About us

MyCareerBrand is all about enabling you as a career professional and job seeker to succeed in
your career through a new way of career coaching which not only enables you to find the right role,
but also to win more job offers.

This is how we think and work with you: As a candidate in the job market your career coaching needs
to focus on your personal brand, technical skills, value proposition, and the way in which you
communicate those key areas to recruiters and prospective hiring managers.

Whether you’re proactively seeking a new role or moving through a career transition with your current employer - it’s important that you are equipped to launch yourself into the job market armed with
powerful marketing assets including a baseline CV, optimised LinkedIn profile, powerful interview skills
and a whole lot more – specifically targeted towards each role you apply for and your career development.

MyCareerBrand career coaching provides job seekers with a new approach designed to enable you
to work more effectively with recruiters and hiring managers, and to network and promote yourself
to market in order to secure your next role.

Your career coaching programme will be designed specifically for you so that you can execute a quality
job search and job acquisition strategy aligned to your own needs.


Bottom line – we’re about innovating to create a better outcome.

Your Outcomes


Your Presence


Your Talent


Lead coaches

Craig established MyCareerBrand in 2011 to deliver a clear point of difference in
career coaching for job seekers who are serious about taking a more structured approach towards securing their next role. He specialises in working with job seekers
to build quality marketing assets including CVs, LinkedIn profiles, interview skills and value propositions. Craig’s focus is to position job seekers to more effectively secure
not only their next job but to also have the confidence to negotiate appropriate remuneration through self awareness and value recognition.

With over 20 years leadership experience within various sectors Craig is able to apply
his key learnings to position his clients to win the right opportunity.

Since its inception, Craig has grown MyCareerBrand’s reach beyond New Zealand  to include career coaching for job seekers in Australia, Singapore and the United Kingdom. In addition to the direct career coaching Craig provides to job seekers either face to face or online, job seekers in over 135 countries proactively develop their job opportunity capture skills by following Craig’s blogs and articles and learning from the guidance he provides to enable job seekers to build powerful CVs, LinkedIn profiles and networking and interview skills.

“At the heart of everything we do is the objective of positioning our clients to win the right job opportunity with the right employer.”

Based on solution selling and opportunity capture methodologies, Craig has developed a unique set of career coaching, marketing tools and templates which enable job seekers to articulate compelling value propositions to prospective employers. The tools enable job seekers beyond their immediate engagement with MyCareerBrand to apply and adapt their career coaching for any future career opportunities. The reality is that today simply getting your CV written is no longer an effective job search and acquisition strategy – that’s why Craig provides so much more.

“My methodology is based on solution selling. Every job seeker is a solution provider, and is positioned to sell themselves as the solution to the hiring managers problem”

In addition to working one-on-one with his career coaching clients Craig designs and facilitates MyCareerBrand job seeker seminars and workshops. He is a regular guest speaker, presenting topics such as how to work effectively with recruiters, building compelling CV’s, optimising LinkedIn profiles, and compelling interview skills. He is also a regular publisher on LinkedIn Pulse, presents Asia Pacific webinars and is a guest on United Kingdom podcasts for job seekers.

“It’s about positioning the job seeker through innovative career coaching to better leverage their experience and capability”

Specialist Areas:

  • Job Search Strategy and Execution
  • Value Proposition Development
  • CV and Resume Development
  • LinkedIn and Social Media
  • Interview Skills




Post Graduate Diploma (Business) University of Auckland
Member of HRINZ, CDANZ.

LinkedIn: https://nz.linkedin.com/in/craigmcalpine


Craig McAlpine

CEO, Principal Coach

Anne-Marie MacIntyre

Psychologist, Consultant

Registered Organisational Psychologist

Bachelor of Arts (Psychology) University of Auckland

Post Graduate Diploma (Counselling/ Coaching) Massey University

Anne-Marie has 20+ years experience as an Organisational Psychologist. Over this time she has designed, managed, coached and facilitated within a variety of organisations. She has also worked with organisations’ to create values based cultures that enhance the organisation’s employment brand and increase employee engagement. Recently she has developed resilience workshops for leaders/supervisors in safety critical roles across a number of industries based on her extensive research both in New Zealand and overseas.

Approach to Coaching:

Anne-Marie utilises a wide selection of mentoring and coaching approaches applicable to the requirements of the organisation and the needs of the individual.  She has held Executive and leadership positions in the Private and Public sector. Anne-Marie uses her practical knowledge as a Leader and a Manager alongside with her Organisational Psychologist skills and practices to create bespoke personal development sessions.

As individuals have many different learning styles, Anne-Marie provides a practical learning environment, balanced with session notes and any relevant research or reading material.


Accredited ACER and NZCER Senior Level D (all Clinical and Educational Psychometric tools).

Accredited SHL, OPRA, Hogans, Saville, TMI, MBTI, Belbin, Integrity Systems, BSRP, Lominger, DDI, Balanced scorecard, Dewitt and Morel suite.

Specialist Areas:

  • Leadership
  • Assessment
  • Personal Development





What we do for you


Job Seekers

What matters most is that your business is enabled to achieve its objectives. This is in
no small way achieved through your talent and communicating a strong talent attraction and retention point of difference. For years we’ve been talking about the war for talent, but ignoring the possibility that our attraction and recruitment systems and methodologies may be the very things that are sabotaging the talent retention and acquisition process itself. Bottom line – job seekers and career focused professionals need
to know you not only care about your own business, but them as well.

Our Employer Services include a range of employee programmes – including outplacement, career Transition, training and workshops, all able to be tailored to meet your needs.

We provide a full suite of career coaching, training and development programmes designed to deliver value to all staff around management, leadership, life skills and people skills.

At the heart of what we do is our key measure of success.

“Making a difference through adding value to your
business and your people”.


We believe that our career coaching is not
only different but current. We work with you
to build a ‘solutions selling’ approach towards communicating a compelling proposition and providing you with a selection of tools which enable you to develop and promote your CV, LinkedIn profile and Value Proposition to recruiters and hiring managers.

Your career coaching and job seeker programme not only helps you to win ‘front of mind’ position with your target audience, but also builds your confidence and ability to communicate compelling reasons to hire you.

When you’re looking for a new role you should be thinking strategically, have a plan and be working as if you’re a ‘solutions seller’.

Simply writing a great CV for a role today will not position you to lean in to the market and win more opportunities.  And that’s why we do so much more than that for you.

We work with you to develop your ability to sell yourself through understanding your career drivers and motivators, developing a strategy with clarity about your value proposition and what the shape of your job search and marketing assets will be in order for you to discover and win more opportunities.

Only then do we start to work on your CV, LinkedIn profile and interview skills. And because we utilise powerful tools to help you along the way – the cost is no more than that charged by some CV writers for writing just a single CV for a single job application. Your tailored MyCareerBrand career coaching programme provides a lot more – not just for your immediate opportunity – but also for the future.

So along with a powerful baseline CV, LinkedIn profile and Interview Skills, you’re enabled to sell yourself better than you’ve ever been able to, now and into the future.  When you’ve found that ideal role that’s really what matters most – isn’t it?

Find out more by contacting Craig McAlpine at MyCareerBrand to set up your first meeting.