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Our People

Meet our Creative Business Consultants

Andrew Tui

Creative Consultant and Programme Manager

Tēna koutou katoa and warm Pacific greetings.

I am of Samoan and Chinese descent and was born and raised in Tāmaki Makaurau. I have worked as a Careers Practitioner for over 12 years, providing career guidance to clients and groups in the education and community sectors. I also have experience organizing industry events and liaising with diverse employers. My professional interests include digital technologies, personal wellbeing, and supporting the career development of Māori and Pacific peoples. Outside of work I host a podcast series called “Career Coffee Chats”, play in a ukulele band (amateur of course), spend time with my Godchildren, and play the occasional game of tennis.

I am excited to manage the Wayfind Creative programme and look forward to supporting creatives to flourish in their careers.

Alison Steiner

“The greatest strength of being a creative is their vision and ability to create… Often Creatives like to do everything themselves and not get help. I understand this is mostly due to $$ but they need to trust themselves, their ability and be strategic.”

Alison looks forward to working with Wayfind Creatives, using her business knowledge, skills and experience to improve the outcomes and incomes of creative practitioners. She hopes that by formalising their creative practice she can help creatives build sustainable careers and enable economic, social and creative wellbeing.

Alison’s experience has evolved over the last 25 years working within creative practices and has worked with a range of creatives through private business. She was part owner and business manager of a successful creative business and she has worked within The University of Auckland Faculty of Arts as well as amongst the arts community.

Alison Steiner/

Felicity Letcher standing in front of a whiteboard presenting a workshop

Felicity Letcher

“I want to pass the lessons I’ve learnt during my creative journey to others. I want to help Creative Wayfinders discover a pathway to a sustainable creative practice that is also financially rewarding. I’m here to assist mentorees to look for the signs of opportunity: how to spot them, how to go after them and then how to make the most of them.”

Felicity is a leader within the screen and creative industries who has held key positions in industry-led organisations. She has led production, gaming, theatre and dance companies giving her a deep understanding of creative and screen companies. She is the partnership manager of AMO, founder of Auckland Screen Alliance (ASA).

Felicity owns and manages Main Reactor, a leading props and makeup effects company with her husband Roger Murray based in Henderson Auckland. They have worked on large tent pole productions including Mulan and The Meg, creature design for Ash Versus Evil Dead and props and creatures for the Shannara Chronicles. Felicity strongly believes in fostering stronger business practice and capability within the creative industries and has run several producer training courses.

Felicity Letcher /


Nicola Devine

Nicola is a passionate social media strategist and has led Wayfind Creative career development workshops focusing on SWOT Analysis and brand, web, and social media skills – presenting theory and sharing her practical knowledge in a dynamic and captivating way.

Nicola’s jam is working holistically towards organisational, design and marketing goals — from strategy to content development, implementation and reporting for brand, print, web, social media and digital commerce gigs.

Nicola was Australasia’s first official Mailchimp expert, and her other natural environments include strategy, creative direction, branding, copywriting, print, websites, social media and mentoring. We are privileged to have her on the team here at Wayfind Creative.

Portrait of Ben Crowder

Ben Crowder

Ben is a talented and respected theatre director and creator, and co-founder of Nightsong. He creates bold theatre that is hallmarked by striking visuals and a sense of thrill – coupled with dramatic integrity. He has directed all of Nightsong’s productions since 1999. Past productions include: 360 – A THEATRE OF RECOLLECTIONS, HEAD, THE YOUNG BARON, THE HUNCHBACK OF NOTRE-DAME, A MIDSUMMER NIGHT’S DREAM and the national tour of BLOSSOM.

Ben also works extensively as a freelance director and creator. He’s worked with Auckland Theatre Company, Silo Theatre, Red Leap, Dust Palace and The Edge (now Auckland Live) amongst others. He is often engaged on the development of new works. Recent productions include NUI SILA, THE MAN WHOSE MOTHER WAS A PIRATE, FAMOUS FLORA and 360 – A THEATRE OF RECOLLECTIONS

Portrait of Hayden Burgess

Hayden Burgess

Hayden has spent the last ten years wearing a suit, being profesh, and selling. After joining his family coaching business in 2012, Hayden worked with clients as diverse as marine science, insurance, HR and Web Comms. Teaching them how to sell ethically, price properly and grow.

Alongside this, Hayden has built a successful career as a freelance illustrator and designer, working with a bunch of rad clients including bands, record labels, bars, and magazines. Combining the psychology of sales and marketing with his love of creating, Hayden started pitchr. in late 2020. His aim is to help more designers get confident with selling the epic work they create.

Hayden lives in the coastal region of Hawkes Bay, New Zealand. He has two beautiful girls, one amazing wife, the neighbour’s cat, and an addiction to books.

Portrait of Anjali Dahya

Anjali Dahya

Hi! I’m Anjali, and I’m an Education Specialist from the NZ Education team here at Xero and have been responsible for creating and delivering live presentations, group trainings, webinars, videos, e-learning and quizzes, all to help businesses and partners around the world grow, thrive and succeed.

I’m passionate about helping people and teaching them tips and tricks to get the job done smarter and faster – and my role in the Education Team at Xero allows me to do exactly that!

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