Our Executive Team

Our Stuff executive team includes leaders from across the business brought together in their commitment to championing our company, brands and people. Their combined expertise oversees all the work we do each day for millions of Kiwis across our multiple platforms.

The team is focused on building a strong, sustainable business with exceptional journalism at its heart, developing new products and services through innovation and partnerships, and ensuring our culture is second to none.

Sinead Boucher

Chief Executive and Owner of Stuff Ltd

Sinead Boucher is Chief Executive Officer of Stuff. In 2020 Sinead completed a management buyout of the company, returning the business to local ownership. She has since charted a bold new era for Stuff, with a focus on making Aotearoa a better place and becoming the country’s most trusted organisation.

Prior to becoming CEO, Sinead held the position of Group Executive Editor for four years. In this role she was responsible for NZ’s largest newsroom, a significant stable of newspapers and magazines, and number one domestic website Stuff. Her journey in management is complemented by many years as a frontline journalist, both in NZ and the UK at the Financial Times and Reuters.

Sinead is a leader with a passion for equitable, inclusive and diverse workplaces. Under her watch, Stuff has grown to record audience numbers driven by the organisation’s reputation for award-winning, local journalism. As the media landscape has changed over time, Sinead has driven significant organisational transformation to create a sustainable future for the business and defined new ways to fund its journalism through partnerships, products and data-led innovations that leverage Stuff’s scale and create value for its loyal audience and customers.

Sinead is proud to be on the executive and supervisory board of the World Association of News Publishers (WAN-IFRA).

Ramesh Vedachalam

Chief Financial Officer & Operations Director (Interim)

Ramesh was appointed as Interim Chief Financial Officer & Operations Director in December 2018. Having joined the Stuff business in 2016 as the Finance Manager for Transformation, Ramesh has worked across many different areas of the business, most recently leading the Transformation Office.

Prior to his Transformation role, responsible for improving organisational efficiency by the use of technology, process improvements and outsourcing, Ramesh managed the provision of data and insights for the Fairfax/NZME merger proposal, as well as the successful negotiation, sale and transition of several print publications.

Ramesh has previously held financial management positions at Mainland Products and Goodman Fielder, and holds a Masters of Business Administration (MBA) degree with distinction from Massey University.

Mark Stevens

Editorial Director

Mark was appointed Stuff Editorial Director in November 2017; a critical role for the company as we aim to serve New Zealanders through excellent local and national journalism across all platforms.

The Editorial Director is responsible for leading our journalists around the country and for the delivery of a successful editorial strategy across all of our publications and platforms. It sets the editorial vision for the group. Mark oversees our news media flagship site, Stuff, and the group’s 60 national, regional and community newspapers.

Mark previously held the role of Group Editor Digital and Visual and has spent most of his career in Wellington at various Stuff-owned titles, both as a reporter and an editor, since the late 90s.

Phillipa Cameron

Chief Customer Officer

Pip has been appointed to the new executive position of Chief Customer Officer (CCO), following her appointment to the executive team in late 2017 as Brand and Communications Director. As CCO, Pip will assume full responsibility for the relationship and experience of the customer with Stuff and all of its products across marketing, brand and communications. The role will have a strong focus on enhancing and building customer revenues, including responsibility for leading the business’ membership strategy across Stuff, Neighbourly and all new ventures.

From audiences, members, advertisers, subscribers or partners, Pip understands the importance of putting our customers at the heart of all our decision-making and her team is responsible for managing relationships and the experiences of Stuff’s diverse customers and stakeholders right across our product portfolio.

Pip, with more than eight years at Stuff under her belt, is a part of the Global Women Breakthrough Leaders group. She is passionate about creating superior customer experiences and bringing brands to life in a purposeful way – both to internal and external audiences and stakeholders.

Annamarie Jamieson

People and Culture Director

In January 2018, Annamarie Jamieson was appointed to the new position of Stuff People and Culture Director, replacing the Human Resources Director role. Annamarie or AJ is responsible for the traditional HR functions, but her real passion is on creating a working environment for people to succeed.

AJ has been with the company for over a decade and has made a profound impact in her time. As Commercial Operations Manager, AJ led transformational initiatives including the global award-winning News Rewired project.

AJ is hugely passionate about diverse and inclusive workplaces and launched an award-winning programme at Stuff, the Creative Spirit programme, which is about getting young adults with intellectual disabilities into work. Another initiative is The Coffee CO-OP – Stuff’s Auckland office cafe which is staffed by a deaf barista. Staff use sign language to order their coffees and in CO-OP’s opening week, Stuff taught 350 staff how to use basic sign language.

Under AJ’s guise, Stuff received the 2017 Attitude ACC Employer Award, and in the same year was a Diversity and Inclusion Leadership Award Finalist alongside businesses like Air New Zealand and Fonterra.

Andy Symons

Chief Revenue Officer

Andy joined Stuff’s Executive Team in January 2021, to lead the commercial functions of the business.

Andy has extensive executive leadership, and financial services advisory experience across a broad range of industries including banking, telecommunications, software development, sales and consulting.

Some of Andy’s prior roles include Financial Services Sector Leader and Partner at PwC, Director of Retail Banking at BNZ, and CEO of Loyalty NZ. He has held multiple board director positions and is a keen advocate for, and investor in, NZ startups.

Andy enjoys working in fast-moving, technology-driven environments that have a strong focus on the customer and delivering world-class experiences. His strong background in digital innovation, sales and data provide him with a strong platform to grow Stuff’s revenue into the future.

Fei Bian Goh

Product Director

Fei Bian is a senior product leader and executive who is passionate about the intersection of media, data and technology.

He has been with Stuff for over a decade and has held roles in research, analytics, business performance and product management. He designed and implemented the product strategy to drive Stuff.co.nz’s growth to become NZ’s most visited news website, established Stuff’s data analytics, data advertising and programmatic businesses and has been integral in the digital transformation of the business.

In 2018, Fei Bian joined Stuff’s executive team as Product Director and is responsible for Stuff’s digital platform and product strategy, capabilities, data and monetisation. He is also on the board of the Interactive Advertising Bureau (IAB) NZ.

Andrew McPherson

Chief Technology Officer

Andrew joined Stuff in June 2021 to help develop Stuff’s technology strategy and capabilities, to allow the business to meet its future aspirations.

Andrew has led technology strategy and agile product development across a range of businesses. Prior to joining Stuff he was CEO of Experieco and before that he led ICT Infrastructure Professional Services at Spark Digital.

Andrew has also founded a number of successful technology businesses including a software product business, a software services business and a multinational technology training platform. He has also worked in a variety of other executive roles in the technology space.