Rachel O'Connor

About Me

“I’m an experienced strategic leader with more than 20 years in marketing, communications, and organisational impact across sport, local government, tertiary education, and corporate sectors. My strengths lie in stakeholder engagement, brand and reputation management, insights-led strategy, and data-driven storytelling. My approach is built on integrity, collaboration, and measurable community impact. As Head of Communications & Impact at Sport Manawatū, I lead the organisation’s communications, insights, and stakeholder strategy. I’ve strengthened board and funder confidence through transparent reporting frameworks that demonstrate tangible outcomes. I translate data into insights that inform decision-making and shape strategic direction. My executive background includes leadership roles with Toyota New Zealand, Palmerston North City Council, The Factory, and Massey University. I’ve led national brand strategies, large-scale rebrands, and community partnerships that enhanced trust and long-term value. Governance experience includes serving as a board member for ManawaTech and as a judge for the Manawatū Business Awards, EFFIE Awards, and TVNZ Marketing Awards, applying evaluative judgment to assess organisational performance and marketing effectiveness. I’m driven by opportunities to strengthen organisations that create meaningful impact through play, active recreation, and sport. My focus is on building trusted partnerships, aligning diverse stakeholders around shared goals, and ensuring governance decisions translate into visible outcomes for communities. I’ve completed professional development in transformational leadership, business model innovation, and digital skills for the workplace, and was the winner of Innovate Manawatū for Reachible, an audience insights platform. ”