Creative HQ bought 16 lean entrepreneurs with a diverse range of backgrounds to Wellington in 2015. The conference, Lean 15, was to teach what is lean innovation and how to get the most out of applying lean methodologies to their business. Sonya Crosby talked about how lean is changing business leadership strategies. 

Early this October LEAN 15 is coming to Wellington, reeling in lean entrepreneurs and leading design thinkers like Sonya Crosby from across New Zealand and overseas. Creative HQ is coordinating the immersive three-day conference, which is the first lean business focused event in Australasia. It is set to challenge and inspire attendees, with lean experts including Chris Clay, Ben Kepes and Rod Snodgrass leading discussions, hands on workshops and presentations. The lean business model is no longer just for startups, and lean innovation is something corporates and government need to hear about.

Sonya is an experienced business professional with over 20 year’s expertise in strategic business development with a focus on marketing and communications. This includes deep brand and media experience across newspaper, television and the Internet. She has held director and investor relations roles in both Australia and New Zealand and is a past President of the Association of New Zealand Advertisers, also serving on the board of the SPCA Auckland, Advertising Standards Authority and Advertising Standards Complaints Board.

Sonya has held strategic planning roles with some of New Zealand’s and Australia’s largest organizations including Powertel, Brambles Industries and NZ Post, driving insight based engagement and effecting positive behavioral change through data analytics and enabling technologies.

Her rich and diverse involvement in digital action spans telecommunication solutions for the film industry, sensor based briefcases for the safe transfer of cash, the harnessing of big data to drive meaningful engagement across retail and service based businesses, and more recently in developing apps that will help farmers free up time and realize sustainable productivity gains.

Sonya is leading the development of the new Fonterra Digital Acceleration Team, with responsibility for digital strategy, preparing and embedding ideation frameworks and agile delivery methods to prototype and validate Minimum Viable Products at pace.

Her mandate includes white box thinking, developing and delivering the innovation and ideation pipelines – designing new ways to go better, faster and more efficiently in creating value, delivering business benefits and enriching customer experiences across the pan Fonterra business.

A life learner Sonya was awarded the distinction of Fellow and Chartered Marketer with the Chartered Marketing Institute, UK and is a course developer, regular guest speaker and mentor to young and aspiring new generation marketers.

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