DIANNE MCATEER
INTRODUCTION
A highly effective senior executive with extensive general management and
governance experience.
Proven experience in;
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BACKGROUND
& CONTACT
INFORMATION
KEY
COMPETENCIES
CAREER
SUMMARY
corporate governance
corporate and SME general management
change management
extensive multinational FMCG, business-to-business, and service
marketing experience
leading entrepreneurial and professional service businesses, and
creation of start up franchise based business models
Nationality
New Zealander
Home Address:
Mobile:
56 Brighton Road, Parnell, Auckland 1052
029 9154550
Email:
dianne@principlemanagement.co.nz
SENIOR LEADERSHIP RESPONSIBILITIES, INCLUDING:
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Development and execution of strategy
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Commercially astute and pragmatic; Results and solution focused
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Restructuring and change management
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Communications strategy, development and testing
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Development and execution of internal and external values and vision
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Alignment and delivery of the brand promise across the end to end
customer experience
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New business planning, development and execution
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New product development and commercialisation
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Board membership, interaction and reporting
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Supplier selection and contract negotiation
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Human resource planning and strategy development
JULY 2013 – CURRENT: DIRECTOR WORLD MASTERS GAMES 2017
An entity sitting within ATEED, this Board is responsibility of delivery a world class
World Masters Games competition, in Auckland in 2017, with over 25,000
participants expected from around the globe.
JAN 2013 – CURRENT: DIRECTOR WEST AUCKLAND TRUST SERVICES LTD
The Trusts operate a number of retail, hospitality and entertainment venues in
West Auckland. Surplus profits are returned to the community in the form of
grants, sponsorships and rebates to clubs
NOV 2012 – CURRENT: CHAIR NETBALL NORTHERN ZONE;
CHAIR GREATER AUCKLAND NETBALL LTD
Responsible for delivering the restructure of grass roots and LG mystics
professional franchise netball for the Northern Zone from Pukekohe to Kaitaia
MAY 2012 – CURRENT: DIRECTOR KITCHEN STUDIO
Independent Board Director for Kitchen Studio Distribution Ltd, a co-operative
group of Kitchen designer/manufacturer/installation dealers
2006 – 2011: THE BREAST CANCER RESEARCH TRUST BOARD (NOT FOR PROFIT)
TRUSTEE
To generate funding for research to find a cure for breast cancer within a
decade
 Strategic leadership and governance of BCRT
 Recruitment of sponsors, key stakeholder relationship management, brand
development, and investment decisions on research grant applications
Currently working to raise a $1m/pa research budget, targeting $5m/pa within
5 years.
2007 – 2009: AUCKLAND PROPERTY INVESTORS ASSOCIATION - BOARD MEMBER &
ACTING CEO
To manage the day to day operations of APIA after the sudden departure of
the previous CEO. To operate in a governance role on the Board.
Developing marketing programmes, driving membership numbers and
developing education programmes for members while a replacement Business
Manager was recruited. Recruitment of Office Manager and Business
Manager. Subsequently elected to the Board.
AUG 2006 – DEC 2008: CONTRACT ROLES:
To maintain flexibility while providing critical family support to an ‘at risk’ family
Oxygen Business Solutions (SAP channel partner)
Development of customer recruitment website
Development of sales support website
Review and implementation of revised Knowledge Management System
Composite Developments Ltd
Development and implementation of HR systems & structures to support this
import/export sports equipment company
Golden Bay Cement (Fletchers)
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Development and implementation of HR systems & structures
Property Portfolio Development
Development of $6m residential investment property portfolio
Author – Focus on Fundamentals
A practice management oriented series of articles for Optics sector trade
publication
MAY 2005 – AUG 2006: HOUSE OF TRAVEL GROUP:
MANAGING DIRECTOR - TRAVELPLAN HOLIDAYS LTD
Turnaround of business performance
Revenue: $95million; 120 staff across Auckland & Christchurch sites
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Key Initiatives:
 Contact Centre - Operational review and systems/processes improvement
o Contact Centre Systems & People review project – the right people,
in the right place, at the right time, doing the right thing,
o Implementation of key HR strategies including Performance
Appraisal Systems, individual training & development plans for every
team member, investment in Team Leader development,
recruitment strategy development
o Larger teams with more powerful team leadership
o Relationship development between wholesale and retail owner
operator teams
 Restructuring to improve profitability – reduced duplication of Destination
Specialists across two sites; proposal completed for consolidation of entire
team into one site; HR structure changed to increase accountability and
ownership of destinational profitability
 Profitability – implemented IT systems changes to prevent/reduce margin
errors;
