Market Relations
& Strategic Influence
Advising organisations on how their relationships within the wider market environment affects and contributes to long-term commercial value a decade from now.
Most commercial problems that get labelled as marketing problems aren't. They're something upstream — a referral relationship that's quietly weakened, a shift in how a key group perceives the organisation, a misalignment between what leadership believes about their market position and what's actually true.
The instinct is usually to respond with more activity. More campaigns, more content, more advertising spend. That response isn't wrong because it's wasteful — it's wrong because it's aimed at the wrong problem. More activity against a structural issue doesn't move the commercial needle. It just makes the organisation busier.
My work starts by examining what's actually constraining commercial performance — before any further investment in execution is made. That examination usually clarifies the real issue quickly. And more often than not, resolving it doesn't require another campaign.
The Work
How the Work Unfolds
The starting point is always a clear-eyed look at the market environment the organisation is actually operating in — not the one leadership assumes. That means mapping the relationships that are materially shaping commercial performance: referral channels, influence structures, competitive dynamics, regulatory conditions, key stakeholders. The goal is an honest picture of where value is being created, where it's leaking, and what's driving the gap between the two.
From there, we build a plan. What needs to change, what capability is required to change it, who owns what, and in what order things move. This isn't a strategy document that sits in a drawer — it's a working brief that determines where effort goes and what gets deprioritised.
The third stage is doing the work. For some organisations that means an ongoing advisory relationship — staying close to leadership as market conditions shift and decisions are made. For others, it means working through the plan directly until the structural issues are resolved. The shape depends on what the organisation actually needs, not a predetermined engagement model.
Testimonials
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“I’ve worked with James for over a decade, and what stands out—beyond his marketing skill—is his rare strength in general management. He’s someone who can read a balance sheet, build trust with directors, coach a CEO through a rough patch, and still write a marketing plan that actually gets delivered. He’s strategic but also hands-on. He knows how to drive SEO, implement CRM systems, interpret developer-speak, pitch and close new business, and back every recommendation with research and insight. There aren’t many people with that kind of range, clarity, and calm capability.”
Leigh Harris, Managing Director, Convergence PR and Marketing
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“After the 2023 election, TOP had to rebuild and underwent substantial organizational change. As Board Chair, I've relied heavily on James for his strategic counsel. He's provided expert guidance around change initiatives and crisis management, and his diverse skillset means he's effective at both operational and governance levels. I personally appreciate James for his energy, drive and positive 'can do' attitude. His strategic insight combined with swift and effective problem-solving makes James a force to be reckoned with. He was a core and highly valued member of our team.”
Penny Fairbrother, Board Chair, The Opportunities Party
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“From the outset, James impressed me with insight and integrity well beyond his years. His market research and strategic recommendations, particularly around customer personas, segmentation, forecasting, and international market entry, were consistently sharp, actionable, and accurate. I’ve come to rely on his counsel as a core part of my decision-making. James has also proven himself as a practical problem-solver. He understands that business decisions are often constrained by competing priorities and adapts accordingly. He is astute, conscientious, and deeply reliable. I have no hesitation recommending him.”
Kay Poulsen, Managing Director, Help4U
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“James quickly became someone we all relied on at TOP. He brought sharp strategic thinking and dependable operational delivery - consistently getting things done without fuss and always on time. His good humour and can-do attitude made even the trickiest jobs feel manageable. During a period of intense change, James provided thoughtful strategic counsel and handled emerging issues with calm, clarity, and care. He played a key role in keeping internal communications clear and consistent, ensuring the team stayed focused, informed, and aligned. His political savvy and ability to bring people with him were crucial to strong decision-making. James was a positive, thoughtful presence and a hugely valued leader in our team.”
Hon. Iain Lees-Galloway, General Manager, The Opportunities Party
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“James is highly proficient in digital strategy and execution. He delivers performance plans that are smart, results-driven, and tailored to the specific business objectives of each client. As a digital native, he understands how to deploy the right tactics for the right goals—whether it’s building awareness, generating leads, or driving conversion. His work spans the full funnel with confidence and clarity. James is also hands-on with implementation. He’s experienced in digital advertising platforms, backend web systems, measurement tools, and influencer networks—ensuring strategy and execution are always tightly aligned.”
Kristen Hill, Marketing Communications Manager
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“I’ve consistently relied on James over the years for advice across a wide range of situations—from community engagement and complex communications to strategy development and high-level problem solving. He’s the person I always describe as ‘the one you call when things go wrong and need fixing.’ His calm, level-headed approach brings clarity and confidence in moments that can otherwise feel chaotic. Whether it's navigating a tricky situation or setting a strategic course, James is someone I trust completely.”
Christine Lane, Funder & Community Engagement Professional
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“James brings a diverse and valuable background encompassing marketing, people management, strategic planning and crisis management. His unique approach proved invaluable as he guided STEAM-ED through a challenging establishment period marked by COVID, rebranding, and financial instability. Under his leadership and support, the organization successfully navigated these hurdles and continues to thrive.”
Helen Stewart, Former Chair, STEAM-ED
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“I’ve worked with James across several brands now, and he’s one of the strongest marketers I’ve come across. He not only understands digital at a level you rarely see, but also brings marketing insight so sharp that even with 25 years of experience, I find myself learning from him. Beyond that, he’s a brilliant strategist with a ‘no problem, I’ll handle it’ approach—whether it’s advisory work or unexpected issues that need fixing fast. He’s calm, capable, and always focused on what matters. He’s worth far more than his weight in gold in any situation.”
Sandra Hayman, Contract Marketing Manager & Brand Strategist
Contact me.
Email: james@intelket.co.nz
Phone: +64277217408