NZSA ExecutiveThe events and operations of NZSA are overseen and organised by a hard-working group of volunteers. Each year NZSA members vote for nominees to the Executive at the Annual General Meeting in December, and those accepted serve a two year term. Once the Executive Team is selected, they vote on the role of President.


Roger Ford
NZSA Committee Members Roger Ford

Roger has 30+ years’ experience in software including 10 years working for major companies like Oracle and Microsoft in a variety of management roles. These included channel and business development for partners, within NZ and across Asia. He has run his own practise, Innovise, for 13 years, which has undertaken a variety of business transformation and software development projects. He is currently the COO for The Testing Consultancy, which has over 80 Testing Professionals deployed across Auckland, Wellington and Singapore.

Roger also spent 10 years working with the IceHouse and University of Auckland as a judge, mentor, and guest presenter for their Entrepreneur Business Challenge called Spark, plus he’s been a judge and mentor for other business and software competitions like Microsoft’s Imagine Cup and the BNZ Virgin Business Challenge. His experience in start-up and high growth business has expanded to include advising on a number of mergers, acquisitions, strategic partnerships and capital raising efforts.

Committee Members

Kerry Frith
Kerry Frith

Kerry has worked within the IT industry for over 13 years in various channel roles, currently employed at IBM for the last 7 years working in the software business as a Channel Manager. Kerry manages the relationship and implementation of software initiatives into the business partners and distributors. Kerry has developed the day to day relationships of partners as well as conducting a channel review with implementation of a new channel/distribution model in NZ. Earlier this year, Kerry moved into the role of Partner Executive managing the relationships of Independent Software Vendors in the IBM Developer Relations team. Prior to IBM, Kerry worked at HP for 5 years as Supplies Channel Manager and Business Partner Representative and Express Data for 1 year as the Cisco and Microsoft Marketing Manager. Kerry is passionate about the partner community and helping partners to become successful through strategy, sales and marketing initiatives.

Edwin Lim 
Edwin Lim

Edwin is a senior commercial lawyer who has specialised in technology, media and intellectual property for over 13 years. His main areas of practice are technology procurement, outsourcing, IP commercialisation, technology due diligence, and general commercial. Edwin has worked for clients in various industry sectors including the software, technology, banking, government, media and healthcare sectors. Edwin has a passion for technology – in addition to his law degree, he has a Commerce degree majoring in Information Systems, so he understands the technical and legal issues involved in complex technology matters. Edwin previously worked at Bell Gully for over six years in Wayne Hudson’s team. In 2006 he left to join Clyde & Co in Dubai, where he advised clients on technology projects, as well as establishing and conducting businesses in the Middle East. Edwin joined Hudson Gavin Martin in April 2010.

Averill Dickson
Averill Dickson

Averill is a Senior Associate at Simmonds Stewart, a boutique technology law firm providing corporate and commercial legal services focused on the New Zealand technology sector. Prior to Simmonds Stewart, Averill worked in the ICT team at Simpson Grierson.

With almost 20 years in the technology sector under her belt, Averill has a keen interest in this area, and regularly presents and publishes on technology contracts and internet law. She has extensive experience advising on the corporate and commercial aspects of technology businesses and transactions, from working in-house and in private practice. Her previous experience includes three years as in-house counsel at Endace, where she led the legal work on Endace’s listing on the London Stock Exchange.

Averill was a founding member, and a former convenor, of the Auckland District Law Society’s Law and Technology Committee, and was also previously a member of the executive committee of Auckland ICT Inc.

Jo Patterson
Jo Patterson - NZSA Executive Committee

Jo Patterson is a Director of GoodSense where she leads a team of senior marketers who provide strategic marketing and tactical support to software companies.

GoodSense are proud and active members of the Sustainable Business Network, New Zealand Software Association and the New Zealand Marketing Association and embrace the values of delivering effective change to companies through leadership and collaborative decision making. GoodSense want to create a better future for New Zealand by expanding the weightless economy through promoting technology and sustainability as successful business tools.

Jo has a wealth of experience in the tech marketing sector, helping companies with brand strategy, key messaging development, digital marketing, lead generation and sales performance particularly in the B2B space. She is an experienced marketing professional and business growth advisor in the SME sector. She has held senior sales development and marketing roles in New Zealand and overseas and is recognised as an expert in business-to-business marketing of technology and services.

Jo is the ex-Northern Chair of the New Zealand Marketing Association, and is a Fellow of the Chartered Institute of Marketing in the UK. She holds a Bachelor of Commerce from the University of Otago and a Post Graduate Diploma in Business Administration from the University of Auckland.

Pip Gilbert
Pip Gilbert

Pip is a senior strategy professional with additional experience in innovation ecosystems, activities and delivery of innovation projects. During her time at The Icehouse she lead the development and delivery of major strategic initiatives that included innovative software projects. She also worked closely with a number of SaaS startups both advising and supporting their early growth journey and opening doors to potential partnerships with corporate organisations through the design and execution of corporate innovation activities.

Pip currently works in the hi-tech sector with EROAD, an NZX listed transport technology and compliance company that provides an integrated hardware and software solution enabling the management and compliance of commercial vehicles both in New Zealand and across the United States.

Pip believes that the software industry is a critical part of realising New Zealand’s potential as an export powerhouse, growing our economic performance and future outlook.