 HR structure changed to increase accountability and ownership of
destination profitability
Key Outputs:
Average staff tenure of 7months reduced to zero attrition over 13 months
25% improvement in key customer satisfaction measures (year on year
basis)
 Significant improvement in Contact Centre staff expertise
Turnaround of operating profit performance from zero operating profit to $100k
operating profit
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JULY 2000 – MAY 2005: VISIQUE OPTOMETRISTS - GENERAL MANAGER
Development, launch and expansion of new health service/retail franchise
Retail Turnover: $50m; Operating Budget $6m; 8 direct reports; 111 outlets
Completion of franchise model development including franchise manuals,
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disclosure documents, legal contracts
Visique concept launch road show, member recruitment and building of
franchise into a nationwide retail group (111 practices in 24 months)
Achieved 33% market share within 3 years
Franchise Support Office team recruitment and leadership – 8 direct reports
Appointment of advertising agency
Development of national brand platform including brand positioning, television
advertising, Yellow Pages presence, engagement and launch of Fly Buys,
Family Health Diary
Key stakeholder management role: Member network, chairing of Professional
Advisory Committee, national professional body, parent company board,
preferred supplier network
Training developments including a University of Auckland course for owners and
regional retail training course for practice staff
Delivery of key revenue and expense financial indicators to parent company
Management of Preferred Supplier relationships with all key suppliers
Relationship management with national professional body
MARKETING CONTRACTS
Marketing programmes & new product development:
Sealord New Zealand June 1998-June 1999
Continuation of Marketing Manager as described below
Heinz-Wattie Australasia August 1997-May 2000
Managing the assimilation of the Eta salad dressings and peanut butter range
(acquired from Griffins Foods Ltd), into the Heinz-Wattie’s portfolio.
Sales and trade presentations
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Packaging and systems updates
Quality matching and production assimilation
New product development for The Good Taste Company
Product development in Infant Feeding Segment
Management of cross-category consumer promotion
The Chestnut Company of New Zealand Ltd August 1996-May 2000 (start up)
 Assisting a start up company with the development of branding,
packaging, new product development and export sales of fresh chestnuts
 Industry liaison with Chestnut Council
 National road show successfully launching the prospectus for this public
unlisted company, raising $1m in capital, via presentations to ‘hobby
farmers’ and interested investors.
 Liaison with Trade New Zealand in conducting research into export markets
and developing export market contacts.
Meadowlea Foods Ltd
The Good Taste Company
 NPD and packaging review projects; Pricing strategy projects
1996 – 2000: SEALORD NEW ZEALAND MARKETING MANAGER
Responsibility for marketing of domestic retail and food service marketing
including new product launches, advertising, trade & company conferences
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New product development & launches
Advertising communications
Direct Marketing activities
Trade Shows
National Demonstration team (Field Manager plus 15 field staff)
Trade Analyst/Marketing Assistant reporting through
Category growth and market share growth through aggressive NPD
programmes and marketing activities:
20% market growth in Frozen Fish segment following relaunch of the Sealord
brand and extensive NPD work
50% increase in tuna sales resulting from NPD and advertising
Full relaunch of Sealord and Captains Choice brand packaging
Launch of 36 new retail and food service products
Launch of new television campaign which drove market and brand growth
Development of Direct Marketing initiatives for Food Service
Management of two national sales and marketing conferences
1989 – 1996: CADBURY CONFECTIONERY LTD
MARKETING ASSISTANT TO SENIOR PRODUCT MANAGER
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EDUCATION
Management responsibility for all key portfolios with $42m sales value, 50%
market share
Full marketing mix including marketing strategy and new product
development, consumer promotions, television and print commercial
production,
Line Management responsibility for marketing assistants/brand managers
Total Direct Marketing Expenditure $2.7m
2013 University of Auckland Masters in Business Administration (final year)
2000 University of Auckland Graduate Diploma in Business (New Ventures)
1989 University of Auckland Bachelor of Commerce (Marketing &
Management)
1982-1986 Macleans College, Auckland
PROFESSIONAL
DEVELOPMENT
2013 Sport New Zealand Sports Governance (1 day course)
2013 Sport New Zealand (SPARC) Sports Board Performance (1 day course)
2013 Institute of Directors: Governance Essentials Course
2005 Institute of Directors: Company Directors Course (5 day residential)
2004 Ernst Young Executive Development Programme – Darden University (14
day residential)
2004 Facilitation Skills – AUT
2004 Accounting for Managers, Project Management – University of Auckland
Short Courses
2000 Employers & Manufacturers Assn Conference: Strategic Marketing on
the Internet
1998 Rogen Three Day Presentation Skills Programme
PERSONAL
INTERESTS
REFEREES
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Spending time with family, fitness, active tourism, cooking, photography
Available upon request