About us

Helen brings a wide breadth experience to Directorly. She is a professional Director and Entrepreneur.  Currently the Chair of Answer Services Ltd, she is also a board director of the Co-operative Bank Ltd, Co-operative Life Ltd and Centrix Group Ltd and a former Chair of the HR Institute of NZ and Director of The Warehouse Financial Services Ltd, Ruralco Ltd and Zeal. 

She is also the co-founder and director of Belle of the Ball - a sustainable dress rental company providing an eco-friendly alternative for dresses and accessories. Her experience in product development, customer experience, operations, AI, digitisation and marketing has allowed her to successfully grow businesses and leverage AI to deliver fully automated solutions, marketing strategies, social, SEO and customer journey enhancement.

Her engagement with cutting-edge technologies spans back to 2017, beginning with pivotal initiatives at Vodafone involving digital humans, Robotic Process Automation (RPA), and chatbots. Her ongoing use of AI across all facets of her businesses and in her roles as a board Director underscores her expertise in integrating these tools to enhance operational efficiency and decision-making processes.

Helen has over 15 years executive leadership experience with a focus on customer operations, customer experience, AI, digital transformation and marketing, gained while working for brands such Air New Zealand, Vodafone, Lotto, Westpac and American Express.