Hi, I'm Libby, the person behind Why Marketing.

I've spent nearly 20 years helping businesses connect with audiences, develop creative commercial opportunities and turn ambitious ideas into results.

My career has taken me from major exhibitions, motorsport, movies and music in the UK to international entertainment brands, licensed products and some of New Zealand's most memorable live experiences & major events.

Along the way, I've built marketing functions, led teams, developed international award-winning campaigns, secured commercial partnerships and launched new products and experiences.

Most recently, as Head of Business Development for Live Nation Venues New Zealand, I led commercial growth & development across the venue portfolio, including premium hospitality, corporate revenue, strategic partnerships and the introduction of new premium products at Spark Arena and BNZ Theatre, Hamilton.

Before that, I led Marketing, Tickets & Communications for the NZEA award-winning Major Event, World Choir Games 2024, headed up Sales & Marketing at Pop-up Globe, managed global marketing and product launches for Gale Force Nine, and developed theatrical marketing partnerships for The Walt Disney Company. I’ve even dabbled in Formula One.

It's a fairly varied career, but there's been one constant: understanding what makes people connect with brands, products and experiences, and finding commercially effective ways to make that happen.

These days, I bring that experience together through Why Marketing, combining big-picture thinking, commercial creativity and the willingness to get stuck into the detail.

Because a good strategy is only as valuable as what you do with it.