Dan Hansen has over 25 years’ experience in management, sales, and commercial strategy. Dan has held senior management and board roles in New Zealand, United Kingdom and North America and has first-hand commercial experience in over 35 countries with many of the world’s most recognised companies. Originally from an engineering background Dan moved into the technology industry in the early 1990s.  Dan founded MSM in 2009 which was later acquired by PricewaterhouseCoopers. (MSM was an advisory firm that helped New Zealand businesses generate over $1bn of sales revenue from export markets).

Dan has significant experience in many B2B sectors including manufacturing, engineering, technology, and food and beverage production. Dan's experience includes growing multi-million-dollar businesses in international markets, setting up multi-national distribution channels and teams, acquisitions, company restructures and managing intellectual property. Dan holds numerous Advisory and Board roles.

Will has worked in a number of industries, from hospital healthcare to running a successful Manuka honey family-business with his father. More recently, Will was a part of the PricewaterhouseCoopers Sales Advisory practice that worked alongside New Zealand businesses looking to commercialise or enter new overseas markets.

Throughout his career, Will has developed a deep understanding and appreciation for the thinking-quirks that underpin consumer decision-making.Will has wide experience across multiple industries, along with the ability to discover new markets, understand new customers, create commercial strategy and execute in the real world.

Luke leads our marketing engagement team where they translate the customer research to multi-channel messaging. This can be digital or physical activity to build customer awareness for our clients across the world. At Apagie, we believe the channel or method should start with the customer, rather than trying to fit the channel around the customer. Luke is therefore an expert in using multiple channels to attract and keep customers, from social media, to email automation through to collateral campaigns.

Luke completed his studies at Waikato University with a degree in Marketing and Strategic Management. He also represented the University nationally in his final year, and they won.

In his free time, you’ll find him at the beach surfing or four-wheel driving with friends.

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Lexie Petty works with our health-tech and manufacturing clients to connect with customers, retailers and distribution partners in the United States. Lexie focuses her time on executing the commercial strategies we have created with our clients. Because she's based in Los Angeles she's able to speak to potential customers face-to-face, and bridge the gap between NZ and our clients aspirations.

"I'm thrilled to be working with a company that is forward-thinking and determined. I love my role, and the diversity of every day, having something new in store for me.”

Lexie has her associate degree in Applied Science and Paramedicine; with 5 years of experience in the Emergency Medical field. Her free time is just as interesting. She is a published poet, short story writer and has a passion for stand-up comedy.

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Silke has lived in Europe, New Zealand and North America so can connect with people from a range of backgrounds. At Apagie, we focus on understanding customers, no matter where they live – Silke makes this happen. Silke can use the language that makes sense to them and bridge the gap between New Zealand businesses and international customers. Silke leads our research team where they identify the best markets for products, and opens the doors for new commercial opportunities.

Silke Molina received her education at Waikato University majoring, in Strategic Management and Finance. She has a background and passion for Business Transformation. Silke is an avid photographer and long-distance runner. As a Chicago native, she loves traveling Stateside with her two children to visit family.

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