NZ tech marketing awards finalists named across sector

Tech Marketers New Zealand has named the finalists for the 2026 NZ Tech Marketing Awards, with a shortlist spanning nine businesses across the country's technology sector.

The finalists are from ADInstruments, AoFrio, Gallagher, Lunit, MYOB, Nodero, Salience, Snapper Services and Timely. The awards cover four categories: Tech Marketer of the Year, Young Tech Marketer of the Year, Campaign of the Year - Lean & Mighty, and Campaign of the Year - At Scale.

The announcement reflects the growing profile of marketing within a technology sector that contributes $23.8 billion to New Zealand's GDP. It also highlights increasing attention on how local technology companies present themselves as they pursue customers in overseas markets.

Lisa Jansen, Chairperson of Tech Marketers New Zealand, said marketing is becoming more central as more companies look abroad for growth.

"Marketing's job is to make sure people know about it, but also that they feel connected to your brand and trust it, so that when they're ready to buy, you're the go-to option," Jansen said.

New Zealand's technology businesses have become one of the country's largest export earners, and the awards recognise the people behind the sector's commercial marketing efforts. The finalists work across agritech, scientific technology, software, transport, artificial intelligence and business technology.

The finalists

In the Tech Marketer of the Year category, the finalists are Rebecca Mitchell, Senior Growth Marketer at MYOB; Sina Walker, Head of Global Marketing at ADInstruments; and Phoebe Robertson, Product Marketing Manager at MYOB.

The Young Tech Marketer of the Year finalists are Jordan Dashfield, Product Marketing Lead at AoFrio; Annabelle Lindberg, Digital Marketing Specialist at Salience; and Charlotte Steel, Founding Product Marketing Manager at Mosaiq by Snapper Services.

For Campaign of the Year - Lean & Mighty, the shortlisted entries are Gallagher Animal Management, submitted by Kelly Garner; Nodero, submitted by YoungJae Lee; and Salience, submitted by Annabelle Lindberg.

The Campaign of the Year - At Scale finalists are ADInstruments, submitted by Sina Walker; Lunit, submitted by Koren Cryer; and Get Timely, submitted by Joanne Schofield.

Jansen said the quality of this year's field points to broader changes in the market. She said local marketers have benefited from seeing New Zealand technology businesses build recognisable brands alongside their products.

"We now have local examples of tech companies that have done really well globally, and have not just built exceptional products, but also exceptional brands and marketing programmes to promote those products. That's raised the bar for the whole sector," Jansen said.

The judging process placed weight on business impact as well as campaign execution. Judges looked beyond traditional marketing measures, assessing whether entrants had driven change within their organisations and delivered commercial results.

Jansen said a clear pattern emerged across the entries, with judges repeatedly identifying a difference between strong marketing delivery and broader organisational impact.

"Across all four categories this year, the judges kept coming back to the same distinction. Good marketers deliver great marketing. Excellent tech marketers create meaningful change," Jansen said.

Global pressure

The awards come as New Zealand technology companies face rising pressure to compete in larger overseas markets. In that environment, marketing is increasingly tied to how businesses define their category, explain their products and build trust with customers who may have no prior familiarity with New Zealand brands.

Jansen said technology companies still have room to invest more heavily in brand and marketing as part of their international growth plans. She said the sector has often placed greater emphasis on product development than market positioning.

"Tech companies tend to be far more product focused than marketing or brand focused. There's a massive opportunity for tech companies to invest more in brand and marketing, to really connect with their audience and become the solution of choice in their category," Jansen said.

She linked that argument to the performance of companies succeeding in international markets.

"If you look at what companies are winning globally right now, whether that's New Zealand companies or international ones, it's usually those who build strong, consistent brands that connect with their audiences," Jansen said.

Beyond individual recognition, Tech Marketers New Zealand sees the awards as a way to share practical examples across the sector. The group describes itself as a community for marketers, founders and industry leaders working in and around the country's technology industry.

Jansen said sharing the finalists' work matters both for the marketers involved and for the wider market.

"It's important to give those marketers the recognition they - and marketing within their businesses - deserve. At the same time, it's also important to share those stories, because that's what motivates and inspires other marketers, and lifts the capability and performance of the whole sector," Jansen said.