Kate Lines
Auckland,AUK
Summary
Senior strategic communications leader with over 20 years of experience in delivering impactful integrated marketing campaigns. Recognized for driving the growth of some of New Zealand's most iconic brands through innovative strategies. Fosters a positive culture and facilitates collaboration across diverse disciplines while leading teams to achieve exceptional results. Champions creativity in solving complex business challenges, consistently delivering positive outcomes for organizations. Renowned for excellent communication skills and the ability to maintain composure under pressure, ensuring seamless and effective collaboration.
Overview
28
28
years of professional experience
Work History
Managing Director
Denizen
07.2025 - Current
Leading the creative and commercial operations of Denizen, with a focus on innovation, growth, and creative excellence. Responsible for client partnerships, strategic direction, and ensuring delivery of high-quality content across digital and print platforms.
Head of Business Management (Previously Lead Business Partner)
DDB Aotearoa
11.2016 - 06.2025
- Oversee people, product and profit for Business Management team (team of 26). Lead on Lotto NZ, AA Insurance, and Ryman Healthcare. Driving customer insights, strategy, creative and production across fully integrated marketing campaigns. Responsible for achieving increased revenue YOY across a portfolio of clients and new business.
- Key Highlights:
- Highest engagement score ever received for the Business Partnership team in ‘The Voice' 2024 (DDB annual internal engagement survey) and highest score overall vs other departments.
- Won multiple awards for Lotto NZ ‘Imagine' campaigns at local and international award shows (including a Gold Lion at Canne).
- Was integral to implementing a change in strategy from short-term tactics to long-term brand building, resulting in AA Insurance moving from #3 in 2016 to now being NZ's #1 Preferred General Insurer.
- Won Gold for ‘Sustained Success' for AA Insurance ‘Live a Little Freer' Brand Campaign at the 2021 NZ Effies (Effectiveness) Awards.
- Led multiple successful new business pitches, including retaining the Lotto NZ account (2018), The Warehouse brand (2023), Ryman Healthcare (2023).
Managing Partner
Previously Unavailable
10.2015 - 10.2016
- Company Overview: Previously Unavailable is an innovation consultancy dedicated to helping companies grow by creating more successful product, service and customer experience innovations. It was founded in 2014.
- My role was to help the founder unlock the future potential of the company and drive client growth. This resulted in projects won for Lotto NZ, TVNZ and Spark.
Group Account Director
FCB
09.2012 - 09.2015
- Led an account team of 8 responsible for Mitre 10. At the time, Mitre 10 was FCB's biggest and most profitable client.
- Responsible for delivering integrated marketing campaigns at a brand and retail level.
- Won Fair Go's favourite ad many years in a row.
Account Director / Senior Account Director
Colenso BBDO
10.2004 - 06.2009
- Reporting to the GM over a period of almost 5 years, was lead (at varying times during tenure) on the following high profile NZ companies:
- BNZ Credit Cards / GlobalPlus
- IAG: State & NZI Insurance
- Monaco (Gaming)
- Fonterra: Anchor
- Marks (Pet, Food & Snack)
Account Manager / Senior Account Manager
Archibald Ingall Stretton/WWAV Rapp Collins/Saatchi & Saatchi
01.2000 - 01.2004
- Freelanced during my four years in London at three leading Advertising Agencies.
- Part of the account service team responsible for:
- Procter & Gamble
- British Gas
- National Rail Service
- O2 (mobile)
- Arsenal Football Club
Account Executive
Saatchi & Saatchi
01.1998 - 01.2000
- Supporting the Account Service team managing:
- Lotto NZ
- Whittakers
- NZ Post
- Team NZ 2000 America's Cup Campaign
Education
Bachelor of Physical Education -
University of Otago
BA - Psychology
University of Otago
Skills
- Senior Leadership Team: Responsible for driving new business opportunities, additional revenue growth, culture and people development
- Stakeholder relationships: Managing key relationships with CMO and CEO’s Developing and presenting communication strategies and marketing campaigns to stakeholders, to gain support and alignment
- Trusted advisor: Regarded as a trusted partner and leader amongst internal and external partners
- Culture: A passionate advocate for people-first culture
- Senior Brand Strategist: I have led and been involved in the development and/or evolution of some of NZ’s biggest and most well-known brands
SENIOR LEADERSHIP
STRATEGY & COMMUNICATIONS
- Integrated Comms Leadership: Led the development of integrated campaigns across multiple disciplines - customer insights, strategy, creative and production
- Industry Expert: Regular speaker at Comms Council Foundations Course Mentor for DDB Phyllis Project (a global creative initiative launched by DDB, committed to increasing the number of female creative leaders)
- Financial Accountability: Responsible and accountable for annual forecasting and achieving annual revenue targets Have extensive experience with negotiating FTE and scope of work-based retainers
- Results Driven: Responsible for ensuring marketing campaigns drive results to achieve agreed KPIs
- SLA’s: work closely with CFO to negotiate contracts with clients’ procurement
BUSINESS ACUMEN
Timeline
Managing Director
Denizen
07.2025 - Current
Head of Business Management (Previously Lead Business Partner)
DDB Aotearoa
11.2016 - 06.2025
Managing Partner
Previously Unavailable
10.2015 - 10.2016
Group Account Director
FCB
09.2012 - 09.2015
Account Director / Senior Account Director
Colenso BBDO
10.2004 - 06.2009
Account Manager / Senior Account Manager
Archibald Ingall Stretton/WWAV Rapp Collins/Saatchi & Saatchi
01.2000 - 01.2004
Account Executive
Saatchi & Saatchi
01.1998 - 01.2000
BA - Psychology
University of Otago
Bachelor of Physical Education -
University of Otago