Meet the Apagie team

Our philosophy is simple — hire a team of diverse, passionate people and foster a culture that empowers you to do your best work.

Dan Hansen

CEO & Founder

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.

Luke Woolerton

Marketing Lead

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.

Latest articles

Sales growth insights

Gain insights into sales growth through our interviews, tips, guides, industry best practices, and news.
Value chain
4 min read

Empowering the value-chain, satisfying the customer

Despite an abundance of Kiwi ingenuity, the rate of commercial success for medical innovations is, unfortunately, quite abysmal. Learn why being focussed on the needs of your entire value chain is essential for commercial success.

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Buyer behaviour
3 min read

Make it easy: customer decision-making

Looking for ways to rise above the noise and offer what their customer is looking for? Use these mental short-cuts to slice through complexity and give your customers the confidence that they’re making the right choice.

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Value chain
6 min read

The Perfect Match: Finding the right distributor

Finding the right distributor to leverage your product or service in global markets is a common strategy for export sales success. However, many businesses experience initial failure due to a lack of market research and customer understanding at the outset leading to a misalignment with their chosen distributor.

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