Swayers. Meet our talented team.
Words by Sway. Team reimagined by AI.
“We talk about focus strategy, clarity and scale at SwayTech. We live and breathe this: as client outcomes and how we make it happen. But this only comes to life thanks to our passionate people who pride themselves on being part of the Sway team.”
Michael brings an immense passion for and experience in all levels of the tech sector. He’s grown businesses from the ground up, spent 15 years at IBM in senior international sales and marketing roles and served as head judge for the NZ Marketing Awards since 2018. He’s also held non-director positions on numerous boards and is regularly asked to share his insight with industry and academic audiences.
“It’s always exciting, as tech is forever changing. It enables the creation of things that didn’t exist to create solutions for problems of all scales and in all areas.”
When Bob Pinchin founded SwayTech, he wanted to help Kiwi tech companies reach their full potential. Thanks to 30 years of experience in the tech industry, he has a deep understanding of tech business needs and insider insight into the New Zealand market. Since then, SwayTech has supported over 400 tech companies, and Bob has become a strong advocate for the power of the tech industry in New Zealand.
Head of Brand & Creative
“I'm on a mission to dispel the misconception that a brand is a name, a logo, a tagline, a visual. When done well, the power of brand is unstoppable – it’s the fuel to drive sales and sustainable, long-term growth.”
With almost 25 years of marketing experience focused on branding, strategic support and consulting, Caroline helps business leaders connect with their audience, foster trust and loyalty and ultimately, drive growth, revenue and profits. As SwayTech’s Head of Brand and Creative, and a Virtual CMO, she understands a strong brand is crucial for sustainable differentiation and long-term success.
Head of Strategic Services
After more than two decades of extensive marketing experience, Gisela brings a unique perspective to her role at SwayTech. High-energy, high-performing and not afraid to share her thoughts, she’s the one setting ambitious goals and encouraging the team to move forward. As Head of Strategic Services and vCMO, her dual roles see her building deep relationships with clients and bringing her talent for problem-solving to the leadership team.
Virtual Marketing Manager
Lisa’s role on the SwayTech team sees her transforming broad business goals into actionable marketing strategies. She works with a wide range of clients as a Virtual Marketing Manager, doing everything from strategic thinking, planning and research to executing complex campaigns. For a perfectionist and born problem-solver with 15 years of experience in marketing roles, it’s the ideal fit.
Executive Creative Strategist
As Executive Creative Strategist at SwayTech, Robert spends his time on creative strategy, digital details and brand experience building – and coming up with compelling creative content to drive it all. He brings vast experience to the role, with over 20 years working in digital advertising, content marketing, creative strategy and editorial publishing.
Fractional Marketing Leader
Transformation, evolution, revolution – whatever you want to call it, Gabrielle makes it happen. With over 20 years’ experience in marketing, she knows exactly how to cut through the noise and help businesses find a new path.
Gabrielle’s sense of clarity and momentum has seen her build new brands and transform old ones, working with household names and up-and-comers. Gabrielle sees marketing as part art, part science – and the perfect fit for her creative, strategic brain. A self-described armchair psychologist, culture junkie and marketing nerd, she knows how to weave branding and human insight with strategy and creativity to connect with customers and accelerate growth.
Digital Transformation Specialist
As Digital Transformation Specialist, Nick Niblett strikes a balance between using his impressive knowledge base and being challenged – he’s always finding new tools, insights and ways to help clients grow. Working collaboratively with clients and partners, being part of a like-minded team, and getting the chance to make a real impact on the industry he loves is icing on the cake.
Senior Event Producer
While Angela Murphy is a marketing all-rounder, event management has always been her speciality. In her role with SwayEvents, she draws on her well-honed relationship-building skills, excellent time management and eye for the little details. Of course, it’s not all about box-ticking and booking ahead – Angela also brings boundless creativity, helping her design events that surprise and delight attendees.
Bruce Buckman specialises in cutting through the fluff and getting to the core message. That clear-sighted perspective helps his clients focus on their goals and present the best, clearest, most fundamental versions of themselves in everything they do. Bruce works with clients across various projects, supporting them through every step of the process, from goal-setting and project scoping to design, execution and delivery.
Elijah Ng Chok
Elijah is one of our secret weapons. He's the guy who makes everything look and feel awesome. A truly world-class designer, he creates brands, designs marketing content and digital experiences at lighting fast speed.
His cool, calm nature and collaborative style, combined with the ability to turn complex ideas into simple and effectively designs makes him a valuable part of the Sway delivery team. Elijah loves the challenge of a new brief and enjoys being part of a business that works to create real change for its clients.
For brand identity specialist Afifa, graphic design is about making the complex comprehensible. Her role as Creative Director at SwayTech sees her working on everything from brand language building and data visualisation to laying out pitch decks and annual reports. Every project is an opportunity to refine her creative skills and build her love of design theory.
Afifa started her career at SwayTech 13 years ago as a graduate designer. Between that role and her current, she worked as an in-house designer for other tech companies, taught design at AUT, and opened a design studio.
Michael works with all kinds of clients on all types of web content. While his bread-and-butter is website building, he also creates smaller, standalone work and interactive tools, including calculators, sales tools and games. Whatever the project, his focus is balancing client needs with tech solutions and ensuring everyone is happy with the result.
A problem-solver and pragmatist, Michael is all about finding the cleanest, clearest solution.
After 14 years as a developer at SwayTech, Michael knows his way around a website. He loves the challenge of creating something from nothing and unravelling tricky problems.
Chief Happiness Officer
Luna has a wag that could power a small wind turbine and a smile that can brighten the cloudiest of days. She is an expert in tail-wagging greetings and impromptu fetch sessions. Her uncanny ability to sense tension from a mile away makes her the ultimate office stress-buster. Her patented "paws-on therapy" technique is guaranteed to induce instant relaxation and an uncontrollable urge to give belly rubs.
When she's not chasing her tail, Luna can be found roaming the office, spreading doggone positivity faster than you can say "treat time".