ORLEANZ

Export Market and Brand Strategy

Drawing on hands-on experience across most notably New Zealand and Australian Wine, but also Beer, Fresh Produce, Spirits & RTDs, and Coffee, I bring practical insight and leadership to the challenges of building brands, products, and markets, facing any export focused business.
With more than 30 years’ experience working in businesses from start-ups to established small and large organisations across New Zealand, Australia, and the UK, and 10 years specifically advising to businesses, I understand what it takes to grow across borders. ﻿
My export market experience spans China, South Korea, Southeast Asia, the United States, Canada, the United Kingdom, and Europe, helping clients navigate local dynamics and pursue opportunities with confidence.
Whether you need board-level advice, executive guidance, or fractional ongoing export business management, I provide focused, cost-effective expertise that helps you make confident decisions and move quickly from opportunity to action

Brand and Product Portfolio

Assess brand architecture and the product portfolio to reveal where the greatest growth potential lies. Clarifying each brand’s role, sharpening its story, and addressing overlap or complexity helps focus investment on the products and propositions most likely to build customer relevance, commercial momentum, and sustainable value.

Export Market Understanding  

Identify and prioritise the export markets with the strongest potential for profitable, sustainable growth. By assessing market size, customer demand, competitive intensity, channel dynamics, and the business’s ability to win, this focused approach directs limited resources towards the best opportunities—whether entering new markets or accelerating performance in existing ones.

How I can help

New Product and Brand Development 

Transform customer, category, and market insight into distinctive new products and brands that the trade want to list, and consumers want to buy. From idea generation and proposition development through to positioning and launch planning, commercial discipline and creative thinking combine to build offers that stand out, meet a genuine need, and create a credible platform for growth.

Distributor Management and Establishment 

Identify, appoint, and manage distributors capable of delivering against commercial ambitions, or reset your existing distributor relationship. From partner selection and negotiation to market plans, performance measures, and ongoing relationship management, clear expectations and stronger ways of working improve accountability, unlock opportunities, and turn partnerships into a genuine growth engine.

Commercials and Price Positioning 

Develop pricing and commercial strategies that balance customer value, market competitiveness, and sustainable profitability. Examining costs, margins, channel dynamics, and willingness to pay helps establish confident price positioning, strengthen negotiations, and support clear commercial decisions that protect brand equity while improving returns.

Leveraging Industry and Government Organisations 

Connect the business with industry bodies, government agencies, programmes, funding pathways, and specialist networks that can accelerate progress. This support helps businesses access valuable intelligence, strengthen market credibility, and make better use of resources that might otherwise remain untapped.