Home / Executive Career Coaches


Coach Bio's

Craig McAlpine

Post Graduate Diploma (Business) University of Auckland


Executive Career Coach, Branding.

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 CV's, 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 learning's to position his senior level executive 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, the United Kingdom and other countries.

“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


    Kaela Hindle

    BA (Hons) Economics

    Senior Associate:

    Executive Career Coach and Recruiter Relations.

    Kaela is MyCareerbrand’s specialist Coach for emerging leaders who are looking to secure their next role and grow their career to lead at a more senior level.

    She also specialises in developing Job Interview Skills and provides coaching to those who want to nail what is the make or break stage of the role acquisition process.

    Kaela commenced her recruitment career with a recruitment agency – building an excellent understanding of how recruitment consultants work and what they look for when interviewing a candidate. This feeds nicely into her role as an executive coach.  Kaela will enable you to articulate your skills, experience and value proposition in a way that is authentic and resonates with executive recruiters and hiring managers during the interview process.

    Since 2008 Kaela has also acted as a Business Partner working alongside senior leadership to support their hiring needs. So, in addition to understanding what drives recruiter’s decision making, she also has a strong grasp on what drives the hiring manager to say ‘yes’ to appointing you into your next role. This means Kaela is well placed to coach you through the screening, interview and appointment phases of your job search and acquisition.

    Her recruitment experience spans a wide variety of role types including finance, sales and marketing and HR across a broad range of industry sectors at mid to senior level.

    Kaela is passionate about ensuring her executive and interview skills coaching forms a natural extension to building your value proposition, CV, LinkedIn and personal brand, and mitigates the risk of you failing at the last hurdle – your interview.

    Specialist Areas:

    • Executive Coaching
    • Interview Skill Coaching
    • Working with Recruiters


    Chris Gray 

    Post Graduate Diploma (Business) University of Auckland

    Senior Associate:

    Executive Career Coach, On-Boarding and Career Progression.

    Chris is MyCareerBrand’s subject matter expert in on-boarding, coaching executives to successfully transition into a new role or moving through change. This is achieved through a specialised on-boarding process and underpinned by personalised coaching.

    Chris has significant corporate experience, having risen through sales management roles to become Managing Director for Australia and New Zealand of a global company. Through his senior leadership learnings, Chris has ‘real’ empathy with the demands of today’s senior executive, helping them to succeed within a new role.

    “It’s not enough to ‘hope’ for success in a new role. The expectation from all angles is high. Planning and preparation ahead of day one, and then on-going review and coaching once you’ve started are the keys to delivering against the expectation.”

    A new leader engenders significant expectations from all directions: the Board, leadership teams above and below, direct reports, wider team members, customers and suppliers. These expectations start from the recruitment process and then the announcement, often one to three months before start date, and carry through well into the first year of appointment.

    Based on significant experience in recruitment and on-boarding practices, Chris and the MyCareerBrand team have developed specialised tools and a step-by-step process to make the transition into a new role/business successful – and most importantly, adapting to the needs of all stakeholders. On-going customised executive coaching ensures the executive has the support to face the inevitable challenges that leading a business brings.

    “The job description never includes the realities of starting a senior leadership role: restructuring, change management, managing upwards, transforming a culture and turning around a result. It also never prepares you for the isolation and loneliness the tough decisions bring. I’ve faced into these myself, so I come from a very knowledgeable and supportive position to help leaders navigate these times.”

    The cost to recruit a senior executive role can be significant and ensuring the transition into the role is successful could be the wisest component of the investment.

    Chris’ 35 years of corporate experience at all levels, and his down to earth practical style, make him a strong partner to help executives succeed in their new role.

    Specialist Areas:

    • On-Boarding and new role transitioning
    • Career Progression
    • Executive Coaching




       Join MyCareerBrand as a Coach

      I'm passionate about the point of difference MyCareerBrand offers.

      If you think you have what it takes to deliver the style and quality of coaching we provide, and you're looking to build a business with access to contemporary thinking and frameworks - then get in touch.