High Achiever: Tony Marks

High Achiever: Tony Marks, Rotorua Tourism Committee chairman
 
Tony Marks may not be from Rotorua, but as chairman of the Rotorua Tourism Committee he is passionate about the city's future as a tourism destination.
He was appointed to the role in November last year and has since been working with committee members, the Destination Rotorua Tourism Marketing team and local operators to work out how to drive the city's tourism industry in the next two to three years.
"Rotorua has the infrastructure, the location and the people to be a great destination for tourists - local and international. It has just slipped off the radar, going from a 'must-see' to an optional extra - not because of any inherent weakness, but because other destinations have been very effective in their marketing.
"All we need to do is play to our strengths and convince specific groups of people they should, once again, put Rotorua on their list. We need to focus on why they should come and answer this question in their terms."
This means asking people what they want - health and wellness, family holidays, a sporting competition or challenge - and then letting them know they can do it here.
Much of the committee's work so far has been setting priorities and creating a strategy and framework to achieve those by effectively targeting the marketing funds available. Business plans and accountability measures are now being determined and, by the end of this month, he says things will start happening.
"After that, it's about bringing the trade with us, learning from our mistakes and getting enthusiastic about our successes."
So why was a non-Rotorua person appointed to the position of chairman? Rotorua District Council was keen to plug into the vast knowledge and experience Tony gained during a career spanning continents and industries.
He started out in a frozen food company in his native England, rising to senior roles in Kraft Foods in Britain and Venezuela before emigrating to New Zealand. Tony worked for Hellabys and Carter Holt Harvey before joining Air New Zealand as its sales and marketing general manager.
Then it was back to foods as Zespri chief executive, before heading back to airlines as the founding chief executive of Pacific Blue Airlines.
Making the move from operational management into his current governance roles, with the likes of Ngai Tahu Tourism, House of Travel, Zespri, Leigh Fisheries, Avocado Oil New Zealand and Polynesian Blue Airlines, took a bit of getting used to.
"I found it hard initially - I just love getting my hands dirty and I occasionally cross the line into operations and have to be hauled back."
For Tony, governance is about backing the enthusiasm and ideas of the management team, looking ahead and debating the best allocation of the three key variables - time, people and money.
He believes in bringing the consumer into the boardroom and getting a balance of experience to avoid boards top-heavy with accountants and lawyers.
People are important for Tony. When asked what career achievement he was most proud of, his first response was to list people he had worked with and mentored rising to top positions.
These include: Pepsi Cola's worldwide sports drinks president Sarah Buxton, Virgin America treasurer Anthony Mosse, Air New Zealand deputy chief executive Norm Thompson, Zespri chief executive Lain Jager, House of Travel marketing manager Jo Wedlock and Easyjet chief executive Ray Webster.
"It's just brilliant to have known and worked with these people."
Launching new products that have made a substantial, long-term difference to companies has also been rewarding such as Air New Zealand's Airpoints and Star Alliance membership and gold kiwifruit at Zespri.