Who We Are

Richard Conway is the founder and CEO of Pure SEO, The Optimisers, and owner of NZ Business, Management, and Exporter magazines. He’s also the author of How to Get to the Top of Google Search (Penguin Random House), a Gold IAB Award winner (Service to The Industry), and an EY Entrepreneur of the Year finalist

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.

Dale Folland is the Commercial Director at The Optimisers, one of Australasia’s leading digital marketing agencies. With over five years of experience leading a high-performing sales team, he helps businesses grow through SEO, SEM, CRO, and innovative digital strategies. Dale began his career as a Sports and Clinical Nutritionist before moving into entrepreneurship, where he successfully built and scaled several e-commerce businesses that continue to operate internationally. His hands-on business background gives him a unique perspective on the challenges and opportunities clients face in competitive markets. Alongside his role at Pure SEO, Dale maintains other business interests because he believes in the power of multiple income streams. Passionate about innovation and AI, he continues to explore how technology can transform both his clients’ brands and his own ventures.

Alex brings a unique blend of agency and client-side experience, with a track record of building brands, leading high-performing teams, and driving measurable results across digital channels. With deep knowledge of strategy, paid media, SEO, and lifecycle marketing, Alex bridges the gap between creative ideas and commercial outcomes.

Away from work, Alex is a proud Doctor Who aficionado and crochet enthusiast, proof that curiosity, creativity, and a touch of quirkiness are part of everything she does.

Bruno is an SEO and analytics specialist who sees organic search as equal parts science, art, and a little bit of wizardry. He helps businesses of all shapes and sizes get found online and actually make sense of their data. On a lifelong mission to prove that SEO and paid search don’t have to fight, they can be best buddies - with a bit of data therapy. Outside of work, you’ll find him tinkering with dashboards for fun, playing tennis, or getting way too excited about things most people would call a bit too nerdy.

With a unique background in both accounting and marketing from the University of Auckland, Graham pivoted from a career in finance to pursue his passion for digital media and technology. He has worked across various industries, including for The Walt Disney Company, and found his ideal career in digital marketing, where he could leverage his analytical skills and eye for detail to measure performance and stay ahead of business trends. Experienced in a broad range of digital fields from e-commerce to SEO, Graham has now specialized in SEM and Google Ads at The Optimisers, blending his technical expertise with creative strategy to drive results.

Sam is a marketing data generalist but with a special interest in data collection. He works with clients ranging from early-stage startups to large multinationals, helping teams build reliable foundations for measurement and decision-making. He believes everyone is a data person at heart, and thrives on empowering others and collaborating on complex problems. Outside of work, he loves anything and everything as long as it's hands on and very nerdy.

Frances is a Chartered Accountant with years of working experience in accounting firms. Her previous experience of management accounting, financial accounting, tax advisory, and project services for clients across various industries gained her a solid foundation for financial operations. With a sharp eye for detail and her analytical mindset, she ensures financial performance and compliance. Outside the office she enjoys yoga, swimming, and outdoor walking to connect with nature.

Richard Conway is the founder and CEO of Pure SEO, The Optimisers, and owner of NZ Business, Management, and Exporter magazines. He’s also the author of How to Get to the Top of Google Search (Penguin Random House), a Gold IAB Award winner (Service to The Industry), and an EY Entrepreneur of the Year finalist

Sabina Bhujel is an SEO Specialist who began her journey with the team as an intern in 2021 while completing her Bachelor's degree in Hospitality. Although digital marketing was only a small part of her studies, it quickly ignited a passion that led her to explore the field further. Over the past few years, Sabina has embraced every opportunity to learn, moving across departments and honing her skills in search engine optimisation through hands-on experience and mentorship. She enjoys developing strategies that help businesses thrive and takes pride in delivering meaningful results.
Outside of work, Sabina treasures spending quality time with family and friends. She is an avid home cook who loves experimenting in the kitchen, drawing inspiration from food YouTube channels where she learns to create vibrant international dishes. Sabina’s culinary adventures are as diverse and exciting as her professional journey.

Tama’s SEO journey started with building his first website and falling headfirst into the world of SEO - what began as curiosity turned into a career. He’s especially passionate about crafting smart site architectures that make both users and search engines happy. When he’s not geeking out over SEO, Tama swaps the keyboard for a tennis racket, proudly representing the Cook Islands on the court. He's also the 2-time reigning table tennis champion in the office.

Joshua’s focus is on helping the team grow and deliver great work for clients. With more than a decade in digital and performance marketing, and experience across global agencies and Tier 1 brands, he’s as comfortable diving into the data as he is shaping big-picture, cross-channel strategies. He believes leadership is about empathy and creating the right environment for people to thrive, whether that means solving challenges together, encouraging fresh ideas, or celebrating the wins that matter most.

From leading TV shows production to shaping long-term brand and marketing strategies, I’ve always loved keeping an eye on the bigger picture. Today, I help brands align their digital marketing with business goals, build meaningful relationships, and discover exciting opportunities that keep them one step ahead.

Rachel O’Reilly has been with the team since 2019, bringing 13+ years of international experience across agencies, healthcare, education, sales, and retail. She is focused on relationship management and workplace culture, and experienced in operations, and project management. Rachel enjoys building supportive environments where people and businesses can thrive. Outside of work, she loves travelling, days at the beach, and the occasional piña colada, even in the rain.

Richard Conway is the founder and CEO of Pure SEO, The Optimisers, and owner of NZ Business, Management, and Exporter magazines. He’s also the author of How to Get to the Top of Google Search (Penguin Random House), a Gold IAB Award winner (Service to The Industry), and an EY Entrepreneur of the Year finalist

Storytelling is my strategy. Connection is my fuel.
From the newsroom to digital marketing, I’ve always been obsessed with finding the story that makes people lean in. Today, I help brands share those stories in ways that build trust, spark curiosity, and show up on Google.

Kris swapped hospital corridors for Campaign dashboards and hasn’t looked back a Search Engine Marketing specialist at The Optimisers with a knack for turning data into strategy. Outside work, he’s either beat-matching in a home studio, trekking through trails, or daydreaming about hitting the open road on a motorbike.

David Nothling-Demmer is Managing Editor of Pure 360 – which brings together NZBusiness, Management, and ExporterToday – and also wears the Editor’s hat at NZBusiness. He’s all about sharing real stories from Kiwi SMEs and the people behind them. If you’ve got a cool business journey worth telling, David’s always keen to hear it.

Elise has a knack for turning campaigns into success stories and everyday moments into creative projects. Whether she’s optimising ads, painting, or experimenting with gin infusions, she brings the same spark of curiosity and imagination to her work.

Returning to her finance roots after time dedicated to raising her family, Michelle brings warmth and precision to her role as a credit controller. Known for being approachable, organised, and detail-oriented, she balances professionalism with a friendly touch, always ready to support colleagues and clients alike.
Outside the office, Michelle is often busy with family life, but also enjoys diving into podcasts and personal projects that keep her curiosity and love of learning alive.

Tristan is a Business Development Manager passionate about helping businesses grow through smart strategy and measurable results. With a background in SEO, Google Ads, and consultative sales, he loves making sure clients feel supported and see real value from their marketing. Outside of work, Tristan channels his competitive streak into sport, always chasing new challenges and ways to push himself.

Bhavika joined the team in March 2023, bringing with her a diverse background and a keen eye for detail. Originally from Canada, Bhavika began her academic journey studying pharmacy but soon discovered a passion for business and finance. This led her to earn a Bachelor of Commerce in Accounting from Victoria University in Wellington.

Since transitioning to accounting, she has built a strong foundation in finance through working in various industries such as hospitality, consulting, plumbing, and manufacturing. Her diverse background, meticulous attention to detail, and proactive mindset make her a valuable member of the finance team. Outside of work, Bhavika is an avid reader with a love for mystery novels, and she enjoys exploring New Zealand’s stunning landscapes through scenic walks and hiking trails. She’s passionate about giving back through volunteer work and cherishes time spent with friends and family.

Wearing both hats as a writer and editor, Nam loves to produce content and optimise the work of others. Whether expanding a case study or researching a niche topic, where there is a story worth telling, you'll find Nam in hot pursuit.

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.

Malvika is an Account Director at The Optimisers, with five years of agency experience and a passion for strategy that delivers real results. She’s energised by uncovering unique, creative ways to help clients grow - balancing bold ideas with a clear understanding of the bigger picture.

Whether it’s having strategic conversations, supporting clients through digital shifts, or identifying new opportunities for growth, Malvika is focused on making every move count. She believes great work comes from collaboration, curiosity, and, of course, a good cup of coffee.

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.

Ruby is a Digital Marketing Consultant with 4 years’ experience, known for her creative problem-solving and passion for AI. She loves demystifying digital marketing and shaping strategies that future-proof businesses for the evolving world of search. In her spare time, Ruby enjoys tennis, gardening, growing her property portfolio, and tuning in to a good podcast.

Ben is an SEO specialist who began his digital marketing career as a copywriter. He has a background in English and creative passions in music and writing - he tries to bring that creative flare to everything he does.

As a Web Content Editor, Robin gets a kick out of SEO’s ever-changing landscape—there’s always something new to learn, tweak, and master. When not fine-tuning content strategies, Robin is usually out catching waves, birdwatching, or jamming on a guitar. With a home full of rescued cats, dogs, and even chickens, life outside of work is as dynamic as the digital world they edit in.

With a background in Mathematics and Psychology, Deepika enjoys turning numbers into meaningful strategies and stories. She values collaboration and is always exploring new ways to bring fresh ideas into digital campaigns.
Outside of work, her interests include playing badminton, trying out new workouts, and cooking, which she finds both therapeutic and creative.

Eylül has dedicated years to statistics and data-driven solutions in marketing, and what brings her the greatest joy is transforming insights into creative thinking and crafting a unique story for every client. Beyond her professional pursuits, she is passionate about generative art and enjoys balancing her digital life by engaging in DIY projects during her free time.

Carissa is a Senior Programmatic Specialist at The Optimisers. Her experience is entirely rooted in Programmatic trading, serving ads, securing ad inventories with publishers. She enjoys helping clients grow through strategic campaigns and finds it rewarding to see results come to life. With a keen interest in broadcast and live production, you may catch her tinkering with setups or studying new tools and workflows in her free time.

Marionne graduated from De La Salle University in Manila with a bachelor’s degree in Communication Arts and brings a vibrant mix of experience in TV, advertising, events, branding, and communications. Her creative background fuels her knack for crafting engaging, SEO-friendly content that connects with people and brands alike.
When she’s not busy writing at The Optimisers, Marionne can usually be found re-watching her favourite TV shows (for “research,” of course), giving endless pats to her dog, Draco, or enjoying an iced coffee, her fuel of choice for both deadlines and marathons.