Craig leads our Executive Search division, bringing over two decades of experience recruiting executive talent across the UK and New Zealand. Since 2003, he has built a reputation for connecting senior leaders with high-impact roles across a diverse range of sectors.
He has worked in close partnership with boards and executive teams, designing tailored recruitment strategies for C-suite and strategically significant positions. Craig is valued for his relationship-led style, nuanced market insight, and commitment to inclusive, values-driven hiring. His ability to understand the unique context of each organisation ensures that every appointment is both impactful and enduring.
With a recruitment career spanning back to 2005, Tony Pownall brings deep experience across industries and functions throughout New Zealand, Australia, and Asia. Before co-founding Cultivate, he served as General Manager in both Hong Kong and Auckland for a global talent consultancy, leading high-performing teams and complex client engagements.
Tony specialises in the appointment of senior executives and business-critical roles—particularly where complexity is heightened. This may involve newly created positions, internal competition, multiple stakeholders, or broader organisational change. His strength lies in distilling business needs into clear, evidence-based hiring strategies and designing robust, defendable processes that consistently deliver exceptional outcomes.
He also regularly speaks at industry events and provides labour market commentary for TVNZ. He trains leaders and HR professionals, challenging traditional thinking around attraction and selection. He believes every leader can and should be a talent magnet.
Helping businesses to build a sustainable future based on ‘performance through people is what drives him in business hours. Outside of work he's hopelessly addicted to cycling and getting outdoors. A pursuit made easier by having to keep up with two very active children.
Seed partner with you to get more of what you want - that’s success. And they support you to ensure you want what you get - that’s fulfilment. All too frequently one is sacrificed for the other. It doesn’t have to be. If you feel there is more to come - if you know there is more to come – visit Seed Business Associates and delve into the possibilities together.
View website
Coaching candidates who are serious about taking a more structured approach towards securing their next role. Services include: building a compelling value proposition, CV creation, LinkedIn, interview skills and personal on-boarding.
View website
Weave® leadership is committed to supporting the on-going development of high-impact leaders of businesses and enterprises in Aotearoa New Zealand. It is a community of Chief Executives, Managing Directors, Country Managers, General Managers, Division Heads and Senior Business Leaders.
View website
After a long period of leadership stability and sustained growth, this highly successful New Zealand-owned organisation faced a wave of planned retirements within its executive team. At the same time, rapid expansion and increased complexity meant the founder needed a new calibre of executive leadership—one that could future-proof the business, drive strategic progress, and mature key organisational capabilities, all while respecting the culture and values that underpinned their success to date.
Cultivate was engaged over a three-year period to support the appointment of four new executives. Each role required a customised Success Profile that differed significantly from the incumbent’s scope, demanding a deeply consultative approach to shaping the brief.
With several long-tenured internal applicants involved in each process, it was critical to run an equitable and transparent process that maintained internal trust and engagement. Cultivate ensured these candidates had a fair opportunity to demonstrate their potential, while also supporting the organisation to explore and harness their strengths in alternative leadership pathways when they were not selected. This approach preserved institutional knowledge, honoured tenure, and maintained high levels of engagement and retention throughout a significant leadership transition.
An incoming board sought to reset leadership after a period of poor performance and internal dysfunction. Cultivate was appointed to lead a search for a high-performing General Manager to restore trust and reposition Auckland as the country’s leading sports region.
The internal 2IC was assessed alongside external candidates using a measurable Success Profile created with the board. They were interviewed alongside the top three external contenders using a structured and board-approved guide and not progress to the final stage.
When a Personal Grievance was later filed, Cultivate provided thorough documentation demonstrating a fair, consistent, and criteria-led process. The claim was not upheld. The appointed candidate has since made significant strides in rebuilding trust and transparency across the organisation.
Facing uncertainty about whether their long-serving CEO was the right leader for the next phase of growth, the Board engaged Cultivate to run a transparent, criteria-based appointment process. Although the CEO chose not to apply, three internal candidates did — including the 2IC — and were assessed equally alongside external applicants using a measurable Success Profile co-developed with the Board.
The 2IC was shortlisted alongside three external candidates. When the final Board vote was split between the 2IC and a top external contender, Cultivate guided the Board to revisit the agreed criteria, helping shift focus back to the organisation’s priorities. A second vote followed, resulting in a clear 5–1 decision for the 2IC.
When the outgoing CEO later filed a Personal Grievance, Cultivate’s documentation proved the fairness and consistency of the process. The claim was not upheld — demonstrating not only a strong appointment outcome, but also a legally defensible process that protected all parties.
To discuss your next career move or executive level vacancy send us your details below, or book a time to talk
Book a Time to TalkFor all other enquiries enter your details below.
