The Proxi Team


Proxi was established by three entrepreneurial founders, focused on driving growth for companies in the technology sector in New Zealand and globally. 

Having noticed few growing SaaS companies could afford the marketing or product leadership they need, Proxi set about designing programmes to make a difference. They enable everyone from start-ups to established businesses to access the right level of expertise to scale – whether they already have resources in place, or not.

For us, success is measured by exiting a client.

We openly share our knowledge - it is fundamental to the way we work. 

Christelle Blanchet, vCMO at Proxi


Director, Virtual CMO

Helping Kiwi SaaS businesses go global is what gets Christelle up in the morning and she has twenty years’ experience in marketing, innovation and technology to back up her mission. As virtual Chief Marketing Officer, she is exposed to a wide range of technology - from sensor technology, data analytics, streaming, AI to blockchain - and she loves it. Throughout her global career as a marketing communications expert, she has led teams in the entertainment and tech industries (ex-head of marketing at Movio) and founded her own tech startup. Christelle is also a business advisor and lecturer at Tech Futures Lab.

Tim Nichols, vCMO at Proxi


Director, Virtual CMO

Tim is a senior product and marketing strategist with over 20 years' experience working across a wide-range of industry verticals, from telco to corporate travel to agtech. He's worked in the UK, the USA, NZ and Australia and has been instrumental in helping some of New Zealand’s best known tech companies, from 2degrees to Endace, achieve success in local and global markets. Tim is a trained facilitator, an expert in go-to-market strategy and is well connected in key markets around the world. With one of NZ's most successful tech IPOs under his belt (as Head of Marketing at Serko), Tim is hugely motivated to see New Zealand SaaS companies succeed on the world stage.

Jane Smallfield, vCMO at Proxi


Director, Virtual CMO

Having developed the original Proxi model back in 2013, Jane has no doubts as to the difference we can make to growing SaaS companies.  She brings over two decades of business, marketing and communications experience including running her own agency, working as a senior marketing consultant and as the global marketing director in a variety of roles. In addition to working with a range of successful tech businesses as part of the Proxi team, she is Global Alliances Officer for NZ Tech and was until recently co-chair of the NZ Tech Marketers Group and Convenor of Judges for the NZ Hi-Tech Awards.  

David Macken, vCPO at Proxi


Virtual CPO

Dave is a commercially savvy ‘product guy’ with specialist experience in identifying, commercialising and delivering new and unique propositions to market. He has held senior product and marketing roles in both small and large technology businesses. As a facilitator he can draw on his experience across all marketing disciplines to ensure any team can achieve the right outcome. Passionate about delivering great customer experiences - from idea to reality, there is nothing Dave enjoys more than helping companies ensure customer success.

Beverley Caldwell, vCMO at Proxi


Virtual CMO

Rolling up her sleeves and getting stuck into marketing that deliver results and enable businesses to scale is Beverley’s happy place.  With a marketing degree and 20 years’ experience under her belt, not much catches her out. She’s worked her tactical and practical marketing magic in Europe, the US, New Zealand and Australia helping businesses grow and become better recognised. Beverley blends her marketing communications expertise with a great common-sense approach to ensure great outcomes. Her skillset includes creating on-brand content for all channels, developing lead-gen campaigns to drive sales.

Sarah Gibbons, vCMO at Proxi


Virtual CMO

Sarah’s passion has always been the customer. She earned her stripes with some of the big brands, holding marketing and insights roles, and has leveraged her broad marketing experience to grow Data Zoo and Plexure. Sarah's committed to helping SaaS companies thrive, simplifying and translating their stories for the world. She works seamlessly across the business to align teams around key goals and deliverables. Sarah is a 'hands-on' marketer who will help pinpoint where the in-market value is, ensuring a competitive advantage through brand, proposition and customer experience.