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Craig McAlpine

Dip Business - University of Auckland. Birkman.

Executive Career Coach

Lead for CV, LinkedIn, Job Search Strategy

Auckland, Northland, International

Founder and Managing Director



With over 20 years commercial, people leadership and recruiting experience, Craig found that a significant degree of the success his teams enjoyed came from a combination of attitude, experience (learning) and his own ability to coach and draw out the best in people, capability, and performance. This is Craig’s passion.

Through leading and coaching others Craig recognised that whilst some may be able to readily communicate perceived value, most struggle to understand, let alone articulate a value proposition which will resonate with their target audience. So, often we see people missing out on job opportunities and career advancement in favour of those who are simply able to raise their personal brand awareness to a level that captures the attention of hiring managers and recruiters. Not necessarily the best candidate. And not necessarily the best result.

With his passion for seeing people succeed, in 2011 Craig founded MyCareerBrand with the objective to deliver a clear point of difference in career coaching for job seekers. Developing a structured, results focused set of tools and coaching methodologies to enable clients to secure their next role, Craig works with job seekers to build a compelling value proposition and quality marketing assets including CV, LinkedIn profile and brand strategy, interview skills and role acquisition.

“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 career coaching, solution selling and opportunity capture methodologies, the tools and templates enable job seekers to discover, build and articulate compelling value propositions to prospective employers. The tools enable job seekers beyond their immediate engagement with MyCareerBrand for future career opportunities. We know that today simply getting your CV written is no longer an effective job search and acquisition strategy. And that is why Craig is continually evolving MyCareerBrand’s tools to lift job seeker capability and meet rapidly changing market requirements.

“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 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, 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.”

Craig has grown MyCareerBrand’s reach beyond New Zealand to include career coaching in over 10 countries.

Specialist Areas:

  • Job Search Strategy and Acquisition
  • Value Proposition Development
  • CV and Resumé Development
  • LinkedIn and Social Media
  • Interview Skills


      Kaela Hindle

      BA (Hons) Economics

      Executive Career Coach

      Lead for Interview Skills, Recruiter Relations


      Senior Associate

      e. Kaela.Hindle@MyCareerBrand.net

      Based in Auckland 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
      • Value Proposition Development
      • CV
      • LinkedIn



        Gordon Holmes 

        BBS Human Resources Massey University

        Advanced Human Resources Executive Programme University of Michigan

        Executive Career Coach

        Lead for Career Leverage, Onboarding


        Senior Associate


        Based in Auckland Gordon is MyCareerBrand’s subject matter expert in helping executives manage and leverage their career assets including personal; IP, Value proposition and strengths - planning the maximisation of life after full-time work and successfully navigating the associated transitions. Gordon is passionate about the benefits of people pausing at any stage of their career, reflecting on what they want to achieve in life and in the remainder of their career, and then going for it (with great resources and coaching)! He draws upon carefully selected models that he has applied during his career enabling people and organisations to be successful. Examples of these models include transition management, leadership passages, immunity to change and human centred-design. He draws on insights from psychology and neuroscience to help maximise success.

        Gordon has extensive leadership and executive role experience working in corporates, consulting firms and his own businesses. From working in multinational organisations he knows what it is like to work in cross-border global teams, experiencing deep cultural differences, and working in matrix management structures with the associated complexities and challenges.  Gordon has worked in or consulted to a wide range of industries and sectors and having lived and worked in a number of different countries this has provided him with a wealth of experience to draw upon for his coaching.

        “Whilst it’s great to understand models such as change and transition management, there’s no substitute for also personally experiencing many different career changes and personal life-stage transitions. The combination of useful practical models and my personal career and life experiences enables me to be a more effective career coach and to support my career coaching clients achieve their career goals. I really enjoy helping people set and achieve their goals by providing them with a great road map and valuable resources.”

        Gordon has been described by colleagues as warm and engaging.

        Gordon’s comprehensive talent management experience, both as a professional advisor and line manager, includes: writing and critiquing CVs; interview skills training; conducting interviews; conducting assessment centres; psychometric assessments, including accreditation; supporting hiring managers with decision making; career coaching and mentoring; critiquing and advising on career development plans; succession planning; coaching on leadership passage transitions and 90/100-day on-boarding plans; selecting and partnering with career transition and outplacement providers; assisting individuals with career changes such as a new role and/or employer (‘exits’ and ‘new in post’ transitions), secondments and international postings (outgoing and repatriation), restructures and redundancies; and latter career time reviews and future planning.

        Specialist Areas:

        • Career Leverage
        • Career Transition and Outplacement
        • Job Search Strategy and Execution
        • On-Boarding and New Role Transition
        • Interview Skills


        Campbell Hepburn 

        Hillary Leadership Programme, (Leadership) University of Auckland

        Executive Career Coach


        Senior Associate

        e. Campbell.Hepburn@MyCareerBrand.net

        Based in Wellington Campbell joined MyCareerBrand late 2019. With an extensive career in the employment sector to a Country Manager and Managing Director level; recruitment, career planning, coaching, supporting, developing and leading others have all been significant components of Campbell’s work.  

        Working across both public and private sectors, in most areas of employment, Campbell has recruited to a CEO, key appointment and domain expertise level. In particular he has gained extensive experience in the public sector, information technology, energy, professional services, consulting and advisory market segments.  He has partnered with government at a strategic level on New Zealand workforce and skills shortage issues as well contributing to skilled migrant initiatives.

        Experienced with strategic and operational management, sales and service delivery, Campbell brings expertise across the breadth of the talent life cycle. Combined with a highly personalised approach and commitment to supporting others and having impact, Campbell specialises in working with job seekers to build clarity and perspective on the situation they find themselves in; what they bring to an organisation; their achievements; where they derive fulfilment and want to have impact; career direction and how to achieve this and how to present themselves in the market.

        “With a combination of learnt and innate people skills and capabilities I work carefully and respectfully to support and challenge people in order for them to get the most out of our engagement”

        Having extensive industry experience Campbell has gained working knowledge of numerous career management tools and methodologies. Campbell was attracted to the unique set of career coaching marketing tools and templates that MyCareerBrand has developed, seeing them as contemporary yet practical, enduring and future outcomes focused. 

        Specialist Areas:

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


            Want to Join MyCareerBrand as a Coach?

            We are 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.