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Leading customer experience strategist and creative consultant


Russell is a customer experience strategist and creative consultant. He works across the world, and has led projects for many top international brands including British Airways, O2, Channel 4, Dorling Kindersley and Radisson Blu Edwardian Hotels.

A multi-award winning creative thinker, Russell has a unique blend of commercial, creative, digital and marketing skills. This has helped him establish a considerable reputation as a hands-on consultant to some of the world’s leading digital and branding agencies.

Previous experience:
Russell has been instrumental in the development of The New Zealand Story platform and the development of Air New Zealand’s latest in-flight entertainment experience. He was also responsible for developing a new brand platform for NAB. Russell has also spent a considerable amount of time over the past few years in North America helping IDAIR (a Panasonic Avionics and Lufthansa joint venture). This project involved developing an entirely new product suite for their VVIP in-flight entertainment clients ranging from heads of state and royalty to billionaires - perhaps one of the toughest customer segments in the world.

In recent times Russell has been working with Australia Post’s leadership team on an internal coaching program and with SKYCITY Entertainment Group on the development of their Innovation Lab, customer experience (CX) manifesto and digital strategy.

Russell also works across Fonterra on multiple projects from global customer experience initiatives, human-centred design programmes, brand development and digital consultancy.

Current work:
As part of introducing the new Innovation Refinery at Z, Russell and his team designed and facilitated the first design sprint. This included an introduction to primary design thinking methods as a vision for the Future of Loyalty was co-created. This work has led to several ideas being green lit to exit the innovation process into commercialisation.

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