Better by Design is part of New Zealand Trade and Enterprise and operates from its Auckland office.

Suzie Marsden


Suzie is the Director of Better By Design, responsible for the delivery of all aspects of the Better By Design programme. She is an experienced senior executive and marketing professional with strong leadership credentials. Recently she has been working as an independent consultant and leadership coach. Suzie’s previous career included eight years in a range of executive and leadership roles with Westpac, and prior to this Fisher & Paykel Finance, and NatWest in the UK.

During her time with Westpac Suzie held a range of roles including Regional Manager Retail Banking, Head of Sustainability, and Head of Brand and Marketing. Whilst in the Head of Brand and Community role Suzie developed and implemented a retail design strategy using Stanford University design methodology.

Suzie was a board member of the NZ Centre for Personal Financial Education, a partnership between Massey University and Westpac to develop programmes that improve New Zealander’s personal financial knowledge. She has also been a trustee of the Auckland Communities Foundation which provides a convenient and flexible vehicle for people to set up funds. It researches and grants to effective organisations making a difference in Auckland. 

John Hatrick-Smith

Design Catalyst

John has been part of the Better by Design team since 2007, bringing with him over 45 years' experience in a wide range of industries including manufacturing, agriculture, food and beverage, and tourism. He worked with many well-known manufacturers of consumer durables companies producing products such as white goods, furniture and bathroom ware, before moving from ‘hands on’ designing roles to that of departmental head, leading a world-class design and development team, within a global company. 

In addition to his work with Better by Design companies, John continues to work with the design profession, design educators, students of design and design integration coaches, raising the understanding of the role and importance of design as the business value creation methodology. 

John is a strong team player and an effective communicator across all levels of the organisations he works with. He delights in telling the story of design while delivering a deeper sense of the value of design at board, executive and operational levels, and has a capacity for finding and bringing excellent people together to uncover promising ideas and opportunities. 

Rosemary Hume

Design Catalyst

Rosemary is passionate about helping businesses create a competitive advantage. As a Design Catalyst she is focused on empowering our customers to build their design capability by applying customer-centred design methodology to unlock innovation and grow their business internationally. She develops practical solutions with our customers to improve motivation and performance, ensuring that daily activities are aligned with the organisation’s growth strategies.

Rosemary brings a depth of leadership, business development and marketing experience across a wide range of industries including professional services, FMCG, tourism, ICT, banking, and not for profit. She is a Director of Hume & Associates, a New Zealand consultancy specialising in leadership development and pitching for business. Prior to this she was a global partner and consultant at capability development firm rogenSi. Earlier on in her career Rosemary worked in fast moving consumer goods and tourism marketing roles for Huka Lodge, Arnotts Biscuits, Allied Liquor Merchants, and Nestle. 

Rosemary is married with two teenage daughters and loves exploring the outdoors.

Nicola Halliday

Coach Manager

Nicola began her career in design thinking in the education sector, having led and directed the first post-graduate degree of its kind in New Zealand, the Master of Design Management. She was a member of the senior leadership team of the School of Design at Unitec, Auckland, and its post-graduate board of study, responsible for governance of all post-graduate programmes. Nicola has also been a programme director for an innovation hub whose objective was to foster a climate of innovation between disparate businesses.

Nicola has most recently worked as a senior consultant in organisation development concentrating on leadership, culture and organisation design, primarily coaching leaders to build capability for performance improvement. She has worked closely with both private and public sector customers and has built a deep understanding of their operating environments. 

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