon has more than 20 years of experience in management and as a business owner – holding practical experience in marketing & sales, operations management, finance and accounting, human resources and governance. His strengths include:

- Marketing and sales
- Strategic and Business Planning
- Financial control
- Professional services
- New business start ups
- Organisational strategy and direction

His experience includes positions such as- Director for NZIM National Board, Managing Director in the professional business services sector for over 7 years, Regional Sales Manager for Origin Energy PTY Ltd with 10 sales staff, and 20 operational staff with a sales volume responsibility of $16M pa., Group Sales Manager for Southern Cross Healthcare, achieving the highest sales production in 1999.

malcolm ferguson
Advisor, Waikato

Malcolm helps business owners, executives, and leaders build an organisation that produces long-term and sustainable growth, leading to increased profits.  

He has a passion for business and helping people realise their goals.

Malcolm holds an MBA and his experience includes 30 years of gaining a wide knowledge of business in many different industries in New Zealand, including business ownership.

He has been a business mentor since 2005 – providing real-life, practical and proven tools to support and help business people add considerable value, building bigger, better more satisfying results.

max webb
Advisor, Auckland

Max brings his years of wisdom and experience which spans over 40 years of business experience in developing, owning and managing businesses in New Zealand and England. 

He holds extensive experience in:  
- Fashion Retail
- Hospitality and Services Industry
- Fresh Produce and FMCG 
- Import/Distribution
- Professional Financial Services
- Property Development
- Transport   

Max has also owned several businesses which includes a group of leading fashion footwear stores, fresh produce and consulting firm specializing in financial mortgage solutions for residential and commercial property. 

In leadership positions, he has held key roles in sales and Marketing  in the hospitality industry including wholesale, service and buying responsibilities with a National Buying Group.

clive jimmieson
Advisor, Auckland

Clive has an extensive range of over 25 years of practical senior leadership experience in both New Zealand, Australia and the South Pacific. He holds extensive experience in Manufacturing, Import / Export Operations, Off -Shore Agency Acquisition and Management, Wholesale, B2B, Franchise networks and Service Industries. 

His leadership experience includes, General Manager of Jasons Travel Media Distribution Business leading the operation to be the dominant market leader in New Zealand, Head of Shared Services encompassing Finance, IT and Procurement. He also holds hands-on Business Ownership experience for 12 years in a successful Greenfield operation in Sydney. 

University Qualifications include Marketing qualifications, and also is a qualified Accountant (former CA in the commercial arena) & General Management roles in both Public and Private businesses.

nick muller
Advisor, Auckland

Nick has over 15 years extensive business experience, with the last 7 years working as a business advisor.

He holds an in-depth experience in several industries including Mortgage Broking and Real Estate, Health & Wellness and has occupied roles such from General Manager to Business Ownership /Directorship.

Nick has a strong understanding of internet based businesses, social media and email marketing.

He has been a successful business owner as a mortgage broker and property developer from a home based startup which expanded to commercial operation.

His passion lies in providing external leadership as an independent advisor, guiding businesses through new pathways to growth.Nick is also an Icehouse Consultant/Advisor for Small to Medium Enterprises working with companies focused on growth.

Advisor, Christchurch

Nick has spent over 30 years in NZ, Australia and the UK working with corporate, multinationals, SMEs and not-for-profits.

He has also founded successful businesses, and between 1992 –2013 was a shareholder, executive director and manager of a large privately owned NZ company. 

During his career he has been involved in a diverse range of industry sectors ranging from steel making, industrial fastening and adhesives, specialist paper products, digital graphics, reprographics, print industry, business support services and business development.

Recently, he has been involved in his own company specializing in international trade and business development, and in managing advisory & consultancy services for Canterbury Chamber of Commerce. 

Nick is a trained facilitator with NZTE’s ‘Accelerate Success" programme and holds an MBA from the University of Canterbury

Advisor, Canterbury

John has had over 25 years experience in senior management roles with many multi branched companies with a strong national focus,  as well as owning and operating privately held businesses.

He has operated a Project Management and Business Advisory practice and he was also instrumental in a significant business start-up, and its operation.

John’s business career has also spanned Senior Management, General Management and Chief Executive Roles in a range of industries with national responsibility. These have included Education, Petroleum and Coal Production and Marketing, Financial Services Management and Marketing as well as Software Development and Marketing. He has held many Directorships in both the corporate and private sector over the course of his career.

John’s strengths include strategic and operational planning, human resource management, marketing, financial management, business acquisition and business start – ups.

John has qualifications in Education, Financial Services, and a Masters degree in Business Administration.

As well as helping people to find their path to success, John and his family enjoy skiing, camping and anything outdoors.

ken wilson
Advisor, Northland

Ken has over 30 years of hands-on Operations and GM experience throughout NZ and across a broad range of sectors such as: 

- NZ Dairy Industry
- Pulp and Paper
- Hospitality
- Contract Manufacturing and Distribution
- Regional Economic Development  

Ken’s track record covers: 

- Effective change management for organisations
- Team performance optimisation
- Implementation of practical business plans and strategies
- Project Management
- Business Growth
Formal qualifications include Diploma in Management, Diploma in Dairy Technology (Dist), Post Graduate Honours Degree (Demography) and a B.Soc.Sc. (double major in Geography and Sociology)  

Ken is an associate member of NZIM and a member of the Institute of Directors. He is an ex Director of Advantage and sits on a number of Northland advisory boards. 

In addition Ken is on the Board of the Northland Chamber of Commerce, and is a Trustee of the Northland Events Centre (Toll Stadium). He is also a judge for the Northland Business Excellence Awards.

Support office

sue cotton
Client Services Manager

Sue is responsible for client acquisition and manages the Business Needs, Research Analysts and Marketing Teams. Sue has over 20 years’ experience as a Manager. Her career includes a number of years in middle-management roles in the UK corporate business sector and subsequently other managerial roles in the NZ private and corporate business sectors.

Her NZ local government role enabled her to work across all business functions as a project leader. Her particular skills and experience are:

- Managing multiple teams with varying numbers of staff
- Identifying and managing process and systems improvements
-  Process automation
-  Customer focus and service
-  Change management
-  Project management

Sue’s track record includes:
- Developing and implementing the transformation
of the sales/advertising system and process from paper-based to paperless for AA Tourism
- Developing a project management methodology for major and minor projects for Auckland Regional Council (now Auckland Council)
- Managing multiple teams of various Subject Matter Experts in a project and IT environment for Sovereign Assurance Ltd
- Managing up to 80 staff across multiple sites
for Lloyd’s of London

Sue has a great love for sport, and umpires
Premier Netball Club Teams at Netball North Harbour.