NZ & SEA Media strategy - Orion Health, McCrae Tech divestment

managing divestment + introducing newco

With the sale of NZ-owned health technology company Orion Health, we needed to begin positioning the newco McCrae Tech for existing customers and the market in NZ and SEA while recalling the leadership’s longevity and reputation. In February 2025 together with agency partner Pead, we worked with NZTE and media organisations to position stories that shared founder Ian McCrae’s vision to defragment global health data, while McCrae Hospitals CEO Niru Rajakumar conducted a signing ceremony with a new customer in Viet Nam, with Prime Minister Chris Luxon present.

new brand launch & thought leadership-driven content

As Head of Brand I lead content strategy for McCrae Tech’s LinkedIn, website and broader marketing funnel, building brand presence at the intersection of AI and healthcare. I work with our c-suite to extract insights and optimise thought leadership campaigns balancing boldness with clarity, leveraging top-performing formats using real-time analytics to refine the voice and content mix weekly. The result was organically growing 1250 followers in 8 weeks, with triple digit engagement and healthy sales pipelines